TAILIEUCHUNG - Mobile Couponing Guidelines (v1.2) Mobile Marketing Association MMA

The APAC region has the most experience with LBS, led by Japan and Korea. But adoption has been widespread and growth forecasts, for both consumer usage and revenues derived from LBS are very impressive. Strategy Analytics (SA), a leading global organization with analysts based in Europe, Asia and the Americas, have shared their forecasts for the APAC region. Their 2011 report notes, “(we) expect the popularity of mobile search, maps, and navigation applications to drive the adoption of location based services among consumers. The growth will be underpinned by the rising installed base of GPS enabled smartphones and data plans.” SA has forecast the growth in LBS. | March 2011 Mobile Couponing Guidelines Mobile Marketing Association MMA Mobile Couponing Guidelines Page 1 of 10 Mobile Marketing Association 2011 ASSOCIATION Mobile Couponing Guidelines DISCOVERY REDEMPTION METHODS OF MOBILE PRICE FIVE STAGES OF MOBILE PRICE MOBILE COUPON REBATE CAMPAIGN BEST MOBILE COUPON AND REBATES GUIDELINES-CONSUMER WHO WE CONTACT GLOSSARY OF Purpose The following document published by the Mobile Marketing Association MMA outlines Guidelines and Best Practices in Mobile Price Promotions specifically coupons and rebates delivered and redeemed through the mobile phone. Our goal is to create an environment in which to launch and process mobile price promotions efficiently. This document intends to define the terms general processes and best practices for all the parties participating in and enabling mobile coupons and rebates for uses to increase sales and promote consumer loyalty. Compliance All programs should be run congruous with the letter and spirit of the MMA Code of Conduct for Mobile Marketing and the Consumer Best Practices Guidelines for Cross-Carrier Mobile Content Programs. At all times programs must be in accordance with applicable local federal and state laws rules and regulations. Overview Coupons and Rebates are issued by brands or retailers to be used as a part of sales promotions for their products. Other uses include attracting customers to entertainment attractions amusement parks zoos museums etc. and services salons spas etc. . The difference between a coupon and a rebate has to do with the timing of the reward. A coupon provides an immediate discount reducing the amount owed for the purchase. A rebate provides a delayed discount returning the amount to the consumer after the Mobile Couponing Guidelines Page 2 of 10 Mobile Marketing .

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