Mobile Video Committee


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Marketing Best Practices for Messaging Task Force

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MMA Committees

Employees of member companies are eligible to participate in MMA Committees. To join a committee, contact committees[at]mmaglobal[dot]com. If you'd like to start a new committee to address a particular mobile initiative that is not currently being addressed, view this outline and email us to begin the process.

MMA committees and working groups consist of executives who discuss key issues for a specific industry segment, technology or business issue. The committees and working groups meet on an ongoing basis to develop and execute industry initiatives that reflect the needs of their initiative area and membership. The work of many of the committees results in guidelines and best practices, many of which are documented here.

Mobile Marketing

Privacy: Be and remain the first voice for mobile privacy by supporting best practices and consumer protection

As privacy concerns among consumers, regulators, legislators, advocates and businesses continue to remain at a high pitch, there is an on-going need to be aware of and to address pertinent issues.  This group gives all members the opportunity to join with other privacy professionals to discuss and consider the privacy implications of many mobile marketing situations and opportunities, while offering the market careful guidance.  Many issues arising will have serious impact on mobile business models, so the committee initiatives are merely the first step member companies can take in developing comprehensive approaches to privacy.  Furthermore, up until now this committee has had a US focus but the MMA is beginning to develop a separate EU Privacy Committee. MMA Managing Director for EMEA, Paul Berney, is commencing that effort in Summer 2012.

Co-Chairs – Alan Chapell, Chapell & Associates and Jennifer Barrett-Glasgow, Acxiom

Initiatives: MMA’s membership is diverse and in need of special guidance and education on key privacy issues in mobile.  MMA supports the efforts of the cross-industry coalition called the Digital Advertising Alliance (DAA). The DAA has been instrumental in creating the successful industry self-regulation approach around Online Behavioral Advertising (OBA).  As formal principles and codes emerge from the DAA, MMA members need some general guidance as soon as possible. We are issuing initial recommendations on the responsible use of mobile unique identifiers (we generically call them MUIDs) in October/November 2012.  This will be followed by further industry dialogue around best practices, guidelines and industry standards.

Because privacy and mobile represent such a potent area of interest this committee will be responding to market developments while always looking to identify, if not stay ahead of, emerging issues and developments.

Member Companies:

3Cinteractive, L.L.C. Mobilewalla
4INFO, Inc. Mojiva
Acxiom Corporation Network Advertising Initiative (NAI)
Adfonic Neustar, Inc.
AdTruth Nexage
Adobe System Nielsen
AT&T OpenMarket - North America
AT&T AdWorks Pandora Media Inc.
Chapell & Associates Paypal Media Network
Collider Media, Inc. payvia
Council of Better Business Bureaus, Inc. Poynt Corporation
Dstillery Procter & Gamble
Evidon Run
Exelate Somo
Experian Simmons Sprint-Nextel
Facebook Stepleader
Fiksu Inc. Tapjoy, Inc.
Flurry Tetherball, LLC
Future Of Privacy Forum The Marketing Arm
g2 The Weather Channel Interactive
Google ThinkNear
Greystripe, Inc. Time, Inc.
Harte-Hanks Agency TRUSTe
Health Care Service Corp Turn
Hewlett Packard Turner Broadcasting System, Inc.
ImServices Unilever
Inmobi Value Click
Joule Velti
JumpTap, Inc. Verizon Wireless
Kantar Media Intelligence Vibes Media
Medialets, Inc. Vodafone Group Services Ltd.
Microsoft Voltari
Millennial Media, Inc. WMC Global
Mobclix Yahoo Inc.

Location: Evangelize the “unique to mobile” location opportunity, define location terms and identify best practices

The committee will focus on efforts that identify best practices and create industry guidelines that all location focused mobile companies should abide by. With MMA support and direction, these efforts will help to create the consistency and level of transparency needed to give advertisers and their agencies the confidence to invest their ad dollars into a growing new category of mobile ad products and services.

