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Mobile Messaging 101:
How to Get Started in the Mobile Channel
The Most Reliable Mobile Transaction Hub




                                          Contents


                                          Introduction	                            3
                                          Market	Opportunity	                      3
                                          Benefits	of	Mobile	Messaging	            4
                                          Short	Code	Registration	                 4
                                          Standard	Rate	vs.	Premium	Messaging	     5
                                          				Mobile	Messaging	Examples	           5
                                          What	You	Can	Do	With	Mobile	Messaging	   6
                                          				Ten	Tips	for	Success	                6
                                          How	to	Get	Started:	Five	Easy	Steps	     7
                                          			Helpful	Industry	Tools	               7
                                          Get	Started	Today!	                      8
                                          Terms	of	Use	                            9




Mobile Messaging 101: How to Get Started in the Mobile Channel                         2
The Most Reliable Mobile Transaction Hub




                                          With	nearly	300	million	subscribers	in	the	US	today	and	
                                          a	rapidly	growing	North	American	messaging	market,	
                                          mobile	is	here	to	stay.	And	consumers	are	demanding	a	
                                          more	personal,	richer	mobile	experience	now	more	than	
                                          ever.	As	text	messaging	has	become	the	most	popular,	
                                          fastest	way	to	reach	people,	the	potential	of	mobile	is	
                                          clear.	Now	is	the	time	to	tap	into	the	mobile	market	and	
                                          unleash	new	revenue	opportunities	for	your	business.

                                          OpenMarket’s	objective	is	to	provide	the	most	reliable	
                                          mobile	messaging,	delivery	and	payment	services	for	
                                          companies	entering	the	mobile	market.	This	document	
                                          serves	as	a	basic	how-to	guide	for	companies	that	wish	
                                          to	market,	sell	or	communicate	directly	to	consumers	via	
                                          the	off-portal	mobile	channel.	


                                          Market Opportunity
                                          Now	that	text	messaging	has	gone	mainstream	across	the	nation,	you	
                                          can	take	advantage	of	the	opportunity	to	reach	consumers	in	real	
                                          time	with	your	brand.	News,	alerts,	advertising	and	social	networking	
                                          are	just	a	few	of	the	ways	you	can	keep	connected	to	the	people	that	
                                          mean	the	most	to	your	business.	According	to	The	Nielsen	Company:	

                                          	    •			 S	mobile	subscribers	now	send	and	receive	more	text	messages	in	a	
                                                  U
                                                  month	than	they	make	phone	calls

                                          	    •			 early	every	mobile	handset	in	the	US	can	receive	text	messages	
                                                  N

                                          	    •			 3	percent	of	mobile	subscribers	use	text	messaging	to	communicate	
                                                  5
                                                  every	day

                                          	    •			 7	percent	of	all	mobile	subscribers	aged	13	and	older	use	text		
                                                  5
                                                  messaging	on	a	regular	basis

                                          	    •			 edia	companies	offering	opt-in	messaging	programs	are,	in	some	
                                                  M
                                                  cases,	delivering	upwards	of	20	million	or	more	messages	in	the	US		
                                                  per	month




Mobile Messaging 101: How to Get Started in the Mobile Channel                                                           3
The Most Reliable Mobile Transaction Hub




                                          Benefits of Mobile Messaging
                                          The	mobile	channel	gives	you	nearly	instant	access	to	your	target	
                                          audience.	Within	seconds,	users	can	interact	with	your	offer	and		
                                          purchase	your	services.	You	can	keep	connected	to	customers	via	
                                          simple	information	alerts,	or	even	track	inquiries	and	receive	orders	
                                          for	your	business.	By	using	the	mobile	channel	as	part	of	your		
                                          marketing	initiatives,	you	can:

                                          	    •		Increase	brand	awareness	by	directly	connecting	with	consumers	

                                          	    •		Improve	customer	loyalty	and	retention

                                          	    •		Boost	revenue	streams	via	high	campaign	response	rates

                                          	    •		Tap	into	a	growing	North	American	messaging	market


                                          Short Code Registration
                                          The	first	step	to	filing	a	mobile	campaign	with	a	mobile	operator		
                                          is	to	lease	a	short	code	with	the	Common	Short	Code	Administration	
                                          (CSCA).	A	short	code	is	a	number	to	which	a	user	can	send	a	text	
                                          message	and	receive	information	or	content	in	return.	Short	codes	
                                          are	typically	five	to	six	digits	(e.g.	12345),	and	they	can	be	a	vanity		
                                          code	or	a	random	number	assigned	to	you.	With	a	vanity	code,		
                                          you	can	select	a	specific	number	that	consumers	will	remember.	

