Are we ready to let marketers take over our cell phones? A new industry group, the Mobile Marketing Association, claims we are. The MMA has just completed an extensive study survey with research firm Synovate designed to explore just how receptive consumers are to being "mobi-marketed."

The results? Well, the MMA is keeping its data close to its breast. It won't release exact figures, but the association said it is encouraged by its results so far. The MMA and Synovate said that "most" consumers are interested in some type of opt-in application that would bring them information about goods or services (marketing promotions or junk mail, depending on your perspective), but what customers specifically keyed in on were some of the unique capabilities of wireless as a promotional platform. According to Synovate, surveyed customers were particularly receptive to the idea of mobile coupons and promotions including free downloads of wallpapers, ringtones or games.

The MMA said it has conducted only the first phase of its survey, but now that they know marketing over mobile handsets isn't anathema to customers, the association can delve into the details of how customers will be willing to take their marketing -- basically, finding that fine line where a consumer's perception of a marketing campaign shifts from promotion to spam.

Contact me at kfitchard@primediabusiness.com.