Fuller takes helm at mobile trade group

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Peter Fuller took over in July as executive director of the Mobile Marketing Association (formerly the Wireless Advertising Association). He previously worked as a marketing director at several b-to-b companies, including Macmillan Publishers Ltd. and Radiate Inc., before launching his own marketing/public relations firm, Peter C. Fuller Worldwide, in January 2001.

The MMA, previously part of the Internet Advertising Bureau, has about 100 members, including AT&T Corp., Oracle Corp., Verizon Communications Inc. and Vodafone Group plc.

BtoB: What are your primary goals for the Mobile Marketing Association, particularly in light of the sputtering economy?

Fuller: The primary goals are to continue to grow its membership base and its influence in the industry globally. We’ll be aggressively trying to grow in Asia as well as Europe. The U.S. is pretty solid, although membership has dropped with some companies going out of business. There’s lots of work to be done.

BtoB: Opportunities for wireless advertising are seen as very limited right now, and the only traction appears to be in back-end business applications, like connecting remote salespeople to enterprise data. Do you agree?

Fuller: I have to excitably disagree. You might be right in the North American market, but there’s a lot more going on in Europe and Asia, where you have advertising through games you can play, and [you can] send more elaborate messaging via cell phones. Once 3G technology develops in the states—within the next four years—it’ll allow for sending pictures through multiple channels. Sprint Vision Network is a great example of how it can work here. And, as old cell phones get shelved, there will be opportunities for a whole lot of advertising aside from simple messaging. It’ll be advertising that looks better and is interactive.

BtoB: Why is it important for the MMA to be an independent entity?

Fuller: It’s important to create standards so an ad agency can create a campaign that can run in your car or your telephone or anywhere in the world. And we have to make sure that these messages are opt-in and permission-based, so the campaign is an enabler rather than a disabler.

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