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Leading industry bodies join forces to set standards and deliver new
benefits for members

London, 10 January 2002: The Wireless Advertising Association (WAA) and the
Wireless Marketing Association (WMA) have announced today that they will be
merging to create the Mobile Marketing Association (MMA). The two leading
bodies in mobile marketing and advertising standards have formed the new
organisation to consolidate efforts and resources in their common goal to
foster the mobile marketing industry and protect the interests of both the
consumer and industry players.

The new Mobile Marketing Association brings together the global members of
the WAA, such as Unilever, AOL, Ogilvy Interactive, DoubleClick and Nokia,
with the WMA's strong UK membership, which includes network operators
Orange, BT Cellnet and Vodafone, media owners and content providers News
International, Freeserve and Lycos, and consumer brand owners like drinks
manufacturer Diageo.

The WAA's decision to rename as the Mobile Marketing Association following
the merger with the WMA was to reflect the broader impact of this powerful
medium and its increasing value across the marketing mix. In creating a
united forum, the MMA aims to promote the industry growth further, establish
effective standards and take a strong stance on privacy and consumer

The new MMA European Committee will be headed up by Chair Cyriac Roeding of
12snap, with co-chairs Steve Wunker from Brainstorm and Booky Oren of
Comverse. Following on from his role as Chairman of the WMA, Steve Wunker
will be responsible or developing the MMA in the UK. Of the merger, Cyriac
Roeding commented: "This is a great step ahead for both the WAA and the WMA.
The newly expanded MMA is clearly the leading organisation for Mobile
Marketing in Europe. Mobile phones are already becoming a core medium in
the marketing mix of the world's largest brands, and our members will be
seen as the leaders in this field. Current members will have input into the
global standards we will put together, and so directly influence the mobile
marketing industry."

Steve Wunker added: "The MMA now has a much broader membership base, which
is vital if we are to gain mass acceptance of mobile as a marketing medium.
Over the coming months, we will be working together on a variety of research
projects to better understand how consumers react to the medium in the long
term and how best to control key issues like privacy and fraud."

MMA Chairman Robert O'Hare comments: "We are delighted to be forming a new
global forum with both the WAA and the WMA to address the issues of mobile
marketing. It is an industry that has already taken off massively around
the world and in order to continue its growth we need to work together to
create a self-regulating forum which looks after the interests of both the
industry and the consumer."

Head of Global Expansion for the MMA, Perry Allison said: "The industry is
moving on very quickly with developments in technology, and a greater
acceptance by consumers of the mobile as a marketing medium. Today's
marketers have a responsibility to carry standards into the next generation
of mobile marketing and we are looking forward to leading the industry as
the MMA."

The Mobile Marketing Association will hold its first meeting under its
official title on 28 January 2002 in conjunction with the Mobile Marketing &
Advertising Conference in London, UK. IBC's second Mobile Marketing &
Advertising event is the official conference of the MMA. The conference will
feature issues such as creating compelling marketing on mobile devices and
how to build customer loyalty, and includes top level speakers from
advertisers, operators, content providers and advertising agencies.

For more information about the Mobile Marketing & Advertising conference
please visit


About the MMA

The Mobile Marketing Association is the premier global industry trade
association devoted to hand held device manufacturers, carriers & operators,
software providers, agencies, marketers & retailers, advertisers and service
providers of mobile wireless marketing and advertising. A global
organization, the MMA global board of directors consists of the leading
companies in the wireless arena, including; AOLMobile, AT&T Wireless (NYSE:
AWE), AvantGo, Avesair, Cingular, Comverse (NASDAQ: CMVT), Contra Integrated
Inc., D2 Communications, Doubleclick (NASDAQ: DCLK), eBay (NASDAQ: EBAY),
Iquity Systems, Logica, Lot21, Microsoft (NASDAQ: MSFT), Mobliss, Motorola
(NYSE: MOT), Nextel Communications, Nokia (NYSE: NOK), Ogilvy Interactive,
Oracle Mobile, SkyGo, Sprint PCS (NYSE: PCS), Telephia,,
WindWire, Unilever, Verizon (NYSE: VZ), and Vindigo, all directed to the
goal of fostering the rapid growth of the wireless advertising industry by
establishing voluntary guidelines that address key industry and consumer

For more information, visit the MMA website at:

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