dotMobi Supports MMA's Mobile Advertising Guidelines

June 7, 2007; 02:50 AM

dotMobi, the company behind the first and only Internet address created for mobile phones, has announced its support for the Mobile Advertising Guidelines developed by the Mobile Marketing Association (MMA). According to the MMA, the Mobile Advertising Guidelines were created to develop consistent formats and policies for mobile advertising, including mobile web. These guidelines, in their fourth revision, are the first step made by the MMA's Mobile Advertising Committee toward defining the mobile advertising landscape.

"Having industry organizations such as the MMA develop standards, guidelines and best practices for the mobile platform is essential to the growth and success of the mobile Internet. Our mission is to be the leader and driving force behind that growth," said Neil Edwards, CEO, dotMobi.

"We partnered with W3C's Mobile Web Initiative last year to develop the best practices for mobile web development. By offering our support for initiatives like the MMA's Mobile Advertising Guidelines, we continue to provide our 540,000 customers in over 100 countries around the world with the best practices and tools for creating the best consumer experience on mobile phones," Edwards said.

According to eMarketer, mobile marketing and advertising in the US will grow from $421 million in 2006 to $4.8 billion in 2011, accounting for 12 percent of total online advertising spending.

Laura Marriott, president of the MMA, said, "The guidelines are designed to stimulate the growth of mobile marketing by establishing a consistent global advertising guideline and best practice for the growth of the mobile advertising industry. These guidelines will continue to evolve as the market matures in order to serve the burgeoning mobile marketplace."

To view the Mobile Advertising Guidelines developed by the MMA, visit http://www.mmaglobal.com/mobileadvertising.pdf.

For more information on dotMobi domains and registration information, visit http://mtld.mobi. Visit the dotMobi blog at http://blog.mobi.