                                          A	short	code	may	be	specific	to	one	mobile	operator,	or	may	be	
                                          “common”	and	supported	by	all	major	operators.	Short	code		
                                          services	need	to	be	approved	by	each	participating	operator		
                                          network.	You	can	visit	the	CSCA	website	to	learn	more	about	short	
                                          codes	and	to	check	the	availability	of	a	vanity	short	code	at		
                                          www.usshortcodes.com.




Mobile Messaging 101: How to Get Started in the Mobile Channel                                                        4
The Most Reliable Mobile Transaction Hub




Mobile Messaging Examples                        Standard Rate vs. Premium Messaging
Major	brands,	retailers	and	start-ups	are	all	   There	are	two	main	classes	of	messaging	programs—standard rate	
using	mobile	messaging	to	interact	directly	
                                                 and	premium.		Each	service	allows	you	to	send	and	receive	SMS	
with	consumers	and	drive	new	business.		
For	example,	many	national	pizza	chains		        messages	to	subscribers,	but	they	each	handle	billing	services	to	
allow	customers	to	register	ordering	details	    subscribers	differently.	Current	SMS	technologies	allow	you	to	submit	
online	and	then	order	pizzas	via	text		
                                                 an	SMS	message	that	has	a	premium	charge	associated	with	it,	and	
message.	In	addition,	apparel	outlets		
routinely	send	special	offers	and	coupons	       many	companies	utilize	this	technology	to	bill	their	subscribers	for	
via	text	message	to	VIP	customers.	All	of	       services	provided.	
these	campaigns	have	generated	instant,	
personal	interactions	with	consumers.		          A	premium	message,	when	successfully	processed	by	the	operator	
By	using	standard	rate,	premium	and	other	
interactive	mobile	campaigns,	you	can		
                                                 billing	system,	will	place	a	charge	on	the	end	user’s	phone	bill	for	the	
build	direct	marketing,	mobile	advertising,		    amount	specified	by	your	company.	You	will	be	able	to	collect	your	
competitive	and	promotional	campaigns	           share	of	the	charge,	per	operator	policy.	The	availability	of	premium	
that	boost	response	rates	and	brand	loyalty	
for	your	company.                                messaging	has	led	to	the	creation	of	entire	companies	that	thrive	on	
                                                 premium	content	offers	billed	through	SMS.


                                                    1.			n	standard	rate	programs	the	consumer	is	not	charged	by	the	
                                                        I
                                                        content	provider	for	the	text	message	received.	Examples	of	standard	
                                                        rate	programs	are:

                                                    	     •			 lerts	-	news,	weather,	traffic,	travel,	entertainment	and	sports
                                                             A
                                                    	     •			 ontent	-	internal	content,	supply	chain	and	customer		
                                                             C
                                                             relationship	management	
                                                    	     •		Coupons	-	instant	coupons	from	your	favorite	store
                                                    	     •			 ustomer	response	-	surveys	and	sweepstakes
                                                             C

                                                    2.			n	premium	programs	there	is	a	specific	charge	to	end	users	
                                                        I
                                                        associated	with	receiving	the	text	message,	and	generally	a	charge	for	
                                                        receiving	mobile	content.	Examples	of	premium	rate	programs	are:

                                                    	     •		Voting	programs	like	American	Idol
                                                    	     •			 uying	content	for	your	phone	such	as	games,	ringtones		
                                                             B
                                                             or	images
                                                    	     •		Premium	information	alerts	like	Fantasy	Football	information




Mobile Messaging 101: How to Get Started in the Mobile Channel                                                                    5
The Most Reliable Mobile Transaction Hub




