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MMA Releases Version 3.3 of U.S. CBP for Cross-Carrier Mobile
Marketing Services
(Wireless News Via Acquire Media NewsEdge)
The Mobile Marketing Association (MMA) has released version 3.3 of its
U.S. Consumer Best Practices (CBP) Guidelines for Cross-Carrier Mobile
Content Services.
Updated twice annually, the guidelines have become the baseline set of
rules for cross-carrier mobile content services that include, but
aren't limited to, text messaging, multi-media messaging, shortcode
programs, Interactive Voice Response (IVR) and mobile web, according to
the company.
The guidelines are produced by the MMA's CBP Committee, whose mission
is to develop guidelines which provide measures of acceptable and
unacceptable practices for all players in the United States ecosystem.
Modifications to the July 9 Guidelines, it was reported, include the
following key areas: use of wireless carrier SMTP gateways for
commercial traffic; handset delivery; clarifications around promotional
content and marketing to children; and, expansion of and clarification
of guidelines for Free To End User (FTEU), standard and premium rate
messaging, mobile web and interactive voice response (IVR).
"The MMA's Consumer Best Practices Guidelines are the rules for our
mobile marketing industry in the United States," said Laura Marriott,
president of the MMA. "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. The guidelines have also become the rules which the
industry monitors and ensure compliance against today."
The new guidelines also reflect contributions from CBP sub-committees,
including IVR, Marketing to Children, Participation TV and Mobile Web.
The sub-committees were formed to help facilitate the rapid development
of the guidelines to ensure the MMA stays at the forefront of industry
development and self-regulation. The MMA Consumer Best Practices
Guidelines Committee is comprised of the following member companies:
Alltel Wireless, AT&T Mobility, Bango, Buongiorno, Cellfish Media LLC,
Chapell & Associates, denuo Group (a Publicis Company), Jamster,
Lavalife Mobile, Limbo Mobile, mBlox, Inc., MTV Networks, MX Telecom,
Neustar, Inc., Nokia Corp., OpenMarket, Qmobile Inc., SinglePoint,
Single Touch Interactive, Inc., Sprint-Nextel, Sybase 365, Telescope,
Inc., The Walt Disney Company, T-Mobile USA, Twistbox, Inc., VeriSign,
Inc., and Verizon Wireless.
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((Distributed on behalf of 10Meters via M2 Communications Ltd -
http://www.m2.com))
((10Meters - http://www.10meters.com))
Copyright ? 2008 Wireless News
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