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ALUMNI

BRIEFING

PAPER

Prepared by

CAMBRIDGEMARKETING

COLLEGES

May 2007

Mobile

Marketing


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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

Contents

ALUMNI

BRIEFING

PAPER

May 2007


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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 tofind 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

[email protected]

to help us produce new briefing papers.

Charles W. Nixon

Cambridge Marketing Colleges

Introduction


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Definitions and Technologies

At its simplest mobile marketing can be

defined as direct marketing activities to mobile

phones using wireless technologies. Or to use

the Mobile Marketing Associations (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 ThirdGeneration (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.

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

proposed standards of Zigbee and Ultra Wide

Band (UWB). Bluetooth uses radio technology

to broadcast text, images, video and sound.

The Rise of the Mobile Phone

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 UKSource:

http://www.mobilemastinfo.com/information/history.htm

According to OfCom (The Communications

Market 2006. www.ofcom.org.uk/research)

mobile subscriptions in the UK at the end of

March 2006 were 66.2m. At the same time the

percentage of customers saying that

1. What is Mobile Marketing?

1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005


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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 andgrandparents 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 thepeak 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

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 asingle 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


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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 risenby 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 ofEurope 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 worlds

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


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on their bodies. The Imagewear line of products

includes the Nokia Medallion I (choker) and

Medallion II (charm and chain), and the Nokia

Kaleidoscope I (portable photo gallery).

Earpieces may also give way to smaller devices

in earrings or worn as miniscule patches on the

skin near the ear.

Talk to the Hand: NTT DoCoMo

is in the process of developing

Finger Whisper technology,

which could turn hands into

handsets. By converting voice

into vibration, then conducting

vibration through the bones in the users hand,

the hand becomes a type of receiver.

The Economist (December 2 - 8 2006) reflects

that the phone has changed beyond recognitionsince its invention in 1876 and speculates

about its future. It suggests that one thing

that is clear is that phones will pack a lot more

computing power in future... in a decades

time a typical phone will have enough storage

capacity to video its users entire life. It also

suggests the mobile phone might subsume 2

other personal items that are usually carried

everywhere wallets and keys and that inputmay 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!

Potential uses for the Mobile in the future

include :

Internet access

Flash drive memory

Voice recognition

Record and play video

Photos

Music

Diaries

Location finder

Shopping adviser tell you location of

nearby stores

Shopping over web MyMart already

offers a mobile Ebay

Remote control of devices

Credit card via Bluetooth

House and Car keys Health checker

Tickets

Passport

One factor holding back development of services

has been Tariffing. Operators charge a lot for

data transfer. However this is now changing and

unlimited data tariffs are starting to be offered

(3s X-series tariffs). This plus the

growth of WiFi will allow data usage to grow.


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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

2. What are the Opportunities for Marketers?


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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

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.

1LEVEL

As a communications channel

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 customerinteraction. 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

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 Motorolas sponsorship of the Burton Open

snowboarding championships. The target

audience was the snowboarding competitions

competitors and spectators, males and females

Some of the winners at the 2006 Annual Global MMA Mobile Marketing Awards:


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ages 18 to 30. The campaign used interactive

kiosks on the ski hills that encouraged attendees

to participate in interactive mobile experiences,

including the chance to star in a snowboard jump

on the screen, record a message, and create

unique mobile screensavers and ring tones.

In addition, attendees could receive real-time

information about the event by registering for a

service that sent live, up-to-the-minute actionphotos and videos of jumps and wipeouts

from the event, direct to their mobile devices.

Attendees could also receive weather alerts and

updates via SMS. The Motorola and Hyperfactory

campaign demonstrates how a brand can

build additional awareness and extend brand

engagement from an event sponsorship by

providing relevant event information and content.

Best Use of Mobile Marketing, Product/

Services Launch (U.K.)

R/GA and Nokia wanted to raise awareness of

one of Nokias new Nseries high-concept line

of multimedia devices and position the device

as a multimedia computer, not merely a phone.

To target Nokias audience, R/GA created 15

different interactive posters fitted with Bluetooth

technology and placed them throughout the

London Underground. The posters invited users

to opt in to download images of neighbourhoodmaps from superfuture, Londons 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

consumers mobile device within seconds.

