This permission-based mobile marketing paper sets out the case for permission based mobile marketing by defining what it is, how it works and the benefits to consumers, brands, agencies and mobile network operators. The paper illustrates all of the above through case studies from all over the world, supplied by members of an
MMA Task Force.
The MMA believes that permission based mobile marketing should be seen as a separate and distinct part of mobile marketing as it occupies a unique position in that it secures and maintains
the explicit agreement of the consumer to receive communication from and engage in dialogue with the brand.