US Operators Sign-Up to Mobile Marketing Agreement

The USA's four largest mobile network operators, Verizon Wireless, AT&T, Sprint, and T-Mobile USA have all signed up to abide by marketing guidelines from the Mobile Marketing Association (MMA). In addition to the four largest US wireless service providers, there was substantial help in securing this agreement from the major aggregators, brands and content owners. In specific, VeriSign, Neustar, Limbo, and Thumbplay, all played critical roles in the process.

Under the agreement, the four companies, all MMA members, will incorporate their individual mobile marketing guidelines and codes of conduct - known as "carrier playbooks" - into a unified document to be maintained by the MMA. As a result, the MMA expected there to be operational efficiencies for the industry upward of $200 million annually.

The MMA's Consumer Best Practices Committee will review the first draft of the document in early April. The document will be finalized and released to the public by the end of June 2009.

"AT&T, Sprint Nextel, T-Mobile USA and Verizon Wireless together serve the vast majority of all U.S. wireless customers," said MMA president and CEO Mike Wehrs. "By working with the MMA to create an industry-standard set of guidelines, these four carriers are playing a pivotal role in enabling the mobile marketing opportunity for years to come. The cost reductions of $200 million or more clearly proves beneficial to the entire industry, especially given today's economic challenges. We definitely see this as a win-win solution for the entire ecosystem."

Posted to the site on 30th March 2009