Top mobile carriers speaking same language with latest MMA guidelines

Share this content:

The Mobile Marketing Association announced on July 1 it has released the latest version – its fourth -- of its US Consumer Best Practices Guidelines for Cross-Carrier Mobile Content Services. MMA updates the guidelines twice a year.

The latest version includes what the association calls a “milestone”: it consolidates the individual mobile marketing guidelines, aka “carrier playbooks,” of the four largest US wireless service providers: Verizon Wireless, AT&T, Sprint and T-Mobile USA. That eliminates the need for marketers to refer to four separate sets of carrier rules and guidelines, since the four carriers are now collaborating on standards for the industry.

Kristine van Dillen, director, Industry Initiatives and Partnerships at MMA, said this should greatly simplify the process for technology enablers and marketers to execute short code messaging program. “It currently takes six weeks to get a [typical] mobile marketing program approved” because of a complicated string of processes and approvals with carriers that have until now been using different terminology, van Dillen said. “[With the new guidelines,] it becomes cheaper and easier for them to implement mobile marketing campaigns.” She added that it also “gives a brand the ability to give more peace of mind to the consumer that they are following best practice guidelines.”

The guidelines were produced by MMA's Consumer Best Practices committee, which includes member companies such as AT&T, Publicis NA, Fox Mobile Entertainment and Yahoo. The committee solicited feedback from more than 200 industry stakeholders at about 120 member companies.

Loading links....
close

Next Article in Mobile Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here