- Aggregator
An organization that acts as a middle man between application and content providers, and mobile carriers. Provides message traffic throughput to multiple wireless operators or other aggregators; provides mobile initiative campaign oversight, and administration, as well as billing services.
- Alerts
Notifications, typically in the form of 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.
- Banner Size
The width and length dimensions (typically presented in pixels) of a banner/image advertisement placed on the mobile web.
- Blink Message
A text message that contains blinking text for the purpose of emphasis.
- Bluetooth
A communication protocol that enables mobile devices equipped with to send and receive information wirelessly over short-ranges.
- Carrier
A company that provides wireless telecommunications services.
- Click
When a mobile subscriber interacts with (highlights and clicks on) an advertisement (banner, text link) or other actionable link, that has been served to their screen.
- 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.
- Click-Through
The process that takes a mobile subscriber to a jump or landing page once the mobile subscriber has clicked on a link.
- Click-through Rate
A way of measuring the success of an online or mobile advertising campaign. A CTR is obtained by dividing the number of users who clicked on an ad on a web page by the number of times the ad was delivered (impressions).
- Common Short Code (CSC)
Short numeric codes (typically 4 – 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.
- Content Aggregator
An organization that contracts with an array of content providers and redistributes licensed content.
- Content Provider
A company that creates and offers content.
- Contest
A promotional mechanism that includes a prize and a game of skill. Consideration is allowed, but there cannot be any element of chance.
- Coupon
A ticket, message, and/or document that can be exchanged for a financial discount on a product or service.
- Cross-carrier Mobile-phone Voting Application
A software solution that processes the votes cast by mobile subscribers from multiple mobile carriers.
- 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 opt-in twice, prior to engaging the subscriber. A requirement for premium and many other types of mobile services.
- Global Positioning System (GPS)
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 pin-points the receiver’s location by calculating the time it takes for the signals from different satellites (positioned at various locations) to reach the receiver.
- Handset
Term used in reference to a mobile phone, mobile device, or mobile terminal.
- Jump Page
The page or view to which a user is directed when they click on an active link embedded in a banner, web page, email or other view. A click-through lands the user on a jump page, or landing page.
- Keyword
A word or name used to distinguish a targeted message within a Short Code Service.
- Location Based Services
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 position location technology such as GPS to enable the geographical trigger of services being provided.
- Location Information
Information that enables a Mobile Marketer to identify the specific location of a particular wireless device.
- MMS Banner
A transparent advertising screen image that is inserted with text onto an MMS message. This image will be displayed as the subscriber is viewing the complete MMS message.
- MMS Message
A message sent using a Multimedia Messaging Service. Contains things like images or sounds.
- 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, mobile web poster, and full screen interstitial. Other types include SMS and MMS ads, gaming ads, and mobile video ads.
- Mobile Content
Entertainment, sports news information and games delivered via any wireless media type in a non-advertising format. Location, delivery and technology of content is irrelevant and can include both on and off deck.
- Mobile Games
A game created for and played on a handset or handheld computer.
- Mobile Identification Number (MSISDN)
Uniquely identifies a wireless device within a wireless carrier’s network. MSISDNs can be electronically checked to prevent fraud.
- Mobile Marketer
All companies within the mobile ecosystem, including: advertisers, aggregators/distributors, carriers, content providers and publishers.
- Mobile Marketing
The use of wireless media as an integrated content delivery and direct response vehicle within a cross-media or stand alone marketing communications program.
- Mobile Marketing Association
The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth and evangelize the use of the mobile channel.
- Mobile Network Operators (MNO)
See Carrier.
- Mobile Operators
See Carrier.
- Mobile Originated Message (MOM)
An SMS/MMS message sent from a mobile device.
- Mobile Search
Executing a search via the mobile internet.
- Mobile Search Engine Marketing (MSEM)
A form of marketing that seeks to promote websites by increasing their visibility in mobile search engine results pages (MSERPs).
- Mobile Search Engine Optimization (MSEO)
The process of improving the volume and quality of traffic to a mobile web site from search engines via natural search results for targeted keywords.
