Ruder Finn to help OMA spread word on cell uniformity

MOUNTAIN VIEW, CA: The Open Mobile Alliance (OMA) has selected the Ruder Finn Group to serve as its first global agency of record.

MOUNTAIN VIEW, CA: The Open Mobile Alliance (OMA) has selected the Ruder Finn Group to serve as its first global agency of record.

More than 200 mobile operators, information technology companies, content providers, and device and network suppliers formed the OMA back in June.

The alliance is striving to become the leader in mobile service standardization, developing a global standard in interoperable services across a range of countries, operators, and mobile terminals.

Among the OMA's 252 members is a "who's who" of hi-tech and content heavyweights, including AOL Time Warner, AT&T, BEA Systems, Cingular Wireless, Ericsson, Hewlett-Packard, Hitachi, IBM, Intel, Lucent Technologies, Macromedia, Microsoft, Motorola, Nokia, Nortel Networks, Oracle, Real Networks, Samsung, Siemens, Sony, Sprint, Sun Microsystems, Walt Disney, T-Mobile, VeriSign, Verizon, and Visa.

"Communications for the OMA is very important, because we need to make sure we speak with one voice," said Kathy Van Buskirk, director of global communications for alliances and standards at Motorola. Van Buskirk also serves as interim chairwoman for the OMA's marketing and communications group.

With 252 members that each have their own communications goals, Ruder Finn will work to craft and position the OMA's messaging so audiences understand the alliance's goals of developing global mobile standards, said Jo Perrin, client service director for Ruder Finn UK.

"We are going to focus on the OMA's own members and the industry at large, from hi-tech companies to the service providers," explained Perrin. "We want to make sure that the businesses involved with mobile technology understand what the OMA is doing. There will also be a consumer focus, so that people understand what impact the OMA will have on the man and woman on the street."

"Even though some members are competitors, we work well together because we have the same goal," said Van Buskirk.

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