Textopoly Mobile Blog » Short Codes

Are we just a “Mobile Marketing Agency”? (nope!)

Naushad — Sat, 19 Sep 2009 20:23:50 +0000

Textopoly does not fit into a neat box in the mobile world. Over the years I’ve tried to find the most accurate way to describe what it is that we do. And over theses same years mobile has grown dramatically in regulations, technology, creativity, etc. – and we’ve grown with it. We’ve stayed fluid and well educated in mobile while keeping a focus on mobile. I think our business can be broken down into 2 large categories, Sexy and Unsexy – stay with me now!

The Unsexy: We’re not an aggregator, yet we service and manage both standard rate and premium dedicated short codes. We maintain relationships with Aggregators, Carriers, complete all required applications, provide strategies on how to efficiently get short codes certified and provide extra services such as giving guidance on, and hosting Terms and Conditions. On an ongoing basis we review advertising material for Carrier compliancy, manage audits and provide insight on various detailed areas of the business such as: refund policies; continuously changing Carrier requirements for standard and premium messaging; opt outs requirements by Carrier; AT&T subscription renewals process; and much more fun stuff!

The Sexy: For our agency and brand clients we provide strategy and innovative concepts that use mobile tactics such as SMS, WAP and mobile Applications to achieve a set of goals that insure maximum return on investment (ROI). This side of the business also includes advertising the marketing campaign through various mobile media opportunities such as banner ads on mobile publisher sites and Carrier decks. We create the banner ads using our in-house designers and then purchase media on WAP sites through relationships we have with various Carriers directly. We have strong relationships with agencies who controls Carrier advertising decks, so are able to purchase media directly from them in addition to media directly from publisher sites.

Mobile marketing and mobile advertising are best executed through integration with traditional marketing channels such as Online (including Social Networking) and TV. Our Digital Services create applications that use these traditional marketing channels in conjunction with mobile. For example, Super Text Mobile which is our Facebook application and mo:base which our web-to-mobile widget that easily captures mobile numbers from any website, web banner ad (!) or email and rapidly delivers branded content to handsets.

So given all this is it fair to call Textopoly just a mobile marketing agency? No, it’s not. We’re a Mobile Engagement Agency, we enable mobile communication.

No Longer Virgin

Asif — Fri, 18 Sep 2009 00:41:16 +0000

No longer “Virgin”…

On July 6, 2009, I popped my ‘mobile cherry,’ and entered into the world of real time data, real time response, real time updates, and real time issues. I was always ‘teased’ by mobile marketing, PSMS, WAP, Applications, Short Codes and SMS but never went all the way. Well, now that I’ve done it, I must say, this is going from a one-night stand to a full on committed marriage!

As in every new marriage, you learn things about your significant other that you never knew before. Some things are exciting, others are less exciting, but you strive and struggle for common ground. Such is the case with mobile. The industry is still young, procedures and processes are often changing which require flexibility to accept, implement, and sustain changes until further notice.

Premium SMS data is a prime example of something ‘less exciting’, but vital. One of the challenges in premium SMS data is to obtain that data consistently. Being able to provide accurate and dependable premium SMS data is vital to our clients because this is their revenue.

Premium SMS data comes to us through our aggregator. They receive this data from each carrier. Each carrier has their own process in which they release data to aggregators, meaning that on a monthly report that I receive a carrier may not have submitted their data because of a multiple of reasons. One of the main reasons for this is to allow a ‘reasonable’ amount of time allocated to allow end users to complain and receive refunds. This causes a chain reaction; Carriers don’t submit data to aggregators, aggregators don’t submit data to us, and we aren’t able to provide data to our clients causing delays in revenue which may cause our client business models to change.

Recently I received data regarding billed premium SMS messages for our clients, and as I went through the report I came across data from a carrier that was already included in the previous months report! And, to make matters more confusing, the number of billed messages on the current report was more than previous stated on the prior months report! If the number on the current report was lower than the previous report, that would make sense because of refunds and/or rejected messages. But how on earth can it be more?! Did the carrier just assume the previous months numbers?

Even though issues like these are not that common, they still occur, and at this point there seems to be no resolution to the process or adjustments that can be made to the system. So, we deal with it the best we can, however, at the same time we educate our clients and make adjustments to our system and implement creative methods to ensure our clients success and longevity.

Mobile has definitely satisfied my needs and I’m sure it’ll do the same for you, give it a try, pop your mobile cherry.

Welcome to Textopoly’s Mobile Blog

Naushad — Thu, 27 Aug 2009 20:54:42 +0000

Welcome to our Textopoly Blog! We made this so clients, mobile groupies, and curious passer byers can not only get caught up on mobile news but be enlightened by our thoughts and interests. So take a look around and feel free to share your thoughts as well. And remember, text like no one is watching.

Law Follows Technology

Naushad — Mon, 11 May 2009 22:01:02 +0000

Two U.S. Senators recently introduced a bill to crack down on unsolicited text messages. This has left me and other mobile marketers wondering just what effect this proposed legislation will have on a mobile marketing eco system on the rise. Brands and users alike are experiencing great ROI on mobile programs and finally beginning to see the value of having a brand message jump from a traditional media like print into the pocket of the user in variations such as SMS, Mobile Sites (WAP), Video, Music, Offers, etc.

To my understanding, these Senators are suggesting that if a mobile user puts his/her mobile number on an mSpam do-not-call list then the/she shouldn’t be sent commercial SMS messages. Perhaps we should call it a Do-Not-Text List.

Beyond the technical issues hindering the implementation of such an overreaching plan (which is another article unto itself), from a practical and social point of view it’s clear that most mobile users don’t possess a working knowledge of how mobile marketing works. This is the real problem, one that a do-not-text list won’t solve.

Mobile marketing is 100% opt-in, meaning that consumers must request to receive marketing communications. Consumers can opt-out of receiving messages anytime by texting STOP to the Short Code from which they are receiving messages. The phrase “Messaging & Data rates may apply” simply means that a user will only incur whatever per text message charge they normally would under their mobile plan. Also, an advertiser cannot simply purchase lists of mobile phone numbers to send text messages to as they would purchase email addresses to start sending unsolicited emails. While this may be common knowledge to those within the mobile marketing industry, it isn’t yet common knowledge among consumers, no matter how well we try to disclose these facts.

I think the issues that may have sparked this proposed measure is the way in which some brands are sending commercial messages:

To non opted in users: This is unacceptable and a breach of the trust that is compounded by the personal nature of a mobile device.
Not from short codes (but 7 digit numbers): I actually received a mobile coupon from a hair salon from a regular 7 digit number last week. What’s that about?
Culprits using SMTP gateways to send text messages.

These two issues should be addressed appropriately and specifically, however a do-not-text list is not the answer. Suggesting such a broad gauntlet solution will only prevent consumers from participating in valuable mobile marketing campaigns in the future. Perhaps Congress would be wiser to spend money educating Americans about mobile than simply cutting them off from this emerging channel altogether.

The reality is that more and more services (in addition to marketing) are making the leap to mobile devices. Take Wireless Amber Alerts for example, which send Amber Alerts to mobile phones via SMS. There is even a service that will send you updates about the recent Swine Flu epidemic. How can people take advantage of these services, as well as value-added mobile marketing campaigns if they don’t understand the nature of 3rd party messaging to their phones?

They can’t.

Congress would be far better served educating consumers and allowing them to make their own decisions rather than cutting them off completely. The measure proposed is too broad and will be a detriment to the power of mobile and hinder innovation that is vital to this country (especially now during a recession). If passed, these rules could effectively take the legs out from under this exponentially growing economic fuel called mobile.