Keyword vs. Short Code
Alerts - Notifications containing time-sensitive information (i.e. breaking news, weather warnings, etc) sent directly to the user.
API - Abbreviation of application program interface, a set of routines, protocols, and tools for building software applications. A good API makes it easier to develop a program by providing all the building blocks. A programmer then puts the blocks together.
Auto-Reply – The first message a user receives AFTER the compliance message, generally a "welcome" message.
Blast - A single outgoing message sent to a list (or group) of people through an automated system.
Campaign - An outgoing message or series of messages sent to a list (or group) of people through an automated system.
Carrier - A company that provides wireless telecommunications services (i.e. Verizon Wireless, T-Mobile, etc).
Click to Call - A service that enables a mobile subscriber to initiate a voice call to a specified phone number by clicking on a link on a mobile web site or in a SMS/MMS message. Typically used to enhance and provide a direct response mechanism in an advertisement.
Click to Email - A service that enables a mobile subscriber to initiate an email correspondence to a specified email address by clicking on a link on a mobile web site or in a SMS/MMS message. Typically used to enhance and provide a direct response mechanism in an advertisement.
Compliance Message - The first message sent to a mobile subscriber informing them of what mobile program they have signed up for ( ex. "Joe's Sub Shop's Mobile Club"), how many texts per month they can expect, how to end their subscription, how to get more information about the program, and reminding them that carrier specific message and data rates apply.
Content Provider - A company that creates and offers content, e.g. graphic products, ringtones, games, news, information and entertainment services, etc.
Contest - A promotional mechanism that includes a prize and a game of skill. Consideration is allowed, but there cannot be any element of chance.
Coupon - A ticket, message, and/or document that can be exchanged for a financial discount on a product or service.
Data Collection - The process by which a marketer collects mobile subscribers' personally identifiable information.
Dedicated Random Short Code - A client-specific short code that is provisioned at random (i.e. 84231 or 27845). Dedicated Short Code - A short code that is client specific.
Dedicated Vanity Short Code - A client-specific short code that is provisioned based on client preferences (i.e. DRIVE or 1234).
Double Opt-in - The process of confirming a mobile subscriber's wish to participate in a mobile program by requesting the subscriber to opt-in twice, prior to engaging the subscriber. A requirement for premium and many other types of mobile services.
Free to End User - An FTEU program is any program to which the subscriber opts-in, with the result that the subscriber receives Mobile Terminated (MT) SMS/MMS messages for which they do not incur any premium or standard messaging charges from their wireless carrier.
Handset - Term used in reference to a mobile phone, mobile device, or mobile terminal.
IVR - See "interactive voice response"
Interactive Voice Response - A phone technology that allows a computer to detect voice and touch tones using a normal phone call. The IVR system can respond with pre-recorded or dynamically generated audio to further direct callers on how to proceed. IVR systems can be used to control almost any function where the interface can be broken down into a series of simple menu choices.
Keyword - A word or name used to distinguish a targeted message within a Short Code Service.
MMA Best Practices - A set of rules, regulations, and guidelines that the Mobile Marketing Association has laid out to protect the end user and create a pleasant mobile experience.
MMS - See "multimedia messaging service"
Mobile Club - Usually referenced as a mobile form of a loyalty rewards program offering the subscriber exclusive offers through the mobile space.
Mobile Content - Entertainment, sports and news information and games delivered via any wireless media type in a non-advertising format. Location, delivery, and technology of content is irrelevant and can include both on and off deck.
Mobile Contest - A mobile promotion that includes a prize and a game of skill. Consideration is allowed, but there cannot be any element of chance.
Mobile Coupon - A mobile message that can be redeemed for a financial discount on a product or service. Generally distribution and redemption follows this path: User receives a 'coupon' offer on their phone as a text message. User redeems the unique code or message by showing it to the retailer. Retailers can accept the coupon based on the user displaying the screen, or they can validate the coupon using a redemption software program.
Mobile Marketing - The use of wireless media as an integrated content delivery and direct response vehicle within a cross-media or stand-alone marketing communications program.
Mobile Marketing Association - The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies.
Mobile Message - SMS and/or MMS message sent to a handset but does not include advertisements delivered on WAP sites, or advertisements delivered into mobile games.
Mobile Survey - A series of questions delivered to handsets as SMS or MMS messages.
Mobile Sweepstakes - A mobile sweepstakes is a legal game that includes a prize, and is a game of chance. No consideration is allowed.
Multimedia Messaging Service (MMS) - Standard for telephony messaging systems that enable the sending of messages that include multimedia objects (images, audio, video, rich text). May or may not include normal text.
Optimization - Process of modifying/refining an advertising campaign so that it will perform more favorably for the advertiser, and extend reach, boost clickthroughs and conversion rates, etc. Usually, done by using more qualified data about target market.
Opt-in - The process where a Subscriber provides explicit consent, after receiving Notice from the Mobile Marketer.
Opt-out - The process through which a Subscriber revokes consent after receiving Notice from the Mobile Marketer. An example of an Opt-out process includes, but is not limited to, a Subscriber replying to an SMS message with the phrase "stop."
Outgoing Blast - See "Blast"
Premium Content - Content for which the provider levies a charge separate and in addition to any fixed charges made by the network operator to access that content (usually regarding premium ringtones or other rich media).
Premium Rate - Programs or messages that result in charges above and beyond standard text messaging charges normally applied to the subscriber's wireless bill.
