Mobile Marketing Association Member Engagement

1. Mobile Marketing Association Member Engagement August 2012

2. The Mobile Marketing Association The MMA is the premier global non-profit trade association representing all players in the mobile marketing value chain. With more than 700 member companies, the MMA is an action orientated organisation with global focus, regional actions and local relevance.

3. Global reach – local relevance • Europe, Middle East • and Africa (EMEA) • Austria • East Africa • France • Germany • Hungary • Italy • Middle East • Nordics • Portugal • Spain • South Africa • Türkiye • West Africa • UK • Latin America • (LATAM) • Argentina • Brazil • Mexico • Asia Pacific • (APAC) • China • Hong Kong • India • Japan • Philippines North America (NA)

4. The role of the MMA To make mobile an indispensable part of the marketing mix

5. Collaboration Collaboration The foundation of every successful trade association is the willingness of the members to collaborate together, with each member understanding that collective action will generate better results at a faster rate than individual actions. Page 5

6. The five building blocks The MMA is making mobile marketing an indispensable part of the marketing mix though concentrating its efforts on a series of building blocks. Promote Educate Measure Guide Protect

7. The five building blocks Promote The MMA promotes the channel, the industry and individual member companies to brands and agencies in order to create more commercial opportunities for members. MMA membership creates a competitive advantage for members. Page 7

8. The five building blocks Promote Events Publications Awards PR Webinars Page 8

9. Promote: Prestige Events CEO / CMO Summit A unique 2 1/2-day event where C-Level Executives across the mobile ecosystem experience the best in both business insights and entertainment. Focused on the future of Mobile Marketing, the CEO / CMO Summit is a must attend event for executives interested in defining the next 3-5years and beyond. Attendance to the event is by invitation only and will include 150 of the top influencers in the mobile marketplace, including CEOs of the leading mobile companies, CMO's and senior marketing executives of major brands, mobile specific and traditional agencies, operators, technology enablers and others. Locations: The Americas July 2012, EMEA (TBA) and APAC (TBA) For further information, visit http://www.mmaglobal.com/events/ceosummit Page 9

10. Promote: Global and Regional Events MMA Forums The MMA Forum series has become the leading global platform for brands, agencies and publishers to share their experiences and success in mobile marketing. The MMA is dedicated to making mobile an indispensable part of the marketing mix and the Forums are the ideal way to promote the mobile channel, to educate the brands and agencies about the strengths of mobile, to highlight the measurability and effectiveness of mobile and provide guidance on the proper usages of mobile. For further information visit: http://www.mmaglobal.com/events/forums Page 10

11. Promote: Local Events Brand and Agency Briefings The aim of the Brand and Agency Briefings is to share leading brand and agency thought leaders insight on how they are using the mobile channel today and what they plan to do next.  The MMA's mission is to make mobile an indispensable part of the marketing mix and these events have proved very successful at educating both brands and agencies on how they can use mobile to promote their brand and create a unique user experience.  All events are held in central London For further information visit: http://www.mmaglobal.com/events/other/local-events/brand-agency-briefings To speak at or sponsors these events, contact sally.harvey@mmaglobal.com Page 11

12. Promote: Partner Events Ad:tech London Supported by the MMA for the past four years, ad:tech London provides a mobile marketing platform for MMA members to meet and conduct business with suppliers and buyers that have £1.5bn to invest in marketing. MMA Pavilion An exclusive offer for MMA Members to exhibit on the MMA Pavilion where you’ll benefit from a cost-effective way to build: Your customer base Market share Business networks Brand recognition Marketplace understanding For more information about exhibiting on the MMA Pavilion contact sally.harvey@mmaglobal.comor visit: http://www.ad-techlondon.co.uk/mobile Page 12

13. Promote: Flagship Events Advertising Week A two-day conference and expo created specifically for the mobile marketing industry at Advertising Week. The first official event of its kind for the week. The MMA Mobile Conference and Expo will bring mobile to the forefront of programming during the week. The Conference and Expo will bring together leading thinkers in the mobile marketplace and will feature a Global Mobile Pavilion.  Global Pavilion Companies from around the world are invited to participate in the Global Pavilion. There will be separate areas designated for APAC, EMEA, LATAM, North America and Global. For further information, visit: http://www.mmaglobal.com/events/adweek Page 13

