Mobile Search Working Group Established to Help Monetize the Wireless Web

Mobile Search will be the next value driver for operators and brands

BELLEVUE, WA, October 5, 2005 — The Mobile Marketing Association (MMA) today announced the establishment of a Mobile Search Working Group designed to establish guidelines for a search marketing ecosystem. The Mobile Search Working Group will help operators maximize value from search as well as provide an efficient search ecosystem for advertisers and content providers in the mobile space.

“The Mobile Search Working Group is another example of industry wide collaboration within the Mobile Marketing Association,” said Jim Manis, Global Chair of the MMA and senior vice-president M-Qube. “Mobile Search will help carriers monetize out-of-garden content and capture advertising revenues, while allowing merchants to target consumers at the moment they are looking to buy. The Working Group, within the Mobile Marketing Association, will work to establish the guidelines and best practices around the mobile search ecosystem”

The goal of the working group is to develop common business models, operating procedures and technology interfaces that allow operators to offer an integrated, carrier branded mobile search experience to their subscribers - as well as help merchants and content providers monetize their opportunities in the mobile ecosystem. The Mobile Search Working Group will help establish the guidelines for companies, across the value chain, to help them better understand and create value from the mobile search experience.

The Chairperson of the Mobile Search Working Group is Eric McCabe, Vice President of Marketing for JumpTap, Inc. “Mobile search is more than indexing web pages – it’s about marketing to customers who want to buy. The fast-growing mobile data market needs mobile-specific search solutions to give the world’s two billion wireless users a quick, easy, and fun entry point to content within the walled garden as well as on the mobile web,” stated McCabe. “The Mobile Search Working Group is a collaboration of experts from the mobile telecom, search, and content industries. The purpose is to advance the uses of mobile search by carriers, advertisers, and content providers in the expanding mobile economy.”

The Mobile Search Working Group is open for participation to all current Mobile Marketing Association members. For those companies and individuals interested in joining, please contact Laura Marriott, MMA Executive Director at [email protected].

About the Mobile Marketing Association (MMA)
The Mobile Marketing Association is an action-oriented association designed to clear obstacles to market development, to establish standards and best practices for sustainable growth, and to evangelize the mobile channel for use by brands and third party content providers. MMA members include agencies, advertisers, hand held device manufacturers, wireless operators and service providers, retailers, software and services providers, as well as any company focused on the potential of marketing via the mobile channel. The Mobile Marketing Association’s global headquarters are located in Bellevue, WA. For more information, please visit www.mmaglobal.com

For more information:
Laura Marriott
Executive Director, Mobile Marketing Association
[email protected], +1.303.881.9153

Mobile Marketing Association Welcomes New Members
Rapidly Growing Membership Reflects Value Top Marketers Place in the Mobile Channel

BELLEVUE, August 23 — The Mobile Marketing Association (MMA) today announced that 27 new members have joined the association in the last few months. The Mobile Marketing Association is an action-oriented association designed to clear obstacles to market development, to establish standards and best practices for sustainable growth, and to evangelize the mobile channel for use by brands and third party content providers.

“We are thrilled to have these industry leaders join our association,” said Laura Marriott, MMA Executive Director. “Industry awareness and excitement about the power of the mobile channel has been steadily increasing. The MMA is at the center of this opportunity and will leverage its member’s strength and commitment to create collaborative guidelines and best practices for using mobile data to reach consumers.”

New MMA membership additions include: Buongiorno USA; Distributive Networks, LLC; Dwango Wireless; I-Jump; Juice Wireless, Inc.; JumpTap; Lucent Technologies; M:Metrics; Mobile Information Access (MIA); Mobile Messenger; Mobile Phone Applications (Mophap); NeoMedia Technologies, Inc.; Opera Telecom USA; Phonebites; Quigley Simpson Interactive; Simplewire; Sony Pictures Digital; TextingNow, LLC; The Concept Studio (“TCS”); Tira Wireless; USATODAY.com; US Cellnet Information, Inc.; Virtu Mobile; VML; Wireless Services Corp.; Yahoo!; and, Zapptrio.

The MMA also welcomes Rouben Haroutoonian, Executive Vice President, Dwango Wireless and Joe Barone, President, Virtu Mobile to the MMA Board of Directors.

