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MMA sets up $1 million research to measure the impact of mobile marketing

The Mobile Marketing Association has arranged over $1 million in funding to launch new global research into the impact of mobile marketing.

The project, which is believed to be the first global research project of its kind, will test real marketing campaigns to determine the economic value of investing in mobile channels compared to traditional marketing channels. It’s been named SMoX.me: Smart Mobile Cross Marketing Effectiveness.

Details of the full announcement are below.


MMA secures over USD 1 million for first-ever global cross marketing effectiveness research to measure the impact of mobile

Consortium partners include Vodafone, Pandora and The Weather Channel

London, July 16, 2012 – Today, during the MMA's Mobile CEO & CMO Summit in the Dominican Republic, Greg Stuart, CEO of the Mobile Marketing Association (MMA), announced that the association has secured over USD 1 million in funding to launch the first-ever global, in-market research project that will evaluate the return on investment that mobile contributes to the marketing mix. Called SMoX.me for Smart Mobile Cross Marketing Effectiveness, the research will test real in-market marketing campaigns to determine the relative economic value of investing in mobile channels compared to traditional marketing channels.

Stuart previously led the landmark Cross Media Optimization Study (XMOS) series starting in 2002, turning it into the largest advertising industry research program ever conducted working with leading brands including McDonalds, Ford, Colgate, ING & many others. XMOS provided the first-ever opportunity for marketers to determine the optimal mix of internet media, TV, radio and print advertising drawn from real world, in-market results.

"We are extremely happy that the MMA is leading the charge with the Mobile Cross Marketing Effectiveness Study. With the radical shifts in consumer media consumption all around the world, it is vital that marketers get quantitative guidance from the industry on how to best optimize Mobile in the marketing mix," said Jack Haber, VP, Global Advertising and Digital for Colgate-Palmolive, which was a leading participant in the original Cross Media Study, XMOS. "This research has the potential to transform how marketing budgets are allocated in the same way as XMOS did."

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Opinion Articles

India caps mobile text messages

Anjana Pasricha from voanews.com writes:

India’s millions of mobile phone subscribers have won relief from a growing nuisance on the subcontinent - unsolicited text messages. The crackdown by regulators targets the world’s fastest-growing mobile phone market.

From remote villages to crowded metros, the number of mobile phones in India has grown exponentially to more than 850 million in just over a decade.

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Last week at The Fonecast: 3rd October 2011

Mark Bridge writes:

It’s time for my summary of last week’s mobile industry news… and what a week it’s been. Not just for me – I made my first-ever visit to Over The Air on Friday – but for the world of mobile devices.

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I'm no developer - but I still fell in love with Over The Air

Mark Bridge writes:

The text message just said "Yellow Citroën hatchback".  At least the diaeresis on the ë was in the right place. It meant the stranger who was giving me a lift from the station was probably an urbane French speaker. Either that, or they had surprisingly good predictive text on their phone. The third possibility - a serial killer with an old Sagem - hadn't crossed my mind yet.

It was at this point I realised I'd already fallen for Over The Air, a unique event aimed at mobile developers. Throwing caution to the wind, I'd arranged a lift there via Twitter with a mysterious developer I'd never met. Or spoken to.

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The Amazon Android tablet and the Apple iPhone 5

Mark Bridge writes:

I’m not a big fan of reporting on rumours - I’d rather wait until the real thing happens - but I thought these two stories were too big and too well-defined to ignore completely.

Firstly, it looks as though Amazon will be announcing an Android-powered tablet tomorrow. Called the Kindle Fire, it probably won’t be a direct replacement for the Kindle e-book reader but an alternative. Most commentators suggest we should expect a 7-inch colour screen, a focus on cloud-based services and a pretty heavily customised version of Android.

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Are smartphones endangering security?

Ian Kilpatrick, chairman of IP security specialists Wick Hill Group, writes:

Smartphones are spreading throughout the business world. Their use is growing across organisations and at all levels.

According to Gartner, sales of mobile devices in the second quarter of 2011 grew 16.5% year-on-year. Smartphone sales grew 74% year-on-year and accounted for 25% of overall sales in the second quarter of 2011, up from 17% in the second quarter of 2010.

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