Mobile firms agree on marketing guidelines

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In a move to build industry stan­dards, the four largest US wire­less service providers last week all agreed to incorporate their mobile marketing guidelines with the Mobile Marketing Association's (MMA) best practices.

Under the agreement, Veri­zon Wireless, AT&T, Sprint and T-Mobile USA will incorporate their guidelines and codes of con­duct – known as “carrier playbooks” – into one unified document. That document will then be maintained by the MMA, which will keep the best practices up to date.

The major aggregators, brands and content owners, including VeriSign, Neustar, Limbo, and Thumbplay also will participate in industry-wide best practices.

The MMA's Consumer Best Practices Committee will review a first draft of the document before it is finalized and released to the public in June.

“The cost reductions of $200 million or more clearly proves beneficial to the entire industry, especially given today's economic challenges,” said Mike Wehrs, MMA president and CEO, in a statement. An MMA representative was unavailable for further com­ment, and representatives from the wireless providers did not return calls for comment

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