U.S., UK Wireless Groups MergeThe Wireless Advertising Association's name change and merger with the United Kingdom's Wireless Marketing Association earlier this month will help the U.S. organization expand globally.
The two associations now will be known as the Mobile Marketing Association and will be based in New York.
"As we expand into Europe, they use the phrase 'mobile' instead of wireless," said Andy Fessel, co-chair of MMA. "Mobile is a little more all-embracing. We focus not only on advertising ... but on many business models, including m-commerce, promotions, direct marketing and paying for content."
The association also wants to reach out to new marketers.
"We're approaching some key companies that don't specifically look at wireless for its advertising potential," Fessel said. "We think [the expanded focus] will be very, very important for the development of the sector."
Fessel also called direct marketing via mobile devices a huge opportunity that has not been used by U.S. marketers even though trials in Asia and Europe have proven successful.
The two groups will work together on consumer research on wireless marketing and privacy and location-based ad standards.
MMA members include DoubleClick, AT&T Wireless, AvantGo and Ogilvy Interactive.