KPN » mobilegroove

Kudos to Mark Hawkins and the team over at the Mobile Data Association (MDA) for bringing media and U.K. mobile operators together in a partnership that recognizes the skills gap that threatens to stunt the spread of mobile data services and, ultimately, the growth of the

The press release goes out on the wire tomorrow a.m. (I'm personally distributing it via MSG partner RealWire), but my colleagues have allowed me a little scoop on this one. Every Single One Of Us, a global effort aggregating knowledge, and authorizing best practice and methodologies that ensure optimal mobile advertising user experience, is kicking off the Mobile Advertising U.K. research project, which I'm proud to report also has the endorsement of three leading global mobile marketing organizations: The Interactive Advertising Bureau (IAB), the Internet Advertising Bureau (IAB UK) and the Mobile Marketing Association (MMA). Following an RFP (Request For Proposal), MSG was selected from among five research and consulting companies to take the lead role in Mobile Advertising U.K., conducting in-depth primary and secondary research -- including one-on-one interviews with 25+ executives at a mix of agencies, enablers, and operators in the U.K. -- as well as online and mobile surveys of U.K. consumers. This ambitious and far-reaching project will be coordinated by ÆNEAS Strategy Consulting and Management, an international consultancy firm founded by my esteemed colleague Tarik Fawzi that has driven the development of innovative mobile advertising strategies on behalf of players in the emerging business ecosystem since 2004. Our research will be the first such project to include the views of both advertisers and consumers, thus providing the industry qualitative and quantitative insights into trends and attitudes. As we point out in the chart below, which shows the USPs of a range of mobile advertising research, our collaboration will quite literally set the bar.