CTIA - The Wireless Association® Blog - Mobile Marketing

CTIA Launches Common Short Codes Media Monitoring Process

Tue, 23 Jun 2009 09:23:00 -0500

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.

Insider Interview: Mobile Health @ the CDC

Tue, 03 Mar 2009 09:05:00 -0500

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!

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Brilliant Men and Bad Ideas

Thu, 30 Oct 2008 09:48:00 -0500

“The definition of insanity is doing the same thing over and over again and expecting different results.”

-Albert Einstein

If we are to judge M2Z’s broadband proposal in the AWS 3 proceedings by Einstein’s criteria, then someone is clearly missing the point. We’ve seen publicly-financed broadband wireless networks fail again and again. See San Francisco. See New Orleans. See Philadelphia. In fact, the Philadelphia Inquirer just wrote an article on the subject. (link)

It’s not that free broadband isn’t an intriguing idea: it is. And companies should have the latitude to voluntarily provide such a no-cost service. There’s just one problem: it’s not a feasible, working model. Many have already tried and failed. That we know for sure.

Forget the basic economics of the proposal, and how one of its fundamentals is the significant role bonds would play in the business funding. My guess is that financial interest in this kind of risky venture might have waned somewhat given our recent economic turbulence. That in itself is a substantial factor which the FCC should take into account. But when looking at the M2Z proposal in terms of pure policy, I think before we start to tailor policy to pursue a specific end, we need to dispassionately assess the status quo: What’s the problem with broadband in America today?

According to the FCC’s latest data, there were more than 100 million high-speed connections in the US as of June 2007 – and that data is now more than year old. Estimates peg June 2008 broadband subscribership at more than 130 million – that’s an impressive number, and one that is assuredly going to grow as wireless service providers continue to expand their 3G networks.

While it is critically important that all of those wanting broadband access receive it, it's also interesting to note that many of those citizens who don’t have broadband connections aren't clamoring for them. According to the Pew Internet & American Life Project, 19% of dial-up users say “nothing could get them to switch to broadband.”

Wireless companies spend billions of dollars annually improving and expanding broadband networks. There is wireless broadband in places today that there wasn’t yesterday, and there will be wireless broadband in places tomorrow where there isn’t any today. Service providers will continue to expand their networks, but 100% broadband adoption is an unrealistic goal because there just isn't a market for it. Selling spectrum subject to heavy conditions to benefit a specific business model, which has repeatedly failed in the past, is a terrible waste of taxpayer money and valuable spectrum. The failed Muni WiFi experiments were based on false assumptions, and giving the concept another shot in the form of M2Z is just... well... Einstein was a pretty sharp guy, wasn't he?

Steve on Data

Wed, 10 Sep 2008 13:59:00 -0500

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!

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Wireless Data is a Key Driver

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Leaner and Meaner Enterprise

Tue, 23 Oct 2007 12:00:00 -0500

It might be more exciting for some to look at what's going on in the mobile content world and talk about the possibilities coming down the road. Video, games, music.. that's fun stuff. But don't forget this is the "WIRELESS I.T .& Entertainment®" show, and that the enterprise shares top billing.

Businesses all over the country, of all sizes, are finding out wireless solutions are making them increasingly more efficient and productive, and that ultimately makes them more profitable. They just have to take the leap, and I talked with AT&T Business Mobility Marketing VP Mike Woodward about that. Take a look and hear Mike's thoughts about how far wireless data's come in the enterprise, ROI, and what three components are coming together to really give wireless data a big push into the mainstream.

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"Because convergence brings everything to the mobile phone"

Mon, 22 Oct 2007 19:18:00 -0500

Or so says M:Metrics, a company that tracks mobile trends. Jaimee Minney talked about the increasing demand for mobile services, and how traditional mobile content consumer demographics are starting to change:

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Mobile Marketing with mozes

Mon, 22 Oct 2007 18:44:00 -0500

How much demand is there for opt-in mobile advertising? Well, according to Irv Remedios, quite a bit. His company- mozes- works with big-time brands, bands, and grassroots organizations to develop integrated mobile messaging campaigns. Take a look at what he has to say:

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Pre-Show Thoughts

Mon, 22 Oct 2007 12:56:00 -0500

We might be a day away from the official opening of CTIA I.T. & Wireless Entertainment® 2007, but today's full of a variety of special interest seminars ranging from Billboard's Mobile Entertainment Live to AT&T and Accenture's Enterprise Mobility afternoon session. Throw in seminars on mobile marketing, location-based services, smartphones, 4G, and Andy Seybold's outstanding day-long "university", and it's pretty clear there's something for everybody.. and the show hasn't even started yet!

I had an interesting flight out here on a new airline... okay, it was Virgin America, and the in-flight interactive media was outstanding. You could watch live television, pick your own movie, compile a music playlist from more than 50 different artists, play games, and even IM other passengers... all of that right from your seat. It was a totally customized experience and was obviously VA's effort to give passengers what they want. Maybe you don't want to talk to your colleague in 16D, but for families or friends who are split up on the plane, in-flight chat from the seat can be a cool thing. What I think is interesting is the parallel to the wireless experience, with the exception that wireless is well ahead of the airlines in moving quickly to give consumers the choice of what they want. Subscribers get to choose the bells and whistles we like for the pocket-sized computer we carry around, carriers take great steps to make sure everything works, and and here in the US we pay less for and use wireless more than any other country on the planet.

The value proposition for consumers is unequaled, and it's all because of the competition and innovation that is alive and well in the US wireless market. There are a lot of romantic notions about other countries and what you can do with your mobile in them, but check out this podcast on the Global Mobile Marketplace and hear from analysts who can help separate facts from fiction. The bottom line is the US market is the most vibrant in the world, it continues to respond to consumer wants and needs, and the best is more certainly still to come.