Jonathan MacDonald is helping Every Single One Of Us

Jonathan MacDonald, often referred to as ‘jMac’ in many mobile circles, has a new project. In fact it’s a movement, more than a project. He’s created EverySingleOneOfUs.com as a grassroots resource, aggregating knowledge and best practice methodologies to ensure optimal mobile advertising user experience.

And we sorely need it, not just here in the UK.

Here’s an overview:

The success of mobile advertising and subsidized models based on delivery of content, applications and services, is dependent upon the willingness of participants to accept advertising on their mobile devices. While recent research, including a 2007 survey by Generator Research, confirms that over half of mobile users (61% US and 72% UK) are interested in mobile advertising, there is a catch: Mobile advertising must be relevant and genuinely useful. Ultimately, users demand advertising that relates to their interests and is tailored to their specific needs. Anything else will be perceived as ‘spam’, which degrades the experience, increases the likelihood of churn, and breeds a distinct lack of trust.

Stupid mobile marketing practices drive me up the wall — and I know is a real wind-up for Jonathan and many other readers of the site. So I’m delighted that Jonathan’s done something about it.

It’s all kicking off in the UK first:

The first phase will kick off with Mobile Advertising U.K., an ambitious and far-reaching research project which will be endorsed by industry associations in early 2009. Drawing from primary research, in-depth interviews with 25+ mobile executives, agencies and mobile networks, as well as an online consumer survey, Mobile Advertising U.K. will expertly document the state of the mobile advertising industry in the U.K., and shed important light on industry obstacles and opportunities.

If you’d like to be part of the movement, head over to the site. If you’d like me to connect you to Jonathan, drop me a note.

Every success Jonathan!