The Mobile Marketing Association (MMA) aims to stimulate the development of the industry, along with the technology associated to it. Its associates consist of marketers, agencies, merchants, companies and operators, software providers, hand-held device suppliers, and any enterprise which focuses on the concepts of marketing and advertising with mobile or portable products.

MMA’s Goals

As the main source of advertising expertise, the Mobile Marketing Association is designed to:
- offer a community forum in which users can focus on, plan, and work collectively in dealing with fundamental problems within the particular industry,
- unite regional, worldwide, and industry-wide work groups to lay emphasis on industry initiatives,
- present representation from the industry to key legislative bodies throughout the world,
- share views on mobile marketing between the United States and Europe, Latin America, Africa, and Asia,
- stimulate relationship between associates with management meetings, workshops, and other events,
- create metrics that can be utilized to measure ad delivery and customer reaction,
- create mobile marketing innovative and technical standards that are both open and suitable,
- develop and publish industry suggestions and best practices related to ad delivery, ad measurement, and consumer level of privacy,
- provide the effectiveness and benefits of mobile marketing to firms, advertisers, and individuals, and
- function as the industry’s key advocate in culture.

About the Mobile Marketing Association

This action-oriented company is created to eliminate deterrents to market development, set up concepts for continuous growth, and put together the mobile channel for entry by third-party content providers and manufacturers. In addition, since consumer satisfaction is essential for the industry to grow, the MMA focuses on consumer level of privacy and safety.

The Mobile Marketing Association believes that there are 6 basic elements in providing a constructive experience for the consumer. They are:
- Choice – Given that the consumer has a right to privacy, a marketer must gain that individual’s authorization prior to delivering any kind of content and provide clear direction on “opting out” from the transmission at any time period.
- Control – Consumers ought to determine and when a marketing message will be delivered to their own mobile phone.
- Customization – Data that consumers present about their specific likes and dislikes should be used to customize marketing and advertising efforts. This can aid in removing spam and ensure that the marketing and advertising material is both beneficial, related and of perceived value to the consumer.
- Constraint – The professional need to effectively command and limit mobile messaging programs to a sensible number.
- Confidentiality – Consumer facts should in no way be given to non-affiliated 3rd parties.