Wave Issue 0508 2/25/05 Article 7-01

***Mobile Marketing Association Announces Formation of Best
Practices and Metrics Research Working Groups

MOUNTAIN VIEW, Calif.
Feb. 22, 2005

The Mobile Marketing Association has announced the formation
of two new working groups: the MMA Best Practices Committee
and the MMA Metrics Research Committee. The Best Practices
group is led by Mike Baker, President and COO of Enpocket and
the Metrics group is led by Jean Berberich, Systems Manager
for Procter and Gamble and vice-chaired by Irene Waldman of
Visa U.S.A.

Best Practices Committee

The Best Practices committee will work this year to establish
a set of guidelines and recommendations for effective,
efficient execution of mobile marketing campaigns via SMS,
MMS, wireless web and PDA. Core principles will focus on
ensuring consumer privacy and a positive, welcomed experience
with the medium.

The Best Practices committee will meet in Atlanta on March 3.

Metrics Committee

The Metrics committee will work this year to establish the
parameters for accurate cross-media return-on-investment
measurement guidelines for advertisers, brands and carriers
using mobile marketing. Although mobile marketing drives the
highest responses of any advertising medium, a central
resource for ROI measurement principles has not yet been
established for the medium, as it has with traditional
advertising. This committee will work to provide those
guidelines through the MMA this year.

The Metrics committee will meet in New Orleans at CTIA on
March 13.

Growing the Industry

With more than 165 million mobile consumers and 2.5 billion
SMS messages sent each month, the United States is the second-
largest single pool of cell phone users in the world (China is
first). The cell phone is by far the most personal
communication device for consumers and the most coveted media
platform for advertisers.

About the MMA

The Mobile Marketing Association is the premier global
association that strives to stimulate the growth of mobile
marketing, M-commerce and supporting technologies. MMA members
include agencies, advertisers, handheld device manufacturers,
carriers and operators, retailers, software providers and
service providers, as well as any company focused on the
potential of marketing via mobile devices.

www.mmaglobal.com