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CTIA-The Wireless Association and Mobile Marketing Association created a joint task force that will streamline the process for Common Short Code-based mobile marketing programs in the US. The group will focus on two areas: shortening time-to-market for mobile marketing programs and supporting mobile marketers who adhere to consumer protection guidelines. These efforts will help businesses connect efficiently with millions of wireless customers, while helping to build increased consumer trust in mobile marketing campaigns.
With more than six billion text messages sent and received daily in the US, many businesses deploy successful CSC-based mobile marketing programs. CSCs are five- or six-digit numbers that are used for text or multimedia messaging mobile marketing programs such as mobile giving, tele-voting and marketing promotions. According to a 2010 Mobile MMA study, "View from Madison Ave.," these CSC marketing campaigns are increasingly becoming a mainstay for many leading nonprofits, brands and government agencies.
The joint task force will work to create uniform guidelines across carrier networks. It will also monitor CSC-based mobile marketing programs to ensure consumers are protected and campaigns are functioning appropriately. The group will recommend mechanisms to reward consistently trustworthy performers and explore potential enforcement mechanisms to drive greater compliance.
"The joint task force will help to streamline the process so we can be agile and responsive. At the same time, we will ensure those businesses that properly follow the rules can continue to engage with the public and consumers can trust those businesses," CTIA VP for wireless Internet development David Diggs said. Details: www.mmaglobal.com/shortcodeprimer.pdf.