Ten Tips for Success                                What You Can Do With Mobile Messaging
If	you	are	considering	a	move	into	the	mobile	      With	over	4	billion	handsets	in	circulation	today,	mobile	devices	have	
channel,	you	need	to	get	your	ideas	to		
                                                    become	ubiquitous.	From	news	alerts	and	daily	sports	scores	to		
market	quickly.	We	offer	these	tips	for	creating	
effective	mobile	campaigns	that	will	increase	      contests	and	games,	consumers	rely	on	their	mobile	devices	to	deliver	
your	brand	awareness	and	drive	new		                information	as	it	happens	and	exactly	when	they	want	it.	There	are	a	
revenue	opportunities	for	your	business.
                                                    number	of	ways	you	can	use	mobile	messaging	to	communicate	with	
1. Start now! Any company—big or small—             and	engage	your	customers.	Ideas	include:
   can participate in mobile messaging
2. Build your mobile campaigns into your
   overall marketing efforts                        	       						 obile Marketing	–	Use	text	messaging	as	another	engagement	
                                                                 M
3. Leverage and integrate your existing                          channel	with	your	customers	(e.g.	send	details	of	your	weekend	
   marketing channels for maximum                                sale	via	text	message,	inform	them	of	a	new	product	launch).
   impact
                                                    	
4. Know your audience—be relevant to                	       						 obile Alerts	–	Use	text	messaging	to	send	informational	alerts	
                                                                 M
   those using mobile devices
                                                                 to	users	(e.g.	local	weather	updates,	sport	scores,	Hollywood		
5. Engage your customers and give them                           gossip	or	astrology	readings).
   a reason to participate
6. Offer value, relevance and immediate
                                                    	       						 obile Advertising –	Monetize	your	message	inventory	by	
                                                                 M
   gratification
                                                                 inserting	an	advertisement	into	each	text	message.
7. Keep it simple and build creative
   campaigns
                                                    	       						 obile Feedback	–	Engage	and	capture	information	from	
                                                                 M
8. Use the MMA and other industry
                                                                 your	users	with	interactive	text	messaging	(e.g.	polls,	quizzes		
   organizations as resources
                                                                 or	voting	campaigns).
9. Build reporting and statistics into your
   campaign
                                                    	       						 obile Contests	-	Add	mobile	to	your	contests.	If	you	are	
                                                                 M
10. Continue to learn, fine-tune and
    innovate over time
                                                                 running	a	giveaway,	contest	or	sweepstakes,	enable	a	“text	to	
                                                                 enter”	call	to	action,	which	allows	for	immediate	entry	(e.g.		
                                                                 text	WIN	to	12345).

                                                    	       						 obile Content	-	Make	games,	ringtones,	images	and	
                                                                 M
                                                                 applications	available	for	download,	either	for	profit	or	promotion.

                                                    	       						 obile Customer Service	–	Provide	valuable	information	via	
                                                                 M
                                                                 text	messaging	(e.g.	location	of	the	nearest	store,	bank	account	
                                                                 balances	or	large	money	withdrawal	alerts).




Mobile Messaging 101: How to Get Started in the Mobile Channel                                                                          6
The Most Reliable Mobile Transaction Hub




Helpful Industry Tools                          How to Get Started: Five Easy Steps
The	organizations	listed	below	provide		        Filing	programs	with	mobile	operators	can	take	several	weeks		
valuable	resources	for	launching	compliant	
                                                depending	on	responsiveness	from	all	parties	involved.	Working	with	
and	successful	mobile	programs.
                                                experienced	representatives	that	guide	you	through	account		
• Common Short Code Administration -            and	short	code	setup,	operator	timelines	and	industry	rules	can	help		
  www.usshortcodes.com
                                                expedite	program	launches.	OpenMarket	can	help	you	get	to		
• Mobile Marketing Association -
  www.mmaglobal.com
                                                market	in	five	basic	steps:
• Best Practices for Mobile Marketing -
  www.mmaglobal.com/bestpractices.pdf
• Cellular Telephone Industry Association          1.			 btain a short code.	You	should	register	all	cross-operator	short	
                                                       O
  - www.ctia.org                                       codes	with	the	CSCA.	Please	note	that	all	services	are	required	to		
                                                       operate	with	CSCA-approved	short	codes,	and	codes	cannot	be	
                                                       shared	among	companies.

                                                   2.			 reate a program brief.	Every	program	you	submit	for	approval	
                                                       C
                                                       needs	to	include	complete	program	details	that	give	mobile		
                                                       operators	a	thorough	understanding	of	the	use	of	each	short	code.		
                                                       If	you	want	to	run	multiple	programs	on	a	short	code,	make	sure		
                                                       your	brief	reflects	that	information.	

