MMA Authors Mobile Couponing Primer and Establishes Structure for Engagement

 MMA Authors Mobile Couponing Primer and Establishes Structure for Engagement

MMA Committee Releases Guidelines to Help Brands Identify and Leverage the
Advantages of Mobile Couponing

PR Newswire

NEW YORK, Jan. 30, 2013

NEW YORK, Jan. 30,2013 /PRNewswire/ --The Mobile Marketing Association
(MMA), the leading global trade association for the mobile marketing industry,
today unveils the publication of "The Current State & Promise of Mobile
Couponing" as part of the MMA Mobile Marketing Updates. The primer explores
the benefits that mobile couponing offers for marketers to connect with
consumers at the point of sale and across the purchase funnel. It was created
by a coalition of MMA members that recently formed the Mobile Coupon Ad Unit
Standards Committee (MOCAUS).


"As marketers look to engage consumers from awareness to transaction, mobile
couponing essentially collapses the purchase funnel. A mobile coupon ad unit
is the connective tissue for the top of the media funnel and a measurable
point-of-sale event," said Michael Becker, Managing Director, MMA North
America. "Mobile coupons have the potential to drive brand growth by placing
the brand in the hands of consumers with an added incentive to purchase. It
does not get more powerful for marketers."

"The Current State & Promise of Mobile Couponing" reviews both the advantages
and current challenges within the mobile coupon space. Additionally, the
document outlines the agenda and objectives of MOCAUS, which focuses on
establishing a mobile coupon ad unit. Beyond creating standards, the committee
will work to develop a consistent language and framework for mobile couponing,
as well as heighten business intelligence around strategic mobile coupon

"Mobile is on the precipice of exploding for marketers and initiatives like
mobile couponing will provide a dynamic platform for stronger consumer
engagement," said Adam Lavine, CEO of FunMobility and co-chair of the Mobile
Coupon Ad Unit Standards Committee. "Mobile and coupons is a perfect match -
a win for consumers, marketers and retailers. The MMA Mobile Coupon Ad Unit
Standards Committee will continue to evaluate all strategic intersections for
mobile coupons to provide additional directives, standards and best practices
for the industry to understand the power of this platform."

As consumers consider their mobile device as a tool of transaction and brand
interaction, there is a monumental opportunity for marketers to connect at the
point of sale with mobile coupons. To provide a blueprint for successful
mobile coupon tactics, the document also offers a framework that was adapted
from the Association of Coupon Professionals digital coupon process. The
milestones across the mobile coupon framework include:

  oSetup and Distribution
  oDiscovery and Acquisition
  oValidation and Redemption

"The Current State & Promise of Mobile Couponing" was developed by a working
group of MMA member organizations which includes Acta Consulting, Cox Target
Media – Valpak, FunMobility Inc., GroupM, Hipcricket, Inmar, Isis Mobile
Commerce, Medialets, Mocopay., RadiumOne, SoundBite Communications, Spotzot,
Sprint-Nextel, Univision Interactive Media, Urban Airship, Velti

You can download the whitepaper by filling out this form:

About the Mobile Marketing Association (MMA)

The Mobile Marketing Association (MMA) is the premier global non-profit trade
association established to lead the growth of mobile marketing and its
associated technologies. The MMA is an action-oriented organization designed
to clear obstacles to market development, establish mobile media guidelines
and best practices for sustainable growth, and evangelize the use of the
mobile channel. The more than 700 member companies, representing nearly fifty
countries around the globe, include all members of the mobile media ecosystem.
The Mobile Marketing Association's global headquarters are located in the
United States and it has regional chapters including North America (NA),
Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches. For
more information, please visit For information relating to
the MMA's Mobile Marketing Forum series, please visit


Rebecca Laming
Director of Communications, MMA
M: +1 917-558-1828

Valerie Christopherson
Global Results Comms. (GRC)
M: +1 949 306 6476

SOURCE Mobile Marketing Association (MMA)

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