AT&T, Sprint, T-Mobile and Verizon Wireless are all on board for a plan. The plan through the Mobile Marketing Association is to standardize the practices of mobile marketing.
The idea is that there will be a consistent experience across the different carriers as to how advertisements and other marketing materials are presented. With the current economic climate, the changes hope to see savings of $200 million annually within the industry. For carriers, they can also see more efficient campaigns, faster time to market, better monitoring and auditing, and reduced costs across the board.
The best practise method across carriers is for “continued growth of mobile marketing, a dramatic reduction in the costs of launching mobile marketing campaigns, faster time to market for campaigns and improved consumer satisfaction by improving the consistency and efficiency of mobile marketing campaigns across the four major US wireless service providers.” The codes of conduct, known as the “carrier playbook” has key benefits of:
- Promote a consistent consumer experience including standardizing key consumer disclosures
- Enhance efficiencies in running short code programs
- Accelerate the time to market for mobile campaigns
- Ensure monitoring programs and audit results are more consistent
- Reduce operational costs across the mobile marketing ecosystem
The first draft of the document in early April. The document will be finalized and released to the public by the end of June 2009.
