US Mobile Marketing Association has global gameplan
Rating: hard sell
By Annie Turner
Post-food poisoning thanks to BA, the new, improved, lighter me still is obviously light-headed because I’m confounded by the Mobile Marketing Association’s marketing.
The MMA advertises itself as being a global organisation, but in fact it only launched its Asia-Pacific chapter in February this year, even though the Asian market dwarfs all others already and is growing at a gravity-defying speed. But it’s not just about relative size, rather that in many ways, the Asia-Pacific market is more advanced than any other, including in marketing. Does i-mode (the trail-blazing, open platform, mobile commerce ecosystem launched in 1999) or QR codes ring any bells?
In Europe the MMA chapter is in the process of being re-launched this month, presumably having landed on its nose the first time round. The other areas that get lumped with Europe, the Middle East and Africa, whether they like it or not, are to be have people appointed later in the year, along with Latin America.
Sure, at the Informa conference in New York last week, speakers from Cingular, Coca Cola, Sprint, Harris Interactive et al praised the MMA and all its works to the sky, and certainly MMA executive director did a great job as chairwoman.
BUT it doesn’t alter the fact that right now, MMA is an American organisation that is trying to seize the initiative even though, arguably, the US market is the least developed in terms of mobile marketing, never mind advertising. Just don’t me started on town meetings to teach adults to send text messages again.
It will be hard and dirty work trying to establish the equivalent of the Interactive Standards Bureau’s parameters for online advertising on mobile, because for a kick off, there are something like 2,500 handset models for GSM technologies alone.
I take my hat off to the MMA for its ambition and forward-thinking, but it will be a long, hard sell.
MMA’s mission statement
The Mobile Marketing Association (MMA) is the premier global association established to lead in the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to sustainable 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 400+ global member companies include agencies, advertisers, hand-held device manufacturers, wireless operators, aggregators, infrastructure providers, retailers, 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.
For more information, please visit www.mmmaglobal.com
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One Response to “US Mobile Marketing Association has global gameplan”
just as this was posted - this was published!..
MOBILE MARKETING ASSOCIATION ADDS 23 MEMBERS
New Academic Outreach Program Attracts Northeastern University
BOULDER, CO, March 13, 2007 — The Mobile Marketing Association (MMA) (www.mmaglobal.com) today announced 20-plus new members, continuing a meteoric rise in membership that included a 150 percent increase in 2006. The new members include Northeastern University and Center for Media Design, the first two academic institutions to join following the early 2007 launch of the MMA’s academic membership category.
“The MMA is recognized as the world’s leading association focused on creating best practices and guidelines for the mobile marketing and media ecosystem,” said Laura Marriott, executive director of the MMA. “The establishment of our regional chapters as well as expanding our membership to academia ensures that we support not only the organizations and individuals already engaged in mobile, but our future leaders as well.”
The MMA created the Academic Outreach Committee to establish a bridge between industry and academia. Academics will provide industry with meaningful insights from theory and research, while industry participants will provide academia with real-world experience and data.
“With initiatives such as the Academic Outreach program and overseeing publication of the International Journal of Mobile Marketing, the MMA has helped establish strong ties between academia and mobile marketing professionals,” said Andrew Rohm, Assistant Professor, Northeastern University , Boston , MA . “Those relationships are key to providing the research necessary to develop exciting new ways to develop, execute and measure mobile marketing campaigns.”
The newest MMA members include:
· 5th Finger
· AKQA Mobile
· Bytemobile, Inc.
· Center for Media Design
· GetLisa
· Infinian Corporation
· InterOP Technologies, LLC
· Jingle Networks
· Kona Interactive LLC
· Major League Baseball Advanced Media, L.P.
· Mobile Dreams Factory, SL.
· MoviDream
· Mozes Inc.
· Northeastern University
· Ortiva Wireless, Inc.
· Prime Point Media
· Split P Media
· Unilever
· Vantrix Corporation
· Vapor Mobile
· Wired Assets, LLC
MMA membership is open to companies, academic institutions and individuals actively engaged in the global mobile marketing industry. A list of current members is available at http://www.mmaglobal.com/modules/wfsection/article.php?articleid=501
About the Mobile Marketing Association (MMA)
Comment made on March 13th, 2007 at 2:31 pmThe 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 sustainable 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 400+ 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 . For more information, please visit http://www.mmaglobal.com
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