The unique and little practiced characteristics of mobile as a marketing medium create a need to set up an action and research agenda regularly to foster the development of the mobile marketing value system. Numerous stakeholders take part in the network to deliver the mobile services. Strengthening their inter-organizational relationships is critical for the emerging value system to evolve. Our paper employs Collaboration Engineering to address this undertaking by designing a standard process that actors in mobile marketing, as well as in other emerging new technology businesses, can use to collaboratively develop a road map for the future. The first field test of this process was conducted in London in connection with the Mobile Marketing Summit ’04 organized by Nokia. The results are promising. Together with senior management of 25 leading brand marketers and advertising agencies we were able to outline an extensive road map while strengthening the network formation in the field.