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."

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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.

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.

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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

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.

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

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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.


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.

US Common Short Code Administration (CSCA) Participating Carriers Join CTIA and MMA to Sponsor Mobile Marketing Roadshows in Nine US Cities

Largest American carriers back seminar series that teaches brands and advertisers how to market on wireless devices.

Washington, D.C. and Mountain View, CA, April 26, 2004—The Cellular Telecommunications & Internet Association (CTIA) and the Mobile Marketing Association (MMA) today announce that the participating carriers of the Common Short Code Administration Program (ALLTEL, AT&T Wireless, Cingular Wireless, Cricket, Dobson, Nextel, RCC, SprintPCS, T-Mobile, Virgin Wireless,Verizon Wireless, and Western Wireless) have joined the CTIA and the Mobile Marketing Association to promote the nine-city seminar series on mobile marketing called the Mobile Marketing Roadshow.

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. Advertising agencies and brand managers will learn the benefits and power of mobile marketing to increase branding, customer communication and drive product sales.

“All mobile marketing is done through the carriers and it is important for brands and advertisers to learn about this medium from the ones who created it. We are very excited to have these carriers sponsor this aggressive new joint undertaking by the MMA and CTIA,” said John M. Windolph, Senior Vice President, CTIA.

“Mobile marketing, when executed with a high regard for consumer privacy, can easily become a trusted source of valuable information. It is very exciting to have these carriers involved in the Roadshow series. Brands and advertising agencies will learn much from these telecom giants,” said, Peter Fuller, executive director of the MMA.

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. Members of the press who wish to attend for free should contact Peter Fuller at 650.996.0359. Case studies highlighted during these sessions can be used for articles on mobile marketing.

Spring session dates are:

New York City: April 29

Chicago: May 18

Los Angeles: June 16

Boston: June 24

“We are very excited to offer these conferences this year,” said Peter Fuller, executive director of the MMA. “When executed with care for consumer privacy, mobile marketing is the best, most effective communication tool to come along since the Internet.”

# # #

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.

Mobile Marketing Roadshows Attract Top Sponsors and Speakers

Mobile Marketing Roadshows will be held in 9 cities throughout 2004 and targets brands and advertising agencies.

Washington, D.C. and Mountain View, CA, April 7, 2004—The Cellular Telecommunications & Internet Association (CTIA) and the Mobile Marketing Association (MMA) today announce that the Mobile Marketing Roadshows are sponsored by industry leaders Acotel, InphoMatch, m-Blox, Mobileway, Mobliss, m-Qube and Thought Transfer.

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. Advertising agencies and brand managers will learn the benefits and power of mobile marketing to increase branding, customer communication and drive product sales.

“We are very excited to pull together this amazing list of sponsors and speakers. This well-rounded agenda gives advertising agencies and brands everything they need to run consumer-sensitive mobile marketing campaigns in North America,” said Peter Fuller, executive director of the Mobile Marketing Association.

“Wireless is an excellent new marketing channel for brands if organized and managed effectively. These conferences are intended to assist marketers in understanding the nuances of mobile marketing ­ by introducing campaign concepts and resources to complement brand marketing initiatives,” said, John M. Windolph, Senior Vice President, CTIA.

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

New York City: April 29

Chicago: May 18

Los Angeles: June 16

Boston: October 14

“We are very excited to offer these conferences this year,” said Peter Fuller, executive director of the MMA. “When executed with care for consumer privacy, mobile marketing is the best, most effective communication tool to come along since the Internet.”

# # #

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.

MMA & CTIA Join to Create First Mobile Marketing RoadShow Conference Series in the United States

Mobile Marketing Roadshows will be held in 9 cities throughout 2004 and targets brands and advertising agencies.

Washington, D.C. and Mountain View, CA, March 15, 2004—The Cellular Telecommunications & Internet Association (CTIA) and the Mobile Marketing Association (MMA) have created a seminar series on mobile marketing in order to meet a growing demand by advertising agencies and brands for information on how to conduct effective mobile marketing campaigns in North America.

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.

“Mobile marketing is just beginning to gain traction in North America having demonstrated its utility and efficiency in Europe and Asia,” said John Windolph, senior vice president for business development of CTIA. “Our goal for these conferences is to introduce brands and their promotional agencies to a compelling new outreach medium that can be successful and effective when carefully planned and executed.”

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

New York City: April 29

Chicago: May 18

Los Angeles: June 16

Boston: October 14

“We are very excited to offer these conferences this year,” said Peter Fuller, executive director of the MMA. “When executed with care for consumer privacy, mobile marketing is the best, most effective communication tool to come along since the Internet.”

# # #

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.