Bulk SMS Broadcast glossary

The SMS glossary defines key terms related to your Bulk SMS Broadcast
and marketing campaings


The first generation of wireless services which were mostly analogue and included technology standards such as AMPS.

Mobile Commerce

Mobile Commerce is the one or two-way exchange of value facilitated by a mobile consumer electronic device (e.g. mobile handset) which is enabled by wireless technologies and communication networks. In simpler terms, you broadcast bulk offers to the mass of potential customers you target through a web SMS platform such as the one we put at your disposal.


The third generation wireless service promises to provide high data speeds, always-on data access and greater voice capacity. The high data speeds enable full motion video, high-speed internet access and video-conferencing, and are measured in Mbps. 3G technology standards include UMTS, based on WCDMA technology (quite often the two terms are used interchangeably) and CDMA2000, which is the evolution of the earlier CDMA 2G technology. UMTS standard is generally preferred by countries that use GSM network. The data transmission rates range from 144 kbps to more than 2 mbps.


The scope of 3GPP is to standardize the WCDMA based members of the IMT-2000 family. 3GPP is a grouping of international standards bodies, operators and vendors. 3GPP specifications are based on evolved GSM specifications.


Similar to 3GPP, except that this is the counterpart responsible for the standardization of the CDMA2000-based members of the IMT-2000 family.

Acquisition Rate

Percentage of respondents who opted in to participate in a mobile initiative/campaign. Acquisition rate = total participants/total audience.

Ad Impression

An advertisement impression transpires each time a consumer is exposed to an advertisement (either prepended or appended to an SMS message, on mobile web or web page, within a video clip, or related media).

Ad Space

Any space within an application that has been reserved for the display of advertising. Its dimensions and location within an application typically define an ad space.

Ad Unit

Any defined advertising vehicle that can appear in an ad space inside of an application. For example, a rectangular banner is considered to be a common type of ad unit.


Any collection of text, graphics or multimedia content displayed and accessible inside of an application for the purposes of promoting a commercial brand, product or service.


Individual or organization that places a paid promotion within media for the purpose of promoting commercial messages, goods or services.


An organization that acts as a middleman 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.


The number of connected minutes consumed by a mobile subscriber while placing and receiving calls on his/her mobile phone. Carriers calculate customer bills based on airtime minutes used during a specific period of time.

Alert Tone

An audio product that is triggered by and sounds on the handset upon a specific event, such as an incoming text message, voice message, calendar event, or other event to which the handset owner wishes to be alerted. Length of tone varies based on mobile carrier requirements. Often traditional ringtones or other audio products can be used as an alert tone.


Notifications, typically in the form of a 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. Note: If the mobile subscriber has not opted in to receive said information, the notification would be considered SPAM.

ALT tag

The text displayed while an image is being loaded. ALT tags are particularly relevant for mobile SEO, since many people turn off image downloads in their mobile browsers to preserve bandwidth.

Anchor Text

The actual text of a link 


Software solutions that power the business logic for mobile marketing initiative(s).

Application Originated Message

A text or multimedia message sent from a network based mobile application, typically to a handset.

Application Provider

An organization that offers network based software solutions

Application Terminated

A text or multimedia message received by a network based mobile application, typically sent by a handset.


A type of two-way communication that occurs with a time delay, allowing participants to respond at their own convenience.

Background Audio Ad

A background audio clip that is played throughout the MMS message. An example is a jingle.


The carrying capacity, i.e. the range of frequencies available to be occupied by transmission signals, of a network channel in a given period of time. Digital bandwidth is measured in bits per second (bps), kilobits per second (kbps), or megabits per second (mps). Analog bandwidth is measured in Hertz (Hz, kHz, MHz, GHz).

Banner Size

The width and length dimensions (typically presented in pixels) of a banner/ image advertisement placed on the mobile web.

Billing Aggregator

An organization that provides one ore more billing solutions (PSMS, Direct-to-bill, Credit Card, PayPal, Loyalty Points, Credits, etc.) to off-portal mobile application solution providers.

Binary Runtime Environment for Wireless

A closed-source application development platform for wireless devices, originally designed for CDMA technology. However, BREW is air-interface independent and can also support GSM/GPRS and UMTS technology. It allows users to download applications such as text chat, enhanced e-mail, location positioning, games, etc. Native BREW applications are written in C or C++, but the platform is designed to allow developers to write in whatever language they choose, including Java and XML. Developers are also provided with BREW Software Development Kit (SDK), which includes the full BREW applications platform, plus a variety of tools for writing BREW applications.


A format for images.

Blink Message

Text message that contains blinking text for the purpose of emphasis.


A communication protocol that enables mobile devices equipped with a special chip to send and receive information wirelessly over short-ranges, using the 2.4 GHz spectrum band.


The process by which brand identity is developed; a marketing strategy and/or campaign objective.

Browse and Buy

The model for content discovery and purchase that is provided by operators on-deck. This model is increasingly emerging off-deck, and replicates the PC Web experience for sites designed for handsets.

Call Detail Records

The record made within the cellular network of all details of both incoming and outgoing calls made by mobile subscribers. This record is then passed to the billing system for action.

Call to Action

A statement or instruction, typically promoted in print, web, TV, radio, on-portal, or other forms of media (often embedded in advertising), that explains to a mobile subscriber how to respond to an opt-in for a particular promotion or mobile initiative, which is typically followed by a Notice (see Notice). You can also form a good relationship with your prospective clients by broadcasting reminders and other notifications to them.

Caller Ringback Tones

See Ringback Tone


See Ringtone


A company that provides wireless telecommunications services.


A program that enables asynchronous interactions between two or more mobile subscribers.

Chat Bots

A computer-generated response sent to chat participants. These responses are sent without human interaction.


A person under the age of 13.


The act of 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.


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).

Color Graphics

A color image.

Color Ring Back Tone

See Ringbacks.

Combination Ad

A potentially clickable ad consisting of an image and text.

Commercial Messages

Text or multimedia messages that are sent to a mobile device, usually for commercial purposes.

Common Short Code Administration

An organization that administers the common short code registry for a particular country/region. CSCAs are predominantly in Canada, China, the United Kingdom and the United States. Local mobile carriers and short code aggregators are the administrators of CSC registry in other countries

Common Shortcode

Short numeric numbers (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.

