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mobilePeople, a specialist in local mobile search and advertising solutions for directory publishers, today announces its latest collaboration with Yell.com. The new application based on mobilePeople's liquid MAPs+ product will 'significantly enhance' Yell's existing suite of free-to-use mobile products by providing map-based information which allows users to locate different businesses and services throughout the UK on their mobile devices.

Yell.com mobile maps is a downloadable application which enables users to not only search any of the 2.3 million businesses available on the Yell.com database, but to also locate any address in the UK, providing a map displaying both walking and driving directions. mobilePeople says that, unlike other mobile map applications it allows users to save business names, addresses and contact details directly to the phone contact list. This means it only takes a simple click to call through, while the information can also be forwarded to the user's other contacts via text.

Jens Andersen, chief executive officer and co-founder of mobilePeople, said, "We are delighted to carry on this successful partnership with Yell.com, part of Yell - the largest UK directory publisher. Yell.com mobile maps is the best mobile map application a user can get today, benefiting from the vast amount of Yell's local data that is essential to the local search experience."

Carey Bunks, head of Yell.com mobile, said, "Mobile search applications are becoming increasingly popular and with mobilePeople we know we are supplying our loyal users with the very best in breed technology. Yell.com maps are extremely useful for people on the move whether on the way to a business meeting or on a night out, providing them with both contact information and directions."

The new mobile maps application is available to all Yell.com UK users immediately. The application is initially supported by 65 different mobile handsets and is set to expand rapidly to more than 100 handsets by the end of August 2008.

Moblog, the UK based mobile blogging community and technology provider, has announced a major upgrade to its platform, simplifying sign-up and enhancing mobile web features for its users, as well as re-branding the service from moblog:UK to Moblog.

"We have focused on making blogging from a mobile device simpler than ever through new features, and through our partners such as Spinvox and Shozu. The release of our community site adapted for the mobile web  means blogging and participating on the move has never been easier or more feature rich." said Alfie Dennen, co-founder of the company.
 
With the mobile web reaching critical mass mobile blogging is ready to go mainstream. Consumers can join group moblogs or create their own mobile blogs in seconds, simply by sending an SMS or MMS, or by calling a dedicated SpinVox number in the UK, USA, France, Germany, and Spain. SpinVox converts your message to text and posts it along with the original audio directly to your own moblog.
 
"We're very happy to be an integral partner of Moblog" said Mark Harris, Value Added Services Director, SpinVox. "At SpinVox we treat digitalised voice content very seriously and believe that the ability to capture moments in speech, convert them to text and post up to a blog is great news for bloggers."

As well as new posting methods (SMS/voice/browser upload), Moblog has created new features such as Groups (MMS/SMS keyword posting), integrated maps for every user and a domains facility giving every subscriber the ability to run their moblog from a URL of their choice, for example: The Stopped Clocks Foundation, a charity which catalogues and helps restore stopped public clocks in the UK, uses a Moblog group to power both their web and mobile site.

AdaptiveMobile, a security provider of mobile subscriber protection for enterprises and individuals, has recommended that mobile operators step-up security for their subscribers, as it witnesses a steady rise in virus attacks.
 
Recent analysis of data from AdaptiveMobile's mobile operator customers are said to suggest that two virus variants - CommWarrior and Beselo - are causing particular damage. While CommWarrior only affects Nokia Series 60 phones, Beselo attacks all smartphones, spreading via Bluetooth and MMS as a Symbian SIS installation file and is growing at four times the rate of CommWarrior. 

One major operator, an AdaptiveMobile customer that prefers not to be named, has seen a rise in virus attacks from 0.5 per cent of all messages to six per cent over the last 12 months. On average, this operator receives 100,000 virus incidences a day, up from 70,000 in just one year.
 
Gareth Maclachlan, COO of AdaptiveMobile, comments: "It's a worrying trend that's not going to slow down yet. Fortunately, most subscribers are not infected as viruses are still immature and of limited virulence; but those who do get infected can lose up to 100 EUR a day from the MMS being sent by the virus.  As these are typically corporate users with the latest phones, and who do not scrutinise their bills, operators are concerned that their best customers will churn if a competitor offers a solution.
 
"Protecting its users should be the first priority for any mobile phone provider. As infection rates continue to rise and higher proportions of customers are left at risk, mobile phone security will become a key differentiator for customer creation and retention - particularly among large organisations keen to ensure their staff are properly protected. The battle is heating up - and mobile operators have to make sure they are competing effectively."

