MOBILE MARKETING GLOSSARY

Advertisement - Any arrangement of text, graphics, or multimedia content displayed and accessible inside of an application for the purposes of promoting a commercial brand, product, or service. When you send a text marketing message, it is an advertisement.

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.

Branding - The process by which brand identity is developed within the market; a marketing strategy and/or campaign objective. Your overall brand is the consensus of what the market — customers, competitors, vendors, etc. — think of your company or product(s).

Carrier a.k.a. Mobile Carrier, Mobile Network Operator, Mobile Carrier, Network Operator, Operator Company, Wireless Carrier: A company that provides wireless telecommunications services.

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 - Short numeric numbers (typically 5 or 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. When you opt-in to a Kool Source keyword, you will receive a confirmation message via SMS.

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.

Global Positioning System: 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.

Keyword - A word or name used to distinguish a targeted message within a short code service. For example, our keyword here at The Kool Source is KOOL. If you were to text KOOL to 72727, you would receive an opt-in confirmation message and become an aforementioned confirmed opt-in.

Location Based Services a.k.a. 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 service(s) 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 mobile wireless network sites or advertisements delivered into games on mobile devices.

MMS Message: A message sent via a Multimedia Messaging Service that contains multimedia objects.

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 Marketer - All companies within the mobile ecosystem, including: Advertisers, Aggregators, Distributors, Carriers, Content Providers, and Publishers.

Mobile Marketing - Mobile marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.

Mobile Message - An SMS and/or MMS message sent to a mobile device. Does not include advertisements delivered on mobile wireless network websites or advertisements delivered into mobile games.

Mobile Search: Executing a search via mobile Internet.

Multimedia Message Service (MMS) -  Messages that include multimedia content (e.g. photos, videos, etc.) to and from mobile phones.

Opt-In - The process where a subscriber provides explicit consent, after receiving notice from the mobile marketer. An example of an opt-in process includes the subscriber receiving a confirmation message in response to texting a keyword to a short code. At The Kool Source all services are 100% opt-in.

Opt-Out - The process through which a subscriber revokes consent after receiving notice from 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.” If you text “STOP ALL” to 72727 you would be automatically removed from all lists under the 72727 short code.

Pre-roll: The streaming of a mobile advertising clip prior to a mobile TV/video clip. The mobile ad is usually 10-15 seconds in length.

Pull Messaging a.k.a. Wireless Pull Advertising, Content Pull Messaging: Any content sent to the wireless subscriber upon request, shortly thereafter, on a one-time basis. For example, when a customer requests the local weather from a WAP-capable browser, the content of the response, including any related advertising, is Pull Messaging.

Push Messaging a.k.a. Wireless Push Advertising, Content Push Messaging: Any content sent by or on behalf of advertisers and marketers to a wireless mobile device at a time other than when the subscriber requests it. Push Messaging includes audio, short message service (SMS) messages, e-mail, multimedia messaging, cell broadcast, picture messages, surveys, or any other pushed advertising or content.

Redemption - The number or percentage of consumers that actually took advantage of a particular offer.

SMS Message - A message sent via a Short Message Service (SMS). These messages are limited to 160 characters in length and most commonly referred to as a text message.

Short Code - Short codes are a special type of phone number specifically intended to work with Short Message Service (SMS) and Multimedia Message Service (MMS) messaging. Read more about short codes here.

Short Message Service (SMS) - A standard for telephony messaging systems that allow sending messages between mobile devices that consist of short messages, normally with text only content.

Standard Rate - Programs or messages that result in only normal text messaging charges being applied to the mobile subscriber’s wireless bill or that result in messages being deducted from a subscriber’s messaging plan allowance.

Text Ad - A static prepended or appended text attached to an advertisement.

Third Generation a.k.a. 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. 3G technology standards include UMTS, based on WCDMA technology (quite often the two terms are used interchangeably) and CDMA2000, which is the evolution of the earlier CDMA 2G technology. UMTS standard is generally preferred by countries that use GSM network. The data transmission rates range from 144 kbps to more than 2 mbps.

Unsubscribe - Process of opting out of a mobile subscription service/application.

Vanity Short Code: CSCs that are specifically requested. It usually spells out a content provider’s name, brand, an associated word or is an easy to recall number sequence, e.g., DISNEY = 347639 or 88888.

WAP 2.0: An increasingly popular format of choice for mobile web. Relies on a new set of standards that are more in line with Internet standards. Using xHTML, mobile carriers, content providers and media companies can present content and functionality in more robust formats via faster wireless technologies.

WAP Landing Page: A secondary WAP page a consumer is taken to once they click on an MMS link in order to give or receive additional information.

WAP Site: A website that is specifically designed and formatted for display on a mobile device.

Wireless Application Protocol a.k.a. WAP: 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. Can be used to deliver content to mobile devices.