                                                   3.			 ain operator approval and provisioning.	Mobile	operators	will	
                                                       G
                                                       review	your	program	brief	for	completeness.	You	may	receive		
                                                       conditional	approval	or	program	rejection	if	information	is	missing		
                                                       or	needs	modification.

                                                   4.			 onfigure your system.	You	will	need	to	properly	configure	your	
                                                       C
                                                       system	to	integrate	with	a	network	that	will	process	your	messaging	
                                                       and	billing	transactions.	Working	with	one	standard	interface		
                                                       across	all	operators	will	simplify	your	implementation	efforts.

                                                   5.			 eceive operator certification.	Mobile	operators	may	conduct	
                                                       R
                                                       independent	program	audits	and	testing	to	ensure	program	compli-
                                                       ance	with	the	Mobile	Marketing	Association’s	(MMA)	Consumer		
                                                       Best	Practices	Guidelines	(www.mmaglobal.com/bestpractices.pdf)		
                                                       as	well	as	their	own	policies.	Once	certification	is	granted,	you		
                                                       may	officially	launch	your	mobile	program	with	the	mobile	operators.



                                                Upon	program	certification,	your	mobile	campaign	will	be	ready	for	
                                                commercial	use.	Working	with	a	trusted	mobile	business	partner		
                                                to	monitor	your	content	delivery	and	success	rates	will	help	maximize	
                                                your	revenue	potential	and	predict	future	business.




Mobile Messaging 101: How to Get Started in the Mobile Channel                                                                 7
The Most Reliable Mobile Transaction Hub




About OpenMarket                             Get Started Today!
OpenMarket	is	the	largest	and	most		         If	you	are	looking	to	optimize	your	marketing	efforts	by	using		
reliable	mobile	transaction	hub	in	the	      mobile	messaging	to	keep	in	touch	with	customers	or	enhance		
United	States.	We	provide	a	comprehensive	
set	of	messaging,	payment	and	emerging	
                                             your	brand	awareness,	then	let	OpenMarket	help	you	get		
services	to	meet	mobile	business	needs.	     started	today.	
From	the	largest	consumer	brands	to		
the	smallest	new	ventures,	OpenMarket	
empowers	businesses	to	optimize	their		
                                             As	a	trusted	mobile	business	partner,	we	help	keep	you	connected		
marketing	initiatives	and	strengthen	        to	those	who	mean	the	most	to	your	business	through	our		
customer	relationships	by	leveraging	the	    reliable	mobile	transaction	hub	and	industry-leading	direct		
off-portal	mobile	channel.	OpenMarket	
provides	the	most	direct	mobile	operator	    operator	connections.	Contact	us	at	www.openmarket.com	
connections	in	the	US	market	today.		        or	+1.877.277.2801	for	more	information.
OpenMarket	is	a	business	unit	of	Amdocs	
Interactive.	For	more	information,		
please	visit	www.openmarket.com.




Mobile Messaging 101: How to Get Started in the Mobile Channel                                                    8
The Most Reliable Mobile Transaction Hub




                                          Copyright	©	2009	OpenMarket	Inc.	All	rights	reserved.	No	part	of	this	publication	may	be		
                                          reproduced,	distributed,	electronically	stored,	or	translated	into	any	language,	in	any	form	by	any	
                                          means,	without	the	prior	written	permission	of	OpenMarket.	OpenMarket	and	the	OpenMarket	
                                          logo	are	either	trademarks	or	registered	trademarks	of	OpenMarket	in	the	United	States	and/
                                          or	other	countries.	All	other	trademarks	and	brand	names	used	herein	are	the	property	of	their	
                                          respective	owners.
                                          OpenMarket	Inc.
                                          2211	Elliott	Avenue,	Suite	400
                                          Seattle,	WA	98121	USA
                                          Go	to	www.openmarket.com

                                          Terms of Use
                                          This	document	contains	unpublished,	confidential,	and	proprietary	information	of	OpenMarket	
                                          and/or	its	affiliates	that	is	protected	by	copyright,	trade	secret,	and/or	other	intellectual		
                                          property	laws.
                                          OpenMarket	software	and	its	attendant	documentation	are	subject	to	and	made	available	only	
                                          pursuant	to	the	terms	of	a	License	Agreement	with	OpenMarket	and	may	be	used,	reproduced,	
                                          or	distributed	only	in	accordance	with	the	terms	of	that	License	Agreement.
                                          ANY	USE,	REPRODUCTION,	DISTRIBUTION,	ALTERATION,	TRANSMISSION,	OR	TRANSLATION	OF		
                                          THESE	MATERIALS,	IN	WHOLE	OR	IN	PART,	IN	ANY	FORM	OR	BY	ANY	MEANS,	IS	STRICTLY	PROHIBITED	
                                          WITHOUT	THE	PRIOR	WRITTEN	PERMISSION	OF	OPENMARKET.