About the Mobile Marketing Association (MMA)
The Mobile Marketing Association is an action-oriented association designed to clear obstacles to market development, to establish standards and best practices for sustainable growth, and to evangelize the mobile channel for use by brands and third party content providers. MMA members include agencies, advertisers, hand held device manufacturers, wireless operators and service providers, retailers, software and services providers, as well as any company focused on the potential of marketing via the mobile channel. The Mobile Marketing Association’s global headquarters are located in Bellevue, WA. For more information, please visit www.mmaglobal.com.

For more information:
Laura Marriott
Executive Director, Mobile Marketing Association
[email protected]
+1.303.881.9153

BELLEVUE, July 19 — The Board of Directors of the Mobile Marketing Association (MMA) today announced that it has selected Laura Marriott to be its new Executive Director. Ms. Marriott will be responsible for managing the global operations of MMA, which strives to stimulate the growth of mobile marketing, m-commerce and supporting technologies. MMA initiatives actively establish industry-wide, national and international guidelines for mobile marketing and address the needs of companies that are currently active in the mobile marketing industry, or interested in mobile marketing as a new aspect of their business.

"We are extremely pleased that Laura will represent MMA and lead the organization's efforts in growing its membership, maximizing its reach, and helping shape the global mobile marketing industry’s future," said Jim Manis, Global Chairman for the Mobile Marketing Association. “The MMA is entering a new stage of development as the market evolves, and Laura will help us to grow with selected initiatives and events designed to foster sustainable, consumer-friendly growth in the marketplace.”

Ms. Marriott has over fourteen years of experience in the high-tech industry in the areas of business development, product management and marketing, including extensive experience in the mobile marketplace. Most recently, Marriott served as Intrado Inc’s Director of International Mobility Marketing, where she was responsible for the development and delivery of messaging solutions. While at Intrado she also managed marketing for the wireless 9-1-1 portfolio and helped to successfully execute Intrado’s acquisition of bmd wireless, a global leader in core network messaging.

Before her tenure at Intrado, Marriott also held leadership positions at Cyneta Networks and Cell-Loc Inc. She graduated from the University of Alberta.

"This is an exciting time to be in the mobile marketing industry," said Marriott. "New technologies, wireless data adoption and true interoperability will result in tremendous benefits to MMA, its members, consumers and the industry as whole. Further, we have a tremendous opportunity to reinforce and extend the robustness and sustainability of the marketplace by serving as an effective forum for representatives of all major constituencies."

The Mobile Marketing Association Executive Committee includes: Jim Manis, Global Chairman (m-Qube); Louis Gump, Vice-Chairman and Treasurer (The Weather Channel Interactive); Carrie Himelfarb-Seifer, Secretary (Vindigo); Jerry Easom (Syniverse Technologies) and Jean Berberich (Procter & Gamble).
Peter Fuller, the MMA’s prior Executive Director, has resigned to pursue consulting opportunities in the mobile marketing space after five years of service to the organization. He will continue to be an active MMA member.

About Mobile Marketing Association (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, hand held device manufacturers, wireless operators and service providers, retailers, software providers and services providers, as well as any company focused on the potential of marketing via mobile devices. The Mobile Marketing Association’s global headquarters are located in Bellevue, WA. For more information, please visit www.mmaglobal.com.

For more information:
Laura Marriott
Executive Director, Mobile Marketing Association
[email protected]

"We are extremely pleased that Laura will represent MMA and lead the organization's efforts in growing its membership, maximizing its reach, and helping shape the global mobile marketing industry’s future," said Jim Manis, Global Chairman for the Mobile Marketing Association. “The MMA is entering a new stage of development as the market evolves, and Laura will help us to grow with selected initiatives and events designed to foster sustainable, consumer-friendly growth in the marketplace.”
Ms. Marriott has over fourteen years of experience in the high-tech industry in the areas of business development, product management and marketing, including extensive experience in the mobile marketplace. Most recently, Marriott served as Intrado Inc’s Director of International Mobility Marketing, where she was responsible for the development and delivery of messaging solutions. While at Intrado she also managed marketing for the wireless 9-1-1 portfolio and helped to successfully execute Intrado’s acquisition of bmd wireless, a global leader in core network messaging. Before her tenure at Intrado, Marriott also held leadership positions at Cyneta Networks and Cell-Loc Inc. She graduated from the University of Alberta.
"This is an exciting time to be in the mobile marketing industry," said Marriott. "New technologies, wireless data adoption and true interoperability will result in tremendous benefits to MMA, its members, consumers and the industry as whole. Further, we have a tremendous opportunity to reinforce and extend the robustness and sustainability of the marketplace by serving as an effective forum for representatives of all major constituencies."
The Mobile Marketing Association Executive Committee includes: Jim Manis, Global Chairman (m-Qube); Louis Gump, Vice-Chairman and Treasurer (The Weather Channel Interactive); Carrie Himelfarb-Seifer, Secretary (Vindigo); Jerry Easom (Syniverse Technologies) and Jean Berberich (Procter & Gamble).
Peter Fuller, the MMA’s prior Executive Director, has resigned to pursue consulting opportunities in the mobile marketing space after five years of service to the organization. He will continue to be an active MMA member.
About Mobile Marketing Association (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, hand held device manufacturers, wireless operators and service providers, retailers, software providers and services providers, as well as any company focused on the potential of marketing via mobile devices. The Mobile Marketing Association’s global headquarters are located in Bellevue, WA. For more information, please visit www.mmaglobal.com
For more information:
Laura Marriott
Executive Director, Mobile Marketing Association
[email protected]