Rapid Mobile Media, a provider of mobile application and service delivery software platforms, has announced that the Gamesys Group has licensed its ThinkPhone and Active Provisioning platforms to extend its leading online gaming experiences to users' mobile phones. Using Rapid Mobile's software Gamesys is able to deploy an extensive catalogue of high-quality interactive gaming applications to all handset types, safe in the knowledge that the Active Provisioning platform will ensure the optimal experience for the broadest range of users.

Rapid Mobile's ThinkPhone software and method allows a single version of an application to be developed, while the Active Provisioning platform delivers it over the air to any type of mobile phone. The platform optimises the deployed components by referring to the extensive integral device capability database, itself automatically extended as and when new handset types are encountered. By using the platform both the effort required to develop and test a mobile application, and the time to bring an application to market are minimised whilst ensuring that the application can reach the broadest possible set of users. Rapid Mobile's patent-pending software technology is said to completely eliminate the need for porting, changing the economics of mobile deployment.

"The Rapid Mobile provisioning platform is enabling Gamesys to continue providing the highest quality and most enjoyable interactive gaming experiences as we extend our portfolio of titles to mobile users," said Steve Clark, Gamesys' Director responsible for mobile. "We are able to focus our efforts on delivering exciting games in conjunction with the entertainment industry's largest brands whilst Rapid Mobile's technology provides the automatic delivery and robust end-to-end security that will enable us to maximise market penetration. We took great care in selecting our mobile technology partner and are delighted with the capabilities that Rapid Mobile has provided us as we seek to take a leadership position in mobile gaming".

The Gamesys Group owns the Jackpotjoy brand - said to be the UK's leading online instant win and bingo site with over two million UK players which pays out winnings of over £80 million every month. Members are offered a range of over 80 games from bingo, casino, instant win and slots categories.

"With recent advances in handset technology, and reductions in data charges, 2008 is shaping up to be the ‘year of mobile'" said Noel Hayden, CEO of Gamesys Group; "we are developing an exciting range of quality products which are all based on our existing Jackpotjoy game portfolio - the games will be seamlessly integrated with our web offering meaning that members can use the same login and wallet on both mobile and the web and play the same games for the same progressive jackpots, giving players the chance to win some of the biggest mobile jackpots anywhere."

"The graphically rich and highly interactive games from Jackpotjoy are a natural for extending play opportunities through mobile phones," said Jeremy Copp, CEO of Rapid Mobile Media. "With Jackpoyjoy's strong brand reputation and extensive user base and the mobile delivery capabilities provided by Rapid Mobile, we expect our relationship with Gamesys to demonstrate how significant revenues can be derived from mobile gaming."

Rapid Mobile says it has extensive experience of automatically provisioning applications to thousands of different handset variants to provide easy to use, secure mobile services for the betting and gaming industries.

While many Location Based Services applications, such as friend finders and location-based search, will be launched by carriers in the next few years, personal navigation will remain the most important LBS category providing high value and clear benefits to end users, according to a new study from ABI Research.

However, according to ABI Research principal analyst Dominique Bonte, "Enterprise LBS applications for asset and vehicle tracking and work force management will become an important revenue generator for carriers in the future as companies will increasingly deploy mobile solutions to reduce costs, increase efficiency and improve customer service. As the reliability and performance of mobile enterprise solutions improves and the concerns about maintenance costs, data protection and integrity are addressed, corporations will increasingly adopt mobile solutions and LBS applications in their daily activities."

ABI syas that an important opportunity exists for providers of location-based platforms such as Mobile Location Centers (MLCs). Ericsson, Telecommunications Systems (TCS) and Nokia Siemens Networks will be able to grow their LBS infrastructure business lines as carriers globally deploy LBS solutions.

The US has been the leading region for LBS deployments by carriers due to the E911 emergency calling regulation which has resulted in the ubiquitous availability of GPS-based CDMA handsets, but it is expected that Europe and Asia-Pacific will catch up as GSM handsets with built-in GPS receivers become widely available.

Carriers may not be the only players to benefit from this trend, says ABI, as independent application and software providers are starting to offer carrier-independent LBS solutions, potentially relegating carriers to a role as mere bandwidth providers. Carriers will need to offer cross-network interoperability and open up their networks, says Bonte, in order to address this threat.

