csc implementation _ a mobile marketing plan

8/14/2019 CSC Implementation _ a Mobile Marketing Plan

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There are more mobile devices in the world than PCs and TVs combined

Common Short Code MobilizationDo you have a plan? Your competitors do

Accessing the

US Mobile Market

Complete Guide:

1

Mobilization Primer

SummaryThe Future of the Third Screen

Market Trends

CSC Differentiators

Mobilization Approach

Revenue Opportunities

Consumers as End-users

CSC Mobile Enterprise Messaging

CSC Selection

Finding Partners

Common Short Code Mobilization Resources Links

US Common Short Code Registry

46000 Center Oak Plaza Sterling, VA 20166[ T ] +1 571 434 5337 [ E ][email protected] [ W ]www.neustar.biz &www.usshortcodes.com
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Mobilization PrimerMobilization Primer

Which brand wouldnt strive to leverage its current services through effectively engaging consumers andclients via the most innovative and ubiquitous platform in modern commercialization?

Current economic conditions and market trends have introduced new challenges toward successfulbusiness development and marketing initiatives. For a large percentage of businesses, this crisis has

severely challenged their continued existence (let alone a concept of growth). In order to confront theseissues, modern businesses must redefine strategies to reflect the rapidly changing market environments.

In order for businesses to sustain profitability in such an economically unstable period, the approach tomarketing must be tailored to reflect how commercialization and consumerism has evolved. The marketis increasingly becoming consumer-driven with the growing popularity of online forums, e-reviews, andsocial networking. Moreover, todays consumer is much more likely to be influenced by the experience-based opinions of other consumers.

Furthermore, modern living has gone digital. Societal demands toward faster, more convenient, higherfunctioning products and services is profoundly unyielding. Accordingly, advancements in technology

has generated an increased pace of living, further challenging modern forms of mass media and marketoutreach. These new trends require significant focus and deliberation toward CRM, engagement, anddatabase generation.

Global adoption of mobile has paved the way for one of the most rapidly growing advertising mediumsthrough which to reach consumers and businesses alike. Mobilization effectively enables brands toattract, identify, inform, and interact with over 270 million mobile subscribers in the U.S. alone.

Integrating mobile into your current initiatives is a natural solution supportive of moderncommercialization and business development. In order for brands to survive, they must offer consumerssomething of great value; whether that comes in a new application, green program, an innovative

experience, or brand-based content.

? Why schedule to watch television programs when you can get them on demand

? Why stop to pick up a newspaper when you can view updated content online

? Why bother with postage and drop-off when bills can be managed electronically

The world and its inhabitants are changing, and so must the approach to efficiently deliver yourmessage

According to Internet Advertising Bureau (IAB), mobile advertising is set to become a mainstreammarketing platform within the next two years.

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SummarySummary

From our conversations, I understand that you are looking to leverage your organizations current services byintegrating Mobile within your business model. Complementary of all traditional forms of media, mobilizationis an innovative means of both measuring your established initiatives & increasing brand value through theconsumers choice communication device The Third Screen. Through engaging those mobile subscribersthat have opted-in to receive your brands content, an organization successfully positions itself as a leadingprovider within its respective industry. This is naturally delivered & captured through an unparalleled 2-Way

communication established by the consumer. No other stand-alone medium can provide the value and return asexperienced through user participation, interactive engagement, database generation, and response rates.

Integrating Common Short Codes (CSCs) to any/all existing efforts will greatly leverage overall efficiency, totaladdressable market (TAM), database generation, return on investment (ROI), and consumer confidence. This issupported by the rapidly growing significance of the mobile device within every-day life in conjunction with theintimacy and convenience inherently present within the mobile medium.

The implementation of CSCs will create a ubiquitously personal and interactive method from which to developcustomer relations and increase ROI. Furthermore, your organization will have access to the mobile mediumallowing for deployment of a multitude of applications therein. Following are just a few benefits obtained byorganizations, consequent of CSC mobilization:

Engage & Inform Customers through Manageable and Updatable Interfaces

Improve Employee Communication

Enhance Guest & Customer Experience

Augment Operational Efficiencies

Seek New Channels to Market

Build Loyalty and Repeat Business

Evoke responses to Buy, Contact, Respond, And Inquire

Increase Brand Awareness and Fine-tune Databases

Leverage Current Forms of Communication & Advertising

Provide Simple, Fast, and Attractive Response Platforms

Direct advertising has long been favored by businesses as a personalized, highly focused method ofreaching new and existing customers. Mobile marketing involves the practice of promoting products andservices using digital distribution channels to reach customers in a quick, relevant, personalized and cost-effective way. With current wireless trends and metrics, implementing Common Short Codes is the mosteffective means of stimulating engagement, confidence, and loyalty within consumers.

The convenience and reliability of wireless technology presents a most effective advantage overtraditional mediums. Consumers are constantly on-the-go, often resulting in an elevated sense ofdisconnect from their comfort zone. Confidence is reinstalled by the mobile device as a platform forsupport, information, and communication. The implementation of CSCs provides users with apersonalgateway to reliable solutions to their queries. Furthermore, mobilization provides consumers with

additional means to access what they want, when they want, fromANYlocation.

The reach, ubiquity and efficiency of mobile messaging combine to make it the most effective mediumthrough which to market. The mobile channel gives brands the ability to have a conversation with theircustomers, while other forms (such as a radio, print, or television advertisements) speaks to the customerand is easily tuned out or skipped over. Furthermore, mobile allows the consumer to interact with thebrand, building that often desired, but rarely found, two-way relationship.

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SummarySummary (contd)

As an innovative advertising medium with unrivaled penetration rates, mobile has positioned itself as thefuture of direct marketing, unprecedented by modern forms in its uniquely personal, convenient,responsive, and viral functionality. In accessing this platform (and subsequently granting consumer-access), a brand substantially strengthens all of its existing business models and initiatives including:

1. Promoting brand awareness and customer loyalty2. Ensuring customer relations management (CRM)3. Accessing new channels through which to market4. Development of highly targeted consumer databases5. Total addressable market (TAM)6. Average revenue per user (ARPU) and return on investment (ROI),

Compared to modern forms of marketing, mobile is unparalleled in its potential to effectively leverageany/all business objectives. This in no way intends to discredit other advertising mediums; rather, toexemplify mobiles distinct advantages toward intimacy, immediacy and convenience.

