Hot on the heels of the successful conclusion of the Latin America Mobile Marketing Forum (MMF) held earlier this week, the Mobile Marketing Association (MMA) has announced the launch of its Latin American (LATAM) Chapter. The launch reflects the latest in the MMAs efforts to establish regional presence across the globe, with chapters already established in Asia Pacific, Europe, Middle East & Africa and North America, as well as global headquarters in the US. The MMA will be conducting elections for a Latin American Board of Directors in the coming months.
The launch of our Latin American chapter is a reflection of the hard work and dedication of our members to create a global environment in which mobile marketing guidelines are established to ensure a positive consumer experience, ease of brand adoption and sustainability of the mobile channel, says MMA President, Laura Marriott. In the past three years, the MMA has succeeded in removing global barriers to market development enabling the industry to collaborate to build a global mobile marketing ecosystem. Latin America represents a large base of mobile-savvy consumers and the MMA is pleased to have a formal presence in the region.
With more than 40 members in Latin America, the MMA says it will leverage its success in other regions to help MMA LATAM members speed the launch of guidelines and best practices as well as educate the industry on the potential of mobile for marketing purposes.
We have been working with the MMA for the last six months to create a strong launch event with representation and participation from all in the mobile ecosystem, says Federico Pisani Massamormile, CEO of HANZO. We are pleased to be working to launch the MMA in LATAM. Brazil alone represents over 120 million mobile subscribers, who are eager to work with the industry to maximize the opportunities for interaction through mobile.