dotMobi Advisory Group and Mobile Marketing Association join forces

Rating: a problem shared?

By Annie Turner

The dotMobi Advisory Group (MAG) and the Mobile Marketing Association (MMA) have signed a global Industry Alliance Memorandum of Agreement. The MAG is a dotMobi-accredited, independent not-for-profit industry forum while the MMA represents more than 450 companies “across the global mobile marketing ecosystem”. The two have agreed to support each other’s initiatives on mobile advertising, search and m-commerce to establish common guidelines, best practices and commercialisation efforts to encourage the growth of the mobile Internet.

The signing of the MAG-MMA Industry Alliance agreement is made on the heels of MAG’s endorsement of the recently published MMA Mobile Advertising Guidelines. One example of this newly formalised collaboration encourages an open dialogue between the MMA and MAG for further development of the MMA Mobile Advertising Guidelines. The fourth revision of the MMA Mobile Advertising Guidelines was published this month by the MMA’s Mobile Advertising Committee and can be viewed at: www.mmaglobal.com/mobileadvertising.pdf

This is all to the good, if belated, but why isn’t the GSM Association party to this too? Or is the MMA going to act as the conduit between MAG and the GSMA after the GSMA and MMA have agreed to collaborate? And where is the Open Mobile Alliance and the 3G Partnership Project (3GPP)?

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5. MMA updates its mobile advertising guidelines