The Mobile Marketing Association is repositioning itself to reflect changes within mobile marketing. The global trade organisation, which counts over 700 companies as members, had originally been describing itself as "established to lead the growth of mobile marketing" but acknowledges that mobile marketing has evolved.

Federico Pisani Massamormile, the MMA’s global board chairman and interim CEO, said "In its formative years, the MMA placed great emphasis on helping build a global industry, creating standards and guidelines to support the growth of a new industry. In many ways, the need to act as evangelists for the mobile channel has evolved into to a need to get brands and agencies to increase spend on a channel they’re now aware of. Marketers understand the need to include mobile in their plans, but still need support to find the right role for mobile in the marketing mix. We aim to make mobile an indispensable part of the marketing mix."

The MMA is now going to focus on what it describes as 'the five building blocks of the industry':

Promote the channel, the industry and individual member companies to brands and agencies in order to create more commercial opportunities for its members, demonstrating that membership creates a competitive advantage for companies.

Educate brands, agencies and consumers about the full scale and scope of the mobile marketing channel, highlighting its advantages and benefits.

Measure by creating and developing authoritative measurement, metrics and insight into the size, growth, trends and effectiveness of mobile marketing.

Guide by continuing to create and develop guidelines, best practices and standards designed to ease the planning, purchase and implementation of mobile marketing.

Protect the opportunity by representing the industry before regulators and legislators and by managing industry self-regulatory programs to maximize public and industry confidence in mobile marketing, lower barriers to entry and minimize non-economic costs of doing business.

As part of the repositioning, the MMA has also unveiled a new logo.