Compact HTML

A subset of HTML for small devices, such as mobile phones and PDAs. cHTML was created by Japan-based Access Company, Ltd. in 1998 for i-Mode devices.

Complete MMS Ad

This advertisement unit assumes that the entire MMS is the advertisement. This MMS advertisement could be the result of a WAP Banner click or a free message sent to subscribers who have opted-in to receive news about the advertiser.


The treatment of information that an individual has disclosed in a relationship of trust, and with the expectation that it will not be divulged without permission to others, in ways that are inconsistent with the understanding of the original disclosure.


Although the definition of consideration varies from state to state, generally, consideration means that a willing participant is required to purchase something or pay for access to be eligible to enter a game.

Content Aggregator

An organization that contracts with an array of content providers, and redistributes licensed content.

Content Preview

An advertisement where a sample of mobile content is included. This is very similar to a movie trailer, but, for all digital content including ringtones and wallpapers.

Content Provider

A company that creates and offers content, e.g. graphic products, ringtones, games, news, information and entertainment services, etc.


A promotional mechanism that includes a prize and a game of skill. Consideration is allowed, but there cannot be any element of chance. The contest is held via a web SMS platform (NextSMS) and the text message is broadcasted in bulk to all potential participants.

Cost per Thousand

A metric used to price advertising banners. Sites that sell advertising may guarantee an advertiser a certain number of impressions (number of times an ad banner is served and presumably seen by visitors) and then set the cost based on the guarantee, multiplied by the CPM rate.


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.

Customer Care and Billing

The function area/department of a carrier, content provider, or other vendor that provides customer support to mobile customers regarding billing issues, product/service problems, complaints, etc.

Data Charging

The cost of using the mobile network for data services. The two main charging models are: pay-as- you-use, which is effectively metered billing because the charges increase in proportion to the amount of data consumed by the user; the second method is charging at pre-set rates (over a monthly usage period) for pre-determined amounts of data that can be consumed. These charges become significant in the distribution of rich media content that drives large amounts of data across the networks.

Day Parting

See Targeting

Dedicated Short Code

The process of running only one service on a Common Short Code at any given time.

Delivery Report

An acknowledgement /notice/report of a successful MO/MT billing.

Digital Multimedia Broadcasting

A digital radio transmission technology for sending multimedia (radio, TV, and data casting) to handsets.

Digital Video Broadcasting- Handset

The technology that drives mobile TV, which is a combination of conventional digital video, and IP that scales for smaller devices.

Discoverable Notice

See Notice

Download video

In this instance, the video file is downloaded to the handset completely before the handset starts playing it. Since the video is played when fully received on the handset, an ad server cannot detect whether the video content and ads are actually watched in their entirety. Due to the nature of the underlying technologies used, the quality of the received video files is as good as the quality of the source file on the network servers. Since the video files are stored complete on the mobile handset, copyright concerns are more apparent here. The most popular underlying technology is OMA download.

Downloadable Application

See Application

Dual Band

A handset that supports and is compatible with two different standards and/or two different frequencies/bands.

Enhanced Data rates for GSM Evolution

The final stage in the evolution of the GSM standard, which was also an intermediate technology that brought 2G closer to 3G capacity for data transfer. EDGE uses a new modulation schema to enable theoretical data speeds of up to 384kbit/s within the existing GSM spectrum.

Extensible Markup Language

A general-purpose markup language, primarily used to facilitate the sharing of data across different information systems, particularly via the Internet.

Extensible HyperText Markup Language

A markup language . It is a reformulated, upgraded version of HTML, but still conforms to the XML syntax.

First Generation

See 1G

Fixed Mobile Convergence

A mobile device that supports both carrier network and WiFi and can switch between each seamlessly.

Free to End User

An FTEU program is any program to which the subscriber opts-in, with the result that the subscriber receives Mobile Terminated (MT) SMS/MMS messages for which they do not incur any premium or standard messaging charges from their wireless carrier. The subscriber may interact with the service by sending SMS/MMS messages (including, but not limited to, messages for the purpose of opt-in, opt-out and requesting help). The wireless carrier may, at their discretion, charge the subscriber at standard messaging rates for Mobile Originated (MO) messages to the program.

Friendly Off-Deck

Off-portal mobile internet content that has been validated against operator standards for technical performance and suitability of content.

Full Music Download

The downloading of a complete song, versus a section of a song, for playback on a mobile device.


An extended set of menus containing links to third-party content. The gallery is usually accessed from the main (mobile carrier) deck with the assumption the content has gone through some basic acceptance testing, though less detailed than that applied to content featured on the main deck.


See Mobile Games

General Packet Radio Service

A packet-switching technology that enables high-speed data transmission of up to 115kbps. An enhancement for GSM, often described as 2.5G.

Global System for Mobile Communications

A digital mobile cellular standard developed and widely used in Europe. One of the main 2G digital wireless standards.

Graphic Banners

A graphic mobile ad represented by a banner featuring an image. Similar to a web banner, but with lower size constraints (See Banner Size).

Graphics Interchange Format

A supported format for color images, such as mobile banner ads.


A voicemail greeting that the caller hears when the call recipient he/she is attempting to reach does not answer their mobile phone. Can consist of a Mastertone or Voicetone, or a custom message recorded by the handset/account owner.

Greeting Card

See M-Card

Group Chat

See Chat.

Hands Free

The operation of a mobile phone without the use of the handset; usually installed in vehicles and/or enabled via Bluetooth or similar headset.


Term used in reference to a mobile phone, mobile device, or mobile terminal.

Heading/H tags

This tag denotes a specific page or section heading on a Web page. Engines pay special attention to H text as it provides insight into the topicality and relevance of the content contained with the section.

High Speed Downlink Packet Access

An enhancement to the Universal Mobile Telecommunications System (UMTS) 3G technology, also known as Wideband Code Division Multiple Access (W-CDMA). It is designed to increase the available download speeds by more than five times, and, in theory, reaches up to 14 Mbps (million bits per second).


A photograph or graphic that may be delivered to the mobile handset as any of several low resolution image formats, including .png, .gif, .jpg, etc. Images on mobile platform may be classified as mobile content/products (wallpapers, screensavers, etc), assets for a mobile website, or enabled with links to trigger an action.

