96
| Date post: | 08-Nov-2014 |
| Category: |
Documents |
| Upload: | ontwayne-hill |
| View: | 222 times |
| Download: | 4 times |
Table of ContentsLegal & Copyright.....................................................................................5
Contact Information..................................................................................6
JusGoMobile..................................................................................................6
Author Contact..............................................................................................6
JusGoMobile Publishing...................................................................................6
Preface......................................................................................................7
Introduction......................................................................................................7
Expectations Of My Readers................................................................................7
Direction Of Reading..........................................................................................8
Peace, Love & Happyness ..................................................................................9
Connected Devices..................................................................................11
Overview........................................................................................................11
Different Strokes For Different Folks...................................................................11
Is It Really A Phone?........................................................................................12
Class Warfare..................................................................................................14
Standard Cellular Phone................................................................................14
Multimedia Handset......................................................................................15
SmartPhone................................................................................................16
Media Formats.................................................................................................19
Audio Formats.............................................................................................19
Video Formats ............................................................................................22
Image Formats ...........................................................................................23
Ebook Formats.............................................................................................26
DRM...............................................................................................................30
Conclusion......................................................................................................32
Content Policy.........................................................................................34
Overview........................................................................................................34
Content Policy Influences..................................................................................34
Organizations..............................................................................................35
Network Operators View Of Content....................................................................36
Relationship Status.......................................................................................36
Who's In Control Is Key....................................................................................39
Network Operator Content.............................................................................39
3rd Party Content Network Operator Distributes...............................................41
Content Network Operator Provides Access To..................................................42
Conclusion......................................................................................................43
Things to remember:....................................................................................43
Content Aggregator.................................................................................45
Overview........................................................................................................45
You Want To Meet My Friends?...........................................................................45
Content Aggregator Model.................................................................................46
Distribution Channels....................................................................................47
Analytics.....................................................................................................48
Payout Scale................................................................................................48
Content Aggregator Contract.........................................................................49
Conclusion......................................................................................................50
Messaging Technology............................................................................52
Overview........................................................................................................52
SMS...............................................................................................................52
SMS Service Provider....................................................................................53
SMS Gateway..............................................................................................54
EMS...............................................................................................................56
MMS...............................................................................................................56
WAP Push.......................................................................................................58
Emerging Messaging Technologies......................................................................59
Augmented Reality...........................................................................................59
QR Codes........................................................................................................60
Conclusion......................................................................................................65
Billing Systems.......................................................................................66
Overview........................................................................................................66
The Three Major Billing Types............................................................................66
Premium SMS Billing.....................................................................................67
Direct Carrier Billing.....................................................................................67
WAP Billing..................................................................................................68
Carriers Involvement........................................................................................69
Operator Price Points....................................................................................69
Carrier Rules...............................................................................................70
Payment Processor...........................................................................................70
Other Payment Options.....................................................................................72
Conclusion......................................................................................................72
Consumer Short Codes............................................................................73
Overview........................................................................................................73
Big Things Come In Little Packages....................................................................74
Common Short Code Administration...............................................................74
From Idea To Reality.........................................................................................76
CSCA Process..................................................................................................77
Applying For A Sub License............................................................................78
Creating Your CSC Campaign Application.........................................................80
MASP Process..................................................................................................88
Connection Aggregator Process..........................................................................89
Wireless Carrier Process....................................................................................92
Auditing......................................................................................................93
CTIA Compliance Monitoring And Enforcement.................................................94
Financial Cost Of A CSC Campaign......................................................................95
Conclusion......................................................................................................95
Legal & CopyrightAll contents copyright © 2013 by JusGoMobile LLC. All rights reserved. No part of
this document or the related files may be reproduced or transmitted in any form, by
any means (electronic, photocopying, recording, or otherwise) without the prior
written permission of the publisher.
Limitation of Liability and Disclaimer of Warranty: The publisher has used its best
efforts in preparing this book, and the information provided herein is provided "as
is." JusGoMobile LLC. makes no representation or warranties with respect to the
accuracy or completeness of the contents of this book and specifically disclaims any
implied warranties of merchantability or fitness for any particular purpose and shall
in no event be liable for any loss of profit or any other commercial or personal
damage, including but not limited to special, incidental, consequential, or other
damages.
Trademarks: This book identifies product names and services known to be
trademarks, registered trademarks, or service marks of their respective holders.
They are used throughout this book in an editorial fashion only. In addition, terms
suspected of being trademarks, registered trademarks, or service marks have been
appropriately capitalized, although JusGoMobile LLC. cannot attest to the accuracy
of this information. Use of a term in this book should not be regarded as affecting
the validity of any trademark, registered trademark, or service mark. JusGoMobile
LLC. is not associated with any product or vendor mentioned in this book.
Contact Information
JusGoMobile
Http://jusgomobile.blogspot.com
http://twitter.com/jusgomobile
@jusgomobile
Author Contact
JusGoMobile Publishing
Preface
Introduction
If you’re reading this, you've decided to learn about mobile content distribution.
The reason why you have... it's the new frontier throughout the world. The purpose
of this document is to educate you, the independent artist, label or content creator
on how the mobile content industry works and what tools are there for your use.
Knowing this will grant you a greater chance of success in reaching your audience
through this industry. Mobile content is an important segment of the mobile
industry, it generates revenue for cellular network operators in many ways because
it's the easiest point of entry into the mobile industry-- making it easy to believe
you will make fast money but that's definitely far from the truth.
From this book you will learn about, the mobile device landscape, network operator
content policy, payment systems, the aggregator model, short-codes, messaging
systems, network technologies, digital rights management and much more.
Expectations Of My Readers
Here are the basic expectations I have of you, my reader: you have experience with
creating your own content, you have a basic knowledge or experience with acquiring
content through your mobile device, and you have some goal in mind from reading
this book. I do suggest you get acquainted with your mobile device; it will make it
easier for you to understand the topics we cover. This book will not tell you what
content will or won't sell or how to create content. This book will not tell you which
business model or method of distribution is best for the particular outcome you
desire from your content-- that's governed by your business strategy. This book will
not tell you how to become RICH from the mobile content field. This book is not for
individuals, person(s) living or dead, businesses, charities, educational institutions,
houses of worship, aliens, animals, angelic beams, amoeba, time travelers or others
who are looking for a get rich quick system (E.G. start a website get rich, 100 ways
to make a fortune on the internet, hidden secrets to internet millions, billions and
gazillions, etc.). What I have done, when possible, is include links to industry
organizations and websites that are associated with the mobile content industry and
the mobile industry at large. In certain areas I've included companies that are
crucial to the industry that you'll most likely have to deal with in some area because
of their field of expertise. In no way am I endorsing them, I only list them to give
you my reader a leg up or direction on where to start your search. Over the course
of reading this book you will come across acronyms and words that are industry
focused. I have included a terminology/definition page at the back of the book.