R/GA also made the content available to all

phone models with Bluetooth capability,

not only Nokia customers.

The traditionally static medium of outdoor boards

was now creating dynamic interactions between

consumers and their local area. R/GA and Nokia

delivered an innovative new product launch by

delivering a high value and relevant service, while

helping consumers understand their devices

more advanced functionality.

UK2006 Mobile Marketing Award

winners:

Best use of mobile in brand building:

Robinsons by Enpocket

Best use of mobile in customer acquisition:

Peugeot 207 Marvellous

Most innovative use of mobile in marketing:

Sony Playstation 24 20/20 London

Mobile as a B2B tool:Adidas TaylorMade Golf Sponge

Best use of mobile & branded content:

Vodafone Live Music Enpocket

Best use of mobile as part of an integrated

campaign:

NSPCC Speechless Angel

Best first-time advertiser on mobile:

Canon Sponsorship of 3s World Cup Video 4th

Screen Advertising.


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2LEVEL

As a purchasing channel

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 ITVs

flagship channel, ITV1, to 3s customers in the

UK. The deal will enable the mobile networks

3.5 million customers to watch ITV1 and ITV

Play ITVs 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 UKs firstlive 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. 3s 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 ThePremier 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 Googles

news and email services using handsets and

to personalise their own mobile version of the

search engines homepage, as the American

company pushes even further into the mobile

internet.

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 18s 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 youroffering purchasable via

mobiles?

Do you accept requests for brochures via text?


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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

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.

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3LEVEL

To build and manage relationships CRM

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

going to the site. Meijer would alert customers, via

SMS notifications, at least two hours before the

gas price at Meijer pumps increased. Meijer andSmartReply 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


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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

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?

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4LEVEL

As a delivery/distribution channel

5LEVEL

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 beenadded 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.

Today in Japan a new market has arisen for

Keitai novels. Novels delivered to your mobile

phone . The market has jumped from nothingto $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.


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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 aretypically 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


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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 andassociated 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 mobilemarketing.

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

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. Membershipis 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,


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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.orgEuropean 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 Commissioners Officewww.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.ukPremium 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


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mobile marketing and its first initiatives are:

Introductory FAQs

Best Practice Guidelines

Educational events, including Case

Histories and supporting information on

why they were successful and how they

were developed

Benchmarking information to give users

and potential users an understanding ofwhat to expect

Further information can be found at:

http://www.mobile.dma.org.uk/content/home.asp?h=0

iv) Mobile Marketing Magazine -

www.mobilemarketingmagazine.co.uk

The Mobile Marketing Magazine is a free,

on-line magazine dedicated to mobile

marketing. It was launched in October 2005

to provide a web-site exclusively devoted to

mobile marketing. On it you can find news

on campaigns, case studies, legal issues,

appointments, and new developments.

For further reading:

Facts and Figures

Mobile Data Association Text It (messaging) site

www.text.it

Mobile Streams www.mobilemms.com

Analysts

Analysys www.analysys.com

Deloitte www.deloitte.com

Gartner www.gartner.com

IDC www.idc.com

Informa Telecoms and media

http://shop.telecoms.com

Juniper Research www.juniperresearch.com

Ovum www.ovum.com

Quocirca www.quocirca.com

Strategy Analytics www.strategyanalytics.net

Yankee Group www.yankeegroup.com

Publications and NewsMDA Newsletter www.themda.org

160 Characters www.160characters.org

3G Newsroom.com www.3gnewsroom.com

3G Newsletter www.3g.co.uk

ZDnet UK news

http://news.zdnet.co.uk/communications


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C A M B R I D G E M A R K E T I N G C O L L E G E S

S T J O H N S I N N O V A T I O N C E N T R E , C O W L E Y R O A D , C A M B R I D G E , C B 4 0 W S

T E L E P H O N E : 0 1 2 2 3 4 2 1 9 0 3 F A C S I M I L E : 0 1 2 2 3 4 2 1 7 6 7 W W W . M A R K E T I N G C O L L E G E . C O M

A fantastic success story.A deserved market leader

Professor Malcolm McDonald on Cambridge Marketing Colleges

Documents

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