ALUMNI

BRIEFING
PAPER

Prepared by

CAMBRIDGE
MARKETING
COLLEGES
May 2007

Mobile
Marketing
 ALUMNI
BRIEFING

Contents
PAPER
May 2007

page

Introduction 2

1. What is Mobile Marketing? 3

Definitions and Technologies

The Rise of the Mobile Phone

Markets Overseas

What Next?

2. What are the Opportunities for Marketers? 7

What Can Mobile Marketing Be Used For?

5 Levels of Opportunity

1. As a communications channel

2. As a purchasing channel

3. To build and manage relationships – CRM

4. As a delivery/distribution channel

5. A usage medium

What are the Advantages/Benefits of Mobile

Marketing?

Limitations and Constraints

Regulations and Ethics

3. How Can I Find Out More? 14

The Mobile Marketing Association (MMA)

The Mobile Data Association (MDA)

The Direct Marketing Association (DMA)

Mobile Marketing Magazine

1
 Introduction
Welcome to this first Cambridge Marketing
College Briefing Paper.

Marketing is a dynamic, multi billion pound

industry. Annual spend on marketing in the UK
is estimated to be £43 billion and there are now
estimated to be over half a million marketers in
UK companies – twice the number of accountants
(source: MSSSB 2006). It is a fast moving
environment and increasingly marketing has been
able to take advantage of the developments in
new technology and the opening up of global
markets. It is not always easy to keep up with
all the changes and new ideas – it is not that
information is scarce but time.

As a result we have decided to distil some of

these new issues into short Briefing Papers to
provide a quick guide to key issues and how to
find out more.

The first of these is on Mobile Marketing – still a

fairly new area for many of us but certainly one
that is increasingly being discussed and, as some
commentators are now suggesting, has reached
the point of critical mass and audience size.
This paper sets out some of the latest figures,
the opportunities open to marketers and some
sources for more information.

I hope you find it useful, please send comments

and your Mobile marketing examples to
Melissa@marketingcollege.com
to help us produce new briefing papers.

Charles W. Nixon

Cambridge Marketing Colleges

2
 1. What is Mobile Marketing?

Definitions and Technologies The Rise of the Mobile Phone

At its simplest mobile marketing can be
defined as direct marketing activities to mobile
phones using wireless technologies. Or to use
the Mobile Marketing Association’s (MMA)
definition: “Mobile Marketing is the use of the
mobile medium as a communications and
entertainment channel between a brand and an
end-user.”
Mobile Marketing utilises technologies of all
mobile devices including handsets and PDAs.
Communications include Short Message
Services (SMS) used for texting, Multimedia
Messaging Services (MMS) combining text
with simple graphics and sound, Wireless
Application Protocol (WAP) mobile internet and
WAP Push services and full multimedia Third
Generation (3G) services. In addition the mobile
phone can be used as a mobile access point
delivering data to a computer using either the
basic GSM support for data or the higher speed
packet service of GPRS.
In less than twenty years, mobile phones have
gone from being rare and expensive pieces of
equipment used by businesses to a pervasive
low-cost personal item. In many countries,
mobile phones now outnumber land-line
telephones, with most adults and many children
now owning at least one active handset. In
the UK numbers are still growing fast, in fact
according to the Office of National Statistics
(ONS), 83% of the UK population between the
ages of 16 and 64 own a mobile phone – and
23% of the population has at least two active
handsets. The chart below provides a graphic
illustration of the growth in mobile phone
subscribers in the UK since 1987.
Number of mobile phone subscribers in UK
Source:
http://www.mobilemastinfo.com/information/history.htm

Wireless networks can be based on national,

commercial infrastructure, such as the mobile
phone networks, private radio networks or
TETRA, or be the increasingly popular personal
networks which use license exempt spectrum,
such as Wireless LAN, Bluetooth and the 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005

proposed standards of Zigbee and Ultra Wide

According to OfCom (The Communications
Band (UWB). Bluetooth uses radio technology
Market 2006. www.ofcom.org.uk/research)
to broadcast text, images, video and sound.
mobile subscriptions in the UK at the end of
March 2006 were 66.2m. At the same time the
percentage of customers saying that

