Wireless Anti-Spam Committee | MMA Global

Wireless Anti-Spam Committee

September 27, 2004
Mobile Marketing Association Forms Wireless Anti-Spam Committee, the Second Phase of its Privacy Initiative

M7 Networks & VeriSign are leading the priority initiative designed insure that mobile marketing is spam-free. Industry invited to join discussion on October 15 in Boston.

Mountain View, CA, September 27, 2004—The Mobile Marketing Association today announces the formation of an anti-spam committee, the second phase in its aggressive program to insure that wireless content applications remain spam-free. The first phase was completed in 2003 with the release of the Code of Conduct (http://mmaglobal.com/modules/content/index.php?id=5&submenu=conduct).

The committee is lead by co-chairs Bill Erickson, CEO of M7 Networks (La Jolla, CA) and Gerry Christensen, director of Wireless Services for VeriSign (Mtn. View, CA.
“I am pleased to announce the establishment of this committee, led by three of our industry’s premier experts,” said Jim Manis, MMA Global Chair. “The mobile channel is the fastest-growing medium for brand marketers and content providers today. The industry needs this committee to help ensure the consumer’s right of non-participation, as well as to continue to build the foundation for the industry’s long-term success.”

With 165 million mobile consumers and 2.5 billion SMS messages sent each month, the United States is the second-largest single pool of cell phone users in the world (China is first). The cell phone is by far the most personal communication device for consumers and the most coveted media platform for advertisers. As this industry continues to burgeon to an estimated $5 billion by the end of 2005, industry leaders must strive to insure that the medium remains spam free.

The first step along that path was the creation of an industry-wide Code of Conduct that is now part of many legal contracts used by carriers and aggregators in the mobile marketing space. As demand for mobile marketing increases, the volume of requests from brands to reach their consumer base soon will overwhelm carriers. Conversely, consumers are demanding more mobile campaigns.

The Anti-Spam Committee will research the merits of a national preference and privacy database designed to ensure a spam-free mobile experience. Such a system will allow consumers to opt-in and out of various campaign types, based on the Code of Conduct. Such a system would be open, flexible and optional.

“VeriSign is excited to embark on the second phase of the MMA privacy and anti-SPAM initiative," said committee co-chair Gerry Christensen. "Consumers are looking to carriers for mobile security and protection. As a company with a strong heritage in mobile communications and security, we believe the industry can come together to provide added security and control to the consumer in a manner that provides flexibility for the carrier and content provider alike."

The Anti-Spam Committee will hold its first in-person meeting, which will be open to industry experts, on October 15 in Boston at the Colonnade on 120 Huntington Avenue. Attendees should RSVP to Peter Fuller, MMA executive director at [email protected].

“The industry is strongly behind this initiative,” said William Erickson, committee co-chair. “We welcome open and active participation from all players and encourage their attendance in Boston.”

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About the MMA
The Mobile Marketing Association is the premier global association that strives to stimulate the growth of mobile marketing, M-commerce and supporting technologies. MMA members include agencies, advertisers, handheld device manufacturers, carriers and operators, retailers, software providers and service providers, as well as any company focused on the potential of marketing via mobile devices. More information is available at www.mmaglobal.com.