Image Ad

An image on a mobile web site with an active link that can be clicked on by the wireless subscriber. Once clicked, the wireless subscriber is redirected to a new page, another mobile web site or other destination where an offer resides.


A packet-based information service developed by Japanese operator NTT DoCoMo to deliver a wide range of services to mobile subscribers. The revenue sharing model used for i-Mode is being adopted by other operators as the basis for the new services enabled by GPRS and 3G.


A business metric for counting the number of times mobile subscribers have viewed a particular page, mobile advertisement on a mobile internet site or embedded within a text message or similar mobile medium.


The database in which a search engine stores content from every Web page that its spider visits.

Information on Demand

Content delivered in the form of an Alert. Subscriber receives updates of weather, traffic, horoscopes, jokes of the day, etc via SMS text, at a predetermined time and frequency.

Instant Voice Response

A computerized system that allows a person, typically a telephone caller, to select options from a voice menu and otherwise interact with the computer phone system from their mobile device.

Integrated Digital Enhanced Network

A wireless technology developed by Motorola, which combines the capabilities of a digital cellular telephone, two-way radio, alpha-numeric pager, and data/fax modem into a single network. iDEN operates in the 800MHz, 900MHz, and 1 500MHz frequency bands, and is based on TDMA and GSM architecture it places more users in a given spectral space, compared to analog cellular systems. iDEN networks are used by various carriers all over the world, and by Nextel and Southern LINC in the USA.

Interactive TV

Interactive TV refers to TV programming and technology that allows the viewer to engage in two-way interaction with the television/programming.

Interactive Voice Response

A phone technology that allows a computer to detect voice and touch tones using a normal phone call. The IVR system can respond with pre-recorded or dynamically generated audio to further direct callers on how to proceed. IVR systems can be used to control almost any function where the interface can be broken down into a series of simple menu choices.

International Mobile Equipment Identity

A 15 digit, unique serial number assigned to a mobile phone. IMEI consists of five groups of numbers. The first group represents the manufacturer; the second sequence identifies the Type Approval Code (TAC) or model number; the third represents Final Assembly Code (FAC); the fourth is the device serial number and the fifth is a spare single digit (usually 0).

Interstitial Image Ad

An advertising image that is inserted into the middle of a complete MMS message. This image will be displayed as the subscriber is viewing the complete MMS message.

Interstitial Text Ad

A text page that is displayed in the middle of the MMS message.

Interstitial Video Ad

An advertising video clip that is inserted in the middle of a complete MMS message. This video plays back as the subscriber is viewing the complete MMS message.


Also known as Personal Communications Services (PCS), second generation wireless service refers to the digital mobile phone technologies that emerged and were deployed during the 1990's, delivering both voice and data transmissions. 2G technology standards include Code Division Multiple Access (CDMA), Time Division Multiple Access (TDMA), and (Global System for Mobile Communication (GSM). It also offers auxiliary services such as data, fax and SMS.

Advertisement Action

Any activity associated with a Advertisement that enables interactivity and communication between the advertiser and the consumer. For example, common actions include clicking on a phone number to call the advertiser, a hyperlink that takes the consumer to an advertiser's mobile web portal, or a link that adds the advertiser's contact information to the consumer's phone book.

Affiliate Marketing

A process whereby a Content Provider provides financial consideration to one or more persons or entities in exchange for their agreement to offer Content Providers' products and/or services to users.

Average Revenue Per User

A commonly used financial benchmark to measure the average revenue generated by a mobile carrier's mobile subscriber, or "user."

BREW Applications

Applications that are designed and built on Qualcomm's BREW technology for small-screen devices. Currently supported by a handful of network operators – including Verizon Wireless and KDDI (Japan) – the BREW market is small compared to WAP, like Apple computers command a small market share compared to Windows PCs.

Bill Face Descriptor

Description of billing details that appear on a mobile subscriber's wireless bill.

Broadcast video

Video content is "broadcasted" over a network down to the consumer's handset. This allows consumers the freedom to select which content to watch. With broadcast or multi-cast video, content is a "one too many" experience and does not suffer the buffering or downloading issues of other mobile video platforms. Similar to "traditional" TV, advertising opportunities exist within commercial breaks. Personalization technology regarding the ad experience will generally be located nearer to the consumer's device (e.g. a handset application) rather than within the video delivery. Currently there is no global defacto broadcast technology standard, however the following technologies are gaining acceptance in the different regions of the world: DVB-H (Europe), MediaFLO (US) ATSC M-H (US), DMB, ISDB and SDMB (Asia).


The measure of a mobile network's ability to support simultaneous calls, messages, etc.

Cascading Style Sheet

An external document containing code that defines a Website's (Internet and Mobile Web) appearance.

Clear and Conspicuous Notice

The vehicle by which descriptions, instructions, terms and conditions, and other relevant details pertinent to a specific marketing initiative, are prominently posted. (For guidance on the meaning of "clear and conspicuous" disclosure, please see Section III of the Federal Trade Commission's "Dot Com Disclosures," available at http://www.ftc.gov/bcp/conline/pubs/buspubs/dotcom/#III ).

Code Division Multiple Access;

Also called "spread spectrum techniques," a technique for multiplexing digital transmission of radio signals in which each voice or data call uses the whole radio band, and is assigned a unique code.

Confirmed Opt-in

The process used for verifying a mobile subscriber's intention, and for gaining the subscriber's explicit agreement to participate in a mobile program/initiative.


Information placed on a visitor's computer or Mobile handset by a Web server that can be stored or retrieved when the site is accessed. Cookies are generally used as unique identifiers (i.e. user IDs or session IDs) to record a users unique behavior during each visit. Cookies may be used to store other data such as email address, usernames etc. Most mobile handsets do not support cookies, although the market long-term is moving in this direction.

Data Collection

The process by which a marketer collects mobile subscribers' personally identifiable information.


A browseable portal of links to content, pre-configured usually by the network operator, and set as the default home page to the phone's browser.

Direct To Consumer

Content and services promoted directly by the third-party "provider" to the phone end-user. The promotion of these services does not depend upon listing in (operator) portals; the content provider is responsible for tasks such as pricing and marketing.

Double Opt-in

The process of confirming a mobile subscriber's wish to participate in a mobile program by requesting the subscriber to opt-in twice, prior to engaging the subscriber. A requirement for premium and many other types of mobile services.

