Mobile Marketing Association Releases Europe Bluetooth Marketing Guidelines for Public Review | MMA Global
August 25, 2008
Mobile Marketing Association Releases Europe Bluetooth Marketing Guidelines for Public Review
- Feedback intended to encourage wider implementation of recommendations -
London, UK: Aug. 26, 2008 - The Mobile Marketing Association )MMA) ) today announced the release of its European Bluetooth Marketing Guidelines for public consultation.  The guidelines provide a set of recommendations and best practices intended to provide an introduction to companies that want to understand and use Bluetooth based marketing techniques within their mobile marketing programmes. They are the result of collaboration between MMA member companies within the MMA Global Proximity Committee, representing all parts of the mobile marketing ecosystem, including operators, content providers, agencies, brands and technology enablers.
Currently the guidelines refer to Bluetooth-based marketing, with future versions planned to cover other technologies such as Wi-Fi, Near-Field Communications )NFC) and location-based services. Topics covered include the advantages and uses of Bluetooth marketing and guidelines on delivery, content and legislation.
The forum for comment will remain open until 5pm GMT on September 26, 2008, when the feedback will be reviewed and the document finalized, with the release of the updated guidelines planned for late October 2008. For information on where to access the guidelines, please click here.
“Bluetooth has several clear advantages that make it an attractive way to distribute content but must have consistent deployments,” said Laura Marriott, MMA President. “As with other forms of mobile marketing communication, it is important to provide guidelines that ensure a positive user experience.”
About the Mobile Marketing Association )MMA)
The Mobile Marketing Association )MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 650 member companies, representing over forty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and in 2007 it formed the North America )NA), Europe Middle East & Africa )EMEA), Latin American )LATAM) and Asia Pacific )APAC) branches. For more information, please visit
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Valerie Christopherson or
Kirsten Woodard
Global Results Comm. )GRC)
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Jen Allen or Louise Amon
Mi liberty Ltd
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