Mobile Marketing Association President, Mike Whers, explains the importance of protecting consumers from unwanted mobile marketing solicitations.

Protecting the consumer is of utmost importance when marketing via mobile. With that goal in mind, the MMA has created the Consumer Best Practices (CBP) guidelines, which is updated twice annually for the United States market. Building consumer trust is a challenge that the mobile industry continuously faces, so the MMA has created the CBP guidelines to protect consumers against unwanted message solicitation. Since the consumer is central to the mobile marketing experience, this is the only way we can ensure a successful and sustainable industry for all.

The MMA’s CBP guidelines provides a guide to implementing a variety of mobile marketing programs such as short code programs, Interactive Voice Response (IVR) and off-deck WAP sites. Fundamentally, the guidelines document is a compilation of accepted industry practices, wireless carrier policies and regulatory guidance that have been agreed upon by representative member companies from all components of the mobile marketing ecosystem.

While the MMA CBP committee strives to implement policies that encourage the growth of the industry, the primary focus is on consumer protection and privacy, as industry growth without consumer satisfaction is not sustainable. As mobile marketing continues to grow, it is important that we remember it is the customer who is central to its success and that every single interaction they experience should be a positive one.

Mike Wehrs is President and CEO of the Mobile Marketing Association. In this role, he is responsible for leading the global association in its charter to build a sustainable ecosystem for the mobile marketing industry, clearing obstacles to market development, establishing standards and best practices for sustainable growth, and evangelizing the mobile channel.