Embed Size (px)
DESCRIPTION
With nearly 300 million subscribers in the US today and a rapidly growing North American messaging market, mobile is here to stay. And consumers are demanding a more personal, richer mobile experience now more than ever. As text messaging has become the most popular, fastest way to reach people, the potential of mobile is clear. Now is the time to tap into the mobile market and unleash new revenue opportunities for your business.
Citation preview
Mobile Messaging 101:How to Get Started in the Mobile Channel
The Most Reliable Mobile Transaction Hub
Mobile Messaging 101: How to Get Started in the Mobile Channel 2
Contents
Introduction 3
MarketOpportunity 3
BenefitsofMobileMessaging 4
ShortCodeRegistration 4
StandardRatevs.PremiumMessaging 5
MobileMessagingExamples 5
WhatYouCanDoWithMobileMessaging 6
TenTipsforSuccess 6
HowtoGetStarted:FiveEasySteps 7
HelpfulIndustryTools 7
GetStartedToday! 8
TermsofUse 9
The Most Reliable Mobile Transaction Hub
3
Withnearly300millionsubscribersintheUStodayandarapidlygrowingNorthAmericanmessagingmarket,mobileisheretostay.Andconsumersaredemandingamorepersonal,richermobileexperiencenowmorethanever.Astextmessaginghasbecomethemostpopular,fastestwaytoreachpeople,thepotentialofmobileisclear.Nowisthetimetotapintothemobilemarketandunleashnewrevenueopportunitiesforyourbusiness.
OpenMarket’sobjectiveistoprovidethemostreliablemobilemessaging,deliveryandpaymentservicesforcompaniesenteringthemobilemarket.Thisdocumentservesasabasichow-toguideforcompaniesthatwishtomarket,sellorcommunicatedirectlytoconsumersviatheoff-portalmobilechannel.
Market OpportunityNowthattextmessaginghasgonemainstreamacrossthenation,youcantakeadvantageoftheopportunitytoreachconsumersinrealtimewithyourbrand.News,alerts,advertisingandsocialnetworkingarejustafewofthewaysyoucankeepconnectedtothepeoplethatmeanthemosttoyourbusiness.AccordingtoTheNielsenCompany:
•USmobilesubscribersnowsendandreceivemoretextmessagesinamonththantheymakephonecalls
•NearlyeverymobilehandsetintheUScanreceivetextmessages
•53percentofmobilesubscribersusetextmessagingtocommunicateeveryday
•57percentofallmobilesubscribersaged13andolderusetextmessagingonaregularbasis
•Mediacompaniesofferingopt-inmessagingprogramsare,insomecases,deliveringupwardsof20millionormoremessagesintheUSpermonth
Mobile Messaging 101: How to Get Started in the Mobile Channel
Benefits of Mobile MessagingThemobilechannelgivesyounearlyinstantaccesstoyourtargetaudience.Withinseconds,userscaninteractwithyourofferandpurchaseyourservices.Youcankeepconnectedtocustomersviasimpleinformationalerts,oreventrackinquiriesandreceiveordersforyourbusiness.Byusingthemobilechannelaspartofyourmarketinginitiatives,youcan:
•Increasebrandawarenessbydirectlyconnectingwithconsumers
•Improvecustomerloyaltyandretention
•Boostrevenuestreamsviahighcampaignresponserates
•TapintoagrowingNorthAmericanmessagingmarket
Short Code RegistrationThefirststeptofilingamobilecampaignwithamobileoperatoristoleaseashortcodewiththeCommonShortCodeAdministration(CSCA).Ashortcodeisanumbertowhichausercansendatextmessageandreceiveinformationorcontentinreturn.Shortcodesaretypicallyfivetosixdigits(e.g.12345),andtheycanbeavanitycodeorarandomnumberassignedtoyou.Withavanitycode,youcanselectaspecificnumberthatconsumerswillremember.
Ashortcodemaybespecifictoonemobileoperator,ormaybe“common”andsupportedbyallmajoroperators.Shortcodeservicesneedtobeapprovedbyeachparticipatingoperatornetwork.YoucanvisittheCSCAwebsitetolearnmoreaboutshortcodesandtochecktheavailabilityofavanityshortcodeatwww.usshortcodes.com.
