New version of US consumer best practices for cross-carrier mobile content services

Updated twice annually, the guidelines are the cross-carrier industry standard for mobile content services such as text messaging (SMS), multimedia messaging (MMS), common short code programs and Interactive Voice Response (IVR).

Produced by the MMA's CBP Committee, the 165-page version 6.0 guidelines provide measures of acceptable and unacceptable practices for all players in the US mobile marketplace. The guidelines also serve as the benchmarks for the four largest US wireless service providers - Verizon Wireless, AT&T, Sprint and T-Mobile USA. This makes it possible for brands, agencies and marketers to implement one campaign across all carriers.

The major updates and additions in version 6.0 include:

• Cross-carrier standards separated into standalone sections by billing type, specifically standard rate and premium SMS, in order to make the document easier to use.
  
• New standard-rate guidelines, which extend the automatic opt-out period due to inactivity from six to 18 months and the addition of terms on how to migrate an opt-in from one code to another.
  
• Updates to the Verizon Wireless, AT&T, Sprint and T-Mobile USA mobile marketing guidelines and codes of conduct known as carrier playbooks.

"The MMA Consumer Best Practices Guidelines is the industry-standard and reference guide for all constituents of the mobile marketing ecosystem to access definitive answers for ensuring consistency across campaigns and protecting the consumer experience," said Michael Becker, managing director of North America for the MMA. "Through regular updates, the guidelines are designed to anticipate and address changing industry needs and opportunities."

The new guidelines take effect April 1 and are available for download immediately at www.mmaglobal.com/bestpractices.pdf.

The MMA will host a webinar on 5 April 2011 to review the changes in the CBP and to answer industry questions. Participants include:

• Michael Becker, managing director of North America, MMA
  
• Leo Scullin, Industry Initiatives, MMA
  
• Allison Billings, Mobile Accord and MMA CBP Committee co-chair
  
• Alykhan Govani, Payfone and MMA CBP Committee co-chair
  
• Kristen McMullen, 4INFO

Register here.

At the beginning of each year, the MMA holds an industry forum to solicit feedback about the CBP guidelines from representatives of the mobile marketing ecosystem. In January 2011, more than 200 individuals, representing over 120 companies, were in attendance. The MMA CBP Committee is comprised of representatives from the following companies that participated in developing the new guidelines:

3Cinteractive
4INFO, Inc
AT&T Mobility
BANGO
Brightkite
Buongiorno
Cellfish Media LLC
Distributive Networks
FOX Mobile Entertainment
Lavalife Mobile
mBlox, Inc
Mobile Messenger
Motricity
Neustar, Inc
OpenMarket
Payfone
Publicis NA
Snackable Media
Sprint-Nextel
Sybase, Inc.
Telcordia Technologies, Inc
Telescope, Inc.
Thumbplay Inc
T-Mobile USA
Velti
VeriSign, Inc
Verizon Wireless
Virgin Mobile USA
Wells Fargo Bank