3
 mobile phones were their main method of
making calls increased from 21% in 2004
to 30% in 2005. The mobile phone also has
the widest socio demographic reach of any
electronic communications device and reaches
many more people from ethnic, low income
and older socio demographic groups than
personal computers. Studies have shown that
children are teaching their parents to text and
grandparents are texting their grandchildren.
The phenomenal growth in text messages
is widely reported in the press. The MDA
releases new figures every month. For example
according to the MDA the number of text
messages sent during October 2006 reached
3.8 billion - 100 million more than the previous
record achieved in September 2006, and up
almost 27% on the total for October 2005.
The mobile phone itself has also become
a symbol and fashion object, with users
decorating, customising, and accessorising
their mobiles to reflect their personality. This
has emerged as its own industry. Research
from the music consultancy MusicAlly shows
ringtone sales grew from £34.8m in 2000 to
£177.3m in 2005 but this is expected to be the
peak with sales declining significantly over the
next 5 years.
However, mobile phones are no longer simply
a telephone – they are becoming iPods, radios,
portals to the internet and are used not just
for communications but entertainment, and
mobile commerce including purchasing and
consumption such as downloading. With some
4
of the latest services, you can watch television,
access your home computer files, get unlimited
internet access, make free Skype calls and
send instant messages all through your mobile
phone.
Mobile Commerce (or M-Commerce) is
becoming big business. It is no longer just
the sale of ring tones, wallpapers and games
but encompasses services such as payment
of the London Congestion Charge, access
to information-on-demand systems like news
services or stock tickers, and banking and stock
brokerage applications.
Language lessons can be sent direct to a mobile
phone as can National Express coach tickets.
Indeed there will be a time soon, when users
will be able to get their tube and bus fares with a
single text message. The travel industry is also
working on technologies that will take care of
travel arrangements, update customers on flight
status, notify them if this information changes
and offer to make new arrangements based on
preset user preferences requiring no input from
the user.
Mobile Marketing Expenditure
At the Mobile Marketing Summit in June 2006
(source: http://www.mformobile.com/mms/)
it was reported that:
One-third of brands are planning to spend
▼
in excess of 10% of their marketing
budgets on mobile marketing
In the next 5 years over half (52%) of
▼
 brands expect to spend between 5% and
25% of their total marketing budget on
mobile marketing
40% of brands have already deployed text
▼
messaging campaigns
Estimates of expenditure in the UK on Mobile
Marketing vary but the DMA Census reported
that Mobile Marketing is estimated to have risen
by 24% to £26million in 2005.
Markets Overseas
It is not just the UK that has experienced this
massive growth in the use of mobile phones
and m-commerce. The European market has
also grown enormously as have the Chinese
and US markets. The Japanese mobile
commerce market is reported to be ahead of
Europe and the US with the success of the
iMode service attributed to the Japanese love
of gadgetry. There is already $400 million worth
of m-commerce revenue generated in Japan
annually.
Latin America is rising as one of the world’s
largest integrated markets for mobile content:
by 2007 Tierra Innovation expects the mobile