In fact, mobile has found superior success with integration into traditional media. Take a moment to

appreciate the true significance of this convenience enablement. Through mobilization, brands deliverreal-time advertisements via the most ubiquitous device in modern living. In this way, impulse buying isgreatly benefitted in they way that each message has the capability to be a point-of-sale (POS) purchase.

Furthermore, active consumer engagement through a ubiquitously familiar and personal platformpresents several notable opportunities over modern marketing. Average response rates for an SMS basedmobile campaign ranges around 15%, in contrast to traditional forms of direct marketing yielding aninadequate 1% or less. In fact, due to the viral nature associated with social networking, many campaignshave experienced response rates exceeding 100%.

Another important benefit characteristic of mobile surrounds its simplicity and immediacy. Real-time

delivery allows for little to no delay between a brands published message and its audience receiving it.According to a recent study, the industry average for an SMS text message response from a commonshort code was approximately nine (9) seconds. Furthermore, the average SMS text is read within 4minutes of delivery whereas the average email takes 48 hours. With significant increases in consumerconfidence and loyalty, organizations are benefitted in the way of core customer base, viral marketingcapabilities, brand equity and public relations.

Launching a mobile campaign provides your customers with a penetratingly personal and interactivemethod from which to develop relations and further promote your brands equity. This is largelyattributed to the interactive nature of mobile and its two-way flow of digital information. Data deliverycapabilities can be one-time or ongoing, and can be initiated by either consumer or brand in respect of the

opt-in functionality.

Innovative mobile campaign design and deployment allows direct interaction to be more convenient,accurate, and confidence instilling. This is accomplished by providing consumer access to desiredcontent and brands of their choice; further enhancing your product and service offerings. In a recessedeconomy and lowered consumer spending, relevance becomes even more critical to marketing. Reachingcustomers at the righttime, with the rightoffer, and in the rightplace will be of the utmost importancein sustaining competitive advantage.

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The Future of the Third ScreenThe Future of the Third Screen

Mobile marketing is viewed as the future of advertising trends, unprecedented by modern forms ofmarketing in its uniquelypersonal, convenient, responsive, and viralfunctionality. In accessing thisplatform, (and subsequently granting consumer-access), a brand substantially strengthens all of itsexisting business models and capabilities.

Internet infrastructure services providerVeriSign reports a worldwide mobile messaging volume increaseof close to 10 percent in the third quarter of 2008. Also noted for this period was the emergence ofseveral new trends including messaging initiatives tied to social and political change and marketing,mobile messaging for charitable donations and a significant growth in mobile messaging by enterprisesand financial institutions. In all, VeriSign's mobile messaging networks enabled more than 58.3 billionmessages in Q3, up from 52 billion in the previous quarter.

The 2008 Mobile Response Survey is a national survey designed to provide insight into consumerattitudes towards mobile marketing and their mobile behavior. The survey has revealed that when an adis sent via mobile/SMS there is a 96% chance for a customer to remember that ad. Consequently, morethan a third of them would seek to buy that featured product. Attesting to the viral nature of mobile

marketing, 37% told a friend about the message and 6 percent forwarded the promotion to a friend.

The higher recall rates for SMS can be attributed to its ubiquitous nature. Text messaging is used widelyby more than 136 million Americans, and adoption rates are approaching a growth stage. There is also anadvent of technologies and products that make it easier for the customers to remain attached andconnected all the time. Products such as Smartphones provide the additional advantage of promotingthrough graphic ads (MMS) to the customers.

According to a report fromNielson Mobile, there were 258.9 million wireless lines in the U.S. as of Q22008. Of these, some 69% (178.6 million) used their phone for at least one data service. A rapidlygrowing 76.8 million U.S. mobile subscribers recall seeing some form of mobile advertising while using

their mobile phone (a growth of 81% year-over-year).

Limbos Mobile Advertising Report(and market research agency GfK Technology) shows that U.S.consumers are accelerating their use of the mobile device and advertisers are using the medium to reachconsumers in new ways. In economic slowdowns, advertisers typically divert budgets from brandingmedia to direct marketing channels, and it appears that mobile media is benefiting from this in 2008.Mobile offers advertisers a way to reach their core audience in an interactive and cost-effective medium.

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Market TrendsMarket Trends

As mobile attains greater reach, brands are shifting their views of the mobile channelmore and

more think of mobile as essential, rather than experimental. (Julia Resnick, VP of Nielsen mobile mediasolutions, New York.)

For loyal veterans, this ideology of mobiles inherent capabilities has been highly regarded for quite a

few years. US President Barack Obamas bold entrance to the medium generated much more ubiquitousattention to its effectiveness. Of course this particular presidential candidate demanded public interestprior to his Obama for America campaign. However, his natural spotlight was leveraged by engagingAmericans on such a convenient and familiar platform significantly positioned himself against hisrunning mates.

An important facet of the Obama Administrations successful mobilization can be appreciated through itsinfluence on his competitors. In observing the overwhelming responsiveness of the American people tosuch a simple call-to-action, the opposing parties frenzied to mimic his administrations mobile derivative.Unfortunately for them, Obamas early entrance to mobile (and subsequent experiences) positioned hiscampaign ahead of the curve.

As Mickey Alam Khan of Mobile Marketer points out in his article the Obama campaign's use of text messaging isone of the many historic marketing measures that propelled the Illinois senator to the White House. Although

mainstream media still managed to scoop the story, the campaign's use of text messaging to announce Joe Biden as

the Democratic VP to supporters first turned many heads in the interactive advertising community. By making

receipt of the announcement exclusive to registered Obama supporters, the campaign captured supporter/donor data

while generating more interest and excitement than in previous election cycles. Anybody remember John Kerry's

announcement when he picked Edwards? I didn't think so.

