With more than 270 million wireless subscribers in America, it comes as no surprise that companies are increasingly using common short codes (CSC) in their marketing and branding strategies. CSCs allow anyone, including media, entertainment, consumer packaged goods, advertising or technology companies to connect mobile users with their goods and services using interactive applications never before available in the wireless industry.

In a press release issued last Monday, we announced the launch of a new media monitoring process to validate that the promotional materials used to market short code campaigns comply with the industry’s Consumer Best Practices. 

The addition of media monitoring has expanded the capabilities of the wireless industry's "CSC Auditing and Monitoring Initiative" to provide consumers with greater protection from entities that are non-compliant. This new process will capture the promotional campaign information that is offered in print, online, radio and television advertisements.

So, what does this mean for consumers? The new media monitoring process will enable consumers to engage more confidently in programs by knowing that there are standards in place and mechanisms designed to provide greater oversight and prevent unscrupulous behavior. 

For more information on common short codes and the new media monitoring process, click here.

To view the wireless industry’s Consumer Best Practices, click here. 

Today I had the privilege of participating in an online child safety panel at the 2009 Presidential Initiative Summit in Philadelphia. Hosted by our friends at the National Association of Attorneys General, the event was focused on protecting and empowering America’s next generation.

During my remarks, I announced another step in the wireless industry’s efforts to educate parents about wireless online safety. CTIA has developed six simple tips for parents to start the discussion with their kids about their behavior in a mobile environment. To make it easier for all of us to remember, we used the word “SAFETY” as an acronym:

• “S” stands for “Smart.” The industry provides a lot of features and information for parents on how to keep their kids safe. While parents want to be with their children at all times, so we can protect them, it’s not always possible. That’s why parents need to educate their kids about smart wireless behavior.
• “A” stands for “Aware.”  Unlike TV, movies or music, wireless is an interactive service. This means parents need to be aware of how kids are or can use these products and services. By understanding what’s available, parents can determine what responsible wireless behavior means for their kids.
• “F” stands for “Familiar.”  CTIA is encouraging parents to know their child’s wireless plan, cell phone features, parental controls and privacy options. Wireless service providers have this information on their web sites. 
• “E” stands for “Experience.” Today’s kids and teenagers think one of the coolest things is getting a new cell phone. They love to communicate with their friends via text or through one of the many available mobile applications and social networks. As parents and policymakers, it’s important that we experience wireless devices in the same manner as our children. By embracing these new experiences, parents will be better informed so they can set their family’s guidelines and rules.
• “T” stands for “talk.” Keeping an open dialogue is important and it encourages kids to talk to their parents about how they are using their cell phone. CTIA believes that proper wireless behavior begins with the five “W’s” of wireless.
  o Who is your child contacting?
  o What should kids be doing on their cell phone?
  o When and Where can they use their cell phones?
  o Why all of this is important?
• “Y” stands for “Yearly Review.” As your child grows up, it’s important to keep your family’s rules and guidelines updated to reflect new technologies and your child’s new age. 

The SAFETY Tips are just one of the many tools the wireless industry provides for parents to help educate and encourage their kids in responsible and safe use of cell phones. 

You can download your copy of this informative pocket-guide  today. For more information on keeping your kids safe in a mobile environment, please visit www.wirelessfoundation.org.  

In March's installment of WOW, we interview Dr. Jay M. Bernhardt, the Director of the National Center for Health Marketing at the CDC. He chats with us about some novel case studies of wireless technology enhancing public health initiatives around the world. To see what Dr. Bernhard has to say and his perspective on the enormous value wireless technology can provide by providing access to information and creating a personal channel of communication between health care providers and patients check out CTIA's Wonder of Wireless webcast!

Remember the old 'The Who' song, Goin' Mobile?  "I can pull up by the curb, I can make it on the road, goin' mobile. I can stop in any street and talk with people that we meet. Goin' Mobile. Keep me moving. Out in the woods, or in the city, it's all the same to me........ the world's my home when I'm mobile".  It was a great tune when it was released back in 1971, and it certainly could be the wireless industry's anthem today! Find out how AT&T wants to help you go mobile, everywhere, all of the time, in this interview with Glenn Lurie, the President of Emerging Devices and Resale,  AT&T. Glenn tells us about his new position at AT&T and their mission of introducing wireless capabilities into a whole host of emerging devices far beyond just mere handsets in a segment from our  January edition of the CTIA Wonder of Wireless webcast.

Windy city residents are on the move like never before downtown, thanks to their wireless devices and the Chicago Transit Authority. See how the CTA is using wireless to revolutionize mass transit and make riding the bus even more convenient and easy for millions of passengers in our January installment of  our Wonder of Wireless webcast.

Today from the keynote stage Steve Largent announced the latest CTIA survey findings – watch two video clips of him sharing his thoughts on the growth in wireless data and use:

Texting is Still Terrific!

Wireless Data is a Key Driver

With the 2008 election in full swing, we can add another benefit of wireless service to the already long list…DEMOCRACY! The benefits of wireless technology include staying in contact with friends and family, improving efficiency in the workplace and providing a lifeline during emergencies but now wireless services are allowing ordinary citizens to stay connected to the issues that matter most.

Public Affairs VP John Walls blogged last week about the Obama campaign's use of text messaging to announce his VP selection, and SMS in general is proving to be a  popular means of communicating in today's political world. It's become an extremely innovative and cost-effective way for campaigns to keep their supporters energized and reminding them to vote. A 2007 study found that text message reminders to new voters increased an individual’s likelihood of voting by 4.2%. Although that does not seem like a large margin, Tomi Ahonen notes that if the 2008 election breaks down the same way as the 2004 election, that 4.2% text messaging influence could make the difference in deciding the winner. As Mobile Tech Today points out, that’s why the Obama campaign has been aggressively using text messaging since the earliest of this year's primaries and caucuses, even announcing their VP selection directly to supporters through a text message. Additionally, news organizations are encouraging readers to sign up for mobile alerts of breaking news, enhancing the “24/7” news cycle.

No matter how this election turns out, wireless will be a staple of any campaign and election cycle. I think we’ve only begun to scratch the surface in how wireless can influence and encourage everyday citizens to get involved in the American political process no matter who you support in November.