Direction Of Reading
This book wasn't written to trap you into reading every chapter just to understand
the information that's covered in the next chapter. Each chapter covers a specific
area that matters to a content producer who's looking to use the mobile platform
for content distribution. The first chapter you need to read is the “Connected
Devices”. The second chapter you need to read is “Content Policy”-- then read
whatever chapter you desire after that. I wrote it like this because it favors direct
lessons instead of long winding connected lessons that make you read area's that
might not pertain to what you’re looking to learn about. Here's a list of the
chapters, “Connected Devices”, “Content Aggregator”, “Content Policy”, “Messaging
Technology”, “Billing Systems”, and “Consumer Short Codes”-- other than connected
devices the list is in no particular order.
Of course I have a direction I'd go about reading this book.
1st Read, “Connected Devices”-- this chapter breaks down the device portfolio, the
types of devices, content types and the technology that powers them.
2nd Read, “Content Policy”-- this chapter covers content policy from the cellular
network operators perspective, govern bodies, industry organizations and there role
in helping shape content policy.
3rd Read, “Content Aggregator”-- this chapter introduces you to the role of a content
aggregator within the mobile content eco-system and how they can potentially be of
benefit to you.
4th Read, “Messaging Technology”-- this chapter takes a look at messaging
platforms available to mobile devices to communicate and distribute content,
emerging platforms, and the capabilities of current platforms.
5th Read, “Billing Systems” and “Consumer Short Codes”-- These two chapters are
cousins in that both are the most heavily regulated portion of the mobile content
eco-system, they share certain business models with one another, have to adhere to
strict rules by the carrier and you'll need an aggregator to gain access to the
carriers back end system.
Peace, Love & Happyness
I am a firm believer in paying gratitude to those who give you help, show you
support, and at times walk the journey with you. I do not believe any person has
accomplished anything great by themselves; or as some might say, “Pulling
themselves up by their own bootstraps” or “being a self-made person”. In no way
am I down playing individual success, you have to persevere over challenges that
naturally happen along the journey, you have to deal with the failure of your ideal,
you have to concur yourself doubts and personal short comings, you have to
motivate yourself to keep on going when you can't see nothing but darkness,
turmoil and dreams deferred, you had to learn how to keep focused on the ultimate
goal even when it seemed like nothing would come from it, but you never give up--
all the above is you. But you'd have to be a fool to think it's possible to obtain
success without help.
First I want to give praise to the author and perfector of my faith, the Lord Jesus
Christ. For keeping me and supplying my every need. I wouldn't have been able to
accomplish what I have without him. Second, I want to thank my family for putting
up with me as I embarked on this journey, my parents-- Ruth and Ron Hill; my
siblings-- Ciobhon and Chayla; my two beautiful nieces-- Tyahana and Tanayia; my
Grandparents-- Carrie Hill, Juanita and Joseph Martin; my cousin-- Joey; my
aunts-- Tonya, Pat, Brenda and Sharron; my uncle-- Tony. Third, I want to thank
my extended family, Bill Hannah; Brian Downey; Rhonda Solomon; Crystal Hall;
Orlando and the Marshall family; Justin, Ronnie and Jimmy Boseman. Last but not
least the employees of Kent State University library (Go Golden Flashes), Twinsburg
public library and Borders books. If I left anyone out please don't blame it on my
heart, blame it on my head.
Connected Devices
Overview
In this section we are looking at the connected device; the types of connected
devices, capabilities, and influences on content consumption. When I started
working on the mobile side very few devices were able to download simple
polyphonic ringtones, there were two smartphone makers in the U.S market, PDA's
were the tablets of the day, feature phones were all the rave. Feature phones were
the primary way cellular network operators convinced subscribers to stay with or
switch to their network. No such thing as 3G, heck GPRS was just picking up
steam, the mobile internet was all text and WML was the markup language of
choice-- decks, cards and WML scripting?
Today it's possible to use content that's designed for desktop/laptop and it works
fine on the connected device, 3G is standard, you have the real internet on your
device, you have built in GPS on your device, you can talk to your device and your
device talks back to you-- Star Trek anyone?
I've been able to see the change in the market up close and personal and have
come to realize, it can be hard to understand the progress that's happening without
understanding where the progress came from. I do not want you to think because
of the current explosion in the smartphone and tablet (Consumer electronics)
market that you have no need to understand what makes the mobile device market
unique, rather that be in content distribution or device creation.
Different Strokes For Different Folks
Identical twins look the same in appearance, yet have traits unique to themselves.
The subtle appearance traits might be hard to spot but the character traits are
easier to identify and therefore distinguish them from one another. The same can
be said about mobile devices. You have cellular phones, tablets, personal media
players (mp3 players, iPods, Zune, etc.) and E-readers-- all have mobility on their
side. Each has definable strengths inside and outside there own class. A tablet and
certain classes of cellular phones can perform the same functions an E-reader does,
though the E-reader has a very specific purpose and so every part of it is designed
around it.
You might chime in and say, what about laptops and netbooks? You have a valid
point but both laptops and netbooks are greatly dependent on a consistent power
outlet to function for long durations. The former were designed to be mobile which
means there battery life is greater because the device is designed to consume less
power, smaller form factor makes it easier to carry and devices are reliant on
network connectivity (cellular network, Wi-Fi) to reach full potential.
Since we will look at three classes of devices, I want you to know majority of the
focus will be on cellular phones. The reason is cellular phones are the most mobile
of the three. Tablets might be able to utilize cellular networks but they are not
guaranteed to, but they can utilize Wi-Fi.
Is It Really A Phone?
The cellular phone has done to society what Michael Jordan has done to the game of
basketball! You knew you were witnessing something great but at the time you
didn't realize how great it was or would be. Now we compare every basketball
player to Michael Jordan-- he's the G.O.A.T.
Were there players who averaged better numbers? Yes! Were there players with
more championship rings? Yes! But it's how Jordan did it that makes him the
greatest of all time. He brought his own personal style to the game of basketball;
not only style of play, fashion, swagger and business acumen.
The same can be said for the cellular phone. It started as a device so large it
looked like you were talking to a vanilla colored brick. If your old enough to have
watched “Saved By The Bell”, then you have to remember Zack Morris cellphone, it
was one of them.
Over the years the cellphone has seen many design transitions from the brick you
could not put in your pocket, to a little smaller cellphone (candy bar design) which
had a green screen that showed a minimal user interface and the device was small
enough to fit in your pocket. If you brushed against someone they would look at
you like, “is that a gun in your pocket or are you happy to see me?”.
Then we moved to even smaller designed cellular phones which brought around the
flip-phone. Oh, the flip-phone took it to the next level, nothing like the sound made
by a flip phone when you end a call by closing it-- “Clap”. The flip-phone made it
possible to comfortably carry your mobile phone in your pocket. You could choose
different polyphonic ringtones for calls; on the flip-phone I had I could press a
button and speak the name of the person I wanted the phone to dial, at the time it
was ground breaking.
