The MMA China Local Council aims to work closely with service carriers, application developers, brands, agencies and other important partners, in order to build a sustainable ecosystem for the mobile marketing industry in China.

The organisation also aims to be the leading association for China-wide consultation on key industry issues including measurement and metrics, mobile advertising guidelines, codes of conduct and consumer best practices.

"We are very happy to see the evolution of the mobile marketing industry through this initiative and look forward to working closely to help build the industry," said Rohit Dadwal, managing director, Mobile Marketing Association, Asia Pacific.

"The Chinese mobile market is the world's largest mobile market and is still growing at a staggering rate. Over 920 million people in the country now own mobile phones and over 318 million people now use mobile phones to access the Internet, which offers tremendous potential for the growth of mobile advertising and marketing. The rich content offerings possible through mobile Internet could make mobile the connective tissue for all mediums of advertising and marketing."