Mobile Marketing Association revises consumer best practices guidelines
The Mobile Marketing Association has released the latest version of its U.S. consumer guidelines for mobile content exchanged between wireless carriers.
Version 3.3 of the MMA's U.S. Consumer Best Practices Guidelines for Cross-Carrier Mobile Content Services was published July 9 as part of a twice-yearly updating exercise.
"The guidelines provide carriers, technology companies, brands, media companies and consumer advocates with the baseline set of rules to ensure a consistent and protected experience for the consumer," said Laura Marriott, president of the MMA, in a statement.
"The guidelines have also become the set of rules which the industry monitors and ensure compliance against today," she said.
Ms. Marriott is travelling and could not be reached for comment by press time.
Modifications to the current guidelines include the use of wireless carrier SMTP gateways for commercial traffic, handset delivery and clarifications around promotional content and marketing to children.
Also covered are the expansion and clarification of guidelines for Free to End User, mobile Web, interactive voice response and standard and premium rate messaging.
Based in Denver, CO, the MMA is the world's leading trade association for mobile marketing companies.
The MMA's consumer best practices guidelines set the tone for cross-carrier mobile content services that include text messaging, multimedia messaging, short code programs, interactive voice response and the mobile Web.
The MMA's Consumer Best Practices Committee produces these guidelines. The new set was also the result of help from Consumer Best Practices subcommittees such as Interactive Voice Response, Marketing to Children, Mobile Web and Participation TV.
Members of the Consumer Best Practices Committee are Alltell Wireless, AT&T Mobility, Bango, Buongiorno, Cellfish Media, Chapell & Associates, Publicis Groupe's denuo Group, Jamster, Lavalife Mobile, mBlox, MTV Networks, MX Telecom, NeuStar and Nokia.
Also on that committee are OpenMarket, Qmobile, SinglePoint, Single Touch Interactive, Sprint Nextel, Sybase 365, Telescope, Walt Disney Co., T-Mobile USA, Twistbox, VeriSign and Verizon Wireless.