By the way, my second phone was a flip phone my cousin purchased for me in
99/00 when he was hired by a bank (sophomore year for me his senior year in high
school). Sprint was the service provider and way back then Sprint offered mobile
internet and text messaging service (don't quote me but I think they had just rolled
it out) -- I had both. On every cellular phone I've had since then all of them have
had text messaging and mobile web access; so when I say I've been on the mobile
side, I mean it.
Then came many other design types, the clam, the slider, the candy bar; the
sidekick made its debut and somewhere off in the cut was Blackberry and Palm.
Blackberry and Palm were the phones of the affluent. Palm was the O.G of touch
screen cellular phones. You had the stylus but you could just as easily use your
fingernail. A good percentage of what the Blackberry and Palm devices were
capable of doing back then are now standard for smartphones and even some
multimedia phones.
Why did I go through all of that? With each new design came newer features that
weren't on previous models and the size of the device became smaller. The camera
phone came in two flavors-- the phone you had to attach a camera to or the phone
that came with the camera built into it. Ringtones emerged as polyphonic
renditions of the original track; but later came the technology to allow the real track
to play when you received a call. It became standard for the camera to be
integrated into the device; it not only could take pictures but could capture video
also.
Advances in hardware technology birthed new eras for the cellular phone, out of this
came the mobile content market. Not that the technologies were designed to create
a new market for content, it just happened. Since the camera phone had a higher
resolution screen than once was on previous devices, wallpaper became a financially
viable market. The same goes for ringtones, java based games (J2ME), location
based services, apps and many other services were able to use today on our cellular
device of choice.
Class Warfare
Not all phones were created the same. So there came class distinction by what a
devices capabilities were. You have standard cellular phones, multimedia cellular
phones and smartphones. These classes still exist today, don't think everybody has
a smartphone, though 46% of American adults do, you must consider that 88% of
American adults are cellular phone owners and not all of them desire the complexity
of a smartphone but would like to have greater features than a standard phone
provides.
Standard Cellular Phone
These phones are equipped with the basics. They can make and receive calls, have
a screen (most likely color TFT-LCD), run proprietary firmware with a minimal user
interface, can send and receive text (SMS) messages, phone and address book, it
has limited memory and a basic chipset.
Additional features might include, polyphonic ringtones, simple java based programs
if the phone is running J2ME (a.k.a Java Me), a generic web browser if the phone is
Java capable or running Binary Runtime Environment (BREW).
On the upper model standard cellular phones you will usually have a camera--
possibly able to record video, better web browser, possibly supports mp3 ringtones.
At one time upper model standard phones were considered “Feature Phones” but as
cellular technology advanced the new feature phones became multimedia handsets,
as technology continues to advance the smartphone will become the new feature
phone as it will be replaced by the superphone or super smartphone.
Standard phones are still in use in the Americas. The elderly tend to gravitate
towards this class of device because of ease of use (simple user interface, less bells
and whistles) and are cost effective.
Use in developing nations such as Africa, India, Central and South America are
higher because of their simplicity. These devices solve telecommunication
infrastructure issues that arise in developing nations. It's easier to put a cellular
tower and base station in a remote area than it is to put up telephone poles to
reach the remote area.
These devices cost less than more complex handset classes, so a greater
percentage of the population in a developing nation can afford them. Try not to
think simplicity means inadequate. The way in which users in developing nations
utilize their cellular phones is comparable to how we in America use desktop and
laptop computers. They use it for everything; it’s not a creature comfort like it is
for us in North America.
You think your Rico Suave with technology, you should do a bit of research into how
those who live in remote parts of Africa use their cellular device in their day to day
lives-- a whole new market for mobile services was created, get it!
Multimedia Handset
These handsets are more likely to be in use by the majority of people (in America)
who don't have a smartphone. The name explains what the focus of the handset
is-- multimedia; it is capable of making and receiving phone calls, definitely has a
color TFT-LCD screen, proprietary firmware with a more advanced user interface,
greater on board memory with a better chipset, SMS and MMS messaging, camera
capable of shooting higher quality pictures and video, support for multiple audio
formats and apps are available. On upper model multimedia handsets you will find
greater screen size, possibly even touch screen features, support for advanced
media, expandable memory (sd/micro sd card), USB connectivity, Bluetooth,
supporting flash content, more complex web browser, overall they exhibit sub
smartphone features.
Multimedia entails greater user interaction. You will find the design of these devices
to come in different flavors. Slider and clam design is pretty common because
there is greater need for a full QWERTY keyboard layout, yet screen and device size
doesn't have to be compromised (clam design allowed for two screens, inside and
outside). The flip design has had some unique screen designs such as the ability to
swivel the screen from portrait mode to landscape for wider use of the viewing area.
SmartPhone
The smartphone takes on many different characteristics. Some are business
focused, others are entertainment focused, then some try to do the impossible--
being everything to everybody and undoubtedly end up being nothing to nobody.
The heart of the smartphone is a mixture of hardware and the operating system.
Smartphones are able to make and receive calls, send and receive text messages,
multimedia messages, and email. They have full feature web browser, consumption
of most audio and video media types and formats, streaming media, video calls,
expandable memory, touch screen and or qwerty keyboard, apps that make the
device perform task that were once relegated to super computers.
Chipset Ahoy
As stated above hardware is half of what makes a smartphone a smartphone.
Chipset determines what makes up the characteristics of the smartphone. The wide
array of chipsets available on the market today allow a device maker to create
diverse device families. The way in which chipsets are constructed is “Standalone
Application Processors” model or “Integrated Application Processors” model.
In the standalone application processor model the baseband processor, application
processor, and graphics processor are separated, meaning you have three different
chips to put into your printed circuit board. In some implementations the graphics
processor is built into the application processor.
In the integrated application processor model the baseband processor, application
processor and graphics processor are integrated into one chip. The positive side of
this design is the ability to have all you need in one chip and not have to worry
about bringing together multiple chips even if those chips are from the same
company.
Baseband Processor
This processor is responsible for managing communication task with telephony.
Radio frequency, signal modulation, encoding, protocol stacks and the likes. Has its
own OS to handle its responsibilities.
Application Processor
This processor is responsible for running the operating system, associated
applications and peripheral devices.
Graphics Processor
This processor is responsible for handling graphics (2d & 3d), user interface, video,
multimedia, gaming, and other graphical features.
As there are other processors and chips that go into building a mobile device
(cellular phone, tablet, E-reader, etc.), these are the major components that are
required to build a cellular device and determines what the device will be capable of.
Smooth Operator Ah!
Smartphones and tablet operating systems are affected by the hardware
architecture of the device they're running on, this affects the operating systems
performance.
Since smartphones are cheaper to purchase and turnover is greater (customers
want the newest phone) than desktop or laptop systems, you will notice there are
more updates that happen to the OS of these devices. With each new update
comes API changes that can minimally or drastically change the way in which the
device accesses and consumes content and services.