Dynamic Ad Delivery

Based upon predetermined criteria, Dynamic Ad Delivery is the process by which a mobile advertisement is delivered, via a campaign management platform, to a publisher's mobile content.

Global Positioning System

A system of satellites, computers and receivers that can determine the latitude and longitude of a given receiver (within it's system) located on Earth. It pinpoints the reciever's location by calculating the time it takes for signals from different satellites (positioned at various locations) to reach the receiver.

IVR Discovery

A content discovery method where the user calls a phone number, during which their mobile phone number is captured, and a data connection is subsequently made to the handset (SMS, WAP push). A charge for the call registers once the mobile connection has been made.

Inter-operable Messaging

The ability for mobile subscribers to exchange text and multimedia messages across different mobile operator networks. Also used to refer to a Common Short Code that is registered on multiple mobile operators' networks.

Interstitial Video Clip

An advertising video clip that is inserted into the middle of a complete MMS message. This video will be displayed as the subscriber is viewing the complete MMS message.


An object-oriented programming language developed by Sun Microsystems. Programs authored in Java do not rely on an operating system, as long as a Java Virtual Machine (JVM) is installed on the destination device on which they are running.

Java 2 Platform, Micro Edition

A technology that allows programmers to use the Java programming language and related tools to develop programs for mobile handsets. J2ME consists of programming specifications and a special virtual machine (Java Virtual Machine, or JVM) that allows a J2ME-encoded program to run in the handset.

Java Games

Mobile games authored in the Java programming language. The destination/player device must have the Java Virtual Machine (JVM) installed for it to run.

Joint Photographic Experts Group

An image compression format widely used for storing and transmitting photographs on the World Wide Web. Suitable for compressing photographic images, however, each subsequent compression causes image quality deterioration. Not appropriate for graphs, charts and other textual or iconic graphics, as the compression blurs the image.

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 clickthrough lands the user on a jump page.


A word or name used to distinguish a targeted message within a Short Code Service.

Keyword density

The ratio of keywords to non keywords within page content.

Kilobits per second

A commonly used unit of measurement for data transfer speed. Kilobit denotes thousands of bits. Higher data rates are expressed in Mbps (mega/millions bits per second) or in Gbps (giga/billions of bits per second).

Landing Page

A secondary page to which a user is directed when they click on an ad, where they are provided additional information and/or a mechanism to make a purchase. The user is often driven to a landing page via an ad banner, link or other offer-related communication.

Layered Notice

The provisioning of a short, medium and long form description for a program/service overview, terms and conditions, and related program details.


See Royalties

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 a position-location technology such as GPS to enable the geographical-trigger of service(s) being provided . LBS include driving directions, information about certain resources or destinations within current vicinity, such as restaurants, ATMs, shopping, movie theaters, etc. LBS may also be used to track the movements and locations of people, as is being done via parent/ child monitoring services and mobile devices that target the family market.

Location Information

Information that enables a Mobile Marketer to identify the specific location of a particular wireless device. Zip codes and area codes typically do not alone provide the specificity to qualify as Location Information. However, a Global Positioning System (GPS) is an example of a functionality that provides Location Information.


An advertisement or service through which an advertiser's (i.e. Radio Shack, Ford) brick & mortar location can be identified based on proximity of the consumer or their preferred location (can be GPS/LBS or user defined postal code).


A lottery is a game that includes a prize, a game of chance, and consideration. Federal legislation and State laws govern (and disallow) all lotteries for promotional purposes.

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 via a Multimedia Messaging Service that contains multimedia objects.

MO or MT Billing

The tagging of a tariff to the MO or MT SMS message of a PSMS service for billing purposes.

MP3 Tone

Ringtone created from MP3 formats. Can only be utilized on MP3 supported handsets.


Audio sourced directly from recorded music tracks and encoded for mobile devices with a high fidelity format, such as MP3, AAC, or WMV format. Often an edited section of a song or other composition, Mastertones can be used as Ringer Tones and Ringback Tones.


Any list of selections that are accessible using either the left or right soft key while inside the Application.


Collectively, SMS and MMS messages sent to mobile phones/devices. This definition does not include advertisements delivered on WAP sites or advertisements delivered into games on mobile devices.

Meta Description

The meta tag that describes the page's content – especially relevant to mobile spiders.

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 (top of page), Mobile Web Poster (bottom of page banner), and full screen interstitial, which appears while a requested mobile web page is "loading." Other forms of this type of advertising are SMS and MMS ads, mobile gaming ads, and mobile video ads (pre, mid and post roll).

Mobile Carriers

See Carriers

Mobile Content

This is typically an SMS message that either: a) contains advertising text; or b) points mobile subscribers to a print, web or TV advertisement that promotes mobile ringtones, games, applications, subscription services and other mobile products.

Mobile Content

Entertainment, sports and 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 Dating

Social networking via a mobile community, application or web site for the purpose of dating.

Mobile Games

A game created for and played on a handset or handheld computer. The majority of mobile games are downloaded to the handset and played using the basic technologies and controls built into the device (arrow keys, soft key, number keys, etc). Some mobile games are developed to be played using the communications technologies present in the device and/or provided by the service provider/carrier, such as by text message (SMS), multimedia message (MMS) or GPRS location identification. Mobile games are presently authored on the Java, BREW or Symbian development platforms.

Mobile Greeting Card

A mobile greeting card comprised of media file/s such as a graphic or video clip, which may either contain a pre-composed text message/sentiment, or provide the sender the ability to add a personalized message (text) before sending to mobile recipient.

Mobile Handset

See Handset

Mobile Identification Number


Mobile Internet

See Wireless Web

Mobile Marketer

All companies within the mobile ecosystem, including: Advertisers, Aggregators/Distributors, Carriers, Content Providers and Publishers.

Mobile Marketing

Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.

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. The more than 600 member companies, representing over forty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association's global headquarters are located in the United States and in 2007 it formed the North America (NA), Europe Middle East & Africa (EMEA), Latin American (LATAM) and Asia Pacific (APAC) branches.

Mobile Marketing Program

Any marketing or advertising program distributed via a handset. This includes, but is not limited to, a Mobile Messaging Program, one or more advertisements delivered on WAP sites, or one or more advertisements delivered via games on mobile devices.