                                          IF	THIS	MATERIAL	IS	PROVIDED	WITH	SOFTWARE	LICENSED	BY	OPENMARKET,	THE	INFORMATION	
                                          HEREIN	IS	PROVIDED	SUBJECT	TO	THE	TERMS	OF	THE	WARRANTY	PROVIDED	WITH	THE	PRODUCT	
                                          LICENSE.	IF	THIS	MATERIAL	IS	NOT	PROVIDED	WITH	LICENSED	SOFTWARE,	THE	INFORMATION	HEREIN	
                                          IS	PROVIDED	“AS	IS”	WITHOUT	WARRANTY	OF	ANY	KIND.	IN	EITHER	CASE,	THERE	ARE	NO	OTHER	
                                          WARRANTIES,	EITHER	EXPRESS	OR	IMPLIED,	INCLUDING,	BUT	NOT	LIMITED	TO	THE	IMPLIED		
                                          WARRANTIES	OF	MERCHANTABILITY,	FITNESS	FOR	A	PARTICULAR	PURPOSE,	NONINFRINGEMENT,	
                                          TITLE	OR	QUALITY.	IN	NO	EVENT	SHALL	OPENMARKET	OR	ANY	OF	ITS	AFFILIATES	BE	LIABLE	FOR		
                                          ANY	DIRECT	OR	INDIRECT,	SPECIAL,	INCIDENTAL,	CONSEQUENTIAL,	PUNITIVE,	OR	EXEMPLARY		
                                          DAMAGES	WHATSOEVER	(INCLUDING,	WITHOUT	LIMITATION,	DAMAGES	FOR	LOSS	OF	BUSINESS	
                                          PROFITS,	BUSINESS	INTERRUPTION,	LOSS	OF	BUSINESS	INFORMATION,	OR	ANY	OTHER	PECUNIARY	
                                          LOSS)	ARISING	OUT	OF	OR	RELATED	TO	THE	USE	OF	OR	INABILITY	TO	USE	THE	MATERIALS	AND/OR		
                                          INFORMATION	CONTAINED	HEREIN	OR	THE	PROVISION	OF	OR	FAILURE	TO	PROVIDE	SUPPORT		
                                          SERVICES,	EVEN	IF	OPENMARKET	HAS	BEEN	ADVISED	OF	THE	POSSIBILITY	OF	SUCH	DAMAGES.		
                                          IN	ANY	CASE,	OPENMARKET’S	ENTIRE	LIABILITY	UNDER	THIS	PROVISION	SHALL	BE	LIMITED	TO	THE	
                                          AMOUNT	ACTUALLY	PAID	BY	YOU	FOR	THE	SOFTWARE	PRODUCT.

                                          OpenMarket	takes	reasonable	measures	to	ensure	the	quality	of	the	data	and	other		
                                          information	produced	by	OpenMarket	that	is	made	available	herein.	However,	these		
                                          materials	may	contain	technical	inaccuracies	or	typographical	errors,	and	are	not	guaranteed		
                                          to	be	error-free.	Information	may	be	changed	or	updated	without	notice.	OpenMarket	has		
                                          no	obligation	to	update	the	information	in	this	material	based	on	changes	to	its	products		
                                          or	services	or	those	of	third	parties.	OpenMarket	may	also	make	improvements	or	changes		
                                          to	the	products	or	services	described	in	this	information	at	any	time	without	notice.