As of this writing there are around 8 operating systems that are designed to run on
smartphones. The two OS bread winners are Android and ios (both are *nix
based). Then you have in no particular order, Windows Phone, RIM Blackberry, Hp
Web Os, Samsung Bada, open source project Meego and Qulacomm's Brew. Nokia
had its own smartphone operating system [Symbian] but decided to phase it out in
favor of Windows Phone.
One of the shinning features of the smartphone is “apps”. Apps are small yet
powerful pieces of software that are designed to run on smartphone and tablet
devices and some personal media players and televisions. Anyone with a little
knowledge of computer programming or the desire to learn can build an app for
these devices.
A challenge that has risen for the OS centric smartphone is OS fragmentation. OS
fragmentation occurs when you have multiple devices running different versions or
implementations of an operating system (hardware implementation affects this too).
This can make it difficult to produce consistent performance results for an app
across different devices running the same OS and even worse when it's the same
OS but different OS version. You will usually hear those who are app developers for
the Android platform speak about this issue greater than those who develop for
other OS platforms. The centrality you have with Apples ios is not prevalent on
Android devices. This is caused by the business model Android deploys for the wide
spread and open use of its operating system. Updates aren't forced by the OS
creator but are left to the vendor who uses the Android OS to update it. The way in
which a vendor can tinker with the Android OS also opens the platform up for even
larger fragmentation.
If you’re interested, each operating system has a developer website that can guide
you through how their operating system is designed to work, what chipset is
required to run their operating system and pretty much anything you need to know
to become proficient with their OS and devices that are capable of running it.
Media Formats
Each class of device has abilities to digest specific media formats. Media formats
are audio, video, images and text.
Lossy Compression V. Lossless Compression
When compressing files you will find two codec techniques to choose from, lossy
compression and lossless compression.
With lossy compression some of the data being compressed is lost in an attempt to
cut down on redundant and unnecessary information. This is done in hopes of
creating smaller file size but you will sacrifice file quality. This is a suitable option
when creating files for memory constrained devices such as older feature phones
and multimedia handsets. Files such as audio, streaming media, video and images
that will reside on a mobile device will usually be encoded to a file format that
utilizes lossy compression.
With lossless compression there is no loss of data when the file is compressed; so
when data is accessed it's reconstructed as it was before compression. File size will
be greater than lossy but file quality doesn't suffer. You will usually use lossless
compression when you know the devices that will access it are more than capable of
the larger file size. Lossless compression isn't the best option to use for streaming
media as you want the file size to be manageable for the device that's accessing it.
Audio Formats
You have encoding formats for audio. Speech encoding formats and music encoding
formats. There are more encoding formats that work on mobile devices but I'm
focusing on the commonly used formats. You can encode music using voice
encoding formats but you will lose a great amount of acoustic quality if the voice
format doesn't offer stereo-- even with that it’s not a good ideal.
Speech Formats
AMR/AMR-NB/EFR
Adaptive Multi-rate Speech Codec: Is an audio data compression scheme
configured for speech coding. Standardized by the 3GPP group AMR is used in
GSM and UMTS networks. AMR is also a file format for storing speech audio on
mobile devices through the AMR codec. AMR has coding rates of 1.80, 4.75,
5.15, 5.90, 6.70, 7.40, 7.95, 10.20, 12.20 Kbit/s. The “NB” stands for narrow
band, AMR has a speech bandwidth between 300-3400 Hz.
AMR-WB
AMR-WB allows for higher audio bit-rates. AMR-WB (wideband) offers improved
speech quality by using greater speech bandwidth between the ranges of 50-
7000 Hz; AMR wideband offers higher bitrates thus allowing for encoding of
music. Higher bitrates are 14.25, 15.85, 18.25, 19.85, 23.05, 23.85 kb/s. Just
because AMR-WB can encode music does not mean it will offer the level of
quality a music focused codec will.
EVRC
Enhanced Variable Rate Codec is a speech codec used in CDMA networks. Is
designed to replace QCELP.
EVRC-B
Enhanced Variable Rate Codec B is a speech codec used in CDMA networks as
an enhancement to EVRC.
QCELP
Speech codec developed by Qualcomm to increase speech quality over CDMA
networks.
Music Formats
AAC Family (AAC-LC, AAC+, eAAC+)
AAC is a compression codec created to replace the MP3. The basic AAC format
is equal in quality at higher rates 128kb-256kb to MP3, but outshines MP3 at
lower rates 28kb-96kb. The other AAC standards are AAC+ and eAAC+.
If you’re looking to encode music I'd highly suggest using one of the AAC family
profiles. As always check with the device manufacture to understand what AAC
level the device can handle. The company “Nero” offers a free AAC encoder that
you can download. It is a command line utility so you will need to educate
yourself on how to work with command line applications-- but it's free, don't
complain.
AMR-WB+
AMR-WB+ stands for Extended Adaptive Multi-Rate Wideband and it extends
AMR-WB. It offers higher sampling rates and stereo signals. Through the use
of transform coded excitation (TCX) along with ACELP the base audio coding is
improved, providing good speech quality and at par bit-rates. Sampling rates
range from 12.8 kHz to 38.4 kHz and sampling frequencies of 16-48 kHz. Bit-
rate range of 5.2-48 kb/s, can handle mono and stereo rates but keep in mind,
this codec was developed for multimedia purposes such as streaming,
messaging and simpler multimedia services.
MP3
Also known as MPEG-1 or MPEG-2 audio layer III is an audio format designed to
compress an audio file up to four times smaller than original and is the de facto
in digital audio files formats used on the internet. Even though AAC was
created to replace it, MP3 is an excellent audio format. It's not as complex as
the AAC family but sometimes simplicity trumps technicality. When
compressing a MP3 file you can select between Constant Bit Rate (CBR) or
Variable Bit Rate (VBR) encoding. Constant bit rate encodes the whole file using
one bit rate; as opposed to variable bit rate encodes using multiple bit rates, it
allows the encoder to use a lower bit rate where simpler acoustics appear and
higher bit rates where complex acoustics appear.
Bit rates offered are: 8, 16, 24, 32, 40, 48, 56, 64, 80, 96, 112, 128, 144,160,
192, 224, 256, 320 Kbit/s.
Sampling frequencies offered are: 16, 22.05, 24, 32, 44.1 and 48Hz
WAV/PCM
Is a file format for storing raw uncompressed audio data. WAV is short for
WAVeform Audio Format and was jointly developed by Microsoft and IBM.
Offering sampling rates of 8000, 11025, 16000, 22050, 32000, 44100, 48000,
96000, 192000.
WMA
Audio file type and or codec developed by Microsoft. WMA is the most basic but
offers other profiles such as, WMA Professional, WMA Lossless and WMA voice.
