iLoop Mobile, Inc.

T-Mobile in the United States has recently announced an update to its mobile marketing playbook, i.e. the rules and guidelines marketers must follow in order to be certified on its network to run mobile marketing programs.  There were a number of changes announced in these new guidelines, the most important being changes to terms references and opt-in requirements, including:

• An update to terms language, T-Mobile now supports the language “Other charges may apply” in standard rate messaging flow.
• Elimination of double-in requirements for standard rate messaging programs, a single opt-in will now suffice; moreover, for iTV premium programs only single opt-in will suffice for price points under $1.49.
• IVR opt-in is now supported for both standard and premium rate programs

T-Mobile’s guideline changes are in important step in the growth of the industry.  However, these changes also highlight an important fact to consider–the rules, regulations and guidelines for mobile marketing are still quite fragmented.   Rules, regulations and guidelines are published by a number of sources:

• Wireless carriers, each wireless carrier publishes a set of rules for running programs over their networks. The challenge is that these rules are not publicly available; rather, they are available confidentially via connection aggregators or through mobile marketing application providers.  Moreover, the spirit of many of the individual wireless carrier rules are similar across carriers, the specific language and the methods of adhering to the rules however often differ, in some cases dramatically, between carriers.
• Trade associations, trade associations like the Mobile Marketing Association (MMA) provide code of conducts, best practices and related guidelines to guide marketers in their use of the mobile channel for marketing.   In addition to the MMA, guidelines are published by the DMA, the IAB, the AMA, the CTIA, GSMA, the DotMobi and a number of other organizations.  Today, most wireless carriers contractually require marketers to adhere to the MMA Consumer Best Practices Guidelines, as well as the individual carrier requirements.
• Governments, governments publish directives, acts and laws at national, federal, and state levels, which marketers must follow.  Often these laws are not specifically related to mobile marketing but definitely influence mobile marketing.  For example, the US Can Spam Act, the Do Not Call List, sweepstakes and contest law, the COPA act and countless other laws apply to mobile marketing.

In addition to following these rules, marketers should beware that each wireless carrier and the CTIA monitor and perform regular audits of common short code and related mobile programs running over their network.   Programs found to not be in compliance with individual carrier regulations face the possibility of being shut down by a carrier unless the marketer promptly addresses any issues raised by the carrier following an audit.

The need for consolidated and consist rules
Guidelines, rules, regulations are needed, in addition to government laws.  They’re needed to support free and open commerce and to protect business and consumers. The mobile marketing market is young and it takes time for an industry to find its way.  So, it should not be a surprise, as shown above, that the mobile marketing rules landscape is fragmented.  However, for the market to grow from this point forward, there needs to be a consolation of rules and guidelines, and they all need to be made public.  It is inefficient and costly for marketers to have to adjust and manage their programs to each unique carrier requirement, especially for national programs.  Moreover, if they do not have public access to the rules it is hard for them to adhere to them.  Organizations like the MMA, Direct Marketing Association, dotMobi and CTIA or working to streamline the industry practices, which is a good thing.  I encourage you to communicate with these organizations, share with them your thoughts at a minimum and/or better yet, join them and actively contribute to the refinement and growth of the mobile marketing industry.

This is a fantastic industry and significant value can be exchange with and through the mobile channel; however, it will take contributions from players from every sphere of the ecosystem  for the practice of mobile marketing to reach its full potential.

November 21st, 2008 | Tags: Best Practices, Mobile Marketing, Rules & Regulations | Category: Best Practices, Mobile Marketing, Resoruces |  Print This Post |  Email This Post | Leave a comment

Trust and New Technologies

iLoop Mobile and its team continue to contribute to the growing body of knowledge on the application and use of the mobile channel for consumer engagement.

iLoop Mobile’s Michael Becker with Michael Hanley from Ball State University contributed a chapter in the recently published book Trust and New Technologies: Marketing and Management on the Internet and Mobile Media, edited by Teemu Kautonen, Department of Management, University of Vaasa, Finland and Heikki Karjaluoto, School of Business and Economics, University of Jyväskylä, Finland.

