The Mobile Marketing Association (MMA) announced the launch of its Mobile Search Working Group, a division geared toward designing and implementing an efficient search ecosystem for mobile-based advertising and content.

Eric McCabe, vice president of Marketing for JumpTap, Inc., says, "The Mobile Search Working Group is a collaboration of experts from the mobile telecom, search, and content industries. The purpose is to advance the uses of mobile search by carriers, advertisers, and content providers in the expanding mobile economy."

The Mobile Search Working Group must create best business practices, organizational guidelines, and operating procedures that will build economic growth and sustain marketing interests for the mobile channel infrastructure and the rapid population growth of mobile web users.

"Mobile search is more than indexing web pages -- it's about marketing to customers who want to buy. The fast-growing mobile data market needs mobile-specific search solutions to give the world's two billion wireless users a quick, easy, and fun entry point to content within the walled garden as well as on the mobile web," adds McCabe.