Mobile Message

SMS and/or MMS message sent to a handset but does not include advertisements delivered on WAP sites, or advertisements delivered into mobile games.

Mobile Messaging Program

Multiple mobile messages, usually delivered as part of a coordinated campaign.

Mobile Network Operators

See Carrier

Mobile Operators

See Carrier

Mobile Originated Message

The mobile subscriber's initial opt-in message, sent from his/her handset.

Mobile Search

Executing a search via mobile Internet.

Mobile Shorts

Original, made-for-mobile programming/episodes. Usually created by TV networks and movie studios to cross-sell popular TV and film properties/franchises. Not the same as "mobile video clips."

Mobile Station International ISDN Number

Uniquely identifies a wireless device within a wireless carrier's network. The MSISDN is dialed from other wireless or wireline networks to direct a signal to a specific wireless device. MSISDNs can be electronically checked to help 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 services to the consumer.

Mobile TV

Television/Video programming formatted for the mobile screen. Program is streamed or broadcasted via various platforms - MediaFlo, DVB-H, etc.

Mobile Terminated Message

The reply message from the consumer's mobile network that reaches his/her handset after sending the MO message.

Mobile Video

See Mobile TV

Mobile Virtual Network Operator

A mobile service provider that leases/ uses the network infrastructure of a major mobile carrier. Examples are: Amp'd Mobile, which uses Verizon's network and Boost Mobile, which uses the Sprint/Nextel network.


Trademarked term owned by NewsCorp/ Fox Broadcasting Company to describe original, made-for-mobile video programming/ episodes. Term was first used by Fox to market short episodes derived from storylines of 24, The Simple Life and other popular Fox TV properties.

Mono Tone

An old-style ringtone based on previous generation technology, that plays one musical note at a time. A single track composition.

Motion Picture Experts Group

A compression technology for voice and video, which allows these forms of information to be transmitted over difficult links or small-bandwidth networks.

Mpeg Audio Layer 3

An audio compression format to greatly reduce the amount of data required to represent the audio recording, without compromising a significant level of its original sound quality.

Multimedia Messaging Service

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.

Multiplayer Mobile Game

Mobile game that can be played simultaneously by several players at the same physical location on one handset (pass-and-play), or offsite, on different handsets. The latter type must be network enabled.

Musical Instrument Digital Interface

A standard used to represent musical information in a digital format. They can be recorded and played back only on MIDI-capable devices.

Network Operator

See Carrier


The commercial company that manages the directory of common shortcodes, which are rented out for use through the CSCA organization.

Non-Personally Identifiable Information

Information that may correspond to a particular person, account or profile, but is not sufficient to identify, contact or locate the person to whom such information pertains. Non-qualified lead.


An easy-to-understand written description of the information and data collection, storage, maintenance, access, security, disclosure and use policies and practices, as necessary and required, of the entity collecting and using the information and data from the mobile subscriber.

Number Portability

The requirement set forth by federal legislation that allows consumers of mobile communication services to retain their mobile phone numbers for as long as they wish, even if/when they change mobile service providers. Legislation was passed to stop the requirements by carriers to change phone numbers each time the consumer switched carriers.

OMA Download

An open standard and application-level protocol that enables reliable content downloads. It can be integrated with other services, such as billing, allowing premium-priced content to be made available to mobile users.

Off Portal

Point of sale/access on the mobile network, but outside of the carrier's "walled garden"/portal/deck, where consumers can access/ purchase information and mobile products/content/utilities.

Offer Based Ad

A clickable advertisement with a discount/offer for a product or service.

On Device Portal

The portal infrastructure is downloaded to the handset, using a technology such as Java or Flash. Some data is cached on device, so no connection is required for the user to browse the basic content set. The user connects to get updated information and the provider can update the local cache over-the-air when the user is connected.

On Portal

Point of sale/access within the carrier's "walled garden"/portal/deck where mobile customers can access/purchase information and mobile products/content/utilities.

Online Preference Marketing

Process whereby information is typically collected over time, and across web pages and WAP sites, to determine or predict Subscriber characteristics, behavior and/or preferences for use in ad delivery on the mobile web. The OPM process can use Non-PII or a combination of PII and Non-PII. OPM does not refer to the use of data by Mobile Marketers for ad delivery or reporting.

Operating Company

See Carrier

Operator Assisted Chat Program

A one-to-one chat program with a designated person, that is not a peer-to-peer chat program.

Operator Logo

A logo (usually the mobile carrier's logo) that appears on the status screen of a handset. This screen real estate is often modified (i.e., with personalization content) by mobile subscribers to personalize their phones in such a way that reflects their individual interests and style preferences.


The process where a Subscriber provides explicit consent, after receiving Notice from the Mobile Marketer.


The process through which a Subscriber revokes consent after receiving Notice from the Mobile Marketer. An example of an Opt-out process includes, but is not limited to, a Subscriber replying to an SMS message with the phrase "stop."

Opt-out Mechanism

A process by which a Subscriber may exercise his or her right to Opt-out.


Process of modifying/refining an advertising campaign so that it will perform more favorably for the advertiser, and extend reach, boost clickthroughs and conversion rates, etc. Usually, done by using more qualified data about target market.


A method of distributing new software updates to cell phones or provisioning handsets with the necessary settings with which to access services such as WAP or MMS.


A method where a user purchases a PIN through a Web site or premium-rate phone number and then redeems its value against a content purchase.

PSMS Tariff

The dollar unit for premium billing.

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".

Partial MMS Ad

This advertisement unit assumes that the advertisement is inserted into an existing MMS message that is being viewed by the consumer. For example, the MMS message could be a CBS news alert with relevant news info. This MMS is requested or opted-into by the subscriber.

Participation TV Eco System


Participation Television

Participation TV is the use of mobile interaction and other media (mobile, landline, Web) to allow viewers of a TV broadcast to engage with the content in order to have an impact, express an opinion, or other types of viewer interactions.


A mobile subscriber's status in a chat program during which premium charges cannot be applied to the subscriber's account, nor any queue messages can be allowed.

Pay-per Download

The mobile subscriber selects the content or service he/she wants, and is billed only for the product requested. The content is often presented in print with separate order codes for each download, or through a browse-and-buy WAP site on the phone. There is no further billing of the mobile subscriber until more content is requested.