Symena and the Institute of Communications and Radio-Frequency Engineering (INTHFT) will co-operate closely on the investigation and further development of Automatic Cell Planning (ACP) functionality for the Long Term Evolution (LTE) standard of 3GPP.  Symena's Capesso LTE is claimed to be the first ACP for LTE, while the  INTHFT is part of the Faculty of Electrical Engineering and Information Technology at the Vienna University of Technology (Technische Universität Wien).

"LTE is a rapidly evolving standard," said, Dr Thomas Neubauer, Managing Director of Symena.  "To stay in the lead we need to understand the impact of changes to the technology on our customers' future business.  Working with the INTHFT gives us access to leading edge research and understanding in critical and rapidly developing areas such as MIMO simulation and field measurements, fractional frequency reuse, traffic localisation techniques and their advanced LTE link level simulator."

"Symena's early commercial success with Capesso(tm) LTE delivers real world experience to the Institute," said Professor Christoph Mecklenbräuker, Head of INTHFT.  "Working with Symena means that we can use their very practical industry experience to guide our research into the most productive areas."

More than 200 HSDPA (High Speed Downlink Packet Access) systems worldwide have launched commercial mobile broadband services, according to the latest research published by GSA, the Global mobile Suppliers Association.

The GSA survey, "HSPA Operator Commitments", is said to confirm 207 HSDPA networks have launched in 89 countries. This compares with 126 commercial HSDPA networks in 63 countries reported by GSA 12 months previously.

Today there are 110 commercial HSDPA operators in Europe, 44 in APAC, 26 in the Middle East and Africa region, and 27 in the Americas and Caribbean. A further 35 HSDPA networks in 10 additional countries are in various stages of deployment.

HSDPA is the first evolution of WCDMA and is the clear technology of choice across the world for delivery of mobile broadband services. HSPA (the term which embraces HSDPA and HSUPA) is supported by the largest and most developed eco-system, with the greatest number of user devices (approaching 700) and frequency combinations.

The majority of WCDMA-HSPA systems operate in the IMT-2000 core band (2100 MHz) although HSPA is deployed today in several additional frequency bands i.e. 850, 900, 1700, 1800, and 1900 MHz to meet all market requirements.

There is considerable momentum for WCDMA-HSPA deployments in the lower frequency bands i.e. 850 MHz and 900 MHz to leverage coverage improvements, performance and cost efficiencies.  Several commercial HSPA systems are successfully operating in the 850 MHz band throughout the Americas and Australia, and 3 commercial HSPA systems are now launched in the 900 MHz band (often referred to as UMTS 900) in Estonia, Finland and Thailand, with several more in deployment.

WCDMA and HSPA are part of the evolutionary roadmap for GSM and the natural evolution path followed by GSM network operators worldwide. GSA calculates there are over 1.46 billion customers on mobile networks (GSM/EDGE/WCDMA-HSPA) where HSPA is commercially enabled.

The survey also underlines the rapid evolution of network data speeds. 135 commercial HSDPA operators, i.e. 65%, support downlink data speeds of 3.6 Mbps peak or higher, and 55 operators (over 26%) have launched with the capability to support 7.2 Mbps peak or even higher, and further uplink speed improvements will soon be commercial reality with Evolved HSPA (HSPA+).

A significant evolution is also taking place on the uplink, says GSA. 51 operators in
35 countries, compared to 26 commercial systems 6 months ago, have now launched HSUPA (High Speed Uplink Packet Access) services, with an additional 17 HSUPA networks in deployment.  Europe has 38, i.e. the highest number of commercial HSUPA systems, representing 100% increase in less than 6 months. Most HSUPA networks initially support up to approximately 2 Mbps peak, and some networks are now introducing 5.76 Mbps peak capability.

GSA's research also shows how the majority of HSPA operators combine with GSM/EDGE for service continuity and the best user experience. 123 of 207 commercially launched HSDPA operators, i.e. almost 60%, have also commercially launched EDGE.

Ericsson and 3 Italia are claiming an industry first with the successful establishment of enhanced HSPA mobile-data connections in a commercial network. The enhanced HSPA technology enables maximum uplink data rates of 5.8Mbps and a significant reduction in network latency, resulting in markedly better performance for interactive consumer applications.

The milestone, achieved in 3 Italia's existing commercial network, is claimed to mark another step towards HSPA Evolution and reconfirms HSPA as the leading mobile broadband technology. The higher uplink data speeds and lowered latency in the mobile network make more efficient interactive communication possible for the consumer. The faster uplink will provide an improved consumer experience in areas such as video conferencing, uploading user-generated content and sending e-mails with attachments, and better performance for interactive online gaming.

