The council will work on establishing best practice for mobile users, as well as providing educational events and advice and lobbying on issues that affect the sector. Subjects under discussion include: lowering network costs for charities using the channel and the possibilities of introducing a permission structure for Bluetooth technology.
"Mobile is becoming a major channel for most direct marketers, and that's why we're doing this now," said Fuller. "An increasing number of companies, from FMCG to financial services, are starting to use mobile and those that haven't done it yet need advice."
The council has eight members in addition to Fuller, including Paul Berney from Response Mobile, Anna Montes at law firm Osborne Clarke, Jonathan Bass from mobile marketing company Incentivated and Kevin Kuklinksi from Macmillan Cancer Relief.
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