market in Latin America to be worth over
US$1.3 billion as games, ringtones, MMS and
other contents and applications are growing
faster than predicted.
Africa too has seen significant growth. An
interesting dimension to this is the rise in
banking. In South Africa, the Economist (Oct
28 – Nov 3 2006) reported that half a million
people now use their mobile phones as a
bank. Most South Africans do not have a bank
account but most do have mobile phones and
millions of South Africans send money to their
relatives in other parts of the country – many
now use pre-paid airtime to transfer money.
This phenomena has had such an impact that
at the last Global Mobile Industry Conference
(3GSM in Barcelona in February 2007)
discussions were started to establish protocols
between operators and MasterCard for
international money transfer by mobile phone.
What next?
New technologies are being developed and
adapted faster than ever and it is well worth
keeping an eye on what may come next and the
new opportunities for Marketing this may bring.
Some of the new ideas at present are:
Wrist phones: Watch/mobile
phone combos are already
a success in Asia. Japanese
service provider NTT DoCoMo
teamed with watch maker Seiko
to create the Wristomo, an ultra
modern mobile which features
email and Web access. This
model sold out of its 1000 unit inventory in 20
minutes when released in 2006. Sony Ericsson
in conjunction with Fossil has also just launched
a Bluetooth watch.
Digital jewels: Instead of
sending photos from camera
phone to camera phone, Nokia
allows users to display images
5
 on their bodies. The Imagewear line of products Potential uses for the Mobile in the future
includes the Nokia Medallion I (choker) and include :
Medallion II (charm and chain), and the Nokia • Internet access
Kaleidoscope I (portable photo gallery). • Flash drive memory
Earpieces may also give way to smaller devices • Voice recognition
in earrings or worn as miniscule patches on the
• Record and play video
skin near the ear.
• Photos
Talk to the Hand: NTT DoCoMo • Music
is in the process of developing • Diaries
Finger Whisper technology, • Location finder
which could turn hands into • Shopping adviser – tell you location of
handsets. By converting voice nearby stores
into vibration, then conducting • Shopping over web – MyMart already
vibration through the bones in the user’s hand, offers a mobile Ebay
the hand becomes a type of receiver. • Remote control of devices
The Economist (December 2 - 8 2006) reflects • Credit card via Bluetooth
that the phone has changed beyond recognition • House and Car keys
since its invention in 1876 and speculates • Health checker
about its future. It suggests that “one thing • Tickets
that is clear is that phones will pack a lot more • Passport
computing power in future... in a decade’s
One factor holding back development of services
time a typical phone will have enough storage
has been Tariffing. Operators charge a lot for
capacity to video its user’s entire life”. It also
data transfer. However this is now changing and
suggests the mobile phone might subsume 2
unlimited data tariffs are starting to be offered
other personal items that are usually carried
(3’s X-series tariffs). This plus the
everywhere – wallets and keys – and that input
growth of WiFi will allow data usage to grow.
may be by voice or brain rather than finger.
They may also be able to superimpose images
and sound on reality – for example by naming
people at a meeting or party for you. Apparently
the researchers at Motorola already like to
talk about “the device formerly known as the
cellphone”!

