The new organization includes major advertisers including Diageo and Unilever, network operators such as Orange and mmO2, as well as Nokia, AOL and Internet advertising giant DoubleClick.
It plans to work on controlling privacy and security issues, both of which Datamonitor has identified as key issues in encouraging consumer uptake of mCommerce. The importance of mobile phones as an advertising medium is already huge, as shown by Diageo’s recent alliance with mmO2 unit Genie to share user details.
