The Mobile Marketing Association today opened its annual Mobile Marketing Forum in New York.

The two-day event discusses such topics as consumer engagement, branding in the mobile channel and social media. Featuring executives from companies with widely recognized brands, the MMF emphasizes marketers’ case studies and discussions around privacy, location services and creating opportunities through the evolution of the market.

“Consumer privacy will continue to be at the core of our organization, with an emphasis on education and awareness around making the mobile marketing ecosystem profitable for all involved,” said Mike Wehrs, president and CEO of the MMA.

Wehrs said that the show’s attendance was good and said the investment in mobile advertising this year is definitely there. "By far, this year is the largest spend in mobile advertisement we have ever seen," he said.

In March, the MMA announced that the four largest U.S. wireless service providers – Verizon Wireless, AT&T, Sprint and T-Mobile USA – had agreed to incorporate their mobile marketing guidelines within the MMA’s best practices, resulting in a transparent, consolidated playbook of consumer best practices.

Wehrs today said that the MMA will be announcing some big news in the next couple of weeks. While he couldn’t be specific, he said the new solution from MMA “will have an enabling effect for everyone in the ecosystem. We just need a little bit more time to get a couple pieces in place.”

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