6
2. What are the Opportunities for Marketers?

What Can Mobile Marketing Be Used

For?
Mobile marketing is the only personal channel
enabling spontaneous, direct, interactive and/or
targeted communications, any time, any place.
Mobile marketing can be used in a wide variety
of ways:

• For advertising
• For direct marketing
• For customer acquisition or customer
retention (CRM)
• For customer service support
• For loyalty building
• As a sales promotion tool
• To support product launches
• To raise brand awareness
• For research/data collection
• For internal communications
• For response fulfilment

Mobile offers 5 levels of opportunity

to marketers

7
 LEVEL
1 As a communications channel
The first opportunity is to advertise to prospects
– using SMS, then MMs and then Video. Third
generation phones give ability to provide full
sound and motion and may be less regulated
than broadcast media.
Marketers can use mobiles for:
Advertising
▼ ▼ ▼ ▼ ▼
Sales Promotion
Raising Brand Awareness
Support for Product Launches
Freebies – with immediate response
mechanism
Channel Communications
▼
If there is sufficient value with the product/
service, consumers may be more willing
Some of the winners at the 2006 Annual Global MMA Mobile Marketing Awards:
Best Use of Mobile Marketing, Promotion
(Australia)
Legion Interactive, an Australian mobile
marketing agency, and its client, Zodiac, an
Australian marketer of pool cleaners, wanted
to increase product sales, drive warranty
registration, and develop ongoing customer
interaction. The program utilized stickers
with unique codes on each product package.
Consumers were required to submit via SMS
to claim cash back or other promotional
merchandise. Advertising ran in traditional
media and in stores, encouraging consumers to
purchase the products.
When submitted, the unique codes not only
facilitated the refunds but also provided product
8
to respond via a premium chargeable text
– allowing the possibility of a campaign being
part or fully self liquidating.
Use as part of a viral campaign can also be
very effective linked to Sales Promotion. Eg
Orange Wednesdays and the new ITV Text
Coupon campaigns (Marketing magazine 1
February 2007) .
Much advertising is now done via user
selection of newsletters and magazines such
a Mobizines. To date Advertising revenues are
low (eg €2.4m in France in Q1 2006), however
they are predicted to rise to $1bn in Europe and
USA by 2009.
information. All entrants were placed into a
drawing to win a car each week of the campaign.
The campaign was highly successful and is
a great example of how a mobile promotion
can be used to generate sales and build brand
awareness, even beyond mobile content or
traditional consumer products.
Best Use of Mobile Marketing, Branding
(Switzerland, U.S., Japan, New Zealand)
The Hyperfactory, a mobile agency, and
Motorola wanted an innovative, interactive
mobile campaign that would make the most
of Motorola’s sponsorship of the Burton Open
snowboarding championships. The target
audience was the snowboarding competition’s
competitors and spectators, males and females
ages 18 to 30. The campaign used interactive not only Nokia customers.
kiosks on the ski hills that encouraged attendees The traditionally static medium of outdoor boards
to participate in interactive mobile experiences, was now creating dynamic interactions between
including the chance to star in a snowboard jump consumers and their local area. R/GA and Nokia
on the screen, record a message, and create delivered an innovative new product launch by
unique mobile screensavers and ring tones. delivering a high value and relevant service, while
In addition, attendees could receive real-time helping consumers understand their device’s
information about the event by registering for a more advanced functionality.
service that sent live, up-to-the-minute action
UK2006 Mobile Marketing Award
photos and videos of jumps and wipeouts
winners:
from the event, direct to their mobile devices.
Attendees could also receive weather alerts and Best use of mobile in brand building:
updates via SMS. The Motorola and Hyperfactory Robinson’s by Enpocket
campaign demonstrates how a brand can
Best use of mobile in customer acquisition:
build additional awareness and extend brand
Peugeot 207 – Marvellous
engagement from an event sponsorship by
Most innovative use of mobile in marketing:
providing relevant event information and content.
Sony Playstation 24 – 20/20 London
Best Use of Mobile Marketing, Product/
Mobile as a B2B tool:
Services Launch (U.K.) Adidas TaylorMade Golf – Sponge
R/GA and Nokia wanted to raise awareness of Best use of mobile & branded content:
one of Nokia’s new Nseries high-concept line Vodafone Live Music – Enpocket
of multimedia devices and position the device Best use of mobile as part of an integrated
as a multimedia computer, not merely a phone. campaign:
To target Nokia’s audience, R/GA created 15 NSPCC Speechless – Angel
different interactive posters fitted with Bluetooth
Best first-time advertiser on mobile:
technology and placed them throughout the
Canon Sponsorship of 3’s World Cup Video – 4th
London Underground. The posters invited users
Screen Advertising.
to opt in to download images of neighbourhood
maps from “superfuture,” London’s online
urban city guide, directly to their handsets by
pointing their mobile device in the direction of
the poster. Each of the 15 maps, which were
tailored to highlight the local area around the
specific station, would then be downloaded to the
consumer’s mobile device within seconds.
R/GA also made the content available to all
phone models with Bluetooth capability,