To view Mickey Alam Khans article inMobile Marketer:

"A victory for Obama, a victory for mobile,"

This is an important consideration toward early adoption of this significantly effective tool. Common

Short Codes will enable the continued growth of text messaging and provide a platform upon which newtechnologies will be able to flourish. Market developments like Multimedia Messaging Services (MMS),mobile barcodes (QR), and the continued evolution of Instant Messaging into the wireless medium maketext messaging one of the most exciting, yet simple, breakthroughs, since the advent of the telephoneitself.

Mobile messaging is also the most direct way to connect relevant content with a target audience. This isevident through the consumers choice to opt-in, the personal nature of the mobile medium, elevatedengagement and response rates, and ROI as compared to any other advertising channel. This in mind, it isof vital importance that outbound messages are formatted to be relevant to the consumer.

Additionally, because of an increase in consumer demand, more and more wireless carriers are offeringunlimited or high-volume rate plans that allow subscribers to send and receive text messages at will.These types of plans ultimately make advertisement text messages free in the consumers eyes.

In a recent report from ABI Research, mobile messaging services revenues will grow from $151 billionin 2008 to greater than $212 billion globally by 2013. Familiarity with mobile will substantially

leverage an organizations ability to tap into this market share.

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SMS Short Messaging ServiceSMS Short Messaging Service

Short Message Service (SMS) is highly regarded as the safest, most effective form of mobilecommunication from the users point of view. Consumers are increasingly adopting text messagingtrends, enabling engagement within a highly familiar form of communication.

Texting via SMS is among the more discrete methods of communicating, useful in anything from

sending secret notes in school, to sending a joke to a colleague while in the same meeting, to sendingimportant messages to the boss, while sitting in the taxicab sharing a ride with your biggest competitor.Each of these circumstances proves inappropriate for a voice call, but a comfortable solution is found inSMS based text messages.

An online survey conducted by the Direct Marketing Association (Q3 2008) found that 24% (appx. 65million subscribers) of mobile phone users had responded to mobile marketing. An astounding 70% ofthose consumers responded to the offers via text message. This societal trend is further indicative ofconsumer preference toward the functionality of SMS data delivery.

In today's competitive marketplace, differentiation is a significant factor in the success of the serviceprovider. Once the basic services, such as voice telephony, are deployed, SMS provides a powerfulvehicle for service differentiation. If the market allows for it, SMS can also represent an additionalsource of revenue for the service provider.

The benefits of SMS to subscribers center on convenience, flexibility, and seamless integration ofmessaging services and data access. From this perspective, the primary benefit is the ability to use thehandset as an extension of the computer. SMS also eliminates the need for separate devices formessaging because services can be integrated into a single wireless device- the mobile terminal.All of these benefits are attainable quickly, with modest incremental cost and short payback periods,which make SMS an attractive investment for service providers.

Cellular devices and wireless technology has become an integral part of American culture. Rapidadoption of the text messaging trend is largely in part of its convenience and cost-effectiveness. Utilizingthis function within your marketing mix will generate market outreach on a whole new level. Perhapsthe most pertinent facet of mobile is experienced through the associated viral capabilities.

Age GroupAverage Number of

Monthly Calls*

Average Number of

Monthly Text Messages*

All Subscribers 204 357

Ages 12 & Under 137 428

Ages 13-17 231 1,742

Ages 18-24 265 790

Ages 25-34 239 331

Ages 35-44 223 236

Ages 45-54 193 128

Ages 55-64 145 38

Ages 65+ 99 14

Source: The Nielsen Company (January 1, 2006 to June 30, 2008)*Note: Data includes U.S. wireless subscribers only.

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A recent study by Nielson

Mobile reported that

Americans are texting

more than calling. As this

figure portrays, there is a

significant domination

within the Tween

demographic, but

si nificant enetration


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SMS Short Messaging ServiceSMS Short Messaging Service ( contd)

Mobile Marketers SMS Value Perks:

SMS for mobile marketing

Short messaging service (SMS) has the broadest reach of any mobile advertising medium, making it an ideal way to initiateinteractive media communication with consumers. According to eMarketer and Nielsen, the average mobile subscriber in the U.S.sent and received more SMS text messages in the second quarter of this year than the first quarter, making it the second

consecutive quarter in which the average number of text messages was significantly higher than the average number of phonecalls. Steady consumer growth in any area of interactive cannot be overlooked in a troubled economy.

Better yet? More than 90 percent of mobile phones are already SMS enabled. Most mobile phone users have data and mobile plansthat allow unlimited text messaging, which means that many consumers targeted by your campaign will not be paying extra toreceive your marketing messages. In fact, SMS is the most widely used mobile application, four to one over mobile web access.

What about SMS reach?

Despite what many marketers currently think, consumers do respond well to SMS advertising. Last September, 5 millionAmericans responded to an SMS campaign. The key to mobile marketing success is to make sure your campaign is a legitimateopt-in campaign. For example, when Americans call in to vote for "American Idol" or "Dancing With the Stars," they receive a

prompt to opt-in for different marketing offers. As with email marketing, staying vigilant and making sure your SMS marketer isnot spamming is imperative to your campaign success and positive brand building.

We know that SMS reaches virtually every cell phone. But positive reception of your message not only depends on opt-in, but alsotailoring that message to the right person. Next, you probably want to know the answer to the realreach quandary: How do youtarget? How can you make sure your SMS campaign will only reach the consumers you want?

Finding the right audience is critical. SMS marketers can define target audiences, just like standard display ad networks. SMSmarketers should be able to narrowly target 18-21 male soccer fans, 14-18 females who love Hannah Montana, men and women18-34 who make more than $150,000 per year, etc. Any SMS marketer worth its salt is continuously improving its audience

profiles, making each market segment grouping more granular.

SMS campaign performance

Last year, a luxury car brand used SMS marketing to raise awareness of a new SUV model in conjunction with the new model'sdebut at the New York City International Auto Show. The brand wanted to target business professionals with an averagehousehold income of $130,000 in the New York metro area. The objectives of the campaign were to promote the new SUV's debut

at the auto show, reach out to interested business professionals through news and content alerts, and drive those consumers to aWAP site for email registration and mobile wallpaper downloads.

