Latest addition to the trade body's Asian footprint will tackle local issues.
The Mobile Marketing Association (MMA) and the Internet and Mobile Marketing Association of the Philippines (IMMAP) have partnered to launch the MMA Philippines Local Council.
The objective is to foster the mobile advertising and marketing industry in the Philippines through local participation from industry stakeholders to drive the adoption of global standards, best practice and guidelines across the mobile marketing channel in the country.
The MMA Philippines Local Council brings together 24 founding member companies, and is the second to be launched by the MMA in Asia Pacific in the last four months, following India
According to the MMA the Philippines is the 'SMS capital of the world', with a staggering one billion messages sent each day.
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