IMImobile, a Hyderabad-based VAS infrastructure and services provider, has joined the task force of Mobile Marketing Association (MMA), a global non-profit trade association established to foster growth of mobile marketing.
The task force is a marketing industry consortium that helps businesses connect efficiently with millions of mobile consumers, while building consumer trust in permission-based mobile campaigns.
The MMA’s permission-based marketing (PBM) task force helps to identify and create proposed standards on PBM for brands, agencies and mobile network operators.
Mobile operators, brands and enterprises using IMImobile’s DaVinci evolved service platform currently generate over 50 million billing transactions every month and reach over 900 million subscribers worldwide.
In a press release on Monday, IMImobile said the advent of mobile as a marketing channel provided numerous opportunities for marketers and mobile network operators, besides creating numerous challenges.
IMImobile has worked with the MMA to produce a white paper ‘Building permission-based mobile marketing’, which determines the best way to deepen engagement with mobile customers, while retaining the explicit agreement of the customer.
“Permission-based mobile marketing recognises the power of delivering anticipated, relevant messages to customers, but also the importance of developing standards that will help address key issues around consumer control and privacy,” Vishwanath Alluri, founder and chief executive of iMImobile, said in the release.