This campaign is a great example of how SMS campaigns can perform as well as other forms of interactive media, email, searchand display. The campaign's 1.5 percent clickthrough rate resulted in conversion rates of 16 percent for wallpaper downloads and1 percent for email registrations, outperforming any other campaign the brand had executed in any medium -- ever. This tightlytargeted, time-sensitive SMS advertising campaign not only drove consumers to the auto show and WAP site, it also provided thecar brand with a new communication channel to opt-in consumers interested in learning more about the brand.

A low-cost, low-friction entry point

While there are other mobile marketing tools out there, they don't have the reach of SMS and don't work with all carriers and allhandsets. The SMS medium elicits high audience response rates because of the lack of media clutter. Thus, in many ways, SMS ismore effective; the consumer is receiving opt-in offers without a lot of other distractions, unlike search, where consumers are

presented with multiple offers with every query. If you are looking for a better way to engage consumers in a targeted, exclusive,opt-in, medium with flexible reach, SMS may be the key.

Natural Perks of SMS Campaigns

Through CSC implementation, business models are enhanced with seamless integration into existing marketing managementsystems. The capabilities allow for secure management of user data and identity information and includes a sophisticated

preference engine that ensures delivery of content based on both relevance and user interest. CSCs serve as the sole gatewaysupported by any carrier and wireless device and provide the necessary experiences to future-proof an organization for furtherdevelopment at its own pace.

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CSC DifferentiatorsCSC Differentiators

The reach, ubiquity and efficiency of mobile messaging combine to make it the most effective mediumthrough which to market. The mobile channel gives brands the ability to have a conversation with theircustomers, while other forms (such as a radio, print, or television advertisements) speaks to the customerand is easily tuned out or skipped over. Furthermore, mobile allows the consumer to interact with thebrand, building that often desired, but rarely found, two-way relationship.

There are many forms of mobile marketing, all of which can be utilized to engage consumers on theirmost personal and intimate device. It is important to consider situational insight as to choosing the bestfit for a given business model. Common Short Codes offer several notable advantages over the otherforms of mobilization.

In view of current trends and metrics regarding cellular devices and text messaging, CSC mobilizationpresents an ideal entryway into the mobile medium and will be supported as such in this plan. CommonShort Codes are 5-6 digit numbers that enable a uniquely innovative platform through whichcommunications and marketing efforts are deployable.

As described, the opportunities within mobile are vast and seemingly limitless. However, severalapproaches appear to provide more effective results in the way of response rates and outreach. This islargely variable of consumer trends, total addressable markets (TAM), and rapid advancement ofinformation technology. One of the most functional forms of mobilization is gained throughimplementing Common Short Codes (CSCs).

Perhaps the most significant advantage of CSCs presents itself as its universal distinguisher againstother types of shortcodes. The term Common represents its functionality across each participating U.S.carrier (exp. Verizon, Sprint, AT&T, etc). Thus, CSCs represent the only mobile gateway accessible tothe aforementioned total addressable market (TAM) of 255 million U.S. mobile subscribers.

The use of any other short codes would restrict mobile campaign participation to a given carrier. In thisway, CSCs universally enable mobile subscribers the opportunity to interact with brands of choice,despite their individual carrier networks. Many risks are associated with this in regards to branding andcustomer satisfaction.

One example of this was experienced by American Idol prior to transition to Common Short Codes. Theyhad a premium service (user-fee associated) in which fans could text-to-vote for their favoriteparticipants. This stimulated consumer engagement in a revolutionary manner, and could have proven

extremely viable to the organization. However, the campaign was carrier specific to Sprint customers withlittle explanation of these terms. Many viewers on other networks tried to participate in the campaignwith no avail, understandably incurring a notion of deception.

With the existing competitive nature evident within the advertising industry, it is imperative that effortsbe made to reach consumers with brand messages in a variety of formats and marketing tactics. One ofthe most profound characteristics of using Common Short Codes is this multifaceted functionality.

Campaign efforts and initiatives can easily be organized through keyword segmenting, and provides auniquely ubiquitous value in regards to database generation. In organizing your call to action terms,brands are able to pull relative information from consumers; presenting an unparalleled marketingapproach.

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CSC DifferentiatorsCSC Differentiators (contd)(contd)

One such example was a campaign launched by McDonalds andHouse of Blues which promptedconsumers to text in their birthdates for a free Big Mac. This innovative approach produced invaluabledata about their customers including age, location (via area code), and consumer trends.

Accessing the mobile medium has become one of the most effective and rapidly evolving opportunities

to engage with target audiences through a familiar and highly personal medium. Mobilization throughCSC implementation puts consumers in control, as they opt-in to customize the information or contentto be received. By giving users a way to specify exactly what they want to receive, CSCs increaseopportunities for participation in text-based campaigns.

Despite the multi-format delivery capabilities within CSC mobilization, current wireless trendsseemingly favor the more basic deployment services, such as SMS messaging. Utilizing these services incorrespondence with your own dynamic personalization and analytic capabilities will greatly benefitexisting and prospective clients and partners.

Content management capabilities, integrated campaign management and supporting true multichannel

execution will provide opportunities to enhance mobile marketing from a single platform. When it comesto database-generation, mobile provides the ultimate marketing approach. The metrics obtained throughmobile campaigns derive from users that are interested in your product, loyal to your brand and havepersonally requested a more direct communications level with their suppliers.

By using innovative techniques such as offer codes for promotions and competitions, it is possible totrace the uptake of a campaign down to the individual level. This in turn allows the creation ofsophisticated client profiles for future customized marketing. From the clients point of view, theirvouchers and coupons remain on their phones and they can then take advantage of special offers simplyby displaying the appropriate promotional code to the relevant person.

SMS text messaging is the most widely used data application on the planet, with 2.4 billion activeusers, or 74% of all mobile phone subscribers sending and receiving text messages on their phones.

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Mobilization ApproachMobilization Approach

Accessing the mobile medium has become one of the most effective and rapidly evolving opportunitiesto engage with target audiences through a familiar and highly personal medium. The implementation ofCommon Short Codes will not only strengthen all existing efforts and services, but also provide auniquely personal gateway between brand and consumer.