14. Promote: Publications International Journal of Mobile Marketing MMA SmartbriefEurope, Middle East & Africa A quarterly academic journal providing insights & research on how the mobile channel can be effectively used for marketing To submit an article to the IJMM or purchase a copy, visit: http://www.mmaglobal.com/resources/international-journal-mobile-marketing • A free news service providing a weekly summary of news, research, technology, and trends in the European, Middle Eastern & African mobile marketing industry. 
 • To receive Smartbrief straight into your inboxsign up here: https://www.smartbrief.com/emeamma

15. Promote: MMA Awards As the world's only global mobile marketing awards program, The Smartiesrecognisesboth regional winners (Asia Pacific; Europe, Africa & Middle East; Central & Latin America and North America) as well as global winnersfor innovation, creativity and leadership in mobile marketing.
 The Smarties™ 2012 winners will be recognisedfor excellence at our awards ceremony in New York City on Wednesday, October 3, 2012 during our Advertising Week event. Submission Deadline extended: Monday, July 30th, 2012 Page 15

16. Promote: PR Resource Centre (MMA Website) • The MMA website is a central hub of the latest news and information on mobile and the MMA • As MMA members, be recognised for your expertise in the mobile industry by showcasing articles, case studies and research and improving your company’s visibility amongst peers in the mobile industry and on the web. • MMA members are able to submit the following content via the member only website portal: • Press Releases Research White Papers • Case Studies Speaking proposals Articles • To submit content go to: www.mmaglobal.com, login and press ‘submit content’ from the membership navigation bar at the top

17. Promote: PR Social Media • Engage and educate members, prospects and industry key influencers who are unaware of the MMA’s activities Continue to build an active online community for the MMA to start and lead dialogues with members, prospects, media, analysts etc Global: https://www.facebook.com/mmaglobal Global Group:http://www.linkedin.com/groups/Mobile-Marketing-Association-3314/about Global: http://twitter.com/#!/mmaglobal EMEA: http://twitter.com/#!/mma_emea

18. Promote: PR Mobile Marketing Industry Directory A resource that includes filtered and relevant information on reputable companies, products and services across the Mobile Marketing marketplace. Users can easily identify players in the ecosystem with keyword-driven or category-specific searches. MMA Members receive a member-only benefit of being identified as one of the leaders in the MMA community. Update your company profile in our Members Directory http://mobilemarketingindustrydirectory.com/ Page 18

19. Promote: Webinars Webinars • The MMA Educational Webinar Series consists of multiple webinars that reach a broad cross-section of industry verticals and marketing leaders. • Attendees experience preeminent case studies and consumer experiences in mobile, are exposed to leading industry solutions and are able to keep abreast of the latest trends that are driving and forming the mobile marketing industry. • Webinar sponsors create valuable exposure for their businesses, their solutions and leadership. • To find out more about hosting, sponsoring or attending a webinar or to view archived webinars, visit http://www.mmaglobal.com/events/other/webinars Page 19

20. The five building blocks Educate The MMA works to improve the awareness and education of brands, agencies and consumers about the full scale and scope of the mobile marketing channel, highlighting its advantages and benefits. Page 20

21. The five building blocks Educate On-site training Online training Employee assessments Certification Page 21

22. Educate: Training MMA UK Training Programme • A range of new training solutions for members and non-members designed to increase the understanding and motivation of marketers to buy mobile marketing • The Training Programme will be split into four Modules: • 1. Planning & Buying Mobile Media • 2. Measurement & Analytics • 3. Mobile Apps and Website • 4. Mobile Commerce • Module 1 is due to be launched in Q4 2012, followed closely by Modules 2,3 & 4 in 2013 • For further information, visit: http://www.mmaglobal.com/education or to discuss your training needs, contact sally.harvey@mmaglobal.com Page 22

23. Educate: Certification UK Mobile Marketer Certification Programme • The Mobile Certified Marketers program was developed to enable marketers to validate the mobile marketing knowledge gained whilst interacting with the mobile marketing industry. It is aresource for mobile professionals to showcase their knowledge and obtain professional distinction • Becoming Mobile Certified validates the fact that you have earned your knowledge through industry-related education and experience. • Tier 1: What (basic proof that you know language of mobile marketing). Re-launched Q4 2012 • Tier 2: How (can demonstrate real-life experience). Launched in 2013 • Tier 3: Why: Expert in mobile. Launched in 2013 • For further information or to register and take the online test, visit: http://www.mmaglobal.com/certification Page 23

