In its second-largest acquisition, Amazon buys the company for $970 million.
The guidelines address key issues including:
* Annotated guidance on core privacy principles and consumer-friendly language for developers to consider using.
* Ways to inform users on how data is obtained and used
* Guidance on security and confidentiality of information
Privacy policies are an important consumer disclosure tool for app developers; not meant to be a one-size-fits-all document and should be customized to fit the needs of each company and each jurisdiction. The MMA urges app developers to consult with their legal counsel when adapting these guidelines for their purposes.
About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing over forty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches. For more information, please visit www.mmaglobal.com. For information relating to the MMA’s Mobile Marketing Forum series, please visit www.mobilemarketingforum.com.