The Most Reliable Mobile Transaction Hub
4Mobile Messaging 101: How to Get Started in the Mobile Channel
Standard Rate vs. Premium MessagingTherearetwomainclassesofmessagingprograms—standard rateandpremium.EachserviceallowsyoutosendandreceiveSMSmessagestosubscribers,buttheyeachhandlebillingservicestosubscribersdifferently.CurrentSMStechnologiesallowyoutosubmitanSMSmessagethathasapremiumchargeassociatedwithit,andmanycompaniesutilizethistechnologytobilltheirsubscribersforservicesprovided.
Apremiummessage,whensuccessfullyprocessedbytheoperatorbillingsystem,willplaceachargeontheenduser’sphonebillfortheamountspecifiedbyyourcompany.Youwillbeabletocollectyourshareofthecharge,peroperatorpolicy.TheavailabilityofpremiummessaginghasledtothecreationofentirecompaniesthatthriveonpremiumcontentoffersbilledthroughSMS.
Mobile Messaging Examples
Majorbrands,retailersandstart-upsareallusingmobilemessagingtointeractdirectlywithconsumersanddrivenewbusiness.Forexample,manynationalpizzachainsallowcustomerstoregisterorderingdetailsonlineandthenorderpizzasviatextmessage.Inaddition,appareloutletsroutinelysendspecialoffersandcouponsviatextmessagetoVIPcustomers.Allofthesecampaignshavegeneratedinstant,personalinteractionswithconsumers.Byusingstandardrate,premiumandotherinteractivemobilecampaigns,youcanbuilddirectmarketing,mobileadvertising,competitiveandpromotionalcampaignsthatboostresponseratesandbrandloyaltyforyourcompany.
The Most Reliable Mobile Transaction Hub
5
1.Instandardrateprogramstheconsumerisnotchargedbythecontentproviderforthetextmessagereceived.Examplesofstandardrateprogramsare:
•Alerts-news,weather,traffic,travel,entertainmentandsports •Content-internalcontent,supplychainandcustomer
relationshipmanagement •Coupons-instantcouponsfromyourfavoritestore •Customerresponse-surveysandsweepstakes
2.Inpremiumprogramsthereisaspecificchargetoendusersassociatedwithreceivingthetextmessage,andgenerallyachargeforreceivingmobilecontent.Examplesofpremiumrateprogramsare:
•VotingprogramslikeAmericanIdol •Buyingcontentforyourphonesuchasgames,ringtones
orimages •PremiuminformationalertslikeFantasyFootballinformation
Mobile Messaging 101: How to Get Started in the Mobile Channel
Mobile Marketing–Usetextmessagingasanotherengagementchannelwithyourcustomers(e.g.senddetailsofyourweekendsaleviatextmessage,informthemofanewproductlaunch).
Mobile Alerts–Usetextmessagingtosendinformationalalerts
tousers(e.g.localweatherupdates,sportscores,Hollywoodgossiporastrologyreadings).
Mobile Advertising –Monetizeyourmessageinventorybyinsertinganadvertisementintoeachtextmessage.
Mobile Feedback–Engageandcaptureinformationfromyouruserswithinteractivetextmessaging(e.g.polls,quizzesorvotingcampaigns).
Mobile Contests-Addmobiletoyourcontests.Ifyouarerunningagiveaway,contestorsweepstakes,enablea“texttoenter”calltoaction,whichallowsforimmediateentry(e.g.textWINto12345).
Mobile Content-Makegames,ringtones,imagesandapplicationsavailablefordownload,eitherforprofitorpromotion.
Mobile Customer Service–Providevaluableinformationviatextmessaging(e.g.locationoftheneareststore,bankaccountbalancesorlargemoneywithdrawalalerts).
The Most Reliable Mobile Transaction Hub
6
What You Can Do With Mobile MessagingWithover4billionhandsetsincirculationtoday,mobiledeviceshavebecomeubiquitous.Fromnewsalertsanddailysportsscorestocontestsandgames,consumersrelyontheirmobiledevicestodeliverinformationasithappensandexactlywhentheywantit.Thereareanumberofwaysyoucanusemobilemessagingtocommunicatewithandengageyourcustomers.Ideasinclude:
Ten Tips for Success
Ifyouareconsideringamoveintothemobilechannel,youneedtogetyourideastomarketquickly.Weofferthesetipsforcreatingeffectivemobilecampaignsthatwillincreaseyourbrandawarenessanddrivenewrevenueopportunitiesforyourbusiness.
