The Mobile Marketing Association (MMA)<\/strong> has released the latest edition of its Consumer Best Practices (CBP) Guidelines for Cross-Carrier Mobile Content Services in the United States. These are produced by the MMA\u2019s CBP Committee and aim to provide measures of acceptable and unacceptable practices. <\/p>\n“The success of a mobile marketing campaign is measured largely by the user experience,\u201d said Chris Black<\/strong>, director of Mobile Marketing at AT&T<\/strong> Mobility and Co-Chair of the CBP Committee. “By representing a cross-section of carriers, technology companies, brands, media companies and consumer advocates, the CBP Committee is uniquely qualified to provide the level of timely, hands-on guidance that the industry needs as the mobile channel grows.\u201d <\/p>\n Highlights of the December 2007 CBP Guidelines include guidelines for:<\/p>\n “The CBP have been instrumental in creating a play book for cross carrier services in the United States,\u201d said Laura Marriott<\/strong>, president of the MMA and Co-Chair of the CBP Committee. “We applaud the efforts of all in our industry in creating a model which will be replicated in markets around the globe.\u201d <\/p>\n\n