Vincenzo Novari, CEO of 3 Italia, says: "This world-first achievement reaffirms our commitment to accelerating the development of the mobile broadband market."

Cesare Avenia, President of Ericsson Italy says: "This achievement is a strong proof of the excellent service capabilities of Ericsson, which has the responsibility for the overall management of 3 Italia's network."

Ulf Ewaldsson, Vice President and Head of Product Area Radio, Ericsson, says: "With this world-first achievement we underline Ericsson's technology leadership in the mobile broadband area. We thank 3 Italia for the close co-operation to reach this milestone."

The much lauded femtocell could make the transition from domestic homes to larger scale commercial in-building coverage applications, by teaming up with advanced distributed antenna systems (DAS), predicts wireless technology leader, Radio Frequency Systems (RFS). The company's Vice President Wireless Indoor Solutions, Marc Kaeumle (pictured), has noted that advanced passive and active DAS architectures are fast evolving into forms that could ultimately assist femtocell technology overcome its mid-to-large enterprise challenges, allowing femtocells to play a role in the corporate in-building world.

"The femtocell is an exciting domestic coverage technology, particularly as we start to see more affordable consumer-level units," said Kaeumle. "It is destined to play an immediate and powerful role in ensuring that the premium data throughput of HSDPA-, WiMAX- and LTE-based services needed to provide broadband wireless data applications will soon be achieved deep within our homes."

In applying it to larger premises, said Kaeumle, the femtocell potentially presents enormous ‘scaling' advantages, as each femtocell brings with it a finite unit of both coverage and network capacity. This makes it an immensely scalable RF technology.

According to Kaeumle, although the femtocell does offer such theoretical scaling advantages, multi-femtocell networks deployed over larger corporate premises currently face three practical application challenges: core network connectivity (backhaul); network operation and management; and handover and signal ‘spillage' issues.

The first of these--establishing the link between base transmitter station (BTS) and the access gateway--presents a complex challenge, particularly when contemplated over hundreds of femtocells that might be required in a corporate campus. "In conventional macro cellular systems, the BTS-to-RNC link is supported over private high-capacity links. This approach isn't commercially viable for a network comprising a multiplicity of femtocells, so less costly compromises--such as using the public Internet to realise ‘femto-to-core-network' connectivity--have to be considered," Kaeumle said.

Equally challenging are the issues of cell-to-cell handover, and network operations and management. A network comprising hundreds of active femtocells will demand elaborate active unit monitoring and alarming, plus complex handover procedures. "The challenge with femtocell handover in a multi-cell architecture is that the small cell size dramatically escalates the rate of cell handover events per cell, when compared with conventional outdoor cell systems. As a result, the handover network burden is predicted to be very high indeed in multi-cell femtocell networks," he said.  

Similarly, signal ‘spillage' outside of the premises' boundary will tend to occur, due to the femtocell's inherently fixed ‘omni' RF distribution pattern. This will inevitably result in an increase in unauthorised femtocell access attempts by external callers inadvertently passing through the ‘spillage area', resulting in a ‘ping-pong' effect (where call access is attempted and subsequently rejected) that will further burden the network. 

"Today's active DAS topologies are bringing enormous functionality and benefits to the in-building domain," said Kaeumle. "Most obvious, is the shaped and sculptured RF coverage pattern they offer, which minimises spillage and maximises in-building signal strength. In addition, the systems are driven from a central BTS or NodeB, overcoming handover issues. Also, advanced active DAS systems are capable of efficiently extending network coverage far from the BTS or NodeB, using technologies such as RF-over-fibre, and other exciting transport mechanisms."

Furthermore pairing the femtocell with an active DAS system goes a long way towards solving many of these femtocell application problems. "In high-capacity femtocell applications, the advanced active DAS system can act as a coverage booster to the core-placed femtocell base station. In such applications, the active DAS can boost or extend the coverage of the femtocell, thus meaning that fewer femtocells--in terms of total cell count--are required for any given space. This overcomes many of the femtocell's current consumer problems. It's important to note that the inherent coverage flexibility and scalability benefits of the active DAS, particularly when compared with conventional distributed base station architectures. In extreme cases, we could see the femtocell as a pure capacity provider, and the DAS as the coverage distribution medium-a perfect pair."

