The MMA<\/strong> (Mobile Marketing Association) has announced that the top 4 US mobile operators (Sprint, T-Mobile, Verizon<\/strong>, and AT&T<\/strong>) have agreed to incorporate their “mobile marketing guidelines” into the MMA’s best practices guidelines. <\/p>\n\n
This should make it much more efficient for brands and agencies to launch mobile campaigns, with industry savings estimated at over $200 million per year.<\/p>\n
\nMMA president and CEO Mike Wehrs<\/strong> said, \u201cBy working with the MMA to create an industry-standard set of guidelines, these four carriers are playing a pivotal role in enabling the mobile marketing opportunity for years to come. The cost reductions of $200 million or more clearly proves beneficial to the entire industry, especially given today\u2019s economic challenges.\u201d<\/p>\n
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The MMA will work with these companies to incorporate their mobile marketing guidelines and codes of conduct \u2013 known as \u201ccarrier playbooks\u201d \u2013 into a unified document to be maintained by the MMA. According to the MMA, this effort should result in five key benefits:<\/p>\n
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- Promote a consistent consumer experience including standardizing key consumer disclosures<\/li>\n
- Enhance efficiencies in running short code programs<\/li>\n
- Accelerate the time to market for mobile campaigns<\/li>\n
- Ensure monitoring programs and audit results are more consistent<\/li>\n
- Reduce operational costs across the mobile marketing ecosystem<\/li>\n<\/ul>\n
The MMA will review the first draft of the document in early April, with the final document to be released to the public by the end of June 2009. <\/p>\n