9
 2
LEVEL
As a purchasing channel
The use of the phone to purchase on-screen
(not via voice) is a burgeoning area as the
Mobile Operators look to maintain growth.
The ability to charge your mobile account for
purchases will soon become common. This
will also allow under 18’s to tap into the online
market place which they cannot do at the
moment without credit/debt cards.
Mobiles can be used:
As a channel for direct sales such as
▼
delivering ringtones and logos
As a channel for direct sales such as
▼
news or information services
As an quick, easy ordering service
▼ ▼ ▼ ▼
For Time/Location specific offers
As a Low-cost response mechanism
For Quick responses – mobile marketing
creates quick responses via use of short
codes and single word texts
Mobile handset manufacturers are about to
release models with hard coded purchase
buttons, to enable customers to make
purchases through online mobile shops.
Motorola ( FT April 18 ) estimate that only 20%
of users have yet opened the browser on their
mobile. To encourage more usage they have
introduced “Screen 3” which automatically
connects to a designated portal, normally free.
Are you making your offering purchasable via
mobiles?
Do you accept requests for brochures via text?
10
You will almost certainly be aware of the
successful Orange campaign called “Orange
Wednesday” targeting film fans. In this campaign
participants have the chance to buy 2 cinema
tickets for the price of 1 (Wednesdays only) by
simply texting the keyword “film” to 241 via their
mobile phone. It is easy and efficient - a quick
txt message and it is done. A mobile voucher is
issued with a unique serial number.
(3)Network has announced plans to sell airtime
on its own network for advertisers. The network
has announced an exclusive deal to stream ITV’s
flagship channel, ITV1, to 3’s customers in the
UK. The deal will enable the mobile network’s
3.5 million customers to watch ITV1 and ITV
Play – ITV’s participation channel – live on their
mobile phone. ITV has granted an exclusive 3G
mobile license for almost six months, starting in
autumn 2006. As well as delivering the UK’s first
live streamed terrestrial mobile channels, the
service will also become the largest of its kind
in the UK, with coverage of more than 89% of
the UK population. 3’s customers can already
access ITV content on their phones, but the
current content is ‘madefor- mobile’ rather than a
facsimile of what is available via regular TV.
Another example which illustrates why Marketers
are so optimistic about the success of mobile
marketing is the recent confirmation that The
Premier League has awarded the rights to
show games on mobile phones to BSkyB in a
three-year deal starting from the 2007/8 season.
Another example is the ability to access Google’s
news and email services using handsets and
to personalise their own mobile version of the
search engine’s homepage, as the American
company pushes even further into the mobile
internet.
 3
LEVEL
To build and manage relationships – CRM
Here the opt-in issue is paramount. Within this
parameter you can significantly add value to
customer relations by targeted updates and
personal advice/alerts.
For example:
• Banks and Stockbroker alerts for share
prices rises.
• TocMag already produce mini newsletters
for mobiles.
Mobiles can be used for:
• Customer Service Support - adding in a
mobile response mechanism compliments
existing, web, email, telephone and postal
methods
• Instant access to information – invite
customers to make queries, give
comments and place orders via text .
Customers may be more willing to text
requests or queries than to make calls
• Targeted promotions –can help to build
Another winner at the 2006 Annual Global MMA Mobile Marketing Awards:
Best Use of Mobile Marketing,
Relationship-Building (U.S.)
SmartReply and its client, Meijer Supercenters,
created a value-added opt-in service initiative
where customers were alerted to upcoming
gasoline price increases and given the opportunity
to purchase gas before the increase took effect.
Meijer promoted the program through receipt
tape printouts, in-store announcements, metro
radio, and its Web site. Customers registered
for the program by calling a toll-free number or
and maintain loyalty - Value added – by
providing services that your customers
will find useful and enjoy which enhances
your CRM and loyalty base
• Interactivity – engage your customers
– for example with competitions and
voting
This area also incorporates the aspect of
Market Research
• Permission based – marketing through
mobile provides a quick and easy way
of receiving valuable information from
customers
• Data capture – adding a long number
or short code to your communications
allows you to capture responses from
prospective and existing clients
As technology advances and usage of Mobile
marketing becomes more acceptable two
further areas of Mobile Marketing will arise.
going to the site. Meijer would alert customers, via
SMS notifications, at least two hours before the
gas price at Meijer pumps increased. Meijer and
SmartReply developed a program that encouraged
ongoing consumer participation and interaction.
UK Mobile Marketing Award winners:
Best use of mobile in customer relationship
marketing: O2 ‘Yes Please’ – Archibald Ingall
Stretton
Best example of mobile in customer service:
Transport For London Safer Travel at night
– Incentivated
11
 4
LEVEL
As a delivery/distribution channel
Purchase of tickets for train /tram and tube
is now feasible and through bluetooth it is
compatible with off-line media such as the
Oyster card. Westminster Council in London is
trialing the purchase of payment of parking fees
by mobile phone.
Where the purchase is of a service of software
then the phone and mobile service can be
5
LEVEL
A usage medium
The (current) final aspect of the spectrum is
the Mobile as a usage platform. The current
generation of Smart Phones has now been
added to by the iPhone. These latest generation
Smart Phones offer full functioning laptop
software and connectivity plus voice. With
the exponential growth in hard drive capacity
phones will soon have the storage of a desk
top of 3 years ago. Armed with blue tooth
capabilities peripherals are no longer a problem
and thin PC of the past is re-created.
12
used as the delivery channel. Music is the
obvious current example, but also books and
TV and video will be soon available. Thereafter
education and counselling could be next. The
question is what do you need to do to offer your
service via the mobile network?
Today in Japan a new market has arisen for
Keitai novels. Novels delivered to your mobile
phone . The market has jumped from nothing
to $82m pa in 2006. ( source: Monocle April
2006) . This beats the old fashioned distribution
system for hard copy, reduces cost and opens
up a new market (of mainly female) readers
with some authors selling 160,000 downloads
per day.
So what you can do on your desktop/laptop
today you will be able to do better and with
full connectivity on your Mobile phone of
tomorrow.
What are the Advantages/Benefits of
Mobile Marketing?
Mobile Marketing should be seen as part of
the overall Marketing Mix not as a separate
channel. The key advantages of Mobile
Marketing are that it is:
• Instant and Direct
• Interactive
• Personalised
• Perceived as highly innovative
• Offers ‘real time’ campaigns
• Can be well targeted - Coke claims that
mobile phones are potentially more
powerful than TV in reaching its target
audience
• Can be very cost effective - the average
response rates for mobile campaigns are
typically several times higher than those
achieved through conventional direct
market media alone.
• Can reach people on the move – 15 to
19 and 20 to 23 year olds spend the least
time at home
• More likely to reach the customer
- Mobile messages are more likely to be
opened and read then Emails – possibly
because they seem more personal
• Can cut through a saturated media
landscape
Operatelecom gives the following statistics:
• Mobiles outnumber PCs 10 : 1
• More texts are sent than emails
• 94% of text messages are read – 75%
instantly
• 66% of consumers recall mobile
marketing campaigns
• 36% of recipients admit that they are
likely to purchase products
Limitations and Constraints
However marketers need to be aware of the
drawbacks: a mobile phone txt message is
limited to only 160 characters and there are
also Regulatory constraints.
Regulations and Ethics
As with any aspect of Marketing there are
important areas of legislative compliance,
voluntary codes of conduct and ethical issues
particularly around consumer permission,
privacy, taste and decency. And, as with any
area of Marketing, if you do not respect the
customer they will not want to engage with you.
This is an evolving area but the following
are the key areas of legislation & regulations
governing mobile communications:
• DMA Best Practice Guidelines
• MMA Code for Responsible Mobile
Marketing
• The British Code of Advertising, Sales
Promotion and Direct Marketing
• Data Protection Act 1998
• The Electronics Commerce (EC
Directive) Regulations 2002
• The Privacy and Electronic Communications
(EC Directive) Regulations 2003
There are several other codes to be aware of :
• Passive Location Based Services
• STOP Command
• Content Code
13
 3. How Can I Find Out More?
There is a lot of information out there but here
are a few of the most useful resources we
would recommend:
i) The Mobile Marketing Association
(MMA) – www.mmaglobal.co.uk
The Mobile Marketing Association (MMA) is the
premier global industry trade association for
companies involved in mobile marketing and
associated technologies. The MMA represents
the interests of agencies, marketers, media
owners, hand held device manufacturers,
carriers and operators, software providers and
service providers, and any other companies
or individuals focused on the development of
marketing via mobile devices. It is the only
trade association in the UK 100% dedicated to
the development of valued and effective mobile
marketing.
Its UK board of directors consists of leading
companies operating in the sector: 12Snap,
Mindmatics, mblox, Enpocket, Flytxt and Fauld
Advertising. Network operator members of
the MMA include O2, Vodafone, Virgin Mobile
and Orange. MMA members share a common
goal: to foster rapid and healthy growth of the
wireless marketing industry by establishing a
well-observed voluntary Code, standards and
best practices that address key industry and
consumer issues.
The MMA has produced a Code of Conduct
which can be downloaded from:
http://www.mmaglobal.co.uk/conduct/index.php
From its website you can become a corporate
14
or individual member, access case studies on