Mobile Messaging 101: How to Get Started in the Mobile Channel                                                                                   9

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How Get Started Mobile Final

  • 1. Mobile Messaging 101: How to Get Started in the Mobile Channel
  • 2. The Most Reliable Mobile Transaction Hub Contents Introduction 3 Market Opportunity 3 Benefits of Mobile Messaging 4 Short Code Registration 4 Standard Rate vs. Premium Messaging 5 Mobile Messaging Examples 5 What You Can Do With Mobile Messaging 6 Ten Tips for Success 6 How to Get Started: Five Easy Steps 7 Helpful Industry Tools 7 Get Started Today! 8 Terms of Use 9 Mobile Messaging 101: How to Get Started in the Mobile Channel 2
  • 3. The Most Reliable Mobile Transaction Hub With nearly 300 million subscribers in the US today and a rapidly growing North American messaging market, mobile is here to stay. And consumers are demanding a more personal, richer mobile experience now more than ever. As text messaging has become the most popular, fastest way to reach people, the potential of mobile is clear. Now is the time to tap into the mobile market and unleash new revenue opportunities for your business. OpenMarket’s objective is to provide the most reliable mobile messaging, delivery and payment services for companies entering the mobile market. This document serves as a basic how-to guide for companies that wish to market, sell or communicate directly to consumers via the off-portal mobile channel. Market Opportunity Now that text messaging has gone mainstream across the nation, you can take advantage of the opportunity to reach consumers in real time with your brand. News, alerts, advertising and social networking are just a few of the ways you can keep connected to the people that mean the most to your business. According to The Nielsen Company: • S mobile subscribers now send and receive more text messages in a U month than they make phone calls • early every mobile handset in the US can receive text messages N • 3 percent of mobile subscribers use text messaging to communicate 5 every day • 7 percent of all mobile subscribers aged 13 and older use text 5 messaging on a regular basis • edia companies offering opt-in messaging programs are, in some M cases, delivering upwards of 20 million or more messages in the US per month Mobile Messaging 101: How to Get Started in the Mobile Channel 3
  • 4. The Most Reliable Mobile Transaction Hub Benefits of Mobile Messaging The mobile channel gives you nearly instant access to your target audience. Within seconds, users can interact with your offer and purchase your services. You can keep connected to customers via simple information alerts, or even track inquiries and receive orders for your business. By using the mobile channel as part of your marketing initiatives, you can: • Increase brand awareness by directly connecting with consumers • Improve customer loyalty and retention • Boost revenue streams via high campaign response rates • Tap into a growing North American messaging market Short Code Registration The first step to filing a mobile campaign with a mobile operator is to lease a short code with the Common Short Code Administration (CSCA). A short code is a number to which a user can send a text message and receive information or content in return. Short codes are typically five to six digits (e.g. 12345), and they can be a vanity code or a random number assigned to you. With a vanity code, you can select a specific number that consumers will remember. A short code may be specific to one mobile operator, or may be “common” and supported by all major operators. Short code services need to be approved by each participating operator network. You can visit the CSCA website to learn more about short codes and to check the availability of a vanity short code at www.usshortcodes.com. Mobile Messaging 101: How to Get Started in the Mobile Channel 4
  • 5. The Most Reliable Mobile Transaction Hub Mobile Messaging Examples Standard Rate vs. Premium Messaging Major brands, retailers and start-ups are all There are two main classes of messaging programs—standard rate using mobile messaging to interact directly and premium. Each service allows you to send and receive SMS with consumers and drive new business. For example, many national pizza chains messages to subscribers, but they each handle billing services to allow customers to register ordering details subscribers differently. Current SMS technologies allow you to submit online and then order pizzas via text an SMS message that has a premium charge associated with it, and message. In addition, apparel outlets routinely send special offers and coupons many companies utilize this technology to bill their subscribers for via text message to VIP customers. All of services provided. these campaigns have generated instant, personal interactions with consumers. A premium message, when successfully processed by the operator By using standard rate, premium and other interactive mobile campaigns, you can billing system, will place a charge on the end user’s phone bill for the build direct marketing, mobile advertising, amount specified by your company. You will be able to collect your competitive