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MMA MOBILE MARKETING ASSOCIATION - GLOBAL CODE OF CONDUCT

Good customer experience is a business imperative to grow and sustain competitive differentiation in today’s market. If brands deliver the experiences customers want, customers will reciprocate with loyalty, advocacy, and repeat business resulting in long-lasting and profitable relationships. Customer experience is the customer’s perceptions and related feelings caused by the one-off and cumulative effect of interactions with a supplier’s employees, channels, systems, or products.1 Customers strive to have a consistent, connected, personalized, and efficient experience across all phases of the customer lifecycle and across all their channel interactions. Marketing can positively influence customer perception at each stage of the customer lifecycle. This. | mobile marketing association I irrìmđ . . mobile marketing Global Code of Conduct association Introduction The Mobile Marketing Association MMA believes that strong consumer privacy standards are essential to the success of mobile marketing by protecting mobile users from unwanted communications on their mobile devices. It is only through industry support of strong privacy guidelines that the power of mobile marketing can reach its full potential. Current internet marketing and privacy standards do not adequately address the specific challenges faced by marketers when marketing through the mobile channel. Strong mobile industry privacy principles will protect the mobile channel from abuses by unethical marketers and limit consumer backlash and additional regulatory scrutiny. Therefore the following privacy principles this MMA Global Code of Conduct or the Code are intended to guide companies within the mobile ecosystem including but not limited to advertisers aggregators application providers carriers content providers and publishers collectively Mobile Marketers so that they can effectively and responsibly leverage the mobile channel for marketing purposes. The Code is designed to provide guidelines that all Mobile Marketers should consider and build their mobile programs around. Note The Code is not intended to regulate a wireless carrier s ongoing proprietary communication with its current base of subscribers which are already regulated by the applicable national and local law. Summary This MMA Global Code of Conduct updates the U.S. MMA Code of Conduct created in 2007 with support from the MMA APAC LATAM and EMEA Board of Directors and aligns the Code with generally accepted global privacy principles. The Code describes privacy principles for Mobile Marketers that choose to use user information to market their products and services to those users via mobile devices. The Code has five categories Notice Choice Consent Customization Constraint Security and .