1. Start now! Any company—big or small—can participate in mobile messaging
2. Build your mobile campaigns into your overall marketing efforts
3. Leverage and integrate your existing marketing channels for maximum impact
4. Know your audience—be relevant to those using mobile devices
5. Engage your customers and give them a reason to participate
6. Offer value, relevance and immediate gratification
7. Keep it simple and build creative campaigns
8. Use the MMA and other industry organizations as resources
9. Build reporting and statistics into your campaign
10. Continue to learn, fine-tune and innovate over time
Mobile Messaging 101: How to Get Started in the Mobile Channel
How to Get Started: Five Easy StepsFilingprogramswithmobileoperatorscantakeseveralweeksdependingonresponsivenessfromallpartiesinvolved.Workingwithexperiencedrepresentativesthatguideyouthroughaccountandshortcodesetup,operatortimelinesandindustryrulescanhelpexpediteprogramlaunches.OpenMarketcanhelpyougettomarketinfivebasicsteps:
Uponprogramcertification,yourmobilecampaignwillbereadyforcommercialuse.Workingwithatrustedmobilebusinesspartnertomonitoryourcontentdeliveryandsuccessrateswillhelpmaximizeyourrevenuepotentialandpredictfuturebusiness.
Helpful Industry Tools
Theorganizationslistedbelowprovidevaluableresourcesforlaunchingcompliantandsuccessfulmobileprograms.
• Common Short Code Administration - www.usshortcodes.com
• Mobile Marketing Association - www.mmaglobal.com
• Best Practices for Mobile Marketing - www.mmaglobal.com/bestpractices.pdf
• Cellular Telephone Industry Association - www.ctia.org
The Most Reliable Mobile Transaction Hub
7
1.Obtain a short code.Youshouldregisterallcross-operatorshortcodeswiththeCSCA.PleasenotethatallservicesarerequiredtooperatewithCSCA-approvedshortcodes,andcodescannotbesharedamongcompanies.
2.Create a program brief.Everyprogramyousubmitforapprovalneedstoincludecompleteprogramdetailsthatgivemobileoperatorsathoroughunderstandingoftheuseofeachshortcode.Ifyouwanttorunmultipleprogramsonashortcode,makesureyourbriefreflectsthatinformation.
3.Gain operator approval and provisioning.Mobileoperatorswillreviewyourprogrambriefforcompleteness.Youmayreceiveconditionalapprovalorprogramrejectionifinformationismissingorneedsmodification.
4.Configure your system.Youwillneedtoproperlyconfigureyoursystemtointegratewithanetworkthatwillprocessyourmessagingandbillingtransactions.Workingwithonestandardinterfaceacrossalloperatorswillsimplifyyourimplementationefforts.
5.Receive operator certification.Mobileoperatorsmayconductindependentprogramauditsandtestingtoensureprogramcompli-ancewiththeMobileMarketingAssociation’s(MMA)ConsumerBestPracticesGuidelines(www.mmaglobal.com/bestpractices.pdf)aswellastheirownpolicies.Oncecertificationisgranted,youmayofficiallylaunchyourmobileprogramwiththemobileoperators.
Mobile Messaging 101: How to Get Started in the Mobile Channel
The Most Reliable Mobile Transaction Hub
8
Get Started Today!Ifyouarelookingtooptimizeyourmarketingeffortsbyusingmobilemessagingtokeepintouchwithcustomersorenhanceyourbrandawareness,thenletOpenMarkethelpyougetstartedtoday.
Asatrustedmobilebusinesspartner,wehelpkeepyouconnectedtothosewhomeanthemosttoyourbusinessthroughourreliablemobiletransactionhubandindustry-leadingdirectoperatorconnections.Contactusatwww.openmarket.comor+1.877.277.2801formoreinformation.
About OpenMarket
OpenMarketisthelargestandmostreliablemobiletransactionhubintheUnitedStates.Weprovideacomprehensivesetofmessaging,paymentandemergingservicestomeetmobilebusinessneeds.Fromthelargestconsumerbrandstothesmallestnewventures,OpenMarketempowersbusinessestooptimizetheirmarketinginitiativesandstrengthencustomerrelationshipsbyleveragingtheoff-portalmobilechannel.OpenMarketprovidesthemostdirectmobileoperatorconnectionsintheUSmarkettoday.OpenMarketisabusinessunitofAmdocsInteractive.Formoreinformation,pleasevisitwww.openmarket.com.