Each one of these are exclusive from the other one which means they are not
compatible.
Real
A proprietary multimedia container format created by RealNetworks. Real has
different file extensions for different file types. RA is for real audio, RM is used
for Real media, RAM is Real audio/media shortcut, and RMVB is Realmedia
variable bitrate.
Video Formats
When encoding video for mobile devices you should be aware that not all devices
can handle the same quality, encoding format or video dimensions. Look to the
device manufactures website or the network operators website for insight on what
dimensions, frame rate and compression formats they suggest. These listed are the
most common formats used.
3GP
3GP is a file format for audio and video but also can be used as a container
format. Developed by the 3rd Generation Partnership Project (3GPP) as a
multimedia format for transmitting audio and video files between GSM
cellphones and over the internet. File type created by a camera phone while
capturing video (.3gp), is able to store video as H.263, or H.264 and audio as
AMR-NB, AMRWB, AMR-WB+, AAC-LC, HE-AAV v1, or Enhanced aacPlus HE-AAC
v2.
3G2
3G2 is a file format for audio and video but also can be used as a container
format. It is similar to 3GP but is built to work on CDMA cellular phones. Has
the file extension .3G2.
AVI
AVI is a multimedia container format that can contain audio and video data.
H.263 & H.264
H.263 & H.264 are video compression standards and are used greatly for
streaming video.
MPEG-4
MPEG-4 is a method of defining compression of audio and visual digital data;
this includes streaming media, music and video. MPEG-4 has parts, such as
MPEG-4 Part 14 which is known as MP4 or MPEG-4 Part 10 which is also known
as H.264
WMV
WMV is a video format developed by Microsoft and designed for internet
streaming. WMV files are wrapped in an ASF container format; they use the file
extension (.WMV).
Image Formats
Image formats are designed for particular graphic purposes. Each has strengths the
other doesn't. Always understand the medium your images or graphics will appear
on. I've used every one of these formats so I understand which one you'd use in
print, on a web-site or for photography. Most mobile devices are capable of
rendering JPEG, GIF and PNG. These three I call my “go to graphic formats”; they
are the most commonly available formats and are standards in the graphics field; so
they’re a failsafe when creating graphics.
Certain formats offer animated features on top of fixed image standard. GIF is
notorious for animated graphics and is widely supported; but flash based graphics
offer animated abilities that can perform far greater task than its GIF counterpart
but flash based graphics and animation are not be supported on all devices.
Vector Or Raster Graphic
When working with graphics you have two choices of graphic style, they are “Vector
Graphics” or “Raster Graphics”.
Vector graphics are composed of many individual objects, paths, strokes, start and
end points. Each object is defined by mathematical statements and has properties
such as color, fill and outline. From a mathematical perspective geometry primitives
like shapes, polygons, lines, curves and points are placed on an X&Y plane. This
allows vector graphics to be the highest quality graphics you can create. You can
zoom in or out and the graphics quality will not degrade.
Raster graphics, also known as bitmap graphics are composed of pixels or points
and is the most common format out. Each pixel can contain a different color and
each pixel is of rectangular shape. Bits are defined by width and height, the more
bits per pixel the clearer the image. It's not as good as vector images when it
comes to zooming in because the image becomes very pixelated, but is sufficient for
logos and pictures.
Raster Graphic Formats
PNG
PNG is designed to replace and improve upon the GIF format. This is because
the GIF's compression algorithm was patented by Unisys. PNG stands for
“Portable Network Graphics”, utilizes lossless compression, is able to support
palette based images (24-bit RGB, 32-bit RGBA), grayscale and non-palette
based RGB[A] images-- but does not support CMYK or other non RGB colors.
PNG is designed to be used on the internet and does not offer an animated
support; but what it lacks in animation it makes up for in image quality. This is
just my opinion but I prefer PNG to GIF unless PNG is not supported. PNG
seems to retain image quality better than GIF and since PNG has a very good
interlacing system (Adam7) it definitely creates better low resolution or
graphics. PNG is better suited for drawn graphics than photos because it's a
bitmap image format. PNG is more suitable than GIF in instances where true-
color imaging and alpha transparency are required.
GIF
GIF is a bitmap image format; stands for “Graphics Interchange Format” and
utilizes lossless compression. Has support for 256 colors from the 24-bit RGB
palette and offers animation support. Not well suited for photo graphic images,
better equipped for logos, graphics and low resolution film clips.
Photographic Formats
JPEG
JPEG is a compression algorithm commonly employed by digital cameras to
capture digital photographs. Its name stands for “Joint Photographic Experts
Group”. You can adjust the amount of compression you desire for image quality
or storage size. There are different standards and parts when working with
JPEG-- JPEG:ITU-T T.81, JPEG:ITU-T.83,J PEG:ITU-T T.84, JPEG:ITU-T.T86,
JPEG-LS:ITU-T T.871, JBIG:ITU-T T.82, JBIG2:ITU-T T.88, JPEG 2000:ITU-T
T.800, JPEG 2000:ITU-T T.801, JPEG XR:ITU-T T.832.
JPEG is suited for photographic images.
Vector Graphic Formats
SVG
SVG is a group of specifications for a XML-based file format used to describe
two-dimensional vector graphics-- static or dynamic. SVG stands for “Scalable
Vector Graphics” and development is controlled by the World Wide Web
Consortium (W3C). If you understand XML then you can create SVG graphics
with an integrated development environment (IDE) or a basic text editor; if you
don't then, there are graphic editing programs for you. SVG is able to use
vector graphics, raster graphics and text to create an SVG image. A nice
feature of SVG is its static and dynamic ability. With dynamic abilities you can
draw images from a script you create-- imagine re-drawing your logo for
customers who frequent your site from different countries. SVG is also able to
use Synchronized Multimedia Integration Language (SMIL) for animation
purposes. Since SVG is XML based there is no specific compression algorithm
like there is for PNG-- so you’re stuck deciding which compression to use (Lossy
or Lossless). SVG Tiny (SVGT) and SVG Basic (SVGB) are designed for the
mobile profile.
SWF
SWF is a multimedia vector graphics file format used by adobe flash. SWF is
used to create animated graphics and adds scripting through the use of
ActionScript. To utilize a SWF file the device must support the Flash runtime
environment. The depth of a SWF file makes it possible to do things you could
not do with any other graphic format such as create animated movies with
elaborate scene changes, create interactivity between the viewer and the movie
you've created, you can encode video into this format and create a movie player
that will playback the movie.
Ebook Formats
Ebooks have risen in popularity for a number of reasons; a whole book can be
stored on a small device that can be taken anywhere you go; it’s far more
convenient than a traditional paperback or hardback version and it offers all the
same content and sometimes more. No longer do you have to search for a
bookstore that carries the latest titles from your desired author or publishing house.
