Emmanuel Allix, vice president and managing director, Asia Pacific at InMobi has been elected to the regional board of the Mobile Marketing Association (MMA). The election of the new board members comes after over a month of nominations in which more than 200 MMA members voted.

“The MMA works to promote, educate, measure, guide and protect the mobile marketing industry worldwide. As the largest mobile ad network in the region, InMobi sees tremendous value in collaborating with the MMA to help nurture the mobile ecosystem and in turn create new avenues of growth for the industry. A key challenge at the moment is the need to define a unified currency for the measurement of mobile campaigns. We look forward to contributing to the MMA Measurement and Metrics initiatives and other priorities in this region to this end,” said Allix.

In his current role, Emmanuel heads the Asia Pacific efforts for InMobi and oversees the entire operations of InMobi in the region. He has over 20 years of experience in consulting, IT, Internet, mobile and marketing arenas across Asia and Europe. Emmanuel previously held an APAC Board Member position with the MMA in 2008.

The key focus areas for the new MMA APAC Board will be to promote the mobile channel to increase mobile marketing spend in the region; educate brands, agencies and consumers about the full scale and scope of the mobile marketing channel; create and develop authoritative measurement, metrics and insight into the size, growth, trends and effectiveness of mobile marketing; roll out the next set of guidelines, best practices and standards for the industry; and protect the opportunity by managing industry self-regulatory programs.

“The mobile medium is now at a tipping point and the MMA will continue to play a significant role in converting the explosive growth of this channel into revenues for brands and agencies. As the MMA continues to expand its footprint in the Asia Pacific region, we needed a group of leaders who had their hands on the pulse of both the industry as well as the region’s diverse consumer groups. We have full faith in our new appointees to steer the mobile marketing industry to greater heights in 2011. I thank the 2010 board members for their hard work and look forward to working with the new board,” said Rohit Dadwal, managing director, Mobile Marketing Association Asia Pacific Limited.