CTIA-The Wireless Association and the MMA
(Mobile Marketing Association, today, announced 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. CSCs are five- or six-digit numbers that are
used for text or multimedia-messaging mobile marketing programs, such as
mobile giving, televoting and marketing promotions.
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 that consumers are protected and
campaigns are appropriately functioning. Finally, the group will
recommend mechanisms to reward consistently trustworthy performers and
to explore potential enforcement mechanisms to drive greater compliance.
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.
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. 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 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.