Putting Experience and Expertise to Work
Glossary
This glossary of mobile marketing terms can be found and downloaded at the source website, www.mmaglobal.com.
1G
The first generation of wireless services which were mostly analogue and included technology standards such as AMPS.
2G
Also known as Personal Communications Services (PCS), second generation wireless service refers to the digital mobile phone technologies that emerged and were deployed during the 1990s, delivering both voice and data transmissions.
3G
The third generation wireless service promises to provide high data speeds, always-on data access and greater voice capacity. The high data speeds enable full motion video, high-speed internet access and video-conferencing, and are measured in Mbps.
Acquisition Rate
Percentage of respondents who opted in to participate in a mobile initiative / campaign. Acquisition rate = total participants / total audience.
Aggregator
An organization that acts as a middleman between application and content providers, and mobile carriers. Provides message traffic throughput to multiple wireless operators or other aggregators; provides mobile initiative campaign oversight, and administration, as well as billing services.
Alerts
Notifications, typically in the form of a text or multimedia message, containing time-sensitive information (event details, weather, news, services updates) that are pushed to a mobile subscriber who has opted-in to receive this information. Note: If the mobile subscriber has not opted in to receive said information, the notification would be considered SPAM.
Alternative Method of Entry (AMOE)
A no cost or low cost means for an individual to enter a sweepstakes or contest.
Billing Aggregator
An organization that provides on or more billing solutions to off-portal mobile application solution providers.
Bluetooth
A communication protocol that enables mobile devices equipped with a special chip to send and receive information wirelessly over short-ranges, using the 2.4 GHz spectrum band.
Branding
The process by which brand identity is developed; a marketing strategy and / or campaign objective.
Call to Action
A statement or instruction, typically promoted in print, web, TV, radio, on-portal or other forms of media (often embedded in advertising), that explains to a mobile subscriber how to respond to an opt-in for a particular promotion or mobile initiative.
Carrier
A company that provides wireless telecommunication services.
Chat
A program that enables asynchronous interactions between two or more mobile subscribers.
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. Typically used to enhance and provide a direct response mechanism in an advertisement.
Common Short Code (CSC)
Short numeric numbers (typically 4-6 digits) to which text messages can be sent from a mobile phone. Wireless subscribers send text messages to common short codes with relevant keywords to access a wide variety of mobile content.
Confirmed Opt-In
The process used for verifying a mobile subscriber’s intention, and for gaining the subscriber’s explicit agreement to participate in a mobile program / initiative.
Content Aggregator
An organization that contracts with an array of content providers, and redistributes licensed content.
Content Provider
A company that creates and offers content, e.g. graphic products, ringtones, games, news, information and entertainment services, etc.
Coupon
A ticket, message, and / or document that can be exchanged for a financial discount on a product or service.
Dedicated Short Code
The process of running only one service on a Common Short Code at any given time.
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.
End-User
A person who accesses and uses a product. (e.g. a user who watches a video using their mobile device).
Free to End User (FTEU)
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. The subscriber may interact with the service by sending SMS / MMS messages (including, but not limited to, messages for the purpose of opt-in, opt-out and requesting help). The wireless carrier may, at their discretion, charge the subscriber at standard messages rates for Mobile Originated (MO) messages to the program.
Full Music Download
The downloading of a complete song, versus a section of a song, for playback on a mobile device.
Games
See Mobile Games.
Global Position System (GPS)
A system of satellites, computers and receivers that can determine the latitude and longitude of a given receiver (within its system) located on Earth. It pinpoints the receiver’s location by calculating the time it takes for signals from different satellites (positioned at various locations) to reach the receiver.
Handset
Term used in reference to a mobile phone, mobile device, or mobile terminal.
Keyword
A word or name used to distinguish a targeted message within a Short Code Service.
Landing Page
A secondary page to which a user is directed when they click on an ad, where they are provided additional information and / or a mechanism to make a purchase. The user is often driven to a landing page via an ad banner, link or other offer-related communication.
Location Based Services (LBS)
A range of services that are provided to mobile subscribers based on the geographical location of their handsets within their cellular network. Handsets have to be equipped with a position-location technology such as GPS to enable the geographical-trigger of services being provided. LBS include driving directions, information about certain resources or destinations within current vicinity, such as restaurants, ATMs, shopping, movie theaters, etc. LBS may also be used to track the movements and locations of people, as is being done via parent / child monitoring services and mobile devices that target the family market.
Messaging
Collectively, SMS and MMS messages sent to mobile phones / devices. This definition does not include advertisements delivered on WAP sites or advertisements delivered into games on mobile devices.
MMS Banner
A transparent advertising screen image that is inserted with text onto an MMS message. This image will be displayed as the subscriber is viewing the complete MMS message.
MMS Message
A message sent via a Multimedia Messaging Service that contains multimedia objects.
MO or MT Billing
The tagging of a tariff to the MO or MT SMS message of a PSMS service for billing purposes.
Mobile Advertising
A form of advertising that is communicated to the consumer / target via a handset. This type of advertising is most commonly seen as a Mobile Web banner (top of page), Mobile Web Poster (bottom of page banner), and full screen interstitial, which appears while a requested mobile web page is “loading.” Other forms of this type of advertising are SMS and MMS ads, mobile gaming ads, and mobile video ads (pre, mid and post roll).
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 Games
A game created for and played on a handset or handheld computer. The majority of mobile games are downloaded to the handset and played using the basic technologies and controls built into the device (arrow keys, soft key, number keys, etc.). Some mobile games are developed to be played using the communications technologies present in the device and / or provided by the service provider / carrier, such as by text message (SMS), multimedia message (MMS) or GPRS location identification.
Mobile Handset
See Handset.
Mobile Internet
See Mobile Web.
Mobile Marketer
All companies within the mobile ecosystem, including: Advertisers, Aggregators / Distributors, Carriers, Content Providers and Publishers.
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 (MMA)
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. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing over forty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin America (LATAM), Middle East & Africa (MEA) and Asia Pacific (APAC) branches.
Mobile Marketing Program
Any marketing or advertising program distributed via a handset. This includes, but is not limited to, a Mobile Messaging Program, one or more advertisements delivered on WAP sites, or one or more advertisements delivered via games on mobile devices.
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 Messaging Program
Multiple mobile messages, usually delivered as part of a coordinated campaign.
Mobile Originated Message (MO)
An SMS / MMS message sent from a mobile device.
Mobile Subscriber
A consumer that enters into an agreement with a Carrier. Once executed, the agreement requires the Carrier to provide wireless telecommunications services to the consumer.
Mobile Terminated Message (MT)
An SMS / MMS message received by a mobile device.
Mobile Web
AKA Wireless Internet, Mobile Internet. The Mobile Web is a channel for delivery of web content, which offers and formats content to users in awareness of the mobile context. The mobile context is characterized by the nature of personal user information needs (e.g. updating your blog, accessing travel information, receiving news updates), constraints of mobile phones (i.e. screen size, keypad input) and special capabilities (i.e. location, connection type such as 3G or WLAN).
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 form 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”.
Opt-out Mechanism
A process by which a Subscriber may exercise his or her right to Opt-out.