The Committee is concentrating on two key initiatives – the summer release of a Location Terminology Guide and the commencement of a series of location research studies, starting with The Impact of Location Services on sales Conversion.” This and other studies will examine the value of locally targeted mobile advertising and its impact on foot traffic & shopping behavior. xAd is the exclusive Charter Partner of the research and the MMA is inviting other partners to create a bigger impact for the industry and to include additional brand marketers.

The Location Terminology Guide will include a comprehensive glossary of terms that should help minimize confusion in the marketplace. These will be provided within the context of three areas: location data and signals; marketing segmentation and targeting, and; measurement and metrics.

The MMA is committed to supporting these efforts and more concerning location. We will harmonize activities with the MMA Privacy Committee as well as with the DAA Mobile Principles. Webinars, papers and special speakers at events will steer the industry body of thought on location.

Committee Leadership and Members

Committee Co-Chairs: Monica Ho, VP, Marketing, xAd and Jake Moskowitz, VP, BD, The Nielsen Company

4INFO One Louder
Alliance Data PayPal, Inc.
AT&T Payvia
Beintoo Phunware
Digby PlaceIQ
Dstillery Run
ESPN Mobile Sense Networks
ExactTarget Smaato, Inc.
Eye (Eye Mall Media {USA} LLC) Stepleader
Facebook Syniverse Technologies
Factual Target
Future of Privacy Forum Telenav, Scout Advertising
GFK Retail and Technology The Integer Group
Google The Marketing Arm
Health Care Service Corp The Weather Channel Interactive
InMobile Time Inc.
Iris Ubimo
Joingo, LLC UIEvolution
Loc-Aid Technologies Unicorn Media
Millennial Media, Inc. Urban Airship
Mobile Messaging Solutions, Inc. Verizon Wireless
Mobilewalla Verve Mobile
Mobiquity Networks Voltari
Motorola Solutions WMC Global
Net Clearance Systems xAd
Neustar, Inc. Yahoo Inc.
NextNav, LLC Zenith Optimedia

Data Targeting Standards: Develop industry guidance on safe, appropriate use of data

Committee Leadership and Members

Committee Co-Chair: Bryan Jones, CEO, Collider Media

Accordant Media  
Jesta Digital LLC  
Neustar, Inc.  
Time, Inc.  
Zenith Optimedia  

Mobile Security: Create awareness and adoption of mobile security best practices

Committee Leadership and Members

The Coca-Cola Company  
Health Care Service Corp  
Hewlett Packard  
Marriott International  
Mondelez International  
Neustar, Inc  
Procter & Gamble  
Syniverse Technologies  
WMC Global  

Mobile Email: Identify and promote emerging best practicess

Committee Leadership and Members

Committee Co-Chair Bryan Wade, VP Email Products, ExactTarget

Creative Lift  
Return Path  
The Agency inside Harte-Hanks  
Zenith Optimedia  


Mobile Analytics: Best practices in mobile measurement & data collection

Focus will be on identifying and articulating best practice approaches to mobile measurement and data collection.  Mobile is much different than web, and the complexities and nuances require careful consideration of the role mobile plays in all aspects of the marketing funnel, from brand awareness to engagement to conversion to loyalty.  This group is comprised of analytics experts from companies in measurement, media, brand marketing, advertising and ad networks.

Co-Chair – Anders Rosenquist, Ph.D., POSSIBLE (WPP)

Initiatives: This group released the paper entitled “MMA Primer on Mobile Analytics” in September 2012 that became the most downloaded document of the year.  Looking ahead, the group is in the process of preparing use cases that illustrate distinct opportunities for mobile analytics throughout the path to purchase. Also, the team will be leveraging work done by WebTrends for Microsoft, which will allow us to begin prioritizing the mobile analytics areas within the marketing funnel for best practice development. 