mobile marketing, find out about events, and
follow useful hotlinks to related sites.
ii) The Mobile Data Association (MDA)
– www.themda.org
The Mobile Data Association is the non-profit
global association for vendors and users of
mobile data and their advisors. Membership
is open to all providers and manufacturers
of Mobile Data goods and services. Groups
include - Network Operators and MVNOs,
Mobile Content Providers, Mobile Aggregators,
Manufacturers, Consultants, Resellers, Mobile
Solutions Providers and Software Developers.
They operate 2 websites. On www.themda.org
you can apply for membership, find out about
events and access information about the Mobile
Data Industry. They are currently developing
a comprehensive guide to the Mobile Data
Industry which includes definitions of mobile
data and is being developed to provide
information on messaging, mobile content, case
studies, information on the technologies, best
practice and training.
They also run a second website called www.
textit - www.text.it/home.cfm - which provides
a useful information source for news and data
relating to Text Messaging, Picture Messaging
and Mobile Internet. In particular you can
access monthly figures for Text Messaging
(SMS) and Mobile Internet (WAP) Page
Impression figures.
It also provides information, case studies,
and a directory of services for texting, picture
messaging, and the mobile web and a very
useful list of links
Trade Associations
Mobile Data Association www.themda.org
Bluetooth www.bluetooth.com
Digital Television Group www.dtg.org.uk
Direct Marketing Association
www.the-dma.org
European Digital Media Association EDIMA
www.europeandigitalmediaassociation.org
European Telecommunications Resilience and
Recovery Association (ETR2A)
www.etr2a.org
GS1 UK cross-sector supply chain standards
www.gs1uk.org
GSM Association www.gsmworld.com
Intellect www.intellectuk.org
Mobile Computer Users Group
www.mcug.org.uk
Mobile Entertainment Forum
www.m-e-f.org
Mobitex Association www.mobitex.org
Network for Online Commerce
www.noconline.org
Project Nomad www.projectnomad.org.uk
Premium Rate Association www.praltd.co.uk
Royal Television Society www.rts.org.uk
The Portable Computer and Communications
Association www.pcca.org
The Open Group www.opengroup.org
Regulatory and Government
Advertising Standards Authority
www.asa.org.uk
Communications and Internet Services
Adjudication Scheme
www.arbitrators.org/cisas/index.asp
DTI – Communications and Information Industries
Directorate http://www.dti.gov.uk/cii/
DTI – Broadcasting
www.dti.gov.uk/industries/broadcasting
DTI – ecommunications
www.dti.gov.uk/industries/ecommunications
DTI – Global Watch www.globalwatchservice.com
Independent Mobile Classification Body (IMCB)
www.imcb.org.uk
Information Commissioner’s Office
www.informationcommissioner.gov.uk
International Audiotex Regulators Network (IARN)
www.iarn.org
Internet Watch Foundation (IWF)
www.iwf.org.uk
Office of Communications (Ofcom)
www.ofcom.org.uk/radiocomms/
Office of Fair Trading www.oft.gov.uk
Office of the Telecommunications Ombudsman
(Otelo) www.otelo.org.uk
Premium Rate Services Regulator (ICSTIS)
www.icstis.org.uk
Short Code Management Group
www.short-codes.com
Telephone Preference Service (TPS)
www.tpsonline.org.uk
iii) The Direct Marketing Association
(DMA) – www.dma.org.uk
In August 2005 the Direct Marketing Association
(DMA) produced some best practice guidelines
for mobile marketing which include both a code
of practice and legal obligations. These can
be found at: http://www.dma.org.uk/DocFrame/
DocView.asp?id=1897
In January 2006 they also established the
Mobile Marketing Council. The initial focus of
the group is to provide support in understanding
15
 mobile marketing and its first initiatives are: For further reading:
• Introductory FAQs
Facts and Figures
• Best Practice Guidelines
Mobile Data Association Text It (messaging) site
• Educational events, including Case www.text.it
Histories and supporting information on Mobile Streams www.mobilemms.com
why they were successful and how they
Analysts
were developed
Analysys www.analysys.com
• Benchmarking information to give users Deloitte www.deloitte.com
and potential users an understanding of Gartner www.gartner.com
what to expect IDC www.idc.com
Further information can be found at: Informa Telecoms and media
http://www.mobile.dma.org.uk/content/home.asp?h=0 http://shop.telecoms.com
Juniper Research www.juniperresearch.com
iv) Mobile Marketing Magazine - Ovum www.ovum.com
www.mobilemarketingmagazine.co.uk Quocirca www.quocirca.com
Strategy Analytics www.strategyanalytics.net
The Mobile Marketing Magazine is a free, Yankee Group www.yankeegroup.com
on-line magazine dedicated to mobile
marketing. It was launched in October 2005 Publications and News
MDA Newsletter www.themda.org
to provide a web-site exclusively devoted to
160 Characters www.160characters.org
mobile marketing. On it you can find news
3G Newsroom.com www.3gnewsroom.com
on campaigns, case studies, legal issues, 3G Newsletter www.3g.co.uk
appointments, and new developments. ZDnet UK news
http://news.zdnet.co.uk/communications

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A deserved market leader”
Professor Malcolm McDonald on Cambridge Marketing Colleges

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