and promotional campaigns share of the charge, per operator policy. The availability of premium that boost response rates and brand loyalty for your company. messaging has led to the creation of entire companies that thrive on premium content offers billed through SMS. 1. n standard rate programs the consumer is not charged by the I content provider for the text message received. Examples of standard rate programs are: • lerts - news, weather, traffic, travel, entertainment and sports A • ontent - internal content, supply chain and customer C relationship management • Coupons - instant coupons from your favorite store • ustomer response - surveys and sweepstakes C 2. n premium programs there is a specific charge to end users I associated with receiving the text message, and generally a charge for receiving mobile content. Examples of premium rate programs are: • Voting programs like American Idol • uying content for your phone such as games, ringtones B or images • Premium information alerts like Fantasy Football information Mobile Messaging 101: How to Get Started in the Mobile Channel 5
  • 6. The Most Reliable Mobile Transaction Hub Ten Tips for Success What You Can Do With Mobile Messaging If you are considering a move into the mobile With over 4 billion handsets in circulation today, mobile devices have channel, you need to get your ideas to become ubiquitous. From news alerts and daily sports scores to market quickly. We offer these tips for creating effective mobile campaigns that will increase contests and games, consumers rely on their mobile devices to deliver your brand awareness and drive new information as it happens and exactly when they want it. There are a revenue opportunities for your business. number of ways you can use mobile messaging to communicate with 1. Start now! Any company—big or small— and engage your customers. Ideas include: can participate in mobile messaging 2. Build your mobile campaigns into your overall marketing efforts obile Marketing – Use text messaging as another engagement M 3. Leverage and integrate your existing channel with your customers (e.g. send details of your weekend marketing channels for maximum sale via text message, inform them of a new product launch). impact 4. Know your audience—be relevant to obile Alerts – Use text messaging to send informational alerts M those using mobile devices to users (e.g. local weather updates, sport scores, Hollywood 5. Engage your customers and give them gossip or astrology readings). a reason to participate 6. Offer value, relevance and immediate obile Advertising – Monetize your message inventory by M gratification inserting an advertisement into each text message. 7. Keep it simple and build creative campaigns obile Feedback – Engage and capture information from M 8. Use the MMA and other industry your users with interactive text messaging (e.g. polls, quizzes organizations as resources or voting campaigns). 9. Build reporting and statistics into your campaign obile Contests - Add mobile to your contests. If you are M 10. Continue to learn, fine-tune and innovate over time running a giveaway, contest or sweepstakes, enable a “text to enter” call to action, which allows for immediate entry (e.g. text WIN to 12345). obile Content - Make games, ringtones, images and M applications available for download, either for profit or promotion. obile Customer Service – Provide valuable information via M text messaging (e.g. location of the nearest store, bank account balances or large money withdrawal alerts). Mobile Messaging 101: How to Get Started in the Mobile Channel 6
  • 7. The Most Reliable Mobile Transaction Hub Helpful Industry Tools How to Get Started: Five Easy Steps The organizations listed below provide Filing programs with mobile operators can take several weeks valuable resources for launching compliant depending on responsiveness from all parties involved. Working with and successful mobile programs. experienced representatives that guide you through account • Common Short Code Administration - and short code setup, operator timelines and industry rules can help www.usshortcodes.com expedite program launches. OpenMarket can help you get to • Mobile Marketing Association - www.mmaglobal.com market in five basic steps: • Best Practices for Mobile Marketing - www.mmaglobal.com/bestpractices.pdf • Cellular Telephone Industry Association 1. btain a short code. You should register all cross-operator short O - www.ctia.org codes with the CSCA. Please note that all services are required to operate with CSCA-approved short codes, and codes cannot be shared among companies. 2. reate a program brief. Every program you submit for approval C needs to include complete program details that give mobile operators a thorough understanding of the use of each short code. If you want to run multiple programs on a short code, make sure your brief reflects that information. 3. ain operator approval and provisioning. Mobile operators will G review your program brief for completeness. You may receive conditional approval or program rejection if information is missing or needs modification. 