The Mobile Marketing Association ( 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 Inc.
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 monetize their opportunities in the mobile ecosystem
This white paper, available to download from http://www.mmaglobal.com/mobilesearchintro.pdf, was developed in collaboration with representatives from 4INFO, Inc., Aegis Mobile, LLC, Alltel Wireless, Cricket Communications, go2 Media, Gold Mobile, iCrossing, Jingle Networks, Medio Systems, Inc., Miscrosoft (MSN and Windows Live), mInfo Information Technology Co., Ltd., Motricity, Nielsen Mobile, Publicis NA (denuo Group, Leo Burnett & Starcom), Qualcomm, Single Touch Interactive, Inc., The Weather Channel Interactive, TMP Directional Marketing, V-ENABLE and Yahoo!
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 monetize their opportunities in the mobile ecosystem.
The white paper is just one of the MMA’s extensive library of information and resources available for use, from basics such as the Mobile Marketing Industry Overview and the more advanced MMA International Journal of Mobile Marketing. 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. All resources are available for download from http://www.mmaglobal.com/modules/article/view.article.php/1419.