Mobile Marketing Association updates consumer best practice guidelines
The Mobile Marketing Association has updated its Consumer Best Practices Guidelines for Cross-Carrier Mobile Content Services nationwide.
Updated twice a year, the guidelines are the standard for cross-carrier mobile content services, including text messaging, multimedia messaging, short code programs and the mobile Web.
"What we're doing for the most part is simplifying or clarifying some areas of confusion," said Laura Marriott, president of the Mobile Marketing Association.
Today is Ms. Marriott's last day as president of the MMA.
Version 3.4's release comes two weeks ahead of the MMA's annual Consumer Best Practices Industry Forum Jan. 13 in Denver, CO.
The updated guidelines clarify several issues.
For example, the MMA has clarified each wireless carrier's "Standard Rates May Apply" language. The top five carriers have different definitions, leading to confusion among marketers, agencies and content providers.
"So, as a marketer, when you're deploying a campaign, it's important to know the differences," Ms. Marriott said.
The guidelines also clarify MT messages, particularly the use of STOP and HELP in text messages.
Another couple of clarifications pertain to terms and conditions for Web print/video and alcohol and tobacco marketing guidelines.
"[Alcohol and tobacco mobile marketing] seems to be one of the biggest questions that agencies ask me and we did add some of the specific clarifications," Ms. Marriott said.
In addition, the guidelines remove triple opt-in from premium IVR programs and add a new section with updates on MMS interoperability.
A large number of marketers often query the MMA on the availability of MMS interoperability between carriers and when that is expected to become a reality.
"We expect to see MMS interoperability in Q2, 2009," Ms. Marriott said.
"A large number of marketers are looking to use MMS," she said. "It's the first time there's a documented position on when that interoperability would occur."
The guidelines were developed by the MMA Consumer Best Practices Guidelines Committee.
The committee comprises executives from Alltel Wireless, AT&T Mobility, Bango, Buongiorno, Cellfish Media, Chapell & Associates, Publicis' denuo Group, Jamster, Lavalife Mobile, Limbo, mBlox, MTV Networks, MX Telecom, NeuStar, Nokia, OpenMarket, Qmobile, SinglePoint, Single Touch Interactive, Sprint Nextel, Sybase 365, T-Mobile USA, Telescope, Walt Disney Co., Twistbox, VeriSign and Verizon Wireless.
It is in the MMA membership's interest to make sure that marketers are following best practice in mobile consumer marketing.
The guidelines also have teeth.
"The MMA's consumer best practice [guidelines] is the most important document," Ms. Marriott said.
"They are integrated into contracts between carriers and aggregators and aggregators and marketers," she said. "Why that's important is that it's legally enforced."