How to Get Started in Mobile

8/14/2019 How to Get Started in Mobile

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Mobile Messaging 101:How to Get Started in the Mobile Channel


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The Most Reliable Mobile Transaction Hub

Mobile Messaging 101: How to Get Started in the Mobile Channel

Contents

Introduction 3

MarketOpportunity 3

BenetsofMobileMessaging 4

ShortCodeRegistration 4StandardRatevs.PremiumMessaging 5

MobileMessagingExamples 5

WhatYouCanDoWithMobileMessaging 6

TenTipsforSuccess 6

HowtoGetStarted:FiveEasySteps 7

HelpfulIndustryTools 7

GetStartedToday! 8

TermsofUse 9


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Withnearly300millionsubscribersintheUStodayandarapidlygrowingNorthAmericanmessagingmarket,mobileisheretostay.Andconsumersaredemandingamorepersonal,richermobileexperiencenowmorethanever.Astextmessaginghasbecomethemostpopular,fastestwaytoreachpeople,thepotentialofmobileisclear.Nowisthetimetotapintothemobilemarketandunleashnewrevenueopportunitiesforyourbusiness.

OpenMarketsobjectiveistoprovidethemostreliablemobilemessaging,deliveryandpaymentservicesforcompaniesenteringthemobilemarket.Thisdocument

servesasabasichow-toguideforcompaniesthatwishtomarket,sellorcommunicatedirectlytoconsumersviatheoff-portalmobilechannel.

Market OpportunityNowthattextmessaginghasgonemainstreamacrossthenation,you

cantakeadvantageoftheopportunitytoreachconsumersinreal

timewithyourbrand.News,alerts,advertisingandsocialnetworking

arejustafewofthewaysyoucankeepconnectedtothepeoplethat

meanthemosttoyourbusiness.AccordingtoTheNielsenCompany:

USmobilesubscribersnowsendandreceivemoretextmessagesina

monththantheymakephonecalls

NearlyeverymobilehandsetintheUScanreceivetextmessages

53percentofmobilesubscribersusetextmessagingtocommunicate

everyday

57percentofallmobilesubscribersaged13andolderusetext

messagingonaregularbasis

Mediacompaniesofferingopt-inmessagingprogramsare,insomecases,deliveringupwardsof20millionormoremessagesintheUS

permonth



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Benefts o Mobile MessagingThemobilechannelgivesyounearlyinstantaccesstoyourtarget

audience.Withinseconds,userscaninteractwithyourofferand

purchaseyourservices.Youcankeepconnectedtocustomersvia

simpleinformationalerts,oreventrackinquiriesandreceiveorders

foryourbusiness.Byusingthemobilechannelaspartofyour

marketinginitiatives,youcan:

Increasebrandawarenessbydirectlyconnectingwithconsumers

Improvecustomerloyaltyandretention

Boostrevenuestreamsviahighcampaignresponserates

TapintoagrowingNorthAmericanmessagingmarket

Short Code RegistrationTherststeptolingamobilecampaignwithamobileoperator

istoleaseashortcodewiththeCommonShortCodeAdministration

(CSCA).Ashortcodeisanumbertowhichausercansendatextmessageandreceiveinformationorcontentinreturn.Shortcodes

aretypicallyvetosixdigits(e.g.12345),andtheycanbeavanity

codeorarandomnumberassignedtoyou.Withavanitycode,

youcanselectaspecicnumberthatconsumerswillremember.

Ashortcodemaybespecictoonemobileoperator,ormaybe

commonandsupportedbyallmajoroperators.Shortcode

servicesneedtobeapprovedbyeachparticipatingoperator

network.YoucanvisittheCSCAwebsitetolearnmoreaboutshort

codesandtochecktheavailabilityofavanityshortcodeatwww.usshortcodes.com.




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Mobile MarketingUsetextmessagingasanotherengagement

channelwithyourcustomers(e.g.senddetailsofyourweekend

saleviatextmessage,informthemofanewproductlaunch).

Mobile AlertsUsetextmessagingtosendinformationalalerts

tousers(e.g.localweatherupdates,sportscores,Hollywood

gossiporastrologyreadings).

Mobile Advertising Monetizeyourmessageinventoryby

insertinganadvertisementintoeachtextmessage.

Mobile FeedbackEngageandcaptureinformationfrom

youruserswithinteractivetextmessaging(e.g.polls,quizzes

orvotingcampaigns).

Mobile Contests-Addmobiletoyourcontests.Ifyouare

runningagiveaway,contestorsweepstakes,enableatextto

entercalltoaction,whichallowsforimmediateentry(e.g.

textWINto12345).

Mobile Content-Makegames,ringtones,imagesand

applicationsavailablefordownload,eitherforprotorpromotion.

Mobile Customer ServiceProvidevaluableinformationvia

textmessaging(e.g.locationoftheneareststore,bankaccount

balancesorlargemoneywithdrawalalerts).