The net revenue provided to marketer after mobile carrier and aggregator allocation.

Peer to Peer Chat

A one-to-one chat program of interactions between two individuals, neither of whom is a paid "chat professional."


The percentage of the total population that owns a mobile phone.

Permission Level

The level of permission a mobile subscriber has granted to a specific carrier or service or wireless content site to receive advertising messages from them.

Personalization Content

Any content that serves to "personalize" the handset or service for the owner, often based on the owners personal style and entertainment preferences. Includes all graphics (wallpapers, screensavers, phone themes, etc) and certain audio (ringtones, ringbacks, alerts, greetings) and video products (video tones etc.).

Personally-Identifiable Information

Information that can be used to identify or contact a person, including name, address, telephone number, or email address. PII also includes any other data, such as, but not limited to, anonymous identifiers, demographic or behavioral data, when such data are linked to PII and identify a person to the party holding such data. Data that are PII for one party may not constitute PII for another.

Picture Message

An SMS that is designed with qwerty text to form a picture, and is sent via SMS.


The area where an advertisement is displayed/placed within a publisher's mobile content.

Polyphonic Ringtone

Audio created with MIDI technology for use on mobile handsets. Can be created from original compositions or existing music.


See Deck

Post Roll

The streaming of a mobile advertising clip after a mobile TV/video clip. The mobile advertisement is usually 10-15 seconds.

Post-slide Full Screen Image

A full screen advertising image that is inserted after an MMS Message. This image will be displayed as the subscriber is viewing the complete MMS message.

Potential Audience

It is a) the total number of unique users/devices that is reached by any site's content (pull advertising).


Term used for no-contract, no rental charge service where a mobile subscriber buys credit usually in predetermined denominations, in advance for the use of a mobile carrier's wireless telecommunication services.


The streaming of a mobile advertising clip prior to a mobile TV/video clip. The mobile ad is usually 10-15 seconds in length.

Pre-slide Full Screen Image

A full screen advertising image that is inserted before an MMS Message. This image will be displayed as the subscriber is viewing the complete MMS message.

Predictive Text

Intelligent software that makes typing words/text messages easier on a mobile phone keypad. Utilizes a built-in dictionary. As the mobile subscriber presses certain keys, the software tries to predict the words the mobile subscriber intends to compose based on the letters that correspond to those keys.

Premium Billing

The ability to bill above 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 Rate

Programs or messages that result in charges above and beyond standard text messaging charges normally applied to the subscriber's wireless bill.

Premium Rate Program

A program that requires double opt-in where the subscriber is billed above the standard SMS rate as per his/her mobile plan.

Premium Short Message Service

Billing mechanism by which the mobile subscriber is charged above standard text messaging rates for mobile content and/or subscription.


The quality of being secluded from the presence or view of others.

Program Approval

A specific program presented for approval to an aggregator and carrier for the usage and provisioning of a short code.

Program "television"

A television program, inclusive of all content broadcast in connection therewith, including, without limitation, bumpers, promotional spots, commercials, PSAs, chyrons, credits, disclosures, disclaimers, etc., whether broadcast during the body of the program or in the commercial and promotional spots which precede and follow the program.

Progressive Video Download

Here a video file is downloaded to the handset and starts playing the video when a certain percentage of the video file has been received. This technology combines the benefits of streaming video (quick to play the video) and download video (high quality). Although most progressive video download technologies are still proprietary, standardization bodies are making efforts to include progressive downloads as a new standard.

Promotional Content

Content offered at no charge to the user, as a sampler, enabling customers to “try before they buy,” increasing purchase confidence. The access to the content or the content itself is sent via a web SMS platform.


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.

Publisher's Aggregator

See Content Aggregator

Pull Messaging

Any content sent to the wireless subscriber upon request, shortly thereafter, on a one time basis. For example, when a customer requests the local weather from a WAP-capable browser, the content of the response, including any related advertising, is Pull Messaging.

Push Messaging

Any content sent by or on behalf of advertisers and marketers to a wireless mobile device at a time other than when the subscriber requests it. Push Messaging includes audio, short message service (SMS) messages, e-mail, multimedia messaging, cell broadcast, picture messages, surveys, or any other pushed advertising or content.


A text entry method for subscribers to enter information or queries into a handset, similar to a keyboard text entry.

Random Short Code

A random number sequence assigned by the administration body to the company leasing the short code.

Real Time Streaming Protocol

A protocol for use in streaming media systems which allows a client to remotely control a streaming media server, issuing VCR-like commands such as "play" and "pause", and allowing time-based access to files on a server.

Real Tones

See Mastertone

Really Simple Syndication

The model for content discovery and purchase that is provided by operators on-deck. This model is increasingly emerging off-deck, and replicates the PC Web experience for sites designed for handsets.


The number or percentage of consumers that actually took advantage of a particular offer.


Automatically sending a user to a URL different from the one they clicked on. Considered a very negative tactic if used deceptively, it is approved by the engines for the purpose of sending users to content formatted appropriately for their device.


The Web page that delivered your visitor to your website.


The likelihood that a given Web page will be of interest or useful to a search engine user for a keyword search.

Reply Actions

The mobile subscriber may respond by replying to the MMS message.

Response Capability

The ability of the user to respond based on the feature set of the user's device. (examples: SMS with embedded 800 number, SMS 2 way, WAP).

Revenue Share

Each party behind the mobile marketing initiative splits the revenue derived from the mobile marketing program.

Revenue Share Percentage

The designated percentage share of revenue to which a stakeholder/rights holder is entitled based on revenue sharing agreements, etc.. Applies to revenue collected from the sale and distribution of content, programming, services and other revenue-generating property.


The audio or "ring" the caller hears when calling a specific mobile number. Can be a Mastertone, Polytone or Voicetone and is either a device default or set by the handset owner when personalizing his/her mobile device. Ringback length is based on Carrier requirements.


The audio, or "ring" a handset owner hears when a call is received. Can be a Mastertone, Polytone or Voicetone and is either a device default or set by the handset owner when personalizing his/her mobile device. Ringer length is based on Carrier requirements.


A service allowing mobile subscribers to use their handsets on the networks of other mobile carriers.


A fee paid by a content aggregator/ service provider/mobile carrier to the content owner, e.g., music publisher, movie distributor, for the right to use or repurpose the content for mobile consumption.

