| Most widely used format to compress video files for use on mobile phones. |
| A notifications which is typically in a form of a text or multimedia message. It is a message containing time-sensitive information that are pushed to a mobile subscriber who has opted-in to receive this information. |
| A piece of software that can be run on a mobile to perform specific task that cannot be performed on a PC. |
| An interactive 3D environment that is blended in with the real physical world environment. |
| BlackBerry Messenger (abbreviated BBM) is the instant messaging application that you can download straight to your blackberry device. Messages sent via Blackberry Messenger are sent over the BlackBerry PIN system so communication is only possible between two BlackBerry devices. Exchanging messages is also possible via dedicated discussion or chat rooms, which allow multiple BlackBerry devices to communicate in a single session. |
| A term used to describe any form of content which is not an SMS message - includes ringtones, wallpapers, mobile internet pages, images, audio files etc. |
| A technology which allows mobile devices equipped with a special chip to send and receive information wirelessly over short distances (up to around 100 ft). |
| Instructions that explain to a mobile user how to interact with a particular mobile promotion. For SMS promotions, this will typically consist of instructions to send a message with a specified keyword to a specific short code (e.g. "Text BRAND to 60123"). CTAs are usually promoted in print, web, TV, radio or other forms of media (often embedded in advertising). |
| In the US market, carriers require “campaign approval” for new types of services and new campaigns from brands and products. The process is linked to a Shortcode number (approval) which is a pre-requisite for any mobile marketing or premium SMS service in the US. Securing approval for a specific marketing campaign can be straightforward if following existing message flows and routines, or very complex if new type of scenarios are explored. KODIME is highly experienced in securing carrier approval for its clients and services. |
| A company which provides wireless telecommunications services. Examples include T-Mobile, Sprint, Verizon Wireless, Vodafone etc. |
| A service that enables a mobile user to initiate a voice call to a specific number by clicking on a link in a mobile internet site. |
| A way of measuring the success of the mobile or online advertising campaign. |
| The process creating different versions of mobile internet content (images, video/audio files, web pages) to cater for the differing capabilities (e.g. screen size) of different handset models. It is important that this process is carried out dynamically and automatically, and for as many different handsets as possible. |
| Double Opt-in The process of confirming a mobile user's wish to participate in a mobile campaign by requesting him to opt-in twice. Typically this might consist of a CTA in print or other media which generates an information message with a second CTA to activate the subscription (e.g. "MyService costs £5 per month. To sign up reply SUBSCRIBE"). This is an explicit requirement for all US premium rate activity and is best practice globally. |
| The process used for gaining a mobile user's explicit agreement to participate in a mobile campaign. This may be a subscription to an ongoing service, or permission to include the user in future marketing activity. |
| An image file format which reduces the file size by forcing colours into a pre-defined palette. Makes relatively small files, and is best used for text-based images, logos etc. GIF is supported by all mobile internet enabled handsets, and by all KODIME products. |
| Specifically a mobile phone, but by extension used to refer to any device accessing the mobile internet (PDAs, Blackberry, iPhone etc). |
| Various formats of image are supported in mobile devices and KODIME products (GIF, JPEG etc). Images may be included in mobile internet sites, or may be defined as downloadable content (e.g. Wallpapers). |
| A user who enquires about an advertiser's product may be considered to have given Implicit Opt-in for future marketing activity, provided that he is given a simple way to opt out in every message. |
| An image file format which reduces the file size using fractal compression. Suitable for use with photographic images and images which do not have large flat areas of colour or lots of straight lines (e.g. unsuitable for charts, graphs, textual images etc.) |
| The first part of an SMS message - everything up to the first space in the message. The convention is to present keywords in CTAs in capitals (e.g. "Text BRAND to 60123"). Used to determine which campaign on a shared short code should be addressed. |
| This is a services which is offered by some cell phone networks as a way to send customers advertising and other information to cell-phone subscribers based on their current location. The location of the customer is found by the cell-phone provider getting the location through the GPS chip built in the phone. |