Mobilization through CSC implementation puts consumers in control, as they opt to customize theinformation or content to be received. By giving users a way to specify exactly what they want to receive,CSCs increase opportunities for participation in SMS-based campaigns.

With a challenged economy and the existing competitive nature evident within your industry, it isabsolutely imperative that efforts be made to address these governing marketing ideals. One of the mostbeneficial characteristics of Common Short Codes is its multifaceted and flexible functionality. This ismade evident by its capabilities to:

1. Support delivery of a variety of media formats ranging from Short Messaging Services (SMS) toMultimedia Messaging Services (MMS).

2. Offer a wide scope of dynamic marketing and outreach activities executable on a single platform.(Examples: info-alerts, polling, mobile coupons, contests, mobile search, premium contentdownloads, enterprise applications, etc.)

3. Easily and effectively classify and manage marketing databases utilizing generated informationand metrics.

4. Apply experience and subsequent learning to international markets, expanding efforts to a globalmedium.

5. Provide an ongoing, interactive, and real-time communications interface between brand andconsumer.

Mobile messaging is also the most direct way to connect with a target audience. This is evident through

the combination of a consumerchoice to opt-in, the personal nature of the mobile channel and relevantmessages have led to higher engagement rates, response, and ROI compared to other advertisingcategories.

Average response rates for mobile campaigns range between 15% and 22%, whereas traditional forms ofdirect marketing yield a meager 1% or less. Another defining benefit of SMS is its simplicity andimmediacy. Real-time delivery allows for little or no delay between brands published message and itsaudience receiving it. In this way, mobile has given the consumer another avenue to interact with a brand,whenever its convenient for them.

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CSC CapabilitiesCSC Capabilities

Common Short Codes present an unlimited array of contact possibilities all focused on increasinginteraction with mobile consumers. Short codes take advantage of the exciting, rapidly growing successof text messaging in the U.S. Most CSC applications are two-way, meaning messages are both receivedfrom and sent to wireless subscribers, creating interactivity and an ongoing conversation between theend user and the application.

Today, countless television programs and marketing campaigns make use of CSCs, encouraging users tovoice their opinions by sending a text message to the CSC on the screen. The packaging of a consumergood, for example, is likely to feature a promotion that requires one to send a text message to a CSC.Sport scores and highlights are available real time as the action occurs; delivered to a mobile phone oncethe caller requests them via a text message to a CSC.

CSC applications can be promoted through any medium, with the largest general audience responsestriggered by television and radio broadcasts. Other forms of advertisement through newspapers, online,live events, and consumer packaged goods generate compelling CSC participation.

There are several types of applications and mediums through which CSC applications can be promoted.The best applications promote interactivity and are considered "a premium experience" by participants.The following chart details some examples of popular CSC applications.

Application Description

Voting Viewers are able to participate in their favorite program through text voting. Most notableprograms include reality television shows, news programs, favorite radio songs, etc.

Text and Win Subscribers enter a sweepstakes by sending a message to a CSC and receiving aconfirmation in return.

Polls and Surveys Participants can respond to polls, and results are tallied either in real time or after the poll iscompleted.

Community/Chat Chat rooms, fan clubs and community communications can be performed through a CSC andsent directly to participants' phones.

ProductInformation

Provoked by an ad or information on the product itself, participants send a text message toa CSC to receive more information.

Dating CSCs help people interact through dating, match-making, and "flirting" applications.

Coupons Coupons and/or discounts can be sent in response to requests sent to a CSC, typically

provoked by an ad or in-store promotion.

Information Pull Inquiries into databases can be performed by a request submitted to a CSC.

Games Single-player and multi-player games can be played by interacting with a CSC.

Subscriptions Content requested via CSC and delivered at regular intervals to handset, including sports

information, recipes, games and others.

Donation Contribute to your favorite cause via CSC.

Commerce Purchase goods and services including wallpaper, ringtones, music, or other content.

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Revenue OpportunitiesRevenue Opportunities

The revenue opportunities for CSCs can be separated into four different categories: marketing,advertising, entertainment, and commerce (See below). Each has separate objectives, but all depend oninstituting a complete solution that incorporates domestic acceptance of CSC, a premium billingcapability, and valuable content offerings.

Category Description

Entertainment Premium rate messages, subscription service for TV and radio polling, games, chat, dating,

quizzes.

Marketing Premium billed contests, subscription services and promotional dollars for reminders, group

functions, incentives and promotions.

Advertising Drive purchases to targeted markets, create affinity groups and ongoing communications of new

products using broadcast (TV, Radio), print (online, newspaper, magazine).

Commerce Transaction fees for the redemption of coupons, point of sale purchases and micropayments;

subscriber rate plans.

On-the-go services are in high demand, and alerts and time-sensitive mobile coupons capitalize on this.The ability to distribute an ad, product, or service to customers carries immediate influence that willrevolutionize advertising. This is accomplished through intimacy, consumer confidence and engagement,and highly specific database generation about consumers. The direct response element of the mobileenvironment further provides answers to marketing questions such as:

1. What region or city did your mobile campaign do particularly well in?2. What advanced campaigns can you run in those mobile-friendly areas?

3. What engagement rate did you succeed in obtaining?

Data and analytics will lead to placement of relevant offers in front of particularly receptive consumers.This combined with the convenience and functionality of Common Short Codes declares that there is nogreater mobile mechanism available today to marketers than SMS.

Market research firm eMarketerspecializes in trend analysis on Internet, ecommerce, online marketing,media and emerging technologies. An executive from this organization recently expressed that despitethe economic downturn, marketers need to keep marketing because consumers will continue to consume(Ad:Tech New York). Due to economic factors, major cuts have been made in traditional media spend(48% - 59%) and is further threatened with an alarming decrease in U.S. spending.

These conflicts demand urgency to be addressed by innovative forms of advertising and marketing. Asexpressed by eMarketer, reliance on mobile and other forms of digital may thrive through this economicdownturn. Marketers are cutting their traditional media budgets and investing more into the opportunitiespresented by mobile. According to their research, a massive 62% of marketers said they would be pullingdollars from traditional media spend and placing them in mobile or like forms of digital.

