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CTIA Wireless Feature Article


March 24, 2010

MMA Reinforces Commitment to Advancing Sustainable Standards for Retail Mobile Marketing


The Mobile Marketing Association has reinforced its commitment to advancing sustainable standards and best practices for retail mobile marketing through new member programs and leadership initiatives.




MMA is a global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The organization is designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The over 700 member companies, representing over 40 countries around the globe, include all members of the mobile media ecosystem.

The organization commented on its commitment during CTIA (News - Alert) Wireless 2010. This year’s event features a new exhibit area, called the Retail Zone, with more than 150 exhibitors.

According to CTIA, more than 20 percent of the show's attendees come from the retail space.

“We're already seeing significant buzz this year in the mobile retail space, with major brands delving into a variety of mobile marketing and commerce opportunities,” said Michael Becker, managing director for North America at MMA.

Becker said that MMA members already engaged consumers with major brands and retailers through mobile marketing campaigns, such as Ralph Lauren’s mobile video fashion shows or Best Buy’s product details and customer ratings.

“Additionally, point-of-sale 2D-barcode coupons in Target and JC Penny stores, retail card apps like myStarbucks, and even a shakable interactive mobile ad from Levi Strauss & Co.’s Dockers brand demonstrate the growth of companies using retail mobile marketing and commerce,” Becker added.

Additionally, MMA also acknowledged the continued uptake in retail mobile marketing by leading brands and agencies. The organization announced the addition of BestBuy, Polo Ralph Lauren and OMD Ignition Factory as three new honorary members of its North America Board of Directors. These new members are expected to serve for the remainder of the 2009-2010 term.

As part of the upcoming MMA Forum event in New York City scheduled for June 8-9, the MMA’s new “Adopt-a-Brand” program is all set to introduce brands and retailers new to mobile marketing to the benefits of the channel and MMA membership.

MMA said that the program enables brands and retailers to attend the event at a substantially reduced entrance fee or for free by having one of their vendor partners subsidize their entrance into the event.


Anshu Shrivastava is a contributing editor for TMCnet. To read more of Anshu’s articles, please visit her columnist page.

Edited by Marisa Torrieri





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