Mobile marketing group sets up in Ireland
07-02-2008
by Charlie Taylor

The Mobile Marketing Association (MMA), which represents more than 550 member companies worldwide, is to set up an Irish chapter.

The Mobile Marketing Association Ireland (MMA Ireland) will be chaired by Eamon Hession, CEO of Irish mobile marketing firm Puca. Member companies include Vodafone, O2, Meteor and Three, as well as a variety of Irish technology and services companies.

The MMA is the primary body devising and promoting standards in mobile marketing worldwide, including Bluetooth marketing, mobile internet advertising, SMS and other new forms of permission-based mobile marketing.

The Mobile Messaging Forum, an organisation which represents companies working in the Irish mobile sector, has partnered with the MMA to launch the new association.

MMA Ireland members will have access to a number of global services and benefits, including codes of practice, research activities, seminars, conferences and policy development. The chapter will also have an honorary seat on the MMA's EMEA regional board of directors.

In a statement, the new organisation said it intends to work to promote industry guidelines and best practices in mobile marketing.

"Becoming part of the MMA is an important step forward for the Irish mobile marketing industry. MMA Ireland will represent all branches of the industry, from mobile operators to those working in the mobile marketing sector. Irish companies will now have a direct input into setting the European and global mobile marketing agenda," said Eamon Hession.

"Our goal for Ireland is to emerge as a world leader in innovation and best practices in mobile marketing," he added.

Despite the fact that mobile marketing is still in its infancy, a recent report from JupiterResearch indicates the sector is set to grow significantly in the coming years. The firm has predicated mobile search and display revenues will together reach EUR1.3 billion by 2012.