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Consumers as End-usersConsumers as End-users

Mobile Marketing is an ideal solution for creating dialog with audiences on a familiar and highlypersonal level. Henceforth, implementing CSCs allows for the emergence of the Brand in Hand. Intodays social environment, the cell phone has not only become a necessity, but also an intimate form ofself expression. This is the most pertinent marketing strategy to accurately address and inform theinterests of consumers.

In a recessed economy, relevance becomes even more critical to marketing. Reaching customers at therighttime, with the rightoffer and in the rightplace will be of the utmost importance in sustainingcompetitive advantage. Through innovative campaigns, your organization will enable its clients travel tobe more convenient, accurate, and confident. This is accomplished by provisioning its customers with thepersonal gateway through their mobile devices; further enhancing established services.

Through the interactive mobile channel, consumers are granted immediate and ongoing access to theproducts, services, and information of their choice. Mobilization through CSC implementation putsconsumers in control, with opt-in customization of the information and content to be received. Byproviding your customers with a means to specify exactly what they want, CSCs increase opportunities

and participation in mobile-based campaigns. The importance of providing consumers with the mobilemedium is quickly becoming a global trend, and will continue to grow in relevance to marketers as newservices are being deployed.

In todays society, the cell phone has not only become a necessity, but also the most intimate digitaldevice in consumers lives. Studies have shown that the average American mobile subscriber has theircellular within an arms reach for 22 hours a day. Consider for a moment the significance of this: we aresleeping with them.

As a direct marketing delivery channel, the mobile phone is unrivalled in its ability to put relevant, real-time promotional materials in front of consumers. With the implementation of Common Short Codes,

organizations have a much greater control of when a target audience will receive a given promotion.More traditional forms such as emails will remain unopened until at the very earliest the client checkstheir inbox, or overlooked, and even deleted.

Providing consumers with a two-way communicational channel allows for the emergence of the Brandin Hand concept. This is the most personal and effective strategy to accurately address and inform theinterests of existing and potential consumers within a technology driven society.

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Consumers as End-usersConsumers as End-users (contd)

This makes advertising messages even more impactful when considering the inherently strict regulationof the Telecommunications industry. Extensive monitoring of the mobile medium and content presentedwithin make it as a secure, intimate form of communication. Meaning, spamming is illegal. Consumersmust opt-in for the campaign, be provided information and Help sources by individual companies, andcan opt-out at any given time. This provides substantial benefits in regards to response rates, adoption,

intimacy, and brand loyalty.

For consumers, adopting this marketing trend will proves invaluable on many levels. The opt-infunctionality combined with call-to-action execution allows the subscriber to access desired content,from any location, when they want it. This competency stimulates an elevated sense of confidence,convenience and loyalty within consumers. Moreover, this will promote the value of your services as itinitiates increased marketability for both you and your customers.

These consumer benefits are reciprocal to the content owner through increased engagement, brand-awareness, and the generation of a precise database from which to target. Purchase and demand for aproduct or service is largely variable to its process of acquisition. Thus, revenue is directly affected by

the customers challenge and/or ease involved with product/service attainment. By providing the mobilegateway, much of the effort involved with traditional marketing is alleviated. Essentially, the consumer isequipped with his/her own personal POS terminal.

As a direct marketing delivery channel, the mobile phone is unrivalled in its ability to put relevant, real-time promotional materials in front of consumers. With the implementation of Common Short Codes,organizations have a much greater control of when a target audience will receive a given promotion.(Whereas emails will remain unopened until at the very earliest the client checks their inbox, oroverlooked, and even deleted)

SMS messages are generally opened immediately, allowing for fine-tuning and time-sensitive delivery of

campaigns. Furthermore, end-users can be targeted much more effectively and brands achieve superiorresponse rates as a result.By using unique offer codes for promotions and competitions it is possibleto trace the uptake of a campaign down to the individual level.

This in turn allows the creation of sophisticated consumer profiles for future customized marketing. Fromthe end-users point of view, their vouchers and coupons remain on their phones and they can then takeadvantage of special offers simply by displaying the appropriate promotional code to the relevant personat their own convenience.

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CSC Mobile Enterprise MessagingCSC Mobile Enterprise Messaging

Deploying text and multimedia CSC applications to engage and retain customers is taken a step furtherwhen Mobile Enterprise Messaging Services are built into a campaign. Mobile Enterprise MessagingServices keep everyone informed and drive customer loyalty and employee awareness. For largeEnterprises, Mobile Enterprise Messaging Services can be used to communicate with employees bydelivering large volume messages to a widely dispersed audience. Following are a few representative

applications as related to your industry:Banking and Financial Monitoring Services

Overdraft notice

Transfer notice/confirmation

Transactions notice (debit/credit)

Distribution of PINs/Passwords

Online bill payment confirmations

Credit/Pre-paid Debit Cards

Recharge prepaid card

Notice of balance

Notice of activity

PIN delivery

Points balance Exclusive member offers and promotions

Entertainment

Product releases, store openings, coupons, product announcements

Entertainment updates

News and Feature Content (mobile publishing)

Sports Scores and Content

Celebrity News

Special offers

Virtually any other text-based content interesting or relevant to the audience

Retail / eRetailExclusive store openings

Sales/Promotion notification

Fashion tips & news

Product arrival/launch

Loyalty marketing

Conference Shows/In Venue

Pre-Show alerts

Show alerts

Voting

Text to Screen

Booth Finder

Speaker sessions and feedback

Contests

Travel Planning and Resources

Travelers get up-to-date flight information

Federal Aviation Administration updates

Weather conditions

Local Best Of and Whats On listings for hotels, restaurants, events, entertainment

Location based information for travelers such as pharmacies or any other important service

Traveler promotions and special offers from local businesses

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CSC Mobile Enterprise MessagingCSC Mobile Enterprise Messaging(contd)

