CTIA-The Wireless Association® and MMA Create Joint Task Force for Text-based Mobile Marketing Programs

WASHINGTON and NEW YORK, Feb. 2, 2011 /PRNewswire/ -- CTIA-The Wireless Association® and the MMA (Mobile Marketing Association) announced today the creation of a joint task force that will streamline the process for Common Short Code (CSC)-based mobile marketing programs in the U.S. Led by executives from the two organizations and from the mobile marketing program ecosystem, this new group will focus on two areas: shortening time-to-market for mobile marketing programs and supporting those mobile marketers who best 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.

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With more than six billion text messages sent and received daily in the U.S., many large and small businesses have deployed 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 an August 2010 Mobile Marketing Association "View from Madison Ave." study, these CSC marketing campaigns are increasingly becoming a mainstay for many leading brands, non-profits and governments.

The joint task force will work to create uniform guidelines across carrier networks. It will also carefully balance monitoring of the CSC-based mobile marketing programs to ensure consumers are protected and campaigns are appropriately functioning. Finally, the group will recommend mechanisms to reward consistently trustworthy performers and explore potential enforcement mechanisms to drive greater compliance.

"It is essential that we increase the operational efficiencies around short codes to make it easier and more effective for marketers to integrate message based mobile campaigns into their marketing mix," said Greg Stuart, CEO of the Mobile Marketing Association. "Our partnership with CTIA is the latest example of the MMA's continued commitment to providing the mobile ecosystem with industry-standard guidelines and best practices necessary to expand the mobile marketplace while at the same time protecting the consumer experience."

"With the tremendous success that text-based mobile marketing programs have already had in the U.S., this is an important 'next step' so that businesses of all sizes can continue to benefit from these kinds of campaigns. 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," said David Diggs, CTIA Vice President for Wireless Internet Development.

The CSCs are administered by the U.S. Short Codes Administration. For more information about CSCs, please visit www.usshortcodes.com or the Mobile Marketing Association's Short Code Primer www.mmaglobal.com/shortcodeprimer.pdf.

CTIA-The Wireless Association® (www.ctia.org) is an international organization representing the wireless communications industry. Membership in the association includes wireless carriers and their suppliers, as well as providers and manufacturers of wireless data services and products. CTIA advocates on behalf of its members at all levels of government. The association also coordinates the industry's voluntary best practices and initiatives, and sponsors the industry's leading wireless tradeshows. CTIA was founded in 1984 and is based in Washington, DC.

The Mobile Marketing Association (MMA) is the premier global non-profit trade association representing all players in the mobile marketing value chain. With more than 700 member companies, the MMA is an action-oriented organization with global focus, regional actions and local relevance. The MMA's primary focus is to establish mobile as an indispensable part of the marketing mix. The MMA works to promote, educate, measure, guide and protect the mobile marketing industry worldwide. The MMA's global headquarters are located in the United States and it has regional chapters including North America (NA), Europe, Middle East and Africa (EMEA), Latin America (LATAM) and Asia Pacific (APAC) branches. For more information, please visit www.mmaglobal.com.

SOURCE Mobile Marketing Association