Here are 4 questions to Laura Marriott, president, Mobile Marketing Association (MMA.)

Which are the MMA’s projects?  (EMEA and global)
The mission of the MMA is to educate and evangelize on the use of the mobile channel for marketing as well as establish the guidelines and best practices for a sustainable mobile marketing ecosystem. The MMA’s top priorities in EMEA include the creation of a code of conduct and consumer best practices for mobile marketing ad advertising. We need to educate both the market and the consumer about these best practices.The MMA’s top priorities globally include defining the guidelines and best practices for mobile media – including mobile advertising and mobile content.

How do you see the future of mobile advertising in Europe?
We are in the early days of the mobile marketing industry in Europe but we are likely to see operators become media companies with both on and off deck mobile advertising solutions.We expect mobile advertising will take all wireless media forms – mobile web, messaging, mobile video and television.We are beginning to see that brands are engaging the mobile channel for advertising and marketing more – and we expect consumers will benefit by an increased catalogue due to subsidized content as a result.

What part does the MMA play in mobile advertising?
We are establishing a common playing field with a single consistent standard for mobile advertising. This includes an educational programme on how to use the mobile channel for advertising; guidelines and best practices; and measurement and metrics.To view the Mobile Advertising Guidelines

What think of the initiative the MVNO Blyk?
We can’t comment on specific companies, such as Blyk. More generally, we recognise that ad supported models are emerging in all parts of the world and this is certainly an initiative to watch. We suspect that some consumers are looking for a free model and Blyk will appeal to them.

What is the MMA’s position on mobile marketing in France?
France is an important market within the EU and we look forward to working with French companies to build a sustainable mobile marketing industry in that market.