- Mobile Station International ISDN Number (MSISDN)
Uniquely identifies a wireless device within a wireless carrier’s network. MSISDNs can be electronically checked to prevent fraud.
- Mobile Subscriber
A consumer that enters into an agreement with a carrier. Once executed, the agreement requires the carrier to provide wireless telecommunications to the subscriber.
- Mobile Web
The mobile web is a channel for delivery of web content to users in awareness of the mobile context. The mobile context is characterized by the nature of personal user information needs, constraints of mobile phones, and special capabilities.
- Mobile Virtual Network Operator
A mobile service provider that leases/uses the network infrastructure of a major mobile carrier.
- MP3 Tone
Ringtone created from MP3 formats. Can only be supported on MP3 supported handsets.
- Multimedia Messaging Service (MMS)
Standard for telephony messaging systems that enable the sending of messages that include multimedia objects (images, audio, video, rich text). May or may not include normal text.
- Off Portal (Off Deck)
Point of sale/access on the mobile network, but outside of the carrier’s portal/deck, where consumers can access/purchase information and mobile products/content/utilities.
- On Portal (On Deck)
Point of sale/access within the carrier’s portal/deck where mobile customers can access/purchase information and mobile products/content/utilities.
- Opt-In
The process where a subscriber provides explicit consent, after receiving notice from the mobile marketer.
- Opt-out
The process through which a subscriber revokes consent after receiving notice from the mobile marketer.
- Page View
Unit of measure that tracks the number of times users load a particular web or WAP site/page.
- Paid Inclusion
Paying a fee to an engine to be indexed.
- Paid Placement
Paying a fee to a search engine to have your listing prominently displayed – usually as a sponsored listing.
- Placement
The area where an advertisement is displayed/placed within a publisher’s mobile content.
- Post Roll
The streaming of a mobile advertising clip after a mobile TV/video clip. The mobile advertisement is usually 10-15 seconds.
- Premium Billing
The ability to bill above the standard SMS/text rates.
- Premium Content
Content for which the provider levies a charge separate and in addition to any fixed charges made by the network operator to access that content.
- Premium Short Message Service (PSMS)
Billing mechanism by which the mobile subscriber is charged above standard text messaging rates for mobile content and/or subscription.
- 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.
- Publisher
A company that provides WAP sites and/or facilitates the delivery of advertising via one or more WAP sites. Also, a publisher of mobile content, such as games and personalization products.
- Premium Rate
Programs or messages that result in charges above and beyond the standard text messaging charges normally applied to the subscriber’s wireless bill.
- Redemption (Conversion)
The number or percentage of consumers that actually took advantage of a particular offer.
- Ringtones
The audio or “ring” a handset owner hears when a call is received.
- Screen Characteristic
The pixel size and color of the device screen that can display advertising. This would include text limit for SMS messaging.
- Screen Real Estate
Pertaining to the quality and size of the handset screen, i.e., the area of which advertisers can utilize for banner placements.
- Screen Size
The amount of display space a particular handset offers. Usually measured in pixels, inches or millimeters.
- Shared Short Code – A short code that is utilized to run multiple mobile services and/or marketing campaigns simultaneously.
- Site Tagging
The process of inserting advertisement tags into a mobile web site that allows a mobile campaign management platform to deliver advertisements to the site.
- Smartphone
A handheld device that integrates mobile phone capabilities with more common features of a handheld computer or PDA. Smartphones allow users to store information, e-mail, install programs, and use a mobile phone in one device.
- Smishing (SMS Phishing)
A security attack in which the mobile subscriber is tricked into downloading a Trojan horse, virus or other malware onto his/her handset.
- Text Ad
A static prepended or appended text attached to an advertisement.
- Tracking
The ability to assess the performance of a mobile campaign.
- Transcoding
The process of making the multimedia ads appear and sound best on the various handsets based on which formats are supported by the handset.
- Transmission/Transport Cost
Cost of the SMS used to deliver the billing charges incurred by the mobile marketer/billing aggregator.
- WAP Site
A website that is specifically designed and formatted for display on a older mobile device with limited support for HTML and graphics.
- Widget (mobile)
Third party lightweight web application that can be embedded in a 3G mobile phone.