What You Can Do With Mobile MessagingWithover4billionhandsetsincirculationtoday,mobiledeviceshave

becomeubiquitous.Fromnewsalertsanddailysportsscoresto

contestsandgames,consumersrelyontheirmobiledevicestodeliver

informationasithappensandexactlywhentheywantit.Therearea

numberofwaysyoucanusemobilemessagingtocommunicatewith

andengageyourcustomers.Ideasinclude:

Ten Tips or Success

Ifyouareconsideringamoveintothemobile

channel,youneedtogetyourideasto

marketquickly.Weofferthesetipsforcreating

effectivemobilecampaignsthatwillincrease

yourbrandawarenessanddrivenew

revenueopportunitiesforyourbusiness.

1. Start now! Any companybig or small

can participate in mobile messaging

2. Build your mobile campaigns into your

overall marketing eorts

3. Leverage and integrate your existing

marketing channels or maximum

impact

4. Know your audiencebe relevant to

those using mobile devices

5. Engage your customers and give them

a reason to participate

6. Oer value, relevance and immediate

gratifcation

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, fne-tune and

innovate over time



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How to Get Started: Five Easy StepsFilingprogramswithmobileoperatorscantakeseveralweeks

dependingonresponsivenessfromallpartiesinvolved.Workingwith

experiencedrepresentativesthatguideyouthroughaccount

andshortcodesetup,operatortimelinesandindustryrulescanhelp

expediteprogramlaunches.OpenMarketcanhelpyougetto

marketinvebasicsteps:

Uponprogramcertication,yourmobilecampaignwillbereadyfor

commercialuse.Workingwithatrustedmobilebusinesspartner

tomonitoryourcontentdeliveryandsuccessrateswillhelpmaximize

yourrevenuepotentialandpredictfuturebusiness.

Helpul Industry Tools

Theorganizationslistedbelowprovide

valuableresourcesforlaunchingcompliant

andsuccessfulmobileprograms.

Common Short Code Administration -

www.usshortcodes.com

Mobile Marketing Association -

www.mmaglobal.com

Best Practices or Mobile Marketing -

www.mmaglobal.com/bestpractices.pd

Cellular Telephone Industry Association

- www.ctia.org


1.Obtain a short code.Youshouldregisterallcross-operatorshortcodeswiththeCSCA.Pleasenotethatallservicesarerequiredto

operatewithCSCA-approvedshortcodes,andcodescannotbe

sharedamongcompanies.

2.Create a program brie.Everyprogramyousubmitforapprovalneedstoincludecompleteprogramdetailsthatgivemobile

operatorsathoroughunderstandingoftheuseofeachshortcode.

Ifyouwanttorunmultipleprogramsonashortcode,makesure

yourbriefreectsthatinformation.

3.Gain operator approval and provisioning.Mobileoperatorswillreviewyourprogrambriefforcompleteness.Youmayreceive

conditionalapprovalorprogramrejectionifinformationismissing

orneedsmodication.

4.Confgure your system.Youwillneedtoproperlycongureyoursystemtointegratewithanetworkthatwillprocessyourmessaging

andbillingtransactions.Workingwithonestandardinterface

acrossalloperatorswillsimplifyyourimplementationefforts.

5.Receive operator certifcation.Mobileoperatorsmayconductindependentprogramauditsandtestingtoensureprogramcompli-

ancewiththeMobileMarketingAssociations(MMA)Consumer

BestPracticesGuidelines(www.mmaglobal.com/bestpractices.pdf)

aswellastheirownpolicies.Oncecerticationisgranted,you

mayofciallylaunchyourmobileprogramwiththemobileoperators.



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Get Started Today!Ifyouarelookingtooptimizeyourmarketingeffortsbyusing

mobilemessagingtokeepintouchwithcustomersorenhance

yourbrandawareness,thenletOpenMarkethelpyouget

startedtoday.

Asatrustedmobilebusinesspartner,wehelpkeepyouconnected

tothosewhomeanthemosttoyourbusinessthroughourreliablemobiletransactionhubandindustry-leadingdirect

operatorconnections.Contactusatwww.openmarket.com

or+1.877.277.2801formoreinformation.

About OpenMarket

OpenMarketisthelargestandmost

reliablemobiletransactionhubinthe

UnitedStates.Weprovideacomprehensive

setofmessaging,paymentandemerging

servicestomeetmobilebusinessneeds.

Fromthelargestconsumerbrandsto

thesmallestnewventures,OpenMarket

empowersbusinessestooptimizetheir

marketinginitiativesandstrengthen

customerrelationshipsbyleveragingthe

off-portalmobilechannel.OpenMarket

providesthemostdirectmobileoperator

connectionsintheUSmarkettoday.

OpenMarketisabusinessunitofAmdocs

Interactive.Formoreinformation,

pleasevisitwww.openmarket.com.



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How to Get Started in Mobile