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.

Mountain View, CA, February 22, 2005—The Mobile Marketing Association today announces the formation of two new working groups: the MMA Best Practices Committee and the MMA Metrics Research Committee. The Best Practices group is led by Mike Baker, President and COO of Enpocket and the Metrics group is led by Jean Berberich, Systems Manager for Procter and Gamble and vice-chaired by Irené Waldman of Visa U.S.A.

Best Practices Committee
The Best Practices committee will work this year to establish a set of guidelines and recommendations for effective, efficient execution of mobile marketing campaigns via SMS, MMS, wireless web and PDA. Core principles will focus on ensuring consumer privacy and a positive, welcomed experience with the medium. On the committee are the following MMA members: Mike Baker of Enpocket; Heidi Lehmann of Third Screen Media; David LaPlante of Twelve Horses; Neil Versen of AvantGo; and Eric Wheeler of OgilvyInteractive Worldwide.

“I am excited to form this working grouping for the MMA,” said Best Practice committee chair Mike Baker (Enpocket). “We will work this year to establish solid principles of execution based on domestic and international experiences with the medium to ensure all parties—brands, advertisers carriers and consumers—benefit positively from their mobile experience.”

The Best Practices committee will meet in Atlanta on March 3.

Metrics Committee
The Metrics committee will work this year to establish the parameters for accurate cross-media return-on-investment measurement guidelines for advertisers, brands and carriers using mobile marketing. Although mobile marketing drives the highest responses of any advertising medium, a central resource for ROI measurement principles has not yet been established for the medium, as it has with traditional advertising. This committee will work to provide those guidelines through the MMA this year. On the committee are the following: Jean Berberich of Procter and Gamble; Lisa Fields of go2 Directory Systems, Nihal Mehta of ipsh!, Karim Sanjabi of Carat Interactive; John Styers of Sprint; Irené Waldman of Visa U.S.A.; and Amy Wilson, of Cingular.

"As a leading brand and strong supporter of mobile marketing, Visa is excited to participate in this very important effort," said Irené Waldman, committee vice chair. "Mobile marketing could be the most effective and personal advertising medium available to brands, and having an universal set of established metrics will give brands the proper tools to measure the medium's potential for outstanding return-on-investment."

The Metrics committee will meet in New Orleans at CTIA on March 13.

Growing the Industry
With more than 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.

“We will continue to see tremendous growth in mobile marketing this year,” said Jim Manis, MMA Global Chair. The formation of these and other committees will work to drive that growth and provide a stable, efficient and effective mechanism for brands and advertisers to communicate with consumers.”

# # #

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.

Air2Web, go2® Directory Systems, Intrado, IPSH!, OgilvyInteractive Worldwide, Third Screen Media, Twelve Horses, and Visa Join Mobile Marketing Association Board of Directors

Eight new board members add to MMA’s growth and provide insight into the fastest-growing new advertising medium.


Mountain View, CA, February 21, 2005—The Mobile Marketing Association today announces that Air2Web, go2 Directory Systems, Intrado, IPSH!, OgilvyInteractive Worldwide, Third Screen Media, Twelve Horses, and Visa have joined the organization and its board of directors.

“We are very excited to have these eight new members join our board,” said Jim Manis, MMA global chair and senior vice president of m-Qube. “Advertisers and brands are adding mobile marketing as a premium component to their cross-media campaigns. These new members will help the MMA and the industry make mobile marketing easier, efficient, accessible and measurable to all who want to use its power to connect with consumers on a personal level.”