SIM Toolkit

A "kit" that allows mobile carriers to add additional functions to the phone menu in order to provide new services. It is also specified within the GSM standard.

SMS Center

The network entity in the mobile carrier's telecommunications network which switches, stores and routes SMS traffic.

SMS Chat

A feature, mostly embedded in newer handsets, that allows the mobile subscriber to "chat" via the SMS protocol.

SMS Message

A message sent via a Short Message Service. 160 characters in length and most commonly referred to as a text (or txt).

SMS Tone

An audio product that alerts the mobile subscriber when a text message is received.


An interaction between the TV Broadcaster and mobile subscriber where the mobile subscriber texts in a message/vote which is either displayed on TV screen or affects outcome of the program being aired.

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 Saver

A screen saver is an animated image that is activated on a display when no user activity has been detected for a certain period of time. The original purpose of a screen saver was to prevent burn-in (the burning of an image into the phosphor inside the cathode ray tube after hours of the same image being rescanned). It is also used to preserve battery life of the handset.

Screen Size

Amount of display space a particular handset offers. Size usually is measured in pixels, inches or millimeters.

Search Engine Marketing

A form of marketing that seeks to promote websites by increasing their visibility in search engine results pages (SERPs).

Search Engine Optimization

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.

Search Engine Results Page

A page of search results delivered by a search engine.

Second Generation

See 2G

Secondary Keyword

Similar to a keyword but its usage is for gathering metrics, repurposing existing keywords or as a geographic locator.

Series 60 (phones)

A user interface developed by Nokia. It runs over Symbian OS. Phone that use Series 60 are: N-gage, the Fashion Series etc

Service Activation

The status of which a mobile program/service can be activated post the mobile carriers' program approval and the necessary UATs.

Service Discovery

The method by which a consumer finds content of interest. Service discovery falls into on-handset (on-line) or off-handset (off-line) methods. On-line includes browsing menus, direct URL entry, person-to-person recommendation, ad banners or search. Off-line includes printed access methods such as sending a text keyword to an SMS short code. Off-line discovery is assumed to be valid for users across multiple mobile networks.

Service Provider

A third party that performs or assists in the performance of a function or activity involving the use or disclosure of Personally Identifiable Information or Non-Personally Identifiable Information on behalf of a Mobile Marketer.

Service Provider

A third party that performs or assists in the performance of a function or activity involving the use or disclosure of Personally Identifiable Information or Non-Personally Identifiable Information on behalf of a Mobile Marketer.

Shared Short code

A short code that is utilized to run multiple mobile services and/or marketing campaigns simultaneously.

Shared Short code

A short code that is utilized to run multiple mobile services and/or marketing campaigns simultaneously.

Short Code

Short for Common Short Code. See Common Short Code.

Short Code Program

A marketing campaign that utilizes a Short code as the primary means of opt-in.

Short Message Peer-to-Peer Protocol

A telecommunications industry protocol for exchanging SMS messages between SMS peer entities such as short message service centers (SMSC). It is used primarily for connecting third-party services with SMSCs to enable various types of automated SMS services.

Short Message Service

A standard for telephony messaging systems that allow sending messages between mobile devices that consist of short messages, normally with text only content.

Single Opt-in

When a mobile subscriber opts in to a program via a subscriber-initiated message to a service provider as prompted by the terms of the program. E.g., when a subscriber texts JOIN HEALTH ALERTS to a short code, that subscriber is opting in to the service.

Single Player Games

A mobile game that is played by one player only. E.g., Tetris, Bubbles, Sudoku etc..

Site Tagging

The process of inserting advertisement tags into a Mobile Web (WAP) site that allows a mobile campaign management platform to deliver advertisements to the site.


A handheld device that integrates mobile phone capabilities with the more common features of a handheld computer or PDA. Smartphones allow users to store information, e-mail, install programs, along with using a mobile phone in one device.


A security attack in which the mobile subscriber is tricked into downloading a Trojan horse, virus or other malware onto his/her handset. SMiShing is short for "SMS phishing".

Spending Cap Limits

A ceiling limit placed on a particular subscription program which the content provider can bill the subscriber. Often imposed on chat programs by carriers.


Also known as a bot, robot, or crawler. Programs used by a search engine to discover, download and index Mobile Web content.

Standard Rate

Programs or messages that result in only normal text messaging charges being applied to the mobile subscriber's wireless bill or that result in messages being deducted from a subscriber's messaging plan allowance.

Standard Rate Program

A program that requires single opt-in where the mobile subscriber is billed standard SMS rates as per the subscriber's mobile plan.


An internet derived expression for the one-way transmission of video and audio content.

Streaming Video

When a mobile video is "streamed" to a handset it starts playing when the first bits of the video stream are received. The technologies used allow ad servers to track the viewing of a video ad placed at the beginning, middle or end of a mobile video. Commonly used video streaming ad servers would be able to provide advertisers with detailed statistics on how many sections or what percentage of a particular video ad has been viewed by a unique individual. The most popular underlying technology is RTSP. Due to the nature of the underlying technologies used, the quality of the received video differs based on varying network conditions. It should also be noted that since the video file is usually not stored on the receiving handset, this methodology raises less copyright concerns.


See Mobile Subscriber

Subscriber Identity Module

A smart card inserted into a GSM-based handset containing the mobile subscriber's details such as the telephone number, encoded network identification details, the PIN and other mobile subscriber data such as the phone book. A mobile subscriber's SIM card can be moved from handset to handset as it contains all the key information required to activate the handset.

Subscriber Information

Information that pertains to a mobile subscriber, including Personally Identifiable Information and Non-Personally Identifiable Information. Subscriber Information includes demographic information (e.g., age, income range, education level), or preference information (e.g., visits travel WAP sites.)


Product or services initiated by a mobile subscriber to receive content on an ongoing basis, typically with periodic premium billing events. It is not a one-time usage service.

Subscription Billing Renewal Message

A message sent to a participating subscriber before the program/subscription is renewed which contains 1. the name of the program, 2. the renewal details, 3. billing period and advice of charge for the program and 4. opt-out details.

Subscription Period

A period of time set for a subscription program, usually no longer than one month.

Subscription Program

Any program which the mobile subscriber opts-in to a program which results in the mobile subscriber passively incurs premium or standard charges over time for content delivery.