Member Companies:

Adobe Systems Incorporated Other Levels
Adsolute Mobile Solutions Paypal Media Network
AdTruth Percent Mobile
Arbitron Inc Research in Motion
BANGO Research Now
comScore, Inc. Retailigence Corp
Dstillery Smaato Inc.
Exact Target Stepleader
Experian Simmons Tapsense
Flurry Inc. The Coca-Cola Company
GFK Retail and Technology Trademob
Greystripe, Inc. Tremor Video
Hasoffers Turner Broadcasting System, Inc.
HelloWorld Urban Airship
JumpTap, Inc. Velti
Merkle Inc. Webtrends
Microsoft xAD
Mindshare Yahoo Inc.
MobileFuse Zenith Optimedia
MobileWalla Zumobi

Key Performance Metrics: Brands working with brands to develop best practices in cross channel attribution

Committee Leadership and Members

Co-Chairs Chris Wayman, Merkle, Dan Israel, Digital Merchandising & Mobile Strategy, SapientNitro and Matt Jones GM, Mobile, Home Depot  
Choice Hotels International  
Health Care Service Corp  
Hilton Worldwide  
Jesta Digital  
Neustar Inc.  
The Home Depot  
Time Warner Cable Inc.  
Zenith Optimedia  

Currency (Advertising): Developing smart ad counting methodologies

Working with the IAB and the MRC to develop the smartest ad counting methodology for mobile advertising.  Unlike the current state of Internet currency measurement, where the new emphasis is on viewable impressions, the mobile world must first address uniform measurement standards based on “client side counting.”  When the new In App Advertising Measurement guidelines and the updated Mobile Web Advertising Measurement guidelines hit the market in November 2012 we will be concentrating on education, adoption and compliance with the guidance.

Collaborative Effort – George Ivie and David Gunzerath, Media Rating Council, Joe Laszlo, IAB and Leo Scullin, MMA

Initiatives: The development of In-App Ad Counting guidelines has been underway since early 2011 and come to market on November 5, 2012.  Education, adoption and compliance will be the hallmarks of this group effort from now through 2013.

Member Companies:

BuzzCity Pte Ltd Nokia Siemens Networks
Collider Media, Inc. Pandora Media Inc.
comScore, Inc. Research in Motion
Dynamic Logic SMSDome PTE.LTD.
Inmobi TargetSpot
JumpTap, Inc. Telefonica S.A.
Mediacom Turkcell Iletisim Hizmetleri A.S.
Medialets, Inc. Turner Broadcasting System, Inc.
Microsoft Verizon Wireless
Millennial Media, Inc. Vibes Media
Mobilewalla Zenith Optimedia
Mojiva Zumobi
Neustar, Inc.  

Research and Audience Measurement: Assessing issues in audience measurement

Audience measurement is a critical component for any medium looking to establish its place in a marketers media mix.  Mobile has just begun to attract enough attention from marketers to deserve first class audience measurement.  While the major audience measurement firms have added mobile to their product suites, many open issues and opportunities remains to be examined and independently assessed.  MMA efforts in this area will concentrate on cross media effectiveness measures – – that was announced and funded in July 2012.

MMA Lead – Vassilis (Vas) Bakopoulos – Head of Industry Research

Initiatives: Research will test real in-market marketing campaigns to determine the relative economic value of investing in mobile channels compared to traditional marketing channels.  Results expected to provide insight into channel mix optimization as well as assess more clearly the role and relative value of each of the individual mobile channels, including Mobile Display, Rich Media (or other unique ad types), Video, Audio, Email, SMS and others.

Member Companies:

AdTruth Mobivity
Aimia MXM Mobile
Amdocs Management Limited Neustar, Inc.
Archer Nielsen
AT&T AdWorks Orange NSM
AT&T Interactive Organic, Inc.
B2W Phaz2 Research Now
Bundesverband Digitale Wirtschaft (BVDW) e.V. Smaato Inc.
Carvajal Informacao Somo
Collider Media, Inc. Sponge Ltd
comScore, Inc. Telecom Italia SpA
Dstillery Telefonica S.A.
Dynamic Logic TIM Celular S.A.
Ed Jennings Turkcell Iletisim Hizmetleri A.S.
ExactTarget Turner Broadcasting System, Inc.
Flurry Inc. Univision Interactive Media
ImServices USA Today
Joule Velti
JumpTap, Inc. Vibes Media
Kantar Media Intelligence Voltari
Kinetic Worldwide Vuclip
mBlox xAD
Millennial Media, Inc. Zenith Optimedia
Microsoft Zoove


Global Mobile Advertising: Addressing issues in the global mobile advertising market

Identify issues and areas of the global mobile advertising market where concerted efforts can help reduce friction and increase market liquidity, making it easier for buyers and sellers to conduct business.  This will be done primarily by establishing standards for mobile ad unit sizes, as well as offering guidance on emerging platforms such as tablets.  Members will also come to us to address issues that are confounding market development, such as the lack of uniform definitions in reporting (e.g., mobile rich media metrics) or the unique complexities of certain mobile platforms (e.g., mobile video).

