The Mobile Marketing Association (MMA) recently got together in Denver to lay out its priorities for the coming year.
Topics of discussion included MMS, adult content and age verification, binary free content downloads, user-generated content and communities, marketing to children, location-based services (LBS) and compliance in reference to monitoring and health measurement.
The Consumer Best Practices document, which is updated twice a year, was last updated in December.
The MMA’s intention always is to get in front of the industry, and it is getting better at that, according to MMA President Laura Marriott in an interview late last year. “Our goal is to always protect the consumer experience,” she says.
Updating the best practices involves a lengthy process of going over drafts and hammering out language between many parties and ends up with a final version that goes through carriers’ legal departments before getting final approval. “The carriers are involved every step of the way,” she says. “This is really a collaborative industry process.”
The MMA Consumer Best Practices Guidelines Committee is made up of participants from the following companies: Alltel Wireless, AT&T Mobility, Bango, Buongiorno S.p.A., Chapell & Associates, denuo Group (a Publicis Company), Jamster, Lavalife Mobile, Limbo Mobile, mBlox, MMA, MTV Networks, MX Telecom, NeuStar, Qmobile, SinglePoint, Sprint, Sybase 365, Telescope, Teligence, The Walt Disney Company, T-Mobile USA, Twistbox Entertainment, VeriSign and Verizon Wireless.
The most recent version of the Consumer Best Practices guidelines can be found at http://www.mmaglobal.com/bestpractices.pdf.
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