24. The five building blocks Measure The MMA creates and develops authoritative measurement, metrics and insight into the size, growth, trends and effectiveness of mobile marketing so that members and other stakeholders may make confident business decisions Page 24

25. The five building blocks Measure Aggregated Research Partner Programme Cross Media Page 25

26. Measure Aggregated Research A definitive destination for all mobile marketing related knowledge, including industry research, comment and analysis MMA members are given a different level of access where members are able to view more than non-members, press, analysts etc To access research, upload your own content and share your own findingsvisit: www.mmaglobal.com/research Page 26

27. Measure Partner Research The MMA’s partnership with Lightspeed Research provides monthly research free of charge to MMA members This free research ensuresthat you, your clients, and other industry stakeholders have the authoritative metrics and analysis you need to value and invest in mobile campaigns with confidence The monthly research panel, located in Spain and the UK is asked a set of questions on the mobile market each month. The headline results are available to all members To discuss a potential MMA partnership, contact sally.harvey@mmaglobal.com or for further information visit: www.mmaglobal.com/research/research-partner-center Page 27

28. Measure SMoX.me (Smart Mobile Cross Marketing Effectiveness) • Global, in-market research project that will evaluate the return on investment that mobile contributes to the marketing mix. Based on the previously conducted Cross Media Optimization Study (XMOS) • Tests real in-market campaigns, to determine the relative economic value of investing in mobile channels compared to traditional marketing channels • Developed to enable marketers to determine the optimal mix of Internet media, TV, radio and print advertising. • For further information visit: www.mmaglobal.com/research Page 28

29. The five building blocks Guide The MMA creates and develops guidelines, best practices and standards and engages in other activities designed to ease the planning, purchase and implementation of mobile marketing Page 29

30. The five building blocks Guide Committees Task forces Publications Page 30

31. Guide: Industry Committees and Task Forces • Publishing • Sales Leadership • Messaging • MMA/CTIA Joint Task Force • CBP Task Force • Marketing Best Practices Task Force • Current State of Messaging Task Force • Mobile Commerce • Mobile Couponing Task Force • Mobile Barcodes Task Force • Mobile Payments Task Force • New Committees / Discussions Forming: • Social Media / Mobile • Multicultural • SEM • B2B * Global Committee • Measurement • Currency (Advertising) • InApp • Mobile Webb • Mobile Analytics • Research & Audience Measurement • Global Mobile Advertising * • UMAPV20 Rollout & Compliance • Rich Media Reporting Metrics Task Force • Emerging Platforms (Tablets) • Mobile Video Task Force • Privacy & Advocacy • MUID Task Force • Mobile Apps • Relevancy Task Force • Distribution Task Force • Monetization Task Force Page 31

32. Guide: Best Practice and Guidelines The MMA is an action-oriented organisationdesigned to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelisethe use of the mobile channel. The MMA provides effective guidelines for mobile marketing to advertisers and agencies through its work with members involved in the Committees and Task Forces Download the latest guidelines and best practices on the MMA website: http://www.mmaglobal.com/bestpractice Page 32

33. The five building blocks Protect The MMA represents the industry to regulators and legislators and manages industry self-regulatory programs to maximize public and industry confidence in mobile marketing, lower barriers to entry, and minimize non-economic costs of doing business. Page 33

34. The five building blocks Protect Members Page 34

35. The five building blocks Protect & Educate To stimulate growth Page 35

36. The five building blocks Measure, Guide & Protect To reduce friction Page 36

37. The benefits of membership Access to MMA products, data, initiatives, & networking to help you make better decisions. Leadership of committees, councils and boards to keep your company at the forefront of industry MMA Membership Networking via MMA initiatives and events help support members to find business partners and customers. Influence to shape the future of the industry Efficiency and operational excellence through the development of guidelines and best practice to reduce the friction and help make it easier for buyers and sellers alike. Promotion of member products, services and solutions to raise awareness, generate more leads and business for your company Advanced Insight via MMA products, data, initiatives and research; helping members build your understanding of the marketplace and make better business decisions

38. Thank you • Sally Harvey, Membership Support Manager EMEA • +447825 093 130 • sally.harvey@mmaglobal.com • www.mmaglobal.com • 123 Pall Mall, London, SW1Y 5EA MMA proprietary and confidential