Transportation & Field Services

Field service orders & confirmation

Scheduled deliveries and pick up notifications

Reservation and delivery confirmations and updates

Field data collection from consumers

Driver mileage thresholds

Broker notificationsWeather alerts

Health Care Industry

Pharmacy refill reminders & refill request by patient

Pharmacy refill ready for pickup

Blood/Lab test results complete

Appointment scheduling

Appointment reminders & acknowledgement by patient

Diabetes diet or insulin reminders

Medication/pill reminders

Emergency alerts or patient messages

Enterprise Applications

Sales people interact with CRM tools

Safety alert capabilities

HR departments send individual messages to employees on personnel matters

Network operations center (NOC) primary or secondary alerts and notifications beyond PDAs

Companion solution to existing alert services

Emergency product updates and alerts for sales force

Last minute employee replacement scheduling

University and Educational Environments

Fundraising Activities

Arena Marketing

Emergency AlertsWeather/Safety Notices

Alumni reminders

Student reminders

Class schedules changes and course reminders

Event announcements

Overdue fee reminders

Facilities job orders

Public Service

Tax reminders

Decal expiration and renewals

Community votingRoad closures

Toll changes

Substitute teacher outreach requests and confirmation

Implementing Common Short Codes into existing business models utilizes the most personal andimmediate gateway to connect with employees, clients, and/or customers with important messages.

Many of these solutions are naturally capable to coincide with an organizations campaigninitiatives.

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CSC SelectionCSC Selection

As experiences from mobile campaigns have evolved, it is increasingly becoming the preferred choice toimplement campaigns on a VANITYorSELECTcode. Despite a significant difference in leasing cost,true value is created by several dynamics incurred through mobilization. Consumers are significantlybenefitted by increased levels of convenience, product/service recognition, and advertisement recall. Ineffect, the code itself can be utilized to promote brand awareness and drive ROI. Conscientious selection

of a CSC, relative to the Content Owners desired outcome, has shown significant capabilities to fortifythe original business model and produce more favorable results. Or asNielson Mobile phrased it:

Short codes can be either selected, vanity codes (62262, O-B-A-M-A) or random digit codes. While selectedcodes are more expensive to lease, they are easier to remember and more effective for branding purposes. Forbranding purposes, though, it is recommended that both the number sequence and the vanity spelling be placed inmarketing materials due to the expanding prevalence of QWERTY keypads on smartphones and the resultingchallenge of letter to digit translation.

Remember that you can go onto our website (www.usshortcodes.com) and reserve a code for 30 daysfree of charge. This will allow you to allocate a desired CSC, making it unavailable to the public. Itwould benefit you to utilize this grace period by contacting aggregators to choose an appropriate partnerto activate your campaign. In order to begin the carrier-approval process, they will require that your CSCpayment be approved on our side, the Common Short Code registry (standard processing time applies).Upon approval of payment, your account will be emailed a confirmation with which your aggregator canmove forward with provisioning the code.

Below are just a few examples ofVANITYcodes available today that may support your efforts:

4BONUS 426687

2BONUS 226687

RECELL 732355

2BUYIT 228948

EZ2BUY 392289

REBATE 732283

4DEALS 433257

4CHEAP 424327

*Search for additional Alphabetic OR Numeric Vanity CSCs here:

Another option in choosing a Select code can be found under easy to remember codes aslisted on our website: www.usshortcodes.com. A few available examples include:

333222

277777

373737

555111

94567

72345

Registering and leasing a CSC costs $1,000 per month for each SELECT or VANITY codeand $500 per month for each RANDOM code. The Registry must receive payment in full

for the duration of the registration at the time your application is approved. We offerRegistration Terms of 3 months, 6 months and one year. Because fees are due up front, ifyou register a Select CSC for three months the cost is $3,000.00, and Random CSC thecost is $1,500.00.

CSC Type 3 Months 6 Months 12 Months

Random

($500 per mo.)$1,500 $3,000 $6,000

Select/Vanity

($1000 per mo.)$3,000 $6,000 $12,000

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Securing Desired CSCSecuring Desired CSC

I.Step 1 From the CSCA website, use the search tool to locate the short code you desire; if a

specific code is not necessary, the system will assign a random code upon request. Thisfirst step allows an applicant to check CSC availability.

You have to have a CSCA account in order to order a code; if you do not have an

account, you can create one by clicking the Get an Account Now button on the topnavigation bar. Once the account is created, you will need to log in to your account,select Apply for New CSC and complete the order form. Up to 20 CSCs may becontained on a single order. Each CSC is assigned to a single account, making it easierfor an entire company to manage a complete portfolio of CSC from one account.

A CSC may be leased for three- (3), six- (6), or twelve- (12) month terms. Ordering and

leasing a select CSC costs $1,000 per month, while random CSCs cost $500 eachper month. THESE FEES ARE NON-REFUNDABLE REGARDLESS OF WHETHERANY WIRELESS CARRIER AGREES TO ACTIVATE YOUR CSC. The Registrymust receive payment in full for the duration of the registration within 60 days of yourorder, or your code will be placed back in the available pool.

You must complete Steps 2 and 3 (below) before your completed campaign application

can be sent to wireless carriers. If you have additional questions on how to order/lease aCSC, please see ourFAQ page.

II.Step 2 Once you have ordered your CSC, you can start to define your campaign. You can enter

your campaign details from your account dashboard under the CSC tab and select theCSC to which you wish to add your campaign information.

The CSC Campaign Application is the process of defining the details of your campaign

for downstream review by the Wireless Carriers and CTIA Monitoring. You can viewwhat campaign fields are now required from your Account Dashboard, and click on the

Add a Campaign button Your Aggregator or Application Provider can assist you incompleting the campaign details, or you can assign these details to be completed on yourbehalf.

At least one campaign must be defined for each CSC, and it is required for your

campaign to operate commercially. You will not be able to get your CSC and associatedcampaign(s) provisioned and approved on the carrier networks without providing allrelated campaign data. If you have additional questions on how to enter campaign

information, please visit the FAQ page.

III.Step 3 Once you provide all your campaign details, you can submit your entire campaign

application, which will be reviewed and if complete, accepted by CSCA CustomerServices and then forwarded to the Wireless Carriers and the CTIA Monitoring Agent.Your Aggregator will then help you submit your CSC and related campaign informationto the Wireless Carriers for review and provisioning on each of their networks. Missingor incomplete information will only delay the provisioning of your CSC and triggerviolations with monitoring so it is important that all application information be completeand always kept current.