Mobile Messaging 101: How to Get Started in the Mobile Channel
The Most Reliable Mobile Transaction Hub
9
Copyright©2009OpenMarketInc.Allrightsreserved.Nopartofthispublicationmaybereproduced,distributed,electronicallystored,ortranslatedintoanylanguage,inanyformbyanymeans,withoutthepriorwrittenpermissionofOpenMarket.OpenMarketandtheOpenMarketlogoareeithertrademarksorregisteredtrademarksofOpenMarketintheUnitedStatesand/orothercountries.Allothertrademarksandbrandnamesusedhereinarethepropertyoftheirrespectiveowners.
OpenMarketInc.2211ElliottAvenue,Suite400Seattle,WA98121USAGotowww.openmarket.com
Terms of UseThisdocumentcontainsunpublished,confidential,andproprietaryinformationofOpenMarketand/oritsaffiliatesthatisprotectedbycopyright,tradesecret,and/orotherintellectualpropertylaws.
OpenMarketsoftwareanditsattendantdocumentationaresubjecttoandmadeavailableonlypursuanttothetermsofaLicenseAgreementwithOpenMarketandmaybeused,reproduced,ordistributedonlyinaccordancewiththetermsofthatLicenseAgreement.
ANYUSE,REPRODUCTION,DISTRIBUTION,ALTERATION,TRANSMISSION,ORTRANSLATIONOFTHESEMATERIALS,INWHOLEORINPART,INANYFORMORBYANYMEANS,ISSTRICTLYPROHIBITEDWITHOUTTHEPRIORWRITTENPERMISSIONOFOPENMARKET.
IFTHISMATERIALISPROVIDEDWITHSOFTWARELICENSEDBYOPENMARKET,THEINFORMATIONHEREINISPROVIDEDSUBJECTTOTHETERMSOFTHEWARRANTYPROVIDEDWITHTHEPRODUCTLICENSE.IFTHISMATERIALISNOTPROVIDEDWITHLICENSEDSOFTWARE,THEINFORMATIONHEREINISPROVIDED“ASIS”WITHOUTWARRANTYOFANYKIND.INEITHERCASE,THEREARENOOTHERWARRANTIES,EITHEREXPRESSORIMPLIED,INCLUDING,BUTNOTLIMITEDTOTHEIMPLIEDWARRANTIESOFMERCHANTABILITY,FITNESSFORAPARTICULARPURPOSE,NONINFRINGEMENT,TITLEORQUALITY.INNOEVENTSHALLOPENMARKETORANYOFITSAFFILIATESBELIABLEFORANYDIRECTORINDIRECT,SPECIAL,INCIDENTAL,CONSEQUENTIAL,PUNITIVE,OREXEMPLARYDAMAGESWHATSOEVER(INCLUDING,WITHOUTLIMITATION,DAMAGESFORLOSSOFBUSINESSPROFITS,BUSINESSINTERRUPTION,LOSSOFBUSINESSINFORMATION,ORANYOTHERPECUNIARYLOSS)ARISINGOUTOFORRELATEDTOTHEUSEOFORINABILITYTOUSETHEMATERIALSAND/ORINFORMATIONCONTAINEDHEREINORTHEPROVISIONOFORFAILURETOPROVIDESUPPORTSERVICES,EVENIFOPENMARKETHASBEENADVISEDOFTHEPOSSIBILITYOFSUCHDAMAGES.INANYCASE,OPENMARKET’SENTIRELIABILITYUNDERTHISPROVISIONSHALLBELIMITEDTOTHEAMOUNTACTUALLYPAIDBYYOUFORTHESOFTWAREPRODUCT.
OpenMarkettakesreasonablemeasurestoensurethequalityofthedataandotherinformationproducedbyOpenMarketthatismadeavailableherein.However,thesematerialsmaycontaintechnicalinaccuraciesortypographicalerrors,andarenotguaranteedtobeerror-free.Informationmaybechangedorupdatedwithoutnotice.OpenMarkethasnoobligationtoupdatetheinformationinthismaterialbasedonchangestoitsproductsorservicesorthoseofthirdparties.OpenMarketmayalsomakeimprovementsorchangestotheproductsorservicesdescribedinthisinformationatanytimewithoutnotice.
Mobile Messaging 101: How to Get Started in the Mobile Channel
