Verizon, AT & T, Sprint Nextel and T-Mobile have agreed to to improve mobile marketing by working with the Mobile Marketing Association to lower costs for marketing and lead to a more consistent user experience. While working with the MMA to streamline the the process of getting marketing content out to the users.
The rule has 5 objectives:
- Promote a consistent consumer experience
- enhance efficiencies for marketing campaigns using short codes
- cut the time to market for campaigns
- ensure consistent monitoring and auditing
- cut operational costs
This all came about when users had been tricked to subscribing to services from text messages and jokes. They were charged on their bill for these services. They are looking to get subscribers approval or an opt in/opt out procecuders in place.
http://www.pcworld.com/businesscenter/article/162224/us_carriers_join_to_improve_mobile_marketing.html
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