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Finding PartnersFinding Partners

Four (4) categories of companies work together to bring CSCs to wireless subscribers;they include content providers ,application providers , connection aggregators , andwireless service providers , all of which interface with the CSC administrator. A list ofeach and their perspective contacts can be found under the Resources field from ourwebsite:www.usshortcodes.com or by clicking on the associated blue hyperlink above.

** This directory listing service is offered to our partners with the agreement that NeuStar is not

responsible for the accuracy of information as related to each organization. Meaning, the

information posted on our webpage is to be provided and/or updated by the associated company.**

Content ProvidersContent providers are typically large and well-known media organizations, advertisers, and consumerproduct companies. They develop and/or sponsor programming or promotions with which end users caninteract via common short codes. These companies sponsor applications, promote CSCs to end users, andprovide content desired by consumers. Content providers own or have rights to the resources demanded viawireless devices and common short codes. The CSC itself is registered in the name of the ContentProvider.

**As the Content Provider, your main focus will be to choose an Applications Provider and anAggregator (you need not engage directly with the Wireless Service Providers as this responsibilityrests with your chosen aggregator)**

Application Providers

Each message addressed to an active CSC is eventually routed to an application. Although an applicationmay be developed and/or hosted by the content provider, there are a number of Application Providers thatspecialize in software development and hosting for mobile messaging applications. In addition to technicalexpertise, most application providers provide content providers with expertise on the best methods andtechniques for maximizing participation and success of CSC applications. Most application providers arespecialists in a specific type of application, such as voting/polling, marketing, or gaming

Connection Aggregators

In order to utilize an active CSC, application providers and/or content providers must obtain connectivityto participating wireless service providers' networks so that a message addressed to their CSC can berouted from the wireless network to their application. The most common method for connecting to awireless network is Short Message Peer to Peer (SMPP) over a secured virtual private network (VPN)connection. Connection aggregators have authorized connections to multiple wireless networks; they alsomaintain the security, technical, and service level requirements of each wireless network. ConnectionAggregators may or may not provide connectivity to all participating Wireless Service Providers. Todetermine connectivity consult the Wireless Service Provider directly. A Connection Aggregator mayserve as the Application Provider or vice versa.

Wireless Service ProvidersReferred to by many names (wireless carriers, mobile operators, wireless networks), these are thecompanies from which wireless subscribers purchase their mobile phone service. In order for a CSC

application to work on a participating wireless service providers' network, the CSC must be set up andtested to route from the wireless network to the application. This message routing is done either through aconnectivity aggregator or to the application provider directly, depending upon what network connectivityis in place.

CSC AdministratorThe CSCA oversees the technical and operational aspects of CSC functions and maintains a singledatabase of available, reserved, and registered CSCs. CTIA is the administrator of CSCs and NeuStarserves as the Registry.

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Source: iLoop Mobile

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Common Short Code Mobilization Resources -Common Short Code Mobilization Resources -

*Links**Links*

Common Short Code Association (CSCA)

Search and Obtain Available CSCs

Official CSC Campaign Directory

Mobile Applications Providers

Connection Aggregators

Case Studies

Press and News

Guides and Best Practices

Operating a Successful Campaign

Consumer Best Practices PDF

MMA Code of Conduct

MMA Industry Advertising Guidelines

MMA Consumer Best Practices

Mobile Marketers Classic Guides

Research and Mobile News

MMA Case Studies

Mobile Marketer News

RCR Wireless News

Inside Mobile Marketing

Mobile Marketing Bookmarks

This is my personal collection of from various sources that specialize in mobile content, the

Third-Screen mobile medium and existing opportunities within. I have tagged links

containingwhitepapers, mobile marketing guides, case studies, press releases, current events,live campaigns, andnews articles as related to Mobile Marketing. I update with new

bookmarks weekly as new information surfaces in the media.

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http://www.usshortcodes.com/csc_obtain_a_csc.htmlhttps://www.usshortcodes.com/csc/directory/directoryList.do?method=showDirectory&group=allhttp://www.usshortcodes.com/csc_applicators.htmlhttp://www.usshortcodes.com/csc_aggregators.htmlhttp://www.usshortcodes.com/case_studies/csc_case_studies.htmhttp://www.usshortcodes.com/csc_press.htmlhttp://www.usshortcodes.com/csc_best_practices.htmlhttp://mmaglobal.com/bestpractices.pdfhttp://mmaglobal.com/?q=node/1563http://mmaglobal.com/?q=node/1563http://www.mmaglobal.com/mobileadvertising.pdfhttp://www.mmaglobal.com/bestpractices.pdfhttp://www.mobilemarketer.com/cms/opinion/classic-guides.htmlhttp://mmaglobal.com/resources/case-studieshttp://www.mobilemarketer.com/http://rcrwireless.com/http://insidemobilemarketing.com/http://delicious.com/Oelezabyhttp://www.usshortcodes.com/csc_obtain_a_csc.htmlhttps://www.usshortcodes.com/csc/directory/directoryList.do?method=showDirectory&group=allhttp://www.usshortcodes.com/csc_applicators.htmlhttp://www.usshortcodes.com/csc_aggregators.htmlhttp://www.usshortcodes.com/case_studies/csc_case_studies.htmhttp://www.usshortcodes.com/csc_press.htmlhttp://www.usshortcodes.com/csc_best_practices.htmlhttp://mmaglobal.com/bestpractices.pdfhttp://mmaglobal.com/?q=node/1563http://www.mmaglobal.com/mobileadvertising.pdfhttp://www.mmaglobal.com/bestpractices.pdfhttp://www.mobilemarketer.com/cms/opinion/classic-guides.htmlhttp://mmaglobal.com/resources/case-studieshttp://www.mobilemarketer.com/http://rcrwireless.com/http://insidemobilemarketing.com/http://delicious.com/Oelezaby


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Lastly, Id like to say it was a pleasure speaking with you, and I look forward to workingwith you through your mobilization process. Thank you again for expressing interest inour CSCs. As always, please do not hesitate to contact me for additional assistance.

csc implementation _ a mobile marketing plan

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