Mobile Marketing Association finds increased interest in mobile marketing

The Mobile Marketing Association (MMA) has published its Annual Mobile Attitude and Usage Study, which shows there's increasing interest in - and usage of - mobile marketing services. It says a quarter of mobile users in the US and Western Europe are interested in mobile marketing, with interest levels even higher in Asia Pacific and Latin American markets. In all regions, text-to-win and interactive voting campaigns are the most common examples of mobile marketing in which mobile users have participated. [Source: MarketWatch.com]

MMA European Bluetooth guidelines available for comment

The Mobile Marketing Association (MMA) has published its European Bluetooth Marketing Guidelines for public comment. [Press release; guidelines]

Mobile Marketing Association issues global guidelines

Trade organisation The Mobile Marketing Association (MMA) has released its Global Code of Conduct, which provides guidelines to anyone involved with marketing that's seen on mobile phones. The new Global Code of Conduct, which updates the 2007 version, has five categories:

• Notice – telling users who's selling the products and explaing the terms & conditions;
• Choice & Consent - making it straightforward for consumers to opt-in and opt-out;
• Customization & Constraint – making sure consumers only receive messages they want;
• Security – taking care of user information;
• Enforcement & Accountability - making sure MMA members to comply with the guidelines.

[Press release]

O2 joins Mobile Marketing Association

The Mobile Marketing Association (MMA), a global non-profit organisation dedicated to increasing marketing on mobile devices, has announced that it now has almost 600 member companies. 33 new members have recently joined, including O2. (Vodafone and T-Mobile are already members). The MMA says this signifies a growth in membership of over 350% in the past two years. [Press release]