Pull Messaging - Any content sent to the wireless subscriber upon request, shortly thereafter, on a one time basis. For example, when a customer requests the local weather from a WAP-capable browser, the content of the response, including any related advertising, is Pull Messaging.
Push Messaging - Any content sent by or on behalf of advertisers and marketers to a wireless mobile device at a time other than when the subscriber requests it. Push Messaging includes audio, short message service (SMS) messages, e-mail, multimedia messaging, cell broadcast, picture messages, surveys, or any other pushed advertising or content.
Real-time Reporting – The ability to see tracking and reporting updated almost immediately.
Really Simple Syndication - An RSS is a stream of information, or a feed, that can contain text, images, links, and more along with metadata that provides additional information like a timestamp, author or other data. These feeds are often used to distribute information from a publishing source to a display destination. This destination is often called a "reader" and translates the data in the feed into an organized, readable format.
Redemption Code – A randomly generated code placed on the bottom of the cell phone screen to assist in mobile tracking.
Redemption Rate for Mobile - The rate at which mobile coupons are redeemed by subscribers; conservatively 15% in the mobile space, liberally 65%.
Ringbacks - The audio or "ring" the caller hears when calling a specific mobile number. Can be a Mastertone, Polytone or Voicetone and is either a device default or set by the handset owner when personalizing his/her mobile device. Ringback length is based on Carrier requirements.
Ringtones - The audio, or "ring" a handset owner hears when a call is received. Can be a Mastertone, Polytone or Voicetone and is either a device default or set by the handset owner when personalizing his/her mobile device. Ringer length is based on Carrier requirements.
RSS - See "Really Simple Syndication"
Search Engine Optimization (SEO) - The process of improving the volume and quality of traffic to a Mobile Web site from search engines via natural search results for targeted keywords.
SEO - See "Search Engine Optimization"
Shared Short Code - A short code that is utilized to run multiple mobile services and/or marketing campaigns simultaneously using different keywords.
Short Code - Short numeric numbers (typically 4-6 digits) to which text messages can be sent from a mobile phone. Wireless subscribers send text messages to short codes with relevant keywords to access a wide variety of mobile content.
Short Message Service (SMS) - A standard for telephony messaging systems that allow sending messages between mobile devices that consist of short messages, normally with text only content.
Smartphone - A handheld device that integrates mobile phone capabilities with the more common features of a handheld computer or PDA. Smartphones allow users to store information, e-mail, install programs, along with using a mobile phone in one device.
SMS - See "Short Message Service"
Standard Message and Data Rates Apply - The phrase used to inform the end user of the cost of subscribership. Standard rates are determined based on a mobile user's wireless carrier and the SMS/MMS plan they are signed up for.
Standard Rate - Programs or messages that result in only normal text messaging charges being applied to the mobile subscriber's wireless bill or that result in messages being deducted from a subscriber's messaging plan allowance.
Subscriber - A mobile user who has initiated communication with a mobile program through a keyword and short code to receive mobile content.
Sweepstakes - A sweepstakes is a legal game that includes a prize, and a game of chance. No consideration is allowed.
Targeting - Various criteria to make the delivery of a mobile advertisement more precise (age, gender, geographical, day parting, household income, etc.).
Text-for-content - User texts in for some type of multimedia content (i.e. wallpapers, ringtones, etc).
Text-for-info - End user texts a keyword to a short code to receive instant information on products, services, times, special, etc. Allows for an immediate impact on the user's buying decision.
Text-to-vote - End user texts a keyword to a short code to share their opinions through interactive polling.
Text-to-win - End user texts a keyword to a short code for a chance to either instantly win a prize or be entered in a contest/sweepstakes.
Tracking - The ability to assess the performance of a mobile campaign.
Transcoding - The process of making multimedia rich content appear and sound best on the various handsets based on which formats are supported by the handset.
Unique User - A specific mobile subscriber. Every mobile subscriber has some sort of alpha and/or numeric code (not personal subscriber data like name or phone number) that is sent with each advertisement request. These unique identifiers are used to determine how many "unique users" view each ad.
Unsubscribe -Process of opting out of a mobile subscription service/application.
Updates - Like an alert, but not necessarily time-sensitive information.
Video-enabled phone – A mobile phone capable of taking video shots and sending and receiving video messages.
Viral Marketing - The communication via text message or other mobile content including ringtones, games and wallpaper by process in which consumer A receives the original message, identifies consumer B who he/she believes will be interested in the message and initiates a process - such as inputting a phone number, by which consumer B automatically receives the same message.
Wallpaper - A piece of graphic content that is formatted to fit the screen of handsets.
WAP - Wireless Application Protocol (commonly referred to as WAP) is most commonly used to enable access to the mobile web from a mobile phone or PDA. A WAP browser provides all of the basic services of a computer based web browser but simplified to operate within the restrictions of a mobile phone.
WAP Push - A specially encoded message which includes a link to a WAP address that allows WAP content to be pushed to the handset with minimum user intervention.
WAP Site - A website written for optimization with mobile devices (i.e. a mobile website).
Web Based Platform - A platform that is accessible through the Internet.
Web-enabled phone - A mobile device capable of using the mobile web, email, etc.
Widget - An "applet" or small component of a user interface that can be added to the web, desktop, or mobile phone connected users with another program.
Wireless Spam -Push messaging that is sent without confirmed opt-in.
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