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Mobile Marketing Language

3G. This is third-generation technology in the context of mobile phone standards. The services associated with 3G include wide-area wireless voice and broadband wireless data, all in a mobile environment. In marketing 3G services, video-telephone is often identified as a primary application for


MMS (Multimedia Messaging Service). It is a type of messaging that enables the sending of multimedia objects (images, audio, video) as opposed to the simple text enabled by SMS.

MMS Marketing. A form of mobile marketing that utilizes MMS (Multimedia Message Service) to send images, video, sound files, and text messages between mobile phones and other handheld devices.

Mobile Terminated (MT). An SMS or MMS message that was terminated (sent) to a mobile phone. The message may have originated from another mobile phone or from a web server, PC, or other fixed device.

OPT-IN. Opt-in is a way of collecting mobile and Internet users' personal data. Within the opt-in context, user acceptance is necessary before any mobile marketing solicitation.

Pull messaging. Describes the process where a person initiates a request from his/her mobile phone.

Push messaging. Describes the mailing of information (SMS/MMS), directly on the consumer's mobile phone and under the condition that his/her acceptance has been given.

Short Code. A short code is a special telephone number, significantly shorter than full telephone numbers, which can also be used to address SMS and MMS messages from mobile or fixed phones. While similar to telephone numbers, they are, at the technological level, unique to each Telco, although content providers generally have agreements to avoid overlaps. Under special arrangements, a content provider can have universal short codes that are the same across all Telcos. Short codes are widely used for value-added services such as interactive voting, ordering ring tones, and other mobile services.

SMS (Short Message Service). It is a service available on most digital mobile phones that permits the sending of short messages (160 characters) between mobile phones and other handheld devices. SMS is commonly referred to as text messaging.

WAP (Wireless Application Protocol). It is an open international standard for applications that use wireless communication. Its principal application is to enable access to the Internet from a mobile phone or PDA. Mobile Internet sites, or WAP sites, are websites written in, or dynamically converted to, WML (Wireless Mark-up Language), and accessed via the WAP.

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.

Bluetooth. A communication protocol that enables mobile devices equipped with special chip to send and receive information wirelessly over short-ranges, using the 2.4 GHz spectrum band.

Carrier. A company that provides wireless telecommunication services.

Content Provider. A company that creates and offer content, e.g. graphic products, ring tones, games, news, information and entertainment services, etc.

Global Positioning System. It pinpoints the receiver’s location by calculating the time it takes for signals from different satellites to reach the receiver.

Handset. Term used to mobile phone, mobile device or mobile terminal.

i-Mode. A packet-based information service developed by Japanese operator NTT DoCoMo to deliver a wide range of services to mobile subscribers.

Interactive TV. It refers to TV programming and technology that allows the viewer to engage in two-way interaction with television/programming.

Java Games. Mobile games authored in the Java programming language. The player device must have the Java Virtual Machine (JVM) installed for it to run.

Location Based Services. A range of services that are provided to mobile subscribers based on the geographical location of their handsets within their cellular network.

MMS Banner. A transparent advertising screen image that is inserted with text onto MMS message.

Mobile Advertising. A form of advertising that is communicated to consumer via a handset.

Mobile Content Advertising. This is typically an SMS message that either: a) contains advertising test; or b) points mobile subscribers to a print, web or TV advertisement that promotes mobile ring tones, games, applications, subscription services and other mobile products.

Mobile Games. A game created for and played on a handset.

Multiplayer Mobile Game. Mobile games that can be played simultaneously by several players at the same physical location on one handset or on different handsets.

Ringbacks. The audio or “ring” the caller hears when calling a specific mobile number.

Service Provider. A third party that performs or assists in the performance of a function or activity involving the user or disclosure of Personally Identifiable Information or Non-Personally identifiable Information on behalf of a Mobile Marketer.