The Mobile Marketing Association has published it’s manifesto for best practice rules it hopes will increase uptake of mobile. The rules have been endorsed by IAB and dotmobi so hopefully will gain some industry momentum. They are:
- Icons are dead and the content itself is the new interface.
- The role of the mobile device is expanding beyond the hand.
- The structure of the mobile industry is killing application developers.
- Fashion is a stronger motivator than features.
- The developing world is the new frontier for mobile user experience.
- Search requires a radically different approach in the mobile environment.
- Presence and IP-based messaging change the dynamics of mobile communication.
- Mobile payment applications will lead the next major leap in wireless communications, when our interactions with machines start to outnumber our interactions with people.
- Customers cannot be defined by numbers or segments or demographics.
- The industry’s love affair with all things ‘2.0′ is blinding us to the reality that customers are spending more time than ever making basic voice calls.
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