4. onfigure your system. You will need to properly configure your C system to integrate with a network that will process your messaging and billing transactions. Working with one standard interface across all operators will simplify your implementation efforts. 5. eceive operator certification. Mobile operators may conduct R independent program audits and testing to ensure program compli- ance with the Mobile Marketing Association’s (MMA) Consumer Best Practices Guidelines (www.mmaglobal.com/bestpractices.pdf) as well as their own policies. Once certification is granted, you may officially launch your mobile program with the mobile operators. Upon program certification, your mobile campaign will be ready for commercial use. Working with a trusted mobile business partner to monitor your content delivery and success rates will help maximize your revenue potential and predict future business. Mobile Messaging 101: How to Get Started in the Mobile Channel 7
  • 8. The Most Reliable Mobile Transaction Hub About OpenMarket Get Started Today! OpenMarket is the largest and most If you are looking to optimize your marketing efforts by using reliable mobile transaction hub in the mobile messaging to keep in touch with customers or enhance United States. We provide a comprehensive set of messaging, payment and emerging your brand awareness, then let OpenMarket help you get services to meet mobile business needs. started today. From the largest consumer brands to the smallest new ventures, OpenMarket empowers businesses to optimize their As a trusted mobile business partner, we help keep you connected marketing initiatives and strengthen to those who mean the most to your business through our customer relationships by leveraging the reliable mobile transaction hub and industry-leading direct off-portal mobile channel. OpenMarket provides the most direct mobile operator operator connections. Contact us at www.openmarket.com connections in the US market today. or +1.877.277.2801 for more information. OpenMarket is a business unit of Amdocs Interactive. For more information, please visit www.openmarket.com. Mobile Messaging 101: How to Get Started in the Mobile Channel 8
  • 9. The Most Reliable Mobile Transaction Hub Copyright © 2009 OpenMarket Inc. All rights reserved. No part of this publication may be reproduced, distributed, electronically stored, or translated into any language, in any form by any means, without the prior written permission of OpenMarket. OpenMarket and the OpenMarket logo are either trademarks or registered trademarks of OpenMarket in the United States and/ or other countries. All other trademarks and brand names used herein are the property of their respective owners. OpenMarket Inc. 2211 Elliott Avenue, Suite 400 Seattle, WA 98121 USA Go to www.openmarket.com Terms of Use This document contains unpublished, confidential, and proprietary information of OpenMarket and/or its affiliates that is protected by copyright, trade secret, and/or other intellectual property laws. OpenMarket software and its attendant documentation are subject to and made available only pursuant to the terms of a License Agreement with OpenMarket and may be used, reproduced, or distributed only in accordance with the terms of that License Agreement. ANY USE, REPRODUCTION, DISTRIBUTION, ALTERATION, TRANSMISSION, OR TRANSLATION OF THESE MATERIALS, IN WHOLE OR IN PART, IN ANY FORM OR BY ANY MEANS, IS STRICTLY PROHIBITED WITHOUT THE PRIOR WRITTEN PERMISSION OF OPENMARKET. IF THIS MATERIAL IS PROVIDED WITH SOFTWARE LICENSED BY OPENMARKET, THE INFORMATION HEREIN IS PROVIDED SUBJECT TO THE TERMS OF THE WARRANTY PROVIDED WITH THE PRODUCT LICENSE. IF THIS MATERIAL IS NOT PROVIDED WITH LICENSED SOFTWARE, THE INFORMATION HEREIN IS PROVIDED “AS IS” WITHOUT WARRANTY OF ANY KIND. IN EITHER CASE, THERE ARE NO OTHER WARRANTIES, EITHER EXPRESS OR IMPLIED, INCLUDING, BUT NOT LIMITED TO THE IMPLIED WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE, NONINFRINGEMENT, TITLE OR QUALITY. IN NO EVENT SHALL OPENMARKET OR ANY OF ITS AFFILIATES BE LIABLE FOR ANY DIRECT OR INDIRECT, SPECIAL, INCIDENTAL, CONSEQUENTIAL, PUNITIVE, OR EXEMPLARY DAMAGES WHATSOEVER (INCLUDING, WITHOUT LIMITATION, DAMAGES FOR LOSS OF BUSINESS PROFITS, BUSINESS INTERRUPTION, LOSS OF BUSINESS INFORMATION, OR ANY OTHER PECUNIARY LOSS) ARISING OUT OF OR RELATED TO THE USE OF OR INABILITY TO USE THE MATERIALS AND/OR INFORMATION CONTAINED HEREIN OR THE PROVISION OF OR FAILURE TO PROVIDE SUPPORT SERVICES, EVEN IF OPENMARKET HAS BEEN ADVISED OF THE POSSIBILITY OF SUCH DAMAGES. IN ANY CASE, OPENMARKET’S ENTIRE LIABILITY UNDER THIS PROVISION SHALL BE LIMITED TO THE AMOUNT ACTUALLY PAID BY YOU FOR THE SOFTWARE PRODUCT. OpenMarket takes reasonable measures to ensure the quality of the data and other information produced by OpenMarket that is made available herein. However, these materials may contain technical inaccuracies or typographical errors, and are not guaranteed to be error-free. Information may be changed or updated without notice. OpenMarket has no obligation to update the information in this material based on changes to its products or services or those of third parties. OpenMarket may also make improvements or changes to the products or services described in this information at any time without notice. Mobile Messaging 101: How to Get Started in the Mobile Channel 9