Subscription Service

A service that provides mobile content (could include any type of content from news, graphics, music, video, audio, etc) for a fee charged at regular, defined intervals, such as monthly or weekly.


A sweepstakes is a legal game that includes a prize, and a game of chance. No consideration is allowed.


An advanced open standard operating system for data enabled handsets.

Synchronized Multimedia Integration Language

A protocol developed to allow the authoring of MMS messages. The protocol describes the sequence, timing and source of the message elements. These elements could be images, audio, video or text.


A type of two-way communication with virtually no time delay, allowing participants to respond in real time.


Similar to a mobisode, except a tardisode was made for a UK program, Dr. Who, thus, is also a made-for-mobile program.


Various criteria to make the delivery of a mobile advertisement more precise (age, gender, geographical, day parting, household income, etc.).

Text Ad

A static prepended or appended text attached to an advertisement.

Text Link

Creative use for mobile advertisements - represented by highlighted and clickable text(s) with a link embedded within the highlighted text. Usually limited to 16-24 characters.

Text Message

See SMS Message

Text to TV

See SMS to TV


The general look and feel of a mobile phone's user interface (UI). It includes color schemes for menus and highlights, background images, folder icons etc. A theme package contains graphics for one or many changeable components of a mobile phone's UI.

Third Generation

See 3G

Third Generation Partnership Project

See 3GPP


The number of messages an application can process within a specified period of time, typically in seconds (e.g., 30 messages/sec.).

Time Division Multiple Access

A technique for multiplexing multiple users onto a single channel on a single carrier. This digital cellular technology divides calls into time slots, each lasting only a fraction of a second, and allocating them on a as-needed basis.


The ability to assess the performance of a mobile campaign.


The process of making the multimedia ads appear and sound best on the various handsets based on which formats are supported are by the handset.

Transmission/Transport Cost

Cost of the SMS used to deliver the billing charges incurred by the mobile marketer/billing aggregator .

Triple Opt-in

An additional opt-in that is required from the program participant once they have exceeded a defined premium fee threshold.

Triple Tap

A common text entry method for subscribers to enter information or query via a mobile phone.

True Tone

See Mastertone


The CSCA Web site, where companies apply for and acquire short codes for mobile content services and marketing campaigns.

Unique User

A specific mobile subscriber. Every mobile subscriber has some sort of alpha and/or numeric code (not personal subscriber data like name or phone number) that is sent with each advertisement request. These unique identifiers are used to determine how many "unique users" view each ad.

Universal Mobile Telecommunications System

The European term for one of the third generation wireless services.

Unsolicited Messages

Commercial SMS or MMS messages sent to subscribers without seeking prior approval.


Process of opting out of a mobile subscription service/application.

Value Added Service

Additional service which add value to those already available on the network .

Vanity Short Code

CSCs that are specifically requested. It usually spells out a content provider's name, brand, an associated word or is an easy to recall number sequence e.g.. DISNEY =347639 or 88888.

Video Tone

A ringtone with audio and video that alerts the mobile subscriber when a call comes in.

Viral Marketing

The communication via text message or other mobile content including ringtones, games and wallpaper by process in which consumer A receives the original message, identifies consumer B who he/she believes will be interested in the message and initiates a process - such as inputing a phone number, by which consumer B automatically receives the same message.


How well-placed your Web site is in the search engines for relevant keyword searches.


Any audio product created from a human voice recording. Can be sourced from "voice lifts" from a film, TV or broadcast audio track, or may be a Custom Voicetone, and custom recording from a script with voice talent.

WAP 1.0

A format of mobile web. Relied on WML markup language and special protocols designed for ultra-efficient transmission of content to limited devices over limited connections.

WAP 2.0

An increasingly popular format of choice for mobile web. Relies on a new set of standards that are more in line with Internet standards. Using xHTML, mobile carriers, content providers and media companies can present content and functionality in more robust formats via faster wireless technologies.

WAP Billing

A billing interface that enables third-party content to be charged directly to the subscriber account (i.e., not via an intermediate system such as PSMS). WAP billing is usually delivered by the carrier as a wholesale offering of the billing scheme used for on-deck content purchase. The carrier retains a percentage of all transactions as its cost of billing.

WAP Landing Page

A secondary WAP page a consumer is taken to once they click on an MMS link in order to give or receive additional information.

WAP Pulll

Where the user directly requests a mobile WAP site by entering a URL, or by entering the phone number on a content provider Web page.

WAP Push

A specially encoded message which includes a link to a WAP address that allows WAP content to be pushed to the handset with minimum user intervention.

WAP Site

A website that is specifically designed and formatted for display on a mobile device.

WAP Storefront

A mobile Internet site, provided by a third-party content provider, which contains some percentage of premium content.

Walled Garden

The service provider


A piece of graphic content that is formatted to fit the screen of handsets.

Web Storefront

A Web site for mobile content, especially one containing premium content. Enables the user to browse content and make multiple purchases per visit. The user may order from the Web site so that the content is pushed to their phone.

Wideband Code Division Multiple Access,

A high-speed 3G mobile wireless technology with the capacity to offer higher data speeds than CDMA and therefore can transmit and receive information faster and more efficiently.

Widget (mobile)

Third party lightweight web application that can be embedded in a 3G mobile phone .

Wireless Advertising

See Mobile Advertising

Wireless Application Protocol

An open international standard for applications that use wireless communication. Its principal application is to enable access to the internet from a mobile phone or PDA. Can be used to deliver content to mobile devices

Wireless Carrier

See Carrier

Wireless Markup Language

A markup language developed specifically for wireless applications to enable optimum usage of the limited display capabilities of a handset. Based on XML, it is used for tailoring WAP content.

Wireless Spam

Push messaging that is sent without confirmed opt-in.

Wireless Web

The Mobile Web is a channel for delivery of web content, which offers and formats content to users in awareness of the mobile context. The mobile context is characterized by the nature of personal user information needs (e.g. updating micro your blog, accessing travel information, receiving news update), constraints of mobile phones (i.e. screen size, keypad input) and special capabilities (i.e. location, connection type such as 3G or WLAN).


See Extensible HyperText Markup Language


See Extensible Markup Language

Zero Rated Messaging

Brand or marketer assumes payment for the standard rate message fee on behalf of the mobile subscribers
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