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MMA publishes white paper on mobile search
A
Mobile Marketing Association product story
Edited by the Marketingservicestalk editorial team
Aug 29, 2008
The Mobile Marketing Association (MMA) has announced the publication of its latest educational resource - a white paper on mobile search.
Developed by the MMA's Mobile Search Task Force, the paper provides an overview of search on the mobile Internet, outlining how it differs from traditional web-based search, how it meets the needs of consumers and the opportunity it provides to operators and marketers.
It also discusses mobile search challenges, strategies and business models, incorporating case studies from JumpTap and Medio Systems.
The MMA Mobile Search Task Force, chaired by AOL LLC and JumpTap, came together to develop common business models, operating procedures and technology interfaces that allow operators to offer an integrated, carrier-branded mobile search experience to their subscribers, as well as help brands and content providers to monetise their opportunities in the mobile ecosystem.
The MMA also publishes guidelines on the Code of Conduct, Consumer Best Practices and Mobile Advertising, the latter due for re-release in October this year following a period of public comment.
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