MMA chief laments absence of mobile marketers at CTIA
April 3, 2008
Laura Marriott is president of the Mobile Marketing Association
LAS VEGAS – What does the head of one mobile association feel about the mood and issues at an event hosted by another wireless association? Ask Laura Mariott, president of the Mobile Marketing Association and delegate at CTIA Wireless 2008.
Ms. Marriott has been here since Sunday March 31, meeting with contacts and press, moderating a panel on mobile marketing Monday March 31 at the CTIA’s Marketing – The Mobile Channel event and participating in a roundtable. She is also here to observe the undercurrents in the $500 billion wireless industry, as transformed by technology as it’s transforming it. Here’s Ms. Marriott’s conversation with Mobile Marketer’s Mickey Alam Khan.
“We’re focused on mobile marketing and advertising, so I come from that standpoint. Overall, the show was quiet and there’s a general lack of enthusiasm.
“I think that what we see is that business is being done in meetings and not on the show floor and a lot of the leaders in our industry – mobile marketing – don’t even have a booth presence. So CTIA has become a fantastic general wireless show, but for the MMA, the CTIA Wireless IT show [in the fall] is a better fit.
“But I have had some revelations and some insight in what is truly happening in mobile advertising and the investments are higher than I’d believed.”
What’s the biggest challenge she sees ahead?
“I’d say it’s education. On the consumer front, how do we extend reach? And sitting in that session on Monday, there’s still a lot of misperceptions on mobile marketing. It’s educating our own almost and a collaborative development growth.”
The MMA’s focus this year
“Focus doesn’t change. It’s always best practices, guidelines and education. But what we do see is a diversification in our membership and that will ultimately drive a new vertical focus like mobile commerce.”
Thoughts on the regulatory environment and town hall meeting next month organized by the Federal Trade Commission. Ms. Marriott is a speaker at that two-day event.
“The MMA and the CTIA have ensured that we always work together to keep the FTC up-to-date on our guidelines.
“So, for example, each time we publish consumer best practices, we’ll outreach to both organizations to educate them on what we’ve done.
“So to date, we have self-regulated the mobile cross-carrier content services. Also, as an industry, we monitor against best practices to ensure compliance.
“Overall, it’s great that the FTC is hosting this event. We obviously want to continue to support a self-regulated industry and ensure that all players in the ecosystem put consumer experience and privacy first and foremost.”