As I've spent many years in and out of bookstores searching for books on topics
such as global economics, artificial intelligence, cooking, fitness and many other
topics. I can speak of the frustration you experience when trying to find a title by a
revered author in a specific area of interest-- only to find the bookstore doesn't
carry it for whatever reason they state. They give you the option, “if you'd like we
can order it for you to pick-up”-- in the day of instant gratification this is not
acceptable.
With an Ebook you don't have to worry about this, instantly you can find the Ebook
version you desire. The only issue with Ebooks is a greater potential of piracy
(combating this is covered in the next section) and if the book hasn't been
converted to an Ebook format then you don't have access to it. Something you
don't have to worry about with paperback or hardback copies.
For an author who publishes their own books it opens up a less expensive avenue
for getting to market and offers greater access to target those segments of the
market you desire. Whereas a narrow group frequents a bookstore, trying to target
a specific sub-group can be difficult. Publishing an Ebook takes you straight digital;
you won't have to worry about if your book is carried in a particular brick and
mortar store. Instead of trying to get the bookstore to give you preferential
placement on their shelves (best of luck with that if you’re a small book publisher or
author) you’re able to publish it on a server in multiple Ebook formats and market it
as needed.
I am not calling paperback and hardback books the new dinosaur but as with all
new forms of technology, we have the tendency to reject it at first because of our
ties to customary tradition and interactions we've had with the status quo (paper
and hardback).
Do you remember the smell of a new book when you opened it for the first time?
How crisp the pages were as you flipped through them. How about breaking in the
book? Until you broke the book in you had to keep your hand or arm on the book to
keep it from closing on you. These are small examples of the interactions we have
with a book, they become part of the book reading experience (unless you've never
read a book, in that case thank you for taking the time to read mine.), therefore
making it hard to imagine not having those experiences with your reading material.
If you have any additional experiences I've left out please email me with them.
Ereader Tablet or Ereader App
To read an Ebook you need one of two things, an Ebook tablet or an Ereader app.
Ereader Tablet
A Ereader tablet is a specific type of device designed for reading of Ebooks. The
most well-known Ereader tablets are “Amazon.com Kindle” and “Barns & Noble
Nook”. Most smartphones, tablet computers and computers can run apps that make
Ebooks accessible to them. The kindle and nook are designed with the book reader
in mind; there design (shape, size and available features) is created for the comfort
of reading a book. The screen might come in monochrome to aid in duration of
battery life, some support simple graphics in formats such as GIF or PNG-- this is
not guaranteed, generally speaking they are only good at one thing, rendering text.
Some might not agree with this traditional view of the Ereader tablet, they might
view a tablet that is able to present an Ebook as an Ereader tablet. This is a good
assessment because the newer Amazon and Barns & Noble Ereader tablets are
capable of far more than Ebook consumption-- just as there is progression on the
cellular device, the same is going to happen in the Ereader tablet sector.
I currently have a Pandigital Planet, if you saw it you'd believe it to be exclusively
an Ereader tablet because of its size-- it has a color 7in” touch screen. Dig deeper
and you find it runs the Android OS, offers access to an app market, has a front and
rear camera that can take pictures and capture video, is internet capable, offers
access to Ebook retail outlets through a preloaded app.
I'm speaking from the position of a programmer whom when building a website or
app for a platform is looking at what devices a user is most likely to use my product
or service on. Hardcore tablet computers offered from manufactures such as Apple,
Archos, Asus, Lenovo and Samsung tend to offer apps that can render an Ebook to
be read on the device. The device manufactures primary goal was not to make a
device specifically with book readers in mind but to build a hand held computer.
Ereader App
The other option is an Ereader app. The app allows the individual to utilize their
current device for Ebook consumption. The device being used usually isn't limited
to the restrictions an Ebook tablet is, giving freedom to the programmer to design a
more robust app that supports more Ebook formats. Apps can be designed for
smartphones, tablets, laptops, personal media players, netbooks and smart TVs;
pretty much any device that has the capabilities a programmer can exploit to make
the device perform the necessary task of Ebook rendering. The Ereader app like the
Ereader tablet has to work within standards. One of the greater issues of this new
era in book migration is what standard format an Ebook should be encoded to and
what formats a device should support to display an Ebooks content-- issues such as
standards is common place when any new technology emerges.
Since a homogeneous format hasn't been reached and there is roughly twenty-nine
Ebook formats, I will cover the formats that are most common and are most likely
to be used.
A device maker can create their own format exclusive to their device. Such as
Amazons proprietary format AZW and KF8, Apples ibook format, Microsoft’s lit
format. The good thing is most Ereader tablets and Ereader apps are using open
standards formats alongside any proprietary formats.
ASCII Text
A basic text file, nothing to fancy. Most likely won't get you rave reviews for
document design but it is the most compatible format for publishing an Ebook.
Portable Document Format (PDF)
Most likely you've used a PDF file at some point in time. PDF use to be a
proprietary file format owned by Adobe Systems-- they then decided to make it
an open standard in 2008. PDF is supported by majority of Ereader tablets and
Ereader apps. Only drawback is how an Ereader tablet or Ereader app will
reflow PDF document text; text reflow is an essential part of the Ereading
experience.
Amazon (AZW & KF8)
These two formats are proprietary for Amazon Ereader tablets. The AZW format
is designed for the older “kindle” devices; while the KF8 format is designed for
the newer “kindle fire” devices; supporting such features as HTML5 and CSS3.
Experimentation with PDF files have been successful with kindle devices but
stick to what is proven to work-- AZW or KF8.
iBook
The iBook is Apples proprietary format it is similar to ePub but strictly for the
iPad, iPod and iPhone. iBooks can be published in ePub and PDF format but
mainly they're published using .ibook format. iBooks allows an author to
include rich media (graphics, video and even widgets). Requires the use of
Apples software to create ibooks.
Epub
Epub is a specification for the distribution and interchange format standard for
digital publications and documents. Epub lays out how to represent packaging
and encoding of structured and semanticist web content. Content can
encompasses HTML5, CSS, SVG, rich media such as audio and video and other
resources for compilation and distribution in a single file format. Epub is
making a strong push to be the bread-winner of Ebook formats. It's versatile in
the way digital publications need to be. The most current Epub version is 3.0.
DRM
You've gotten your content together and are ready to make it accessible to the
world. Your plan for world distribution dominance is a two-front attack-- distributing
through your website and through an aggregator. The only problem is how are you
going to keep your content from being passed around freely once it's made
available to the digital world?
The goal of Digital Rights Management (DRM) is to keep a tight rein on who can
access, how they can access, share, and do with your digital content. Digital Rights
Management is not a standard. So there isn't a silver bullet to guarantee success in
thwarting piracy; the available techniques can be circumvented but it's better than
nothing.
Before you go DRM crazy, I want to inspire you to think about how your customers
will be affected by your DRM implementation for protecting your work. I had to do
the same thing I'm asking you to do.
