Mobile Marketing Association Extends Reach into China

The Mobile Marketing Association (MMA) is extending its “footprint” into the largest, fastest growing mobile population in the world.

On Monday, The Mobile Marketing Association announced the launch of its China Local Council to “serve the growing needs of mobile marketing in the country.”

The number of mobile phone users in China is believed to be nearing 900 million as of the end of March 2011, according to available government statistics.

The Council spearheaded by the MMA will bring together the entire mobile ecosystem including carriers, application developers, brands, agencies and other important partners to drive a range of programs aimed at creating a professional and sustainable mobile marketing industry in China.

“The Chinese mobile market is growing at a staggering rate,” the MMA says, noting that 303 million people in China now use mobile phones to access the internet, which represents a significant opportunity for advertisers.

“With mobile penetration and adoption reaching a critical mass, it is only natural that the mobile experience is now about enriching content and media with the convenience of converged services. The China Local Council is poised to lead the implementation of guidelines and best practices and to drive awareness and networking initiatives in one of the world’s most vibrant mobile economies,” added Rohit Dadwal, Managing Director, MMA Asia Pacific.

According to the MMA, some of the “immediate priorities” for the Council include:

  • Increasing the adoption of existing MMA Best Practices and Guidelines and recommending adaptation for local market conditions where appropriate
  • Evangelizing and promoting mobile as an important marketing medium for Chinese brand managers and advertising agencies
  • Developing suitable metrics and creating mobile marketing/advertising tools for the industry

The MMA China Local Council co-founders include HuYanping, General Manager, DCCI; Joshua Maa, Founder & CEO, Madhouse Inc.; KF Lee, CEO, Aegis Media Greater China; Bessie Lee, CEO, GroupM China; Yifei Li, Greater-China Chair, VivaKi; and Elaine Ip, CEO, OMG China.