Member Companies:

4INFO, Inc. Neustar, Inc.
Access Mobility, Incorporated Nexage
AccuWeather, Inc. Nielsen
Acta Consulting O2
AdColony OpenMarket - North America
Amdocs Management Limited Orange NSM
Amobee Out There Media Holding GmbH
AT&T AdWorks Pandora Media Inc.
CBS Interactive Inc. Paypal Media Network
Celtra payvia
CNN Research in Motion
Collider Media, Inc. Resource Interactive
comScore, Inc. Retailigence Corp
Dynamic Logic Run
Facebook Stepleader
GoldSpot Media Syniverse Technologies
Google TAPTAP Networks
Greystripe, Inc. TargetSpot
Here North America LLC Telecom Italia SpA
Impact Mobile Inc. Telefonica S.A.
Inmobi Telescope, Inc.
Jesta Digital LLC The Walt Disney Company
Joule The Weather Channel Interactive
JumpTap, Inc. Tremor Video
inneractive Tribune Company
Madhouse Inc. Turkcell Iletisim Hizmetleri A.S.
Mediacom Turner Broadcasting System, Inc.
Medialets, Inc. Unkasoft Advergaming
Microsoft Velti
Millennial Media, Inc. Verizon Wireless
MobileFuse Vibes Media
Mobilestorm Inc. Vuclip
Mogreet, Inc. xAd
Mojiva Yahoo Inc.
Namo Media Zenith Optimedia

Mobile Video Committee: Addressing key issues related to this rapidly evolving platform

Mobile was the fastest-growing video platform in 2011 – more than 31 million users represented a nearly 40 percent increase from the previous year. Not only that, but usage is expected to explode over the next five years as emerging trends such as “TV everywhere,” second screen viewing, cloud-based video services and Mobile DTV add momentum. Video will soon account for more than 70 percent of total wireless data traffic. If you’re interested in joining this committee, please contact committees[at]mmaglobal[dot]com. The ‘Mobile Video Landscape’ is now available.

Member Companies:

Acta Consulting Mindshare
AdColony Mocean Mobile
AdMarvel, an Opera Software Company Mogreet, Inc.
AdTheorent Inc National University Nellymoser
Arbitron Inc. Nexage
BrightRoll Inc. Nielsen
CBS Interactive, Inc. Pandora Media, Inc.
comScore, Inc. Run
E-View Connections, LLC Tafi Media
Ebuzzing Ltd The Walt Disney Company
Exact Target The Weather Channel Interactive
Exelate Tremor Video
ESPN Tribune Company
Flurry Inc. Trion Interactive
GoldSpot Media Turner Broadcasting System, Inc.
Greystripe, Inc. Unicorn Media
GroupM Velti
ImServices Verizon Wireless
Jesta Digital LLC Videology
Jivox Corporation Vungle
Joule Yahoo Inc.
JumpTap, Inc. YuMe Inc.
Major League Baseball Advanced Media, L.P. Zenith Optimedia
Millennial Media, Inc. Zynga

Universal Mobile Ad Package v.2.0: Providing ongoing guidance related to ad sizes

UMAP v.2.0 was launched in January 2012 and the Compliance Program was launched in September 2012. The goal of this effort is to identify those ad unit sizes that are being effectively used and deserve to be part of the basic planning tools for mobile advertising. While we have identified 6 units that now qualify as standards, we continue to seek and evaluate data on current and new ad unit sizes that are achieving success. We also focus on what is emerging in tablets so we can provide ongoing guidance to members.

