MMA Releases “Consumer Best Practices” for Mobile Content Services

• Posted: Tuesday, June 03, 2008
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• Author: pradhana
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• Filed under: Mobile Content

The Mobile Marketing Association (MMA) 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’s CBP Committee and aim to provide measures of acceptable and unacceptable practices.

“The success of a mobile marketing campaign is measured largely by the user experience,” said Chris Black, director of Mobile Marketing at AT&T 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.”

Highlights of the December 2007 CBP Guidelines include guidelines for:

• Free-to-end-user (FTEU) guidelines for messaging services
• Sweepstakes and contests
• Mobile Web and Interactive Voice Response (IVR) opt-in and billing modifications
• Affiliate marketing
• Participation TV
• Word-of-mouth verification
• New Code of Conduct reference (as developed by MMA Privacy and Preference Committee)

“The CBP have been instrumental in creating a play book for cross carrier services in the United States,” said Laura Marriott, 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.” [MobiAdNews]

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