Chapter 8:  “The mediating effects of privacy and preference management on trust and consumer participation in a mobile marketing initiative: a proposed conceptual model,” Michael Becker and Michael Hanley

Chapter 8 Abstract:

The landscape of marketing and how firms communicate and interact with prospects and customers is changing. A number of driving forces are behind this change, including the broad consumer adoption of mobile phones and mobile data services, and the increased use of the mobile channel for marketing purposes. As the practice of marketing through the mobile channel gains momentum there is growing concern about consumer privacy and demand for increased protection of consumer preferences and personal information. There is scant research about how mobile marketing and privacy and preference management constructs may interact to influence consumer participation in a firm’s mobile marketing initiatives. This paper provides an overview of mobile marketing and privacy and preference management, and proposes a conceptual model of how privacy and preference management may be used to mediate consumer trust and encourage consumer participation in mobile marketing initiatives.

November 18th, 2008 | Tags: LinkedIn, Marketing, Mobile Marketing, Privacy, Trust, Trust and New Technologies | Category: Academics & Research, Resoruces |  Print This Post |  Email This Post | Leave a comment

Don’t miss the Mobile Media Investors Conference, December 9 and 10 in San Francisco, CA., where you’ll hear from leading players within the mobile marketing industry talk on a wide range of subjects; including, mobile advertising, mobile search, mobile commerce, mobile social networking and more.   iLoop Mobile’s Michael Becker will be there moderating a panel on mobile search.

November 14th, 2008 | Tags: Mobile Marketing Conference | Category: Case Studies, Events |  Print This Post |  Email This Post | Leave a comment

Recently an industry colleague asked me the following two questions, I thought I’d share my answers.

1)     What is your favorite mobile web site and why (other than one of your own)? What do you think mobile marketers can learn from this site?

I really like the http://theweatherchannel.mobi/.  I think they’ve done a fantastic job in balancing design, accessibility of content, and the overall user experience.  If you’re travel, going on a hike, or simply a weather aficionado this site puts the weather right at your finger tips.     When visiting this site right off the bat you receive immediate value—the temperature and status of the weather (both in terms of text and an image).   There is simple navigation to see weather now, by hour and over a period of days.  You’re presented with a clear and unobtrusive advertisement, giving you the opportunity to click through and engage a brand.   You’re then presented with a linear flow of valuable services and information that has been well thought-out.    They’ve simply done a fabulous job with this site, and are continuing to provide innovative services and value. The Weather Channel gets it.

2)     Conversely, what’s your least favorite mobile site and why?  What are the mistakes that have been made? What should mobile marketers take from that site?

Frankly, there are just too many poor sites to list.  Why, because most consumers  do not distinguish between mobile web and the web.  They simply pull out their phone and type in a URL and most web sites are not designed for the mobile phone or a mobile experience.  Therefore, over 95% of sites customers visit (since only about 5% of brands have a mobile Internet presence) are not designed for the mobile phone and therefore are by definition “not my favorite” since they provide a less than optimal, and often abysmal, experience.  As dotMobi points out, most marketers have not put on their mobileThinking cap; they’re simply not thinking mobile.   Therefore, when a consumer goes  to a brand’s web site on a mobile phone more often than not the site is unreadable, has been generically transcoded by the mobile operator or web service, and simply looks terrible and provides an unsavory user experience.    Marketers should learn that their customers are mobile (keep in mind worldwide we’re seeing 80%~100%+ phone penetration in industrial markets, so everyone is mobile).   Marketers must think mobile, think about the context of the mobile phone and what their customer may find relevant on the phone versus on a broadband Internet experience, and then serve up the right user experience.  At a minimum they should integrate device detection capabilities on their broadband site that will redirect a consumer to a mobile landing page letting the customer know that the site has not been optimized for the phone.  In so doing the customer is not left with a terrible experience, but simply an minimalist one.  Marketers should start here, a simple one-page landing page is enough to get started. They can then build up to a more robust mobile offering as they become more experienced with mobile.  In other words, markets need to put their customers front and center of their mind, consider what value they want to deliver to their customers, and then consider how mobile plays a role in the communication, delivery and exchange of this value with their customers.

November 13th, 2008 | Tags: Add new tag, DotMobi, LinkedIn, Mobile Internet, Mobile Marketing, MobiThinking | Category: Best Practices, Frequently Asked Questions (FAQ) |  Print This Post |  Email This Post | Leave a comment