Initiatives: As we continue to gain adoption of UMAP v.2.0 we also seek regional inputs to support and refine our recommendations. To this end, we ask our Global, Premium, Premier and Regional advertising sellers to contribute ad impression data by unit size for feature and smart phones so we can provide contemporary guidance. For more information please email Leo Scullin, leo[at]mmaglobal[dot]com.

If you are compliant with the UMAP v.2.0 program, or wish to become so, please go to our website and self-attest so that your company can receive and utilize the UMPA Compliance Seal.

Also, the MMA is collaborating with IAB US to enhance UMAP v.2.0 with added guidance on creative specifications for the designated standard ad unit sizes. This new update to UMAP v.2.0 is expected in early 2013.3

Member Committees

Agea Mobile  
Hunt Mobile Ads  
Yahoo Inc.  

Mobile Coupon Ad Unit Specifications Committee: Developing standards for mobile coupons

Consumers love coupons – in 2011 consumers redeemed nearly $4 billion in coupon offers, representing a 6% increase over 2010, according to Inmar.  Also according to Inmar, in 2011 CPG marketers distributed 311 billion coupons. On the retail side, 35% of more than 2,000 national and regional retail operators (excluding restaurants and services) issued their own coupons, according to Spotzot Mobile Shopping.  However, despite the prevalence of smartphones worldwide, most of these transactions still occur in the realm of paper.

Although digital coupons offer significant targeting, cost and efficiency benefits to the industry, they still make up less than 5% of the coupons redeemed at grocery, drug, mass, convenience and dollar store outlets according to Inmar (Inmar Coupon Trends 2011).  While the reasons for this are many, one major contributing aspect is the industry, from both a retailer and manufacturer standpoint, has been slow to adopt standards for digital coupons, rather, choosing to do multiple approaches.  Also, the digital coupon world and digital ad spending world have remained separate. 
However, the MMA North America Mobile Coupon Ad Unit Standards Committee seeks to change this by issuing standards that will help guide the industry to higher levels of collaboration.  If the industry will respond, the benefits of mobile coupons can thrive with new technologies like Apple’s Passbook and iOS and Android push alerts tied to HTML5 content promise a new era of coupons and promotions, and location-aware mobile devices offer CPG marketers even more precise one-to-one marketing and richer, more cost effective mobile relationship management.  This committee will create and recommend standard for mobile coupon creative, metrics, measurements and redemption designed to standardize and unlock the true power and potential of mobile coupons, incentives and rewards.

The mission of the MMA Mobile Coupons Ad Unit Standards Committee (MOCAUS) will be to develop a robust set of standards, guidelines and recommendations for mobile coupons, incentives, offers and rewards.  The output of this committee will enable advertisers and the industry in take maximum advantage of the opportunity presented by mobile coupons, incentives, offers and rewards, and further enable advertisers and mobile solution providers to engage in standardized best practices for consumer engagement and mobile relationship management.

Co-Chairs – Adam Lavine, FunMobility and Jim Schreitmueller, Spotzot

Member Companies:

Acta Consulting Mobeam
Allrecipes Mogreet, Inc.
Binary Parcels Procter & Gamble
Catalina RadiumOne
Delivr RevTrax
Dunkin Brands RGI, Inc.
Eye Mall Media, LLC SoundBite Communications
FunMobility Inc Sparkfly
Google Spotzot
Group M Sprint
Hipcricket The Integer Group
InMobi Tribune Company
Inmar Univision Interactive Media
Isis Urban Airship
Joingo, LLC Velti
Jumptap, Inc. Vibes Media
Linkable Yahoo, Inc.
Medialets, Inc. Zenith Optimedia

(New) Programmatic Committee

Member Committees OpenX
Accordant Media PayPal Media Network
Adelphic RadiumOne
Adfonic Rocket Fuel
AdTheorent Rubicon Project
Airpush Run Stepleader
BrightRoll Inc. Temor
Cloud Science Inc. The Weather Channel Interactive
Evidon Time Warner Cable Inc.
eXelate Turn
Facebook Trademob
Fiksu Inc. Ubimo
Goldspot Media Undertone
Hipcricket Univision Interactive Media
Jesta Digital LLC Velti
Joule Verizon
Millennial Media Vertical Search Works
Mojiva xAd
Namo Media Xaxis LLC
National University Yahoo
Nexage Zenith Optimedia