New Members Join
Air2Web is a leading provider of wireless applications and gateway services for carriers and enterprises. The company has been involved in mobile marketing globally for more than five years and is a pioneer in the space.

“We are very excited about joining the MMA and its board and look forward to using our international experience with mobile marketing to help shape and grow the US industry,” said Sara Rothfeder, VP of Marketing for Air2Web.

go2 Directory Systems, operates the leading mobile, location-based Yellow Page directory and movie guide service in the U.S. Lisa Fields, go2 Director of Sales, said, "The go2 WAP-based directory has over 1,000,000 unique mobile phone users every month who are searching for nearby products and services. This extraordinary medium has allowed national businesses to connect to ready-to-buy go2 end-users at the local level through wireless service providers since 1999. Through the MMA, we hope to guide the industry in WAP-based mobile advertising and user-interaction."

Intrado Inc. is a leading global provider of integrated data and telecommunications solutions, delivering the core of the nation's 9-1-1 infrastructure and, through its bmd wireless subsidiary, a family of core network messaging solutions, including new SMS spam filtering technology. The company is working to help the industry build guidelines to insure a positive, spam-free consumer mobile marketing experience.
“Intrado is pleased to become a member of the Mobile Marketing Association. As a new MMA member we salute the efforts to establish industry-wide guidelines and look forward to participating within this global association to help shape the future of important initiatives including SMS spam,” said Laura Marriott, Director of Mobility Product Marketing for Intrado.

IPSH! enables companies to reach existing and potential new customers through innovative mobile marketing strategies including reminders, promotions, ring-tones, pictures, games, one-touch voting mechanisms, interactive 2way polling/reporting, live events, interactive chat, and MMS (multimedia messaging services). The company has completed over 300 successful mobile marketing campaigns since 2001 and has been an MMA member for two years and is joining the board for the first time in 2005.

“We are pleased to join the MMA Board during this crucial and exciting time for the mobile marketing industry,” said CEO Nihal Mehta. “The organization is the single leading force behind the industry and we are pleased to be able to help it define the future of mobile marketing.”

OgilvyInteractive Worldwide is one of the largest and most prestigious global interactive advertising agencies in the world and has been a leader in the mobile marketing space for more than five years OgilvyInteractive was also one of the first members of the MMA in 2000.

“We are re-engaging with MMA because the industry is expanding so rapidly. Our clients are increasingly requesting campaigns that feature mobile marketing as part of their cross-media campaigns,” said Eric Wheeler, senior partner and Executive Director, OgilvyInteractive North America. “We look forward to working with the association and the industry to help it pioneer mobile marketing.”

ThirdScreen Media allows companies and their customers to extend business into the mobile channel by producing and managing a personalized, relevant presence. Through ThirdScreen Media's Mobile Advertising Network, companies have access to a broad suite of mobile advertising products including media planning, buying, tracking, and optimization.

“Mobile marketing is the most personal and effective marketing medium in use today,” said Heidi Lehmann, executive vice president of ThirdScreen Media. “We look forward to helping the MMA establish a series of best practices for the industry.”

Twelve Horses, an international provider of mobile text (SMS), email, fax and voice messaging through a single platform, secured their membership because CEO Dave LaPlante knows that, with 2.5 billion messages sent every month, the U.S. is poised for explosive Short Message Service (SMS) growth.

“Following the European lead, millions of consumers regularly use two-way messaging to enter contests, respond to billboard ads, and trigger mobile commerce transactions,” LaPlante explained. “Text messaging also provides one of the smartest and most distinctive opportunities for businesses and organizations to forge customer relationships and loyalty.”

Visa USA, the global leader in electronic payments, is joining the MMA to help provide positive, universally accepted metrics for mobile marketing measurement.

"Mobile marketing campaigns provide a compelling way to connect with consumers,” said Irené Waldman, Director of Promotional and Loyalty Marketing, and new MMA member Visa USA. "The medium will give us the opportunity to create a memorable tie-in for cardholders, adding to the bottom line for Visa's Members and merchants."

# # #

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.

Jim Manis, the award's namesake, is award's first recipient.

