04 Oct 04

The USA's Mobile Marketing Association has announced the formation of an anti-spam committee, the second phase in its aggressive program to insure that wireless content applications remain spam-free.

The first phase was completed in 2003 with the release of a Code of Conduct. The committee is lead by co-chairs Bill Erickson, CEO of M7 Networks and Gerry Christensen, director of Wireless Services for VeriSign and Neil Kuruppu, CEO of Ecessor Corporation.

"I am pleased to announce the establishment of this committee, led by three of our industry's premier experts," said Jim Manis, MMA Global Chair. "The mobile channel is the fastest-growing medium for brand marketers and content providers today. The industry needs this committee to help ensure the consumer's right of non-participation, as well as to continue to build the foundation for the industry's long-term success."

The first step along that path was the creation of an industry-wide Code of Conduct that is now part of many legal contracts used by carriers and aggregators in the mobile marketing space.

As demand for mobile marketing increases, the volume of requests from brands to reach their consumer base soon will overwhelm carriers. Conversely, consumers are demanding more mobile campaigns.

The Anti-Spam Committee will research the merits of a national preference and privacy database designed to ensure a spam-free mobile experience. Such a system will allow consumers to opt-in and out of various campaign types, based on the Code of Conduct. Such a system would be open, flexible and optional.

"VeriSign is excited to embark on the second phase of the MMA privacy and anti-SPAM initiative," said committee co-chair Gerry Christensen. "Consumers are looking to carriers for mobile security and protection.

As a company with a strong heritage in mobile communications and security, we believe the industry can come together to provide added security and control to the consumer in a manner that provides flexibility for the carrier and content provider alike."