Your reading this book or some might call it a document; either way it’s being
presented to you through a digital medium. The format used might be PDF, ePub,
or any other eBook format, maybe even audio format. So it’s comprehensible that I
had to consider what kind of DRM to implement so I can protect my work from
being unjustly pirated (some may say justly).
Pirating varies from being passed around to thirty of your friends (maybe you payed
for it, maybe you didn't), taken and placed online to be resold by a person or
institution that I haven't granted rights to do so and they keep the profits, portions
of the book being taken out and added to someone else work, the list of ways to
pirate this work can go on forever.
This can be an angering thought. To think of somebody stealing from you-- rather
it’s your car, house, financial investment, spouse or significant other. You want to
figure a way to keep what's rightfully yours and that's perfectly normal. Let’s be
real, if someone wants something bad enough they will figure how to get it. So, do
not place your faith in the power of DRM. If you overdo it you will push legitimate
customers away but if you don't implement it in some fashion you will find your
work being given away for free by someone; but if they have hustle muscle they will
be able to get some dough flow from it.
Thinking about DRM from the legitimate customer point of view can be difficult
when it's your work that might be pirated. How can you accomplish this? Like so.
How do you feel towards my decisions on DRM techniques I've applied to this
eBook? Why do you feel like this? Do you think I've applied to many, to little, or
just the right amount? Do you feel you’re able to use this eBook in a manner that is
within your legal rights?
You can't predict how effective your DRM technique will be, so try to add avenues
within your content that will always promote something about your company. That
way if it does fall into the pits of piracy, which is expected, you will always leave a
trail that leads back to you which might bring you new customers. I know that
might seem backwards but not everybody whom obtained your work for free
obtained it through a back alley way. Paint them all with the same brush but use
different colors. On to the DRM techniques. As stated earlier, DRM is not a
standard, its techniques used to protect your digital content. There are plenty of
companies that supply digital content creators with an implementation of DRM
techniques through software they design. A quick search engine query will lead you
to those companies. Here are some techniques that are available to you.
Access Control
Digital Certificates
Encryption
Fingerprinting
Keys (Public & Private)
Rights Specification Languages
Secure Communication Protocols
Trust Infrastructure Hashing
Watermarking
Do research into what techniques best fit the form of content you will be
distributing. Also take into consideration how easy it is to transfer a file to another
machine that might not honor the DRM that was applied to your content.
Conclusion
Because of the growth of the connected device, it's important to understand where
there are cross sections for content consumption through multiple devices. No
longer will a person have only one connected device. Understanding what formats
will allow you to take the media you created, give it the best chance of cross device
success is crucial. From here you can read the other chapters as you please. I
would suggest reading all of them, but if you’re anything like me, you want to learn
the information that is most important to you now.
Content Policy
Overview
In this section we are covering content policy from the network operator
perspective. There are many factors that influence a network operator’s decision on
their content policy. We will start with organizations that create guidelines that
affect content policies and what there purpose is in the industry. Then we will move
into the network operator’s view of content. The relationship you can have with an
operator and how they view content in regard to their sphere of control.
Content Policy Influences
To understand how content polices are crafted by network operators you must know
who influences the policy. There are multiple influences on content policies-- they
are government law, industry standards, customer satisfaction and protection,
company beliefs, etc. Instead of each company having to figure out how to deal
with specific matters with content, organizations were formed to address these
common issues that network operators have to deal with when offering access to
content on or through there network. Two organizations that shape content policies
in the mobile Eco-system are Cellular Telecommunications And Internet Association
(CTIA) and Mobile Marketing Association (MMA). It is important to understand their
roles in shaping content policies; even if your content is not sold through network
operator channels.
Organizations
CTIA (Cellular Telecommunications And Internet Association) On the CTIA website
about page they explain their role as an: “international nonprofit membership
organization that has represented the wireless communications industry since 1984.
Membership in the association includes wireless carriers and their suppliers, as well
as providers and manufacturers of wireless data services and products.” They go
on to explain their influence on the industry, “The association advocates on behalf
of its members at all levels of government. CTIA also coordinates the industry's
voluntary efforts to provide consumers with a variety of choices and information
regarding their wireless products and services. This includes the voluntary industry
guidelines.” Most network operators are a part of this organization thus the
influence it has on content policy. The CTIA publishes guidelines that are voluntary
yet heavily adopted. These guidelines address and bring solutions to many of the
problems experienced by different sectors of the mobile industry. I could go on and
on about this organization but understand they are a major player in the mobile
industry. Two documents you will need are “CTIA Content Classification Guidelines”
and “CTIA Content Class Criteria”. So swing on over to the CTIA website and grab
these. While you’re there surf there site and see what they are about.
MMA (Mobile Marketing Association) The MMA is another organization that shapes
content policies among network operators. This organization has a narrower focus
than the CTIA (as its name suggest), its primary focus is mobile marketing. The
CTIA has a position on SMS but the MMA focuses on all forms of marketing through
the mobile channel. This organization has written the rule book on mobile
marketing so much that before you put an advertisement into your content you
better check the mobile marketing associations “U.S. Consumer Best Practices”
first-- because this is where you will find specific information from network
operators on what they will allow you to market and how you are allowed to market
to their customer base. Swing on over to their website and grab that guideline and
also grab “Mobile Advertising Guidelines” while you’re at it.
If you plan on targeting children with your content or advertising to them in any
way, it is highly recommended you check out “Children Advertising Review Unit
(CARU)” who addresses issues that arise when advertising to children. Now that
you have an understanding of the organizations that influence content policies we
will look at the network operator next.
Network Operators View Of Content
If you are fortunate enough to establish a business relationship with a network
operator, it is important to understand how your content is viewed in regard to the
relationship. This will determine how there content policies affect your content.
Relationship Status
Most network operators build their content policies around guidelines established by
organizations such as “CTIA”, “Mobile Marketing Association” and other industry
organizations. This is beneficial to you as a content creator because it solidifies a
unified view of basic policies toward content.
As with any relationship you have, there are types. We will define the two types of
relationships you can have with a network operator. They are “Direct relationship”
and “Indirect relationship”. Of these two a direct relationship carries more weight.
Direct Relationship
In a direct relationship your content is available on a carriers branded
platform(s). In this type of relationship content policies can be enforced easier
by the network operator. Not all direct relationships are direct. If your content is
offered on a network operators platform by a content aggregate you can call it a
direct relationship, but it is more of a direct relationship by association. We will
cover content aggregation in a later section. Here is a diagram that visualizes a
direct relationship.
Direct Relationship Diagram
Indirect Relationship
In an indirect relationship you have no relationship to the carrier what so ever.
Your content is not available on a carriers branded platform(s). The carriers’
customers are able to navigate outside of the carrier’s network to access your
content or participate in services you offer. Since there is no direct connection it
is harder for the network operator to enforce its content policies. Do not be
fooled, operators do offer services to combat rogue content, services and
websites. Here is a diagram to visualize an indirect relationship.