| A method for sending up to 459 characters in a single text message. Essentially, multiple SMS messages are sent and they are "stitched together" in the handset and presented to the user as a single message. Not available for US. |
| A message sent FROM a mobile handset. Sometimes incorrectly referred to as "inbound" (the message is inbound only to the recipient - it is outbound from the sender's perspective). Opt in messages are MO messages. |
| Advertising products and services on mobile media, typically mobile internet sites and carrier portals (see also On-Deck). Today consists of small banner ads and text links that are inserted onto pages with the objective of generating click-through activity to the advertiser’s own offerings, again typically offered on a mobile internet site. |
| Using mobile phones and their capabilities to provide products via the mobile internet and for payment via premium SMS and other options such as PayPal, to sell goods and services directly on the phone. M-Commerce is typically divided between downloadable mobile content (Ringtones, Video, Wallpapers etc) and non-Mobile goods (Tickets, CDs, fashion, books etc). |
| Using the special characteristics of the mobile channel to manage customer relationships. M-CRM is often embedded in a company’s wider CRM activities, although standalone M-CRM programs can also be highly effective. |
| The Internet and websites accessed via portable devices and handsets. Specifically websites (mobile sites) designed for use with mobile devices. Mobile Internet sites are sometimes referred to (incorrectly) as "WAP sites". |
| Marketing activity conducted via consumers' mobile handsets. Includes mobile internet and messaging activity. |
| A campaign type available which responds to an MO (mobile originated) message from a consumer with either an SMS message, a link to a mobile internet site, or both. Typically the Call to Action CTA will be a Shortcode number promoted in advertising. |
| A video or audio file format which reduces file size using various compression techniques and is widely used to distribute such content to mobile phones. |
| Ringtone created from an MP3 format audio file, also known as a Truetone. |
| MSISDN is a number uniquely identifying a subscription in a mobile network. Simply put, it is the telephone number to the SIM card in a mobile/cellular phone. The "Mobile Subscriber Integrated Services Digital Network Number". |
| A message sent TO a mobile handset. Sometimes incorrectly referred to as "outbound" (the message is outbound only to the sender - it is inbound from the recipient's perspective). Push campaign messages are MT messages. |
| The official US entity managing the assignment of 5 digital Shortcode numbers (see below) for clients, services and campaigns. Neustar rents out number combinations similar to a domain name, but does not provide carrier connections, marketing or application services. KODIME provides Neustar managed Shortcode numbers to its clients, alternatively clients can register their own number and assign KODIME to manage the related connections, approvals and applications. |
| Mobile internet sites, content and services available OUTSIDE the carrier's own portal. Off Portal also means operator/carrier agnostic, i.e. the offering will work and be accessible whatever the mobile operator. |
| Mobile internet content and services available INSIDE the carrier's portal, i.e. on Vodafone Live, Orange World etc. |
| The process by which a mobile user can remove themselves from a subscription service or marketing list. In most markets, all campaigns and services, whether premium or free to receive, must honor any message with the keyword STOP as an user opt-out request. Your chosen technical solution should manage this process. |
| The net revenue from a premium SMS transaction provided to the marketer after carrier charges and other deductions have been made. |
| A special version of the popular payment solution optimized for mobile phones, to be used in m-commerce. |
| Audio file created with MIDI technology for use on mobile handsets to play back synthesized music. Rather than encoding the actual sound of the audio, the file contains instructions for the handset's sound module to "play" the music - analogous to the difference between a CD recording (MP3) and the sheet music score (MIDI) for the same song. The files for polyphonic ringtones are much smaller than those for the equivalent MP3 ringtones, but do not contain voices or real instruments. |
| Software included in handsets which predicts the word the user is typing based on letters already entered. Intended to make text entry quicker and easier. Campaigns whose keywords are included in the T-9 dictionary (ie. commonly-understood English) are typically easier to interact with than those whose keywords are not included (e.g. brand/advertiser names, locations, codes). |
| Mobile content which is only accessible by paying a fee above standard messaging or data charges. Examples include ringtones, wallpapers and videos that are sold to users for personalization of their mobile phones. |
| An effective mechanism for billing a consumer above the standard charged rate for a received SMS message. PSMS is used to charge consumers for services or content by sending them messages which they pay to receive, for example “Get this ringtone for £1.50” with £1.50 being the amount “billed” by the outbound message straight the end users phone bill. |