Mobile Applications: Examining Mobile Apps as a media channel

The MMA is viewing mobile apps through the eyes of a brand marketer. What does a brand or their agency or media partners need to know about apps? This group is examining Mobile Apps as a media channel that needs to be optimized in the following areas: development, discoverability, distribution, monetization and engagement. In 2012 the Committee formed Task Forces which addressed Distribution and Monetization, and the results of their efforts were delivered at the MMA Forum in New York on June 14, 2012 (see bottom of page - The continued focus for this group will be in development and engagement.

  • Relevancy: Originally led by Yowza
    • Supported by AdMarvel, Affinion, Pandora, Tribune and Turner
  • Distribution: Led by Jai Jaisimha, Open Mobile Solutions, Inc.
    • Supported by Adobe, Applico, Cox Media Group, Fiksu, Inc., GetJar, Inc., The Nielsen Company and WDA
  • Monetization: Led by Patricia Clark, Zumobi
    • Supported by Applico, comScore, Microsoft, Millennial Media, Inc., Poynt and WDA
  • Development & Marketing: This effort is open to MMA members and is currently supported by the following MMA member companies: EachScape, iCrossing, and mBlox.

Initiatives: Once the Development Task Force gets their efforts underway the Committee will produce a white paper summarizing the findings of the various working groups.

Member Companies:

4INFO, Inc. Loc-Aid Technologies
Absolute Media Solutions Microsoft
AdMarvel, an Opera Software Company Millennial Media, Inc.
Adobe Systems Incorporated MXM Mobile
Airpush, Inc. Namo Media
Applico Native X
AT&T Interactive Nielsen
Bank of Montreal Open Mobile Solutions, Inc.
Blue Wave Media Out Fit 7 Limited
Bottle Rocket Apps Pandora Media Inc.
CBS Interactive Inc. Parse
comScore, Inc. Smaato, Inc.
ExactTarget Stepleader
Fiksu Inc. Trademob
Google Tribune Company
Greystripe, Inc. Turner Broadcasting System, Inc.
inneractive Velti
Jesta Digital LLC Zenith Optimedia
JumpTap, Inc. Zumobi


Messaging Committee: Embracing & articulating valid messaging approaches

The mission of this group will be expanded beyond the original task of maintenance of the carrier playbooks as iterated through the Consumer Best Practices document.  The new focus of this group will be to embrace and articulate all valid messaging approaches for brand marketers, while continuing to emphasize the marketing best practices that should be followed.  The committee will be comprised of working groups that will play important roles in advocating for healthy and effective messaging channels.

Member Companies:

3Cinteractive, L.L.C. OpenMarket - North America
4INFO, Inc. Other Levels
Acxiom Corporation Parse
Airpush payvia
Archer Send Me, Inc.
AT&T SoundBite Communications
Carmanah Signs Sprint-Nextel
Cincinnati Bell Sybase 365 Syniverse Technologies
ExactTarget Thinkinc Communications
FunMobility Inc. TSG Global
Google Twilio Inc.
HelloWorld Urban Airship
Iris Mobile UIevolution
mBlox US Cellular Corporation
Merkle Verizon Wireless
Microsoft Vertical Search Works
Mobile Commons Vibes Media
Mobivity VMBC
Mogreet, Inc. Xtify
Neustar, Inc. Yahoo Inc.
Olson Zenith Optimedia

Marketing Best Practices for Messaging Task Force: Identifying best practices in messaging

Led by Jeff Hasen of Mobivity and Michael Levinsohn of Archer. This team is working on the best practices a marketer should follow to be successful with messaging programs. This will, initially, produce a relatively short list of tenets that will give brand marketers and their enabling partners high level guidance on how to conduct high quality messaging programs. This output will have global implications, and may lend itself to regional variations for other parts of the world at a later date. 

