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Developing the mobile marketing community in China

Anuradha Shukla | Sept. 5, 2011
Mobile Marketing Association announces co-chairs to drive China Local Council.

Yanping Hu and Tony Chen will guide and oversee the Mobile Marketing Association's (MMA) China Local Council and its industry initiatives.

The Mobile Marketing Association (MMA) is a global non-profit trade association dedicated to lead the growth of mobile marketing and its associated technologies.

The association elected Hu, founder and president of DCCI, and Chen, managing director of Interaction, GroupM China, at the first China Local Council membership meeting in Shanghai. Held on 30 August 2011, this meeting was attended by representatives of 40 organisations in the mobile marketing industry including Aegis Media and Coca-Cola.

Hu and Chen will also be a part of the MMA Regional Leadership Committee, the collaborating body across the Asia Pacific. In this role, both will synchronise their efforts with the MMA's regional board of directors to design future strategies.

Sustainable ecosystem

Launched in April 2011, the China Local Council was established to address the needs of the mobile marketing community in the country.

The MMA China Local Council aims to work closely with service carriers, application developers, brands, agencies and other important partners, in order to build a sustainable ecosystem for the mobile marketing industry in China.

The organisation also aims to be the leading association for China-wide consultation on key industry issues including measurement and metrics, mobile advertising guidelines, codes of conduct and consumer best practices.

"We are very happy to see the evolution of the mobile marketing industry through this initiative and look forward to working closely to help build the industry," said Rohit Dadwal, managing director, Mobile Marketing Association, Asia Pacific.

"The Chinese mobile market is the world's largest mobile market and is still growing at a staggering rate. Over 920 million people in the country now own mobile phones and over 318 million people now use mobile phones to access the Internet, which offers tremendous potential for the growth of mobile advertising and marketing. The rich content offerings possible through mobile Internet could make mobile the connective tissue for all mediums of advertising and marketing."


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