| A campaign which involves sending one or several MT message to a list of mobile users at the same time. Analogous to a DM mail shot or Email blast. All recipients must be opted-in, the sender clearly identified at all times, and recipients have the option to remove themselves from lists by replying with the keyword “Stop”. |
| Any message content sent by a marketer to a mobile handset at a time other than when the subscriber requests it – i.e. it is not sent as a response to an MO message. |
| A ringtone which consists of a full audio recording of part of a music track using an audio compression format such as MP3, AAC or WAV. |
| Generic term for an audio signal which alerts the user to an incoming call. Different types and formats of ringtone are supported by different handsets. Ringtones are one of the most common ways in which users personalise their devices. |
| A service which allows mobile users to use their handsets on the networks of mobile carriers other than the one to which they are subscribed. Usually, this is used when a handset is abroad from its native territory or country. Premium transactions are not typically supported in roaming agreements. |
| The size of a particular handset's display area, usually described in pixels or millimeters. The handset population includes a wide variety of screen sizes. |
| A short code where different keywords are allocated to different advertisers or campaigns. Unless specifically arranged otherwise, all activity on KODIME products takes place on shared short codes. |
| A short number (usually 4-6 digits in length) to which mobile users can send text messages. Multiple campaigns can exist on a single short code, each one addressed by a different keyword. |
| An SMS (Short Message Service) message consists of text only and has a maximum length of 160 characters. Long SMS Messages can carry up to 459 characters (see above, not available in all markets). |
| Spam is not tolerated in the mobile marketing eco system, and sending messages to not fully opted-in subscribers can result in drastic fines and worse. All KODIME clients have to confirm their compliance with the standard rules of mobile marketing and data protection when using our solutions, and accept full liability for any issues arising from the misuse of our solutions. |
| A message is considered “at standard rate” if no additional “premium” charges (beyond the carrier's standard charge for sending messages) are incurred by sending or receiving that message - if it costs the same to send a message to my friend as it does to send a message to this campaign, then it is standard rate. Often abbreviated to "std network rate" or similar in promotional materials. Depending on the consumer's agreement with his carrier, this ranges from around £0.05 to around £0.15 (in the US, $0.10 - $0.50 approx). |
| Product or services where a consumer opts in to receive content on an ongoing fixed periodical basis, for example weekly weather alerts. Subscriptions can be run as part of marketing, service or premium campaigns. |
| A message sent to the subscriber before his subscription is renewed. This is required for all premium subscription campaigns, and should include: the campaign or provider's name, renewal details, billing period, amount charged and clear opt-out instructions. |
| The price point to the consumer for PSMS messaging. May be defined by a specific Shortcode or by campaign depending on territory. The tariff does not reflect the related payout to the marketer. |
| A specific mobile handset (and by extension, the user/owner of that handset), identified by their MSISDN (mobile phone number). In KODIME products, each unique user interacting with a campaign is memorised as a Contact record. |
| A marketing technique which involves consumers passing on the content or message to other consumers. This may be done by "forwarding" a message from handset to handset or by providing the second consumer's details in a "recommend a friend" mechanism. This technique relies on the content or message carrying intrinsic value - either in entertainment (in the case of an amusing video clip) or in offer value (in the case of a mobile voucher providing an in-store discount) - or the consumer will not be incentivized to pass on the content. |
| An image which the mobile user can download and choose to display as the background to his handset's user interface, used for personalization. |
| A specially encoded message which provides a direct link to a mobile internet site. When accepted or activated by the user, the handset automatically opens the mobile internet browser and downloads the page or content at the address provided in the link with minimum user intervention. However in many handsets these messages do not arrive in the standard inbox, limiting the usability. An alternative is to send the link via a standard SMS text message. |
| Inaccurate/outdated term sometimes used to refer to Mobile Internet Sites, see below. |
| The communication protocol used for access on the mobile internet. Analogous to the HTTP used on the world-wide web. |