Combining the femtocell with an active DAS will bridge the ‘domestic-to-corporate' gap for femtocell technology, ultimately seeing it play an effective role in larger corporate wireless data applications. "Advanced active DAS technologies will help overcome the shortfalls that the femtocell currently experiences outside of the domestic environment. Quite frankly, the two technologies could pair to form powerful combinations for future in-building solutions," Kaeumle predicted. 

The Femto Forum, the independent industry and operator association that supports femtocell deployment worldwide, today announces that its members have agreed to implement the Broadband Forum's TR-069 "CPE WAN Management Protocol", a worldwide standard for real-time management of customer premises equipment (CPE), as the basis for the management protocol for femtocells.

Following its definition in 2004, approximately 30 million devices now use this standard, making it robust and well-proven, with full interoperability. Management and provisioning of very high volumes of femtocells has been a major concern for carriers; adopting TR-069 and being able to re-use all the proven experience of that standard will enable femtocells to be easily deployed and configured reliably, and in high volume.

Unlike traditional cellular equipment, femtocells will be deployed in high volumes and installed by the subscriber, so the provisioning and configuration must be completely automated and managed remotely by the mobile operator. The TR-069 standard has proven it allows operators to offer simple installation and provisioning; perform advanced diagnostics and conduct remote firmware and service upgrades with millions of end devices, in an extremely cost-effective manner. Most importantly, it eliminates the need for operators to send technical personnel on-site, a practice that will be unfeasible given millions of units that are set to be rolled out. The two organizations plan to continue working closely together to define extensions to TR-069 to add additional femtocell capability to the standard.

"The remote management of consumer equipment like femtocell access points is a vital tool for operators to introduce new revenue-generating services and to consistently provide a high level of service," said Simon Saunders, the Femto Forum's Chairman. "Femtocells are sophisticated pieces of telecommunications equipment, but they are also first and foremost consumer devices and as such they have to be simple enough to be installed and used by the average consumer. Many people have been concerned about the scalability of provisioning and management for femtocells: with this initiative that concern is addressed."

"Femtocells represent a very different approach to mobile network architecture and therefore require a suitably different approach to network management.  The similarity to fixed broadband networks is obvious so TR-069, the dominant standard for the management of broadband gateways and other consumer devices, such as set top boxes, VoIP devices, and storage devices, is the natural choice," said George Dobrowski, The Broadband Forum's Chairman and President.  "With femtocells likely in many cases to be included in home gateways, this makes the use of a common protocol especially fitting."

The two bodies have been working together over recent months to ensure the protocol is able to meet the criteria of femtocells. The TR-069 protocol standardizes secure CPE auto-configuration practices and incorporates other CPE management functions, including diagnostics and troubleshooting, performance monitoring, and software/image management, into a common framework. Some Femto Forum members have already adopted the protocol into their existing solutions but today's agreement means it will become the femtocell industry's first de facto management standard.

The time is right for services such as banking, money transfers and on-line payments to make the move to mobile handsets and services, claims IMS Research in a new report.  Improved coverage, greater uptake of feature phones and smartphones, higher mobile penetration and service availability have all contributed to this and, as much as anything, greater demand from consumers, operators and financial stakeholders has seen the number of application developers and platform providers all multiply in numbers in recent years, says IMS.

"There has been a marked increase in the level of activity of key players in the market, from both the mobile and the financial companies in the past 12 months", stated John Devlin, lead analyst for the report entitled "The Mobile Wallet: How? What? Where? And When?"  "In regions such as North America, Japan and South Korea strong partnerships are being formed between mobile operators and banks.  In regions where banking infrastructure is much more limited in availability, battle lines are being drawn between the different stakeholders, with operators well positioned and less restricted in providing financial services to their subscribers".

According to the report, there are a number of technologies and features that could positively or negatively affect the uptake of mobile financial services.  These include SMS, MMS, WAP, e-mail and Bluetooth penetration and usage, all of which are reviewed in detail in the report.  Growth in the cellular installed user base, handset shipments and replacement rates were also considered important.

 "To illustrate the forecast level of growth for mobile financial services, we are forecasting the number of cellular users to grow by 32% over the next four years; a significant number given the size of the market.  By comparison the number of active users of mobile banking and payment services is estimated to grow by 662% over the same timeframe, demonstrating the high growth potential that we see for mobile financial services", adds Devlin.