Mountain View, CA, October 18, 2004-The Mobile Marketing Association today announces the first annual Manis Award for Outstanding Service and Dedication to the Mobile Marketing Industry. The Manis Award is the first such award in the industry. It is created to highlight an individual who exhibits impressive leadership and selfless dedication to growing the mobile marketing industry and promoting standards that benefit and protect consumers.


Jim Manis, senior vice president of m-Qube, was chosen by a unanimous vote of the four-member MMA Executive Committee to be not only the awards first recipient, but also its namesake.


Manis is currently the global chairman of the MMA, a position he has held since 2002. During his tenure, he has steered the organization through the economic downturn that forced many companies in the space to close their doors. Known for his collaborative leadership style, Manis helped restored confidence in the organization among its members and helped grow the industry by removing issues that prevented its rapid growth.


Following are some key industry accomplishment Manis has influenced since 2002:


- Creation of the Common Short Code. Short codes are used by brands to communicate via Short Message Service (SMS) to consumers. Before the common short code, a single short code did not work across all carriers simultaneously. Manis lead an MMA committee and worked with several key associations to help make the common short code a reality in 2003.

- Establishment of an Industry Code of Conduct. The CoC advises all brands, carriers, advertisers and technology partners to adopt a double opt-in standard for mobile marketing campaigns. This standard insures that consumers will not receive any advertising or marketing messages they do not specifically request. The CoC is now voluntarily included in many legal contracts.

- Global & Government Representation. Manis represented the organization to various federal agencies and committees and helped grow and develop the MMA in Europe. Neither he nor his company received re-imbursement dollars for travel, per MMA policy.

"Jim has been a tireless, dedicated leader of this organization for two years and has accomplished what many people said couldn't be done in that amount of time," said Peter Fuller, who has been with the MMA in various capacities for four years and now serves as its executive director. "His service gave birth to this industry in the United States."


The Manis Award will be awarded annually by the MMA executive committee and will be the industry's premiere leadership award.


"Jim's extreme dedication, global knowledge, and diplomatic business practices has helped mobile marketing become a reality and measurable advertising medium in North America." said Jean Berberich, P&G , executive committee member.

# # #



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

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.”


# # #

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.

Mobile Marketing Roadshow Sells Out in New York City, Standig Room Only For First Event

First-Ever Roadshow Series on Mobile Marketing Draws Advertisers, Brands and Content Providers.

Washington, D.C. and Mountain View, CA, May 11, 2004—The Cellular Telecommunications & Internet Association (CTIA) and the Mobile Marketing Association (MMA) today announce that the first Mobile Marketing Roadshow, held in New York City on April 29, was sold out and packed with an audience of top brands, advertisers, content providers and carriers.

Speakers include representatives from Fox Sports, Cosmopolitan, the EU chapter of the MMA, the Mobile Marketing Association, ad agencies and several of the largest carriers in the United States. Sponsors and speakers were targeted for their excellent case studies, success in mobile marketing and knowledge of cross-media marketing campaign execution involving mobile marketing.

New York City was the first city to host the 9-city seminar series.

"It was an amazing show of interest in mobile marketing," said Rob Mesirow, Vice President of Operations for CTIA. "It's exciting to see the tremendous enthusiasm from attendees, and we look forward to a terrific seminar series to match the exponential growth rates in text messaging traffic."

“From the crowd that came to the New York City event, it is clear to see why many analysts predict mobile marketing to be a $5 billion industry by 2005,” said Peter Fuller, executive director of the MMA. “It’s clear that advertisers and brands are grabbing this new medium and working to realize its full potential.”

Called the Mobile Marketing Roadshow, the seminar is a one-day, information packed conference that will be held in nine cities throughout the United States from April to December 2004. The Roadshow series is the first to exclusively spotlight one of the hottest markets in mobile communications, mobile marketing, in the world’s second largest single pool of mobile phone subscribers—the United States. Each segment of the mobile marketing industry will be covered in the series: device manufacturers, carriers, technology partners, advertising agencies, content providers and brands. Attendees will learn everything they need to know to create, execute and measure advertising campaigns conducted on mobile phones.

Information on Mobile Marketing Roadshow can be found at: www.mobilemarketingroadshow.com. Spring session dates are:


Chicago: May 18
Los Angeles: June 16
Boston: October 14

# # #

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.


About the CTIA
About CTIA The Cellular Telecommunications & Internet Association (CTIA) is the international organization that represents all elements of wireless communication - cellular, personal communication services enhanced specialized mobile radio, and mobile satellite services - serving the interests of service providers, manufacturers, and others.