Mobile Marketing Forum Findings: Industry Collaboration Key To Success Of Mobile Marketing | MMA Global

Mobile Marketing Forum Findings: Industry Collaboration Key To Success Of Mobile Marketing

October 18, 2007

Mobile Marketing Forum Findings: Industry Collaboration Key To Success Of Mobile Marketing

London, UK & Denver, CO. 18 October 2007 – The Mobile Marketing Association’s )MMA) Mobile Marketing Forum, ) held in Barcelona on 9 & 10 October, attracted over 200 industry delegates from across Europe, Asia, North America and Latin America.  The event saw industry leaders speaking about the latest developments in mobile marketing including; advertising, search, communities, and commerce.  Keynote sessions from Acision, Coca-Cola, Enpocket and AKQA Mobile confirmed the mobile marketing industry is gaining traction with brands world-wide. 

Common themes emerging from the event included:

1.    Collaboration & integration; Fundamental to the broad scale adoption of mobile marketing will be industry wide collaboration. By companies pooling together their knowledge and experiences, the industry can advance quickly.
2.    Measurement and Metrics; The development of common currencies and definitions across the mobile ecosystem will help the integration and acceptance of mobile as a key part of the media mix. 
A survey conducted by Airwide Solutions and launched at the Mobile Marketing Forum )Oct. 07) demonstrates the need for more metrics and found big brands claimed that up to 10% of recipients of mobile marketing campaigns requested more information as a result of receiving a mobile marketing message grew from 32% in 2006 to 58% in 2007. The survey also found that more brands are looking to spend a greater proportion of their marketing budget on mobile campaigns in the near future with 71% of brands projecting to spend up to 10% of their budget on mobile marketing within two years' time.
3.    Consumer privacy; is key to growing the industry. Relevance and consumer pull are the foundation elements for a positive consumer experience. Developments such as the MMA EMEA mobile advertising guidelines help to ensure a clear and consistent interaction.

Leif Fågelstedt, Chief Operating Officer, Blyk, “When brands can see how mobile can be used successfully within marketing and advertising campaigns, then we will see them invest in mobile.  This will shape the future of the industry.” 

Laura Marriott, President, MMA commented, “Ensuring a positive consumer experience is paramount for all players in the ecosystem.  All attendees at this event understand the need for consumer privacy and protection in order to protect the long term sustainability of mobile as a viable media channel.  The goal of the MMA is to lead in the development of guidelines and best practices to ensure consistency, rapid deployment and ease of access.”
The intersection of mobile search and advertising was highlighted by Richard Siber, Interim CMO and Board Member, JumpTap, “Search plays a pivotal role in enhancing the user experience. By intersecting search with advertising, it becomes highly relevant to the consumer and effective marketing messages can reach the intended audience.”   

Daphne Loukas, CEO, Out There Media said, “This was one of the best events I have attended in Europe with a whole range of industry players to learn from.  It’s been apparent from the Forum’s sessions that the industry needs to collaborate to progress this industry forward.  We see the EMEA mobile advertising guidelines the MMA launched recently as essential to progress the industry and will be implementing them.”

Join the MMA at one of its upcoming 2007 events:
•    Mobile Marketing Forum, Nov. 14, Los Angeles
•    Mobile Marketing Forum, Dec. 6, Hong Kong


About the Mobile Marketing Association )MMA)
The Mobile Marketing Association )MMA) is the premier global non-profit 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 mobile channel for use by brands and content providers. The 450+ global member companies include agencies, advertisers, hand held device manufacturers, wireless operators, aggregators, technology enablers, market research firms and all companies focused on marketing via the mobile channel. The Mobile Marketing Association’s global headquarters are located in the United States and has representatives in over forty countries across the globe.  It recently formed the Europe Middle East & Africa )EMEA) and Asia Pacific )APAC) divisions.  The Latin American )LATAM) division will be launched Q4 2007.  For more information, please visit

The MMA would like to thank its event partners for MMF EMEA including: 160characters, BERG Insight, GoMo News, Informa Telecoms & Media, MobiAd Network, Mobile 2.0 Analyst, Mobile Communications Europe, Mobile Communications International, Mobile Entertainment, Mobile Marketing Magazine, Mobile Messaging Analyst, Mobile Media, Interactiva, El Periódico de la Publicidad, Anuncios, EL Publicista, Acision, Amdocs, Ericsson, JumpTap, Medio Systems, dotMobi )mTLD), Sports.comm, Velti, WIN PLC and Yahoo! Mobile, dotMobi Advisory Group, GSMA – GSM Association and MDA – Mobile Data Association.
Hinda Smith or Jen Allen
Mi liberty Ltd
P: +44 20 7751 4444
[email protected]
[email protected]

Valerie Christopherson or
Kirsten Woodard
Global Results Comm. )GRC)
+1 949 608 0276
[email protected]
[email protected]