In a major milestone in enabling the ongoing growth of mobile marketing, the Mobile Marketing Association announced today it has brokered the industry’s first cross-carrier best practices agreement. Top tier carriers Verizon Wireless, AT&T, Sprint and T-Mobile USA have consolidated their playbooks around the new best practices.
The MMA says that this will enable $200 million in annual efficiencies for mobile marketers. It will reduce the cost of launching mobile marketing campaigns, and speed up the time it takes to get your campaign to market. Plus, the consumer experience will finally be consistent across carriers.
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.
According to the release, the agreement underscores the industry’s commitment to work towards standardized marketing practices, which will improve consumer satisfaction and understanding of mobile marketing campaigns. 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.