IMImobile, a provider of core technology infrastructure for mobile operators, enterprises and media companies, today announced that it has joined the Mobile Marketing Association (MMA) task force. The task force is a marketing industry consortium that helps businesses connect efficiently with millions of mobile consumers, while building consumer trust in permission based mobile campaigns.
The MMA’s permission based marketing (PBM) task force helps to identify and create proposed standards on PBM for brands, agencies and mobile network operators. The mobile operators, brands and enterprises using IMImobile’s DaVinci Evolved Service Platform generating over 50 million billing transactions every month and reach over 900 million subscribers worldwide.
The advent of mobile as a marketing channel provides numerous opportunities for marketers and mobile network operators, but also creates numerous challenges. IMImobile has worked with the MMA to produce a white paper “Building Permission Based Mobile Marketing” which determines the best way to deepen engagement with mobile customers while retaining the explicit agreement of the consumer.
“We look forward to working with the MMA and the task force group that will resolve these issues and facilitate the growth of permission based marketing” said Vishwanath Alluri, Founder and CEO of IMImobile. “Permission based mobile marketing recognises the power of delivering anticipated, relevant messages to consumers, but also the importance of developing standards that will help address key issues around consumer control and privacy.”