Mobile Marketing Association Release Consumer Best Practice Standards | MMA
May 24, 2005
Mountain View, CA, May 24, 2005—The Mobile Marketing Association (MMA), in cooperation with the CTIA, today announces the release of its Best Practices Guidelines for Cross-Carrier Mobile Content Services. The guidelines were written by a committee comprised of all five Tier 1 wireless carriers, leading aggregators and content providers. Marketers, brands and carriers had requested the guidelines as the use of the mobile channel to interact with consumers continues its exponential growth. The best practices are posted on the MMA’s web site at: www.mmaglobal.com/bestpractices

“I am very pleased with the consensus across the industry this committee achieved on a set of standards that will significantly improve a consumer’s experience when interacting through or downloading content to their phones,” said Jim Manis, Global Chairman of the MMA. “These rules common across all carriers represent a maturing of the industry and insure that consumers maintain ultimate control over the most personal communication device they own—their mobile phone – while encouraging content providers to invest in the space given consistent rules of engagement across carriers.”

The guidelines cover these major areas of mobile content services:
• Advertising and promotion
• Opt-in
• Opt-out
• Subscription services
• Help for consumers
• Glossary of standard terms an abbreviations

The guidelines were created to give consumers the highest standard of privacy and control over content delivered to their mobile phone and add efficiencies and standards for brands, advertisers and carriers that hasten their ability to meet growing consumer demand for fast, easy-to-use mobile content and branded services.

“We are pleased to work with the MMA on the development these best practices,” said Mark Desautels, Vice President, Wireless Internet Development, CTIA. “The practices are in line with CTIA's Consumer Code for Wireless Service, providing clear advice of charge for consumers, and achieve our goal of building a foundation for a sustainable mobile data industry.”

The CTIA recently unveiled a consumer advocacy effort, known as Mywireless.org, which helps consumers protect the freedom, value and security of the mobile phone they use with wireless services.