Indirect Relationship Diagram
Now that we have these relationships defined we can dive deeper into the network
operator content policy and your content.
We learned earlier where the network operator builds its content policy from. You
still might wonder why they need a policy if guidelines are out there.
The reason is to protect its customers. A network operators customers are its life
line. Any complaints, issues or grievance customers experience while using a
service through their mobile device, will usually be brought to the door step of the
customers respective network operator (regardless if the customer obtained the
service through the carrier).
By creating content policies a network operator can set granular rules that suit its
business model, customer concerns and other issues.
Before we go any further into content policy, I need you to understand the use of
the word content. It is a general term for any form of accessible, consumable data
or information (ringtones, streaming media, music, video, applications, wallpapers,
SMS, MMS, news, blogs and so forth). There are many kinds of content, with
different purposes and functions so within your contents field are policies specific to
it.
Who's In Control Is Key
I have laid out the relationships you can have with a network operator. Now we will
discuss the way network operators view content in regard to there sphere of control
over their network.
Network Operator Content (Direct Relationship)
Third-Party Content Network Operator Distributes (Direct Relationship)
Content Network Operator Provides Access To (Indirect Relationship)
Network Operator Content
This content category covers content the network operator generates or produces or
a third party produces or generates on behalf of the network operator. Content is
so closely identified with the network operators brand that one could reasonably
assume the network operator has given the content its approval. Content is
distributed through the network operators branded platform(s).
There are two content classification standards a network operator implements (CTIA
content classification guidelines) when dealing with their content. They are
“Generally Accessible Carrier Content” which is available to consumers of all ages;
and “Restricted Carrier Content” accessible only to consumers age 18 years and
older or consumers who have parent or guardian permission to access it.
Here are the rules network operators apply to “Generally Accessible Carrier
Content”.
No Porn
No sexual activity or sexual behaviors
No intense profanity
No intense violence
No Hate speech
No Depiction of illegal drug use
No fraudulent or misleading claims
No activities that is restricted by law to those 18 years of age and older.
As you see these rules are very strict. Do not be surprised if your content is never
placed in this category. The standard the operator has to hold content to is very
high-- because it represents there business directly or indirectly. As for “Restricted
Carrier Content” you should contact the network operator whom you would like to
conduct business with to obtain the specificity of there restricted carrier content
rules. I have rarely seen network operators who are willing to carry “Restricted
Carrier Content” as part of their network operated content offering. You must
remember the network operator wants to protect its customers but also protect
itself from legal issues that stem from riskier content.
3rd Party Content Network Operator Distributes
Now we are in the ball park where majority of content creators have a chance of
landing. What would not fly in the above category will in this category. Do not
think of this as a free for all. You are still on the network operators platform(s) and
they still have content policies that directly affect your content. You are given
freedom in the message your content conveys (riskier content). Here is a
description of this content type:
This content is distributed through a network operators branded
platform(s). Content can range from short-messaging campaigns, music,
video, apps, etc. Content in this category should be rated but is not
required. The network operator most likely has tools in place to limit
access to content that is not rated or rated for mature audiences. Thus
allowing the customer to block content if they so desire.
It will be beneficial for you to rate your content. Network operators rely on third-
party rating companies/organizations. Here are the companies/organizations your
content ratings will derive from
MPAA: Motion Picture Association of America. Creates the standards for
ratings of movies.
ESRB: Entertainment Software Rating Board. Creates the rating standards for
computer and video games.
TV Parental Guidelines: TV show rating agency. Create the rating standards
for television shows.
RIAA: Recording Industry Association Of America is a trade organization that
supports and promotes the creative and financial vitality of the major music
companies. This organization created the Parental Advisory Label (“PAL”)
Program. The program assigns ratings for musical content.
Published by the CTIA is a document “CTIA Content Class Criteria”. It gives a quick
view of how rating systems should be applied to content. Always remember to
check with the network operator for how they would like you to rate your content.
Content Network Operator Provides Access To
Here is the category that is a free for all. This category the network operator has
little control over-- it is the internet. The only controls network operators may offer
have to deal with technology that can help customers block websites and services
through parental controls.
Just because the network operator does not have control of the internet domain
does not mean they can't affect your ability to distribute or sell content to their
customer base. As you'll learn in the CSCA and billing system section, the carrier
always has some form of control of what happens with their customers over their
networks.
Conclusion
In this segment we covered content policies from the network operators point of
view, which is the predominate point of view you look to when deciding the type of
content you will release over there networks.
The way in which you go about establishing relationships with network operators
can be as simple as contacting them through there website and signing up to have
your content reviewed by them or going through a content aggregation firm who
usually has relationships with many carriers.
Things to remember:
Industry organizations play a key role in shaping content policies. The
organizations members represent different areas of telecommunication,
entertainment and government.
Direct Relationships are easier to control as a network operator than an Indirect
Relationship. The network operator does offer content controls to protect their
customer base from rogue services.
Always rate your content.
Try to keep content within the Generally Accessible Carrier Content rules if
possible.
Each carrier has their own content policy. It’s best if you seek their content
policies; they are usually available through the network operator’s developer
site.
Information about mobile industry standards.
CTIA CONSUMER CODE: www.ctia.org/content/index.cfm/AID/10352
CTIA CONTENT GUIDELINES
www.ctia.org/advocacy/policy_topics/topic.cfm/TID/36
Mobile Marketing Association's Best Practices.
www.mmaglobal.com/bestpractices.pdf
Mobile Marketing Association Mobile Advertising Guidelines
http://mmaglobal.com/files/mobileadvertising.pdf
Mobile Marketing Association Guidelines & Best Practice Web Page
http://mmaglobal.com/policies/education
Children's Advertising better business bureaus. www.caru.org/guidelines
Content Aggregator
Overview
In this section we are going to look at the role of the content aggregator in the
distribution of content. If you're a smaller content producer or provider you will
more than likely need to use an content aggregator to gain access to the major
platforms in your respective field.
You Want To Meet My Friends?
A content aggregator is an individual or company that gathers content and
distributes it to end users or publishes it on multiple platforms whom they have
agreements with. A content aggregators goal is to find as many distribution
channels as possible for the content they have aggregated.
There are different types of content aggregators, most focus on specific types,
forms, and genres of content (music, video, movies, apps, etc.)-- then build there
catalog around it. Because of this, not all examples will apply to all content types.
Not all content aggregation will be designed for selling of content; if you've ever
used an app like “pulse” then you know it is a news aggregation app and not many
of the articles made available are for sell.
The aggregation model isn't limited to content, it’s used by the mobile network
operator for access to the consumer short code market (this is discussed in the
“Consumer Short Code” section), retail stores use it to find products their
customer’s desire.
Content aggregators (aggregation of any type) are known as the “gate keepers” of
the “walled garden”. A select few have access to the power player (The Distributor
who owns the walled garden), so access to these power players comes through the