The MMA is an action-oriented, member-driven trade association, with a mission to lead the growth of mobile marketing worldwide and to drive forward a healthy and sustainable industry. Offering a wealth of industry knowledge in the form of research, educational tools and case studies, the MMA promotes and evangelizes the mobile channel and sets globally adopted initiatives, guidelines and best practices.
The MMA audience is diverse and includes members and non-members within the mobile ecosystem: agencies, advertisers, brands, hand held device manufacturers, operators, retailers, software providers and service providers, consumers, as well as regulatory bodies, market research firms, other industry trade associations, trade/financial analysts, editorial communities, and more.
Middle East & Africa
BVDW Section Mobile (Germany)
Mobile Messaging Forum (Ireland)
Local Councils – launched to serve local mobile marketing needs and communities
A primary source for mobile marketing information and expertise, dedicated to:
Providing a forum for exploring market opportunities, allowing members to develop their businesses through shared skills and knowledge from the entire ecosystem
Building bridges between the mobile marketing industry and others, sharing perspectives and creating networking prospects with its 700+ members and partner organizations globally
Creating guidelines and best practices and the publication of valuable industry intelligence and educational tools
Through the collaborative work of committees and research projects, facilitating a concerted effort towards industry advancement and the removal of barriers to market- sustainable, accelerated growth, and increased productivity
Providing representation for the mobile marketing industry to major legislative bodies worldwide and serving as the key advocate on behalf of the mobile marketing industry
Developing open and compatible mobile marketing technical and creative standards, and metrics for measuring ad delivery and consumer response
MMA South Africa - members 24.com AdMob Inc. Be-Mobile Mobile Services Company (Blue Label) Brandsh Media cc BuzzCity Pte Ltd Multimedia Solutions Celerity Systems (Pty) Ltd (Bulk SMS) Cellsmart Technologies Clickatell Google, Inc. GroupM Habari Group Media Direct Media 24 Microsoft Mobiclicks MobiliTrix SA (Pty) Ltd Mr Price Group Financial Services OgilvyOne Worldwide One Digital Media Praekelt Consulting RingCo T/A Yonder Media SilverstoneCIS TIM w.e. SA Vodacom
One of the key goals of the MMA is to create the guidelines, best practices and standards to support the scalable growth of the industry globally. . MMA SA seeks to ensure existing MMA Global documentation, taking into account issues / priorities unique to the RSA market, including:
SA Mobile Industry Self Regulatory Guidelines i.e. WASPA Code of Conduct, and ECT Act, which will need to be integrated into the overall MMA guidelines
Operator Interoperability and General Industry Technological Challenges specific to SA, which affects quality of service, the user experience and therefore the manner in which mobile marketing is or can be implemented at a local level
SA Mobile Industry ecosystems and value chain.
“ World First” mobile marketing services in SA for which there are no existing standards and/or guidelines; these would therefore be developed in conformance with MMA's overall guidelines development process.
In line with MMA’s current measurements efforts, MMA SA will set out to collaborate and support mobile publisher measurement / tracking reports in order to provide the SA marketing industry with actionable and relevant information relating to the profiles and size of publisher audiences over time.
Measuring and tracking mobile media investment trends
MMA SA will set out to collaborate with global MMA initiatives to formulate mobile media investment reports relating to the measurement and tracking over time of local spend into mobile media in a range of pre defined industry verticals, advertising inventory categories and other reporting parameters developed by the MMA. A key output will be objective market sizing and tracking of the industry growth rate.
MMA South Africa will also review the measurement initiatives of other national MMA Local Councils to transfer best practice, learning and methodologies.
Measurement and Effectiveness (Continued) Campaign metrics/standards Mobile Marketing service offerings in SA are varied in many respects and effective tools for measurability are required to ensure widespread adoption and greater uptake of these service. MMA SA has taken on the role of championing this process for the mobile industry at large. All competing media forms, e.g. print, television, radio, etc, have some sort of ROMI (Return on Marketing Investment) measure used to justify costs of marketing to companies using their services. Furthermore, developing a single methodology to calculate ROMI falls in line with the attempt to create industry standards and benchmarks. The table below illustrates this at a high level; Service Type Key Measure Tools Drivers Direct Mobile Marketing Response Rates, CPP DMA SMS/MMS Mobile Internet CTR, Traffic Volume, Inventory OPA WAP, 3G etc Mobile Media Audience Universe, Frequency, Reach etc TAMS, RAMS, AMPS etc Mobile Social Networking, Infotainment, News etc
Networking and Events A priority for MMA SA is to host, participate, support and sponsor industry events and to provide members with networking opportunities through partnerships and affiliations.
Marketing and Advertising
Retail and FMCG
MMA Involvement • MMA Speaking engagement, and/or • MMA Sponsored Events, and/or • MMA Hosted Events, and/or • MMA Member Networking Events Possible Affiliations • DMA • ASA • WASPA • Mobile Monday • Mobile Operators • Marketing Award Organisations The following MMA SA events goals are envisaged; • monthly representation and speaking engagement at a relevant industry event • bi-annual mma industry conference • Quarterly MMA SA Management Council Meeting • Annual MMA hosted event for members • Ad-Hoc networking events for MMA Members (4 per year) 2000 2003 2005 2007 2008
MMA SA aims to “evangelise” mobile marketing by “selling” mobile marketing at an industry level to all stakeholders. The objective is to position the MMA as a strategic and “de facto” tool serving as a catalyst in the growth of the mobile marketing industry in SA.
Key outcomes sought are:
• defining industry level mobile marketing value propositions
• differentiating mobile marketing from competitive mediums
• driving industry growth through appropriate advocacy channels
• Strategically addressing mobile industry barriers to growth
• Stimulating the mobile marketing industry through strategic initiatives
• Supporting the establishment of affiliations and partnerships
PR will be used as a tool driving evangelism, and will also play a supporting role in communicating messages such as;
• Industry Comments
• Written articles on mobile marketing
• Publicising MMA SA initiatives
• Opinion pieces
• Publicising “approved/endorsed” case studies
Education (Continued) Training To sustain the growth of the mobile marketing industry, it is imperative that education and training initiatives are conducted to ensure that the skills pool increases so that MMA SA member companies have the resources required to deal with the fast pace of growth in the industry, as well to improve the quality of mobile marketing campaigns conducted by brands and advertisers. The MMA SA will adapt existing and developing MMA materials in this area, as well as aim to develop and endorse mobile marketing courses in partnership with leading educational institutions as follows; • Integrated mobile marketing Modules for Digital/E-Marketing Courses • 3 Day mobile marketing dedicated course • Integrated mobile marketing strategy course for digital/e-marketing courses • Comprehensive 15 Module mobile marketing Term Course The MMA will target as part of its mobile marketing education initiative; • Marketing and advertising students • Marketing and advertising professionals, consultants and practitioners • Digital and e-marketing professionals, consultants and practitioners • Mobile marketing professionals, consultants and practitioners
MMA SOUTH AFRICA MEMBERSHIP INITIATIVES Presented by Terry Murphy , General Manager, MMA SA