Other Initiatives in Messaging:

  • MMA/CTIA Joint Task Force – created to help codify and increase the “fast track” program that gets major brands’ messaging programs approved and running expeditiously. Identify added areas to focus on improving the process, and to support the evolving MMA/CTIA relationship.
  • TCPA Task Force – this group will be formed to coordinate the activities and knowledge surrounding the TCPA lawsuits, and activities that members are taking, such as petitioning the FCC, forging opinion letters and advocating positions with regulators and legislators.

Member Companies:

3Cinteractive LLC Jesta Digital LLC
Acxiom Corporation Infobip
Archer Merkle Inc.
Carmanah Signs Mobivity Neustar, Inc.
ExactTarget Soundbite Communications
Google Tetherball LLC

Push Notifications Task Force: Identifying best practices in push notification

Push Messaging capabilities in smartphones allow brands to send messages to users who have installed their mobile app. Engagement for mobile apps typically drops very quickly after install. Push messages provide developers, publishers and brands a very effective way of keeping users engaged with their app, increasing their ROI. While still at an early stage, push messaging is growing very rapidly with over 8.7% of all new apps on Android using the capability (up from 4.9% of all apps).

This group is just coming together and MMA members are welcome to join. The first deliverable in early 2013 will be educate brands and marketers through a MMA Push Messaging Best Practices guide for brands and marketers. The mission of the MMA North America Push Messaging Task Force will be to maximize consumer opt-in to push notifications so app publishers can directly message their connected users.  Definition: A push notification is a direct communication, from an app publisher to its users, which is delivered over the data network to IP-connected devices. The goals of this effort include the following:

  • Enable brands and publishers to maximize engagement with mobile users while ensuring that the user experience remains positive.
  • Allow marketers and agencies to use a common vocabulary to measure engagement.
  • Describe best practices for collecting user information, protecting user privacy and using push messaging along with other mobile messaging channels.
  • Grow the potential market size for push message marketing. Make push messaging a mobile marketing must-have (as opposed to an experiment)

Member Companies:

Airpush, Inc.
FunMobility Inc
OpenMarket - North America
Syniverse Technologies
SoundBite Communications
ThinkInk Communications
Urban Airship
Zenith Optimedia

Long Code Task Force: Considering ways to take promote best practices within this nascent field

Committee Leadership and Members

Co-Chair: Noah Rafalko, CEO, TSG Global

CellTrust Corporation
Cincinnati Bell
Mogreet Inc.
OpenMarket-North America
SoundBite Communications
Syniverse Technologies
TSG Global
Twilio Inc.
Vibes Media

Mobile Commerce

Mobile Commerce: Addressing the most critical areas in Mobile Commerce

The MMA formed this committee to become a central communication channel to brand marketers, focusing their attention on the most critical factions of the Mobile Commerce ecosystem.  Mobile Commerce is particularly important as it relates to brand marketers establishing a comprehensive mobile presence that befits their industry and product category.  It is an enormous area to cover, so MMA members are working to focus attention on the most critical component for brand marketers to understand – mobile payments.

Member Companies:

3Cinteractive, L.L.C. Neustar, Inc.
Access Mobility, Incorporated Nielsen
Acuity Mobile, Inc. OpenMarket - North America
Aimia Orange NSM
AT&T AdWorks PaymentOne
Augme Mobile payvia
BANGO Procter & Gamble
CellTrust Corporation R/GA
Collider Media, Inc. Retailigence Corp
comScore, Inc. Scanbuy
Delivr Scanbuy (Spain)
DENSO ADC SoundBite Communications
Digby Sprint-Nextel
ExactTarget Target Corporation
Here North American LLC Telecom Italia SpA
Impact Mobile Inc. The Coca-Cola Company
Inmar The Integer Group
Jesta Digital LLC The Weather Channel Interactive
Joule Tigerspike PTE Ltd
JumpTap, Inc. Velti
Loeb & Loeb LLP Verizon Wireless
Marriott International Vibes Media
Microsoft Voltari
Mindshare xAD
Mobclix Yahoo Inc.
Mobivity Zenith Optimedia
MXM Mobile