This is not to say that making money mobile will not be without barriers, says the report.  Whilst the technology is there, the biggest concern, particularly in more mature markets, will be security.  In these regions, the driver is convenience and mobile services are competing with a number of other means of banking access, such as telephone, Internet and in-person - as opposed to emerging markets where mobile may be the only means of accessing personal financial services.  In regions such as Europe and North America awareness and security are much higher on the agenda for consumers and it will take time to educate them and overcome concerns, reassuring them that their mobile phone is a secure access device. 

"This will initially affect user behaviour and the type of financial services that they utilise on their mobile phones.  In these markets people will have a much greater tendency to test the water with quick, low risk uses, such as checking account balances and topping up pre-paid cards.  In the developing markets, where there are fewer alternative means, users will be much quicker to start transferring money and making payments for goods and services in the early days of adoption", concludes Devlin.

Spanish fans of Formula One can watch this season's races live on their handsets via HyC - part of the Ericsson group - in partnership with Boomerang TV and Spanish broadcast network Telecinco. The mobile TV service was launched in May.

Under the terms of the agreement, Ericsson's HyC supplies an end-to-end, scalable service including encoding, editing and transmission, which enables Boomerang TV and Telecinco to stream the Formula One races to mobile subscribers via live or scheduled repeat broadcast. HyC also provides related systems integration services.

Live streaming to the consumer is a key aspect of the agreement. Viewers can enjoy personalized coverage and choose between live streaming and downloading selected moments of the races which are recorded, archived, managed and published automatically in real time as part of the service.

Streamed via the first off-portal in Spain, the service will run through the Formula One season, which ends in early November.

Manuel Villanueva, Content general manager at Telecinco, says: "Consumer demand for live mobile TV is increasing in line with technology improvements. Through this agreement with Ericsson's HyC, we can offer our customers a richer communications experience though a personalized and interactive service."

Ingemar Naeve, President, Ericsson Iberia, says: "This agreement to launch Formula One on mobile TV marks an important step for Ericsson. It reaffirms our position as a key player in the multimedia arena, supported by strong systems integration capabilities. It also confirms our ability to enable dynamic content and provide end-to-end solutions, supported by our recent acquisitions such as HyC."

The Mobile Marketing Association, which represents 650 member companies worldwide, has today released its Global Code of Conduct, designed to provide guidelines that all Mobile Marketers should consider and build their mobile marketing initiatives around. The MMA Global Code of Conduct, or "the Code", is intended to guide companies within the mobile ecosystem so that they can effectively, and responsibly, leverage the mobile channel for marketing purposes, whilst always protecting the consumer experience.

Produced by the MMA's NA Privacy Committee, with input from MMA Regional Board of Directors in APAC, LATAM and EMEA, the Global Code of Conduct updates the 2007 revision and aligns the Code with generally accepted global privacy principles.  It has the following five categories:

  a.. Notice - The fundamental principle of the MMA Privacy Code of Conduct, informing users of the marketers' identity or products and services offered and the key terms and conditions that govern an interaction between the marketer and the user's mobile device.
  b.. Choice & Consent - Respecting the right of the user to control which mobile messages they receive by obtaining consent (opt-in) and implementing a simple termination (opt-out) process.
  c.. Customization & Constraint - Ensuring that collected user information is used to tailor communication to the interests of the recipient and is handled responsibly, sensitively and in compliance with applicable law. Mobile messages should be limited to those requested by the user and provide value such as product and service enhancements, contests, requested information, entertainment or discounts.
  d.. Security - The implementation of reasonable technical, administrative and physical procedures to protect user information from unauthorized use, alteration, disclosure, distribution, or access.
  e.. Enforcement & Accountability - The MMA expects its members to comply with the MMA Privacy Code of Conduct and has incorporated the Code into applicable MMA Guidelines, including the U.S. Consumer Best Practice ("CBP") Guidelines. Until the Code can be enforced effectively by a third party enforcement organization, Mobile Marketers are expected to use evaluations of their practices to certify compliance with the Code.

"The MMA believes that strong consumer privacy standards are essential to the success of mobile marketing by protecting mobile users from unwanted communications on their mobile devices. It is only through industry support of strong privacy guidelines that the power of mobile marketing can reach its full potential," said Russell Buckley, MMA Global Board Chairman and Managing Director, Europe for AdMob.

"It is the heart and soul of the MMA to ensure a positive, consistent consumer experience, encouraging marketers to get the consumer interaction right first time round so that mobile interactions from brands are not viewed negatively," said MMA President Laura Marriott.  "The MMA Global Code of Conduct creates clear and consistent global guidelines for the careful treatment of each and every consumer interaction to help build a sustainable industry for mobile marketing."