The Mobile Marketing Association (MMA) (www.mmaglobal.com) today announced the publication of its Mobile Banking Overview; an educational resource designed to provide analysis of the unique marketing opportunities and attributes that the mobile channel represents for the financial sector. Key subjects include market size, consumer-focused mobile banking products and services, and the mobile media channels available to banks and other financial institutions. It also provides considerations for optimizing mobile banking communications and campaign effectiveness within each channel.

“As mobile commerce becomes more secure, we will see a paradigm shift in the way people do their banking,” said Sean Moshir, CEO of CellTrust and Mobile Banking Sub-Committee Co-Chair at the MMA. “We believe that mobile banking will parallel the Internet era in many aspects, leading consumers and financial institutions alike to become more comfortable with mobile transactions. The Mobile Banking Sub-Committee is pleased to present the Mobile Banking Overview as a key milestone in the evolution of mobile commerce.”

The overview is the result of ongoing member collaboration with the MMA North America Mobile Banking Sub-Committee of the MMA Global Mobile Commerce Committee. The Mobile Banking Overview includes participation from the following MMA Mobile Banking sub-Committee member companies: Acuity Mobile, AT&T Mobility, CellTrust Corporation, Fidelity Investments, Silverback Media, Sprint, VeriSign, Inc., Verizon Wireless, Virgin Mobile, USA and Washington State Employees Credit Union.

“The improved user experience across handsets and networks and better browsing capabilities associated with the mobile web have resulted in significant growth in the mobile banking market over the past several years,” said new MMA President and CEO Mike Wehrs. “Many financial institutions already offer some form of mobile services for their customers, and the MMA is seeing mobile usage rise for personal banking. The Mobile Banking Overview is an important step towards the formulation of guidelines around the service, and a great addition to existing MMA educational resources.”

This week The MMA also published an updated version of its Mobile Advertising Overview. Initially made available in April 2008, the publication is designed to help educate those new to the mobile advertising industry, providing an overview of the mobile media channels available to advertisers today, and outlining the benefits and considerations to optimize campaign effectiveness and strengthen consumer satisfaction. Together, the Mobile Banking and Mobile Advertising Overviews make up just a part of the array of industry research, educational tools and guidelines that the MMA has created in collaboration with its members to help drive the adoption of mobile marketing globally.

The MMA Mobile Banking Overview can be downloaded from www.mmaglobal.com/mbankingoverview.pdf. The updated Mobile Advertising Overview white paper can be downloaded from www.mmaglobal.com/mobileadvertisingoverview.pdf.

About the Mobile Marketing Association (MMA)

The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing over forty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin America (LATAM), Middle East & Africa (MEA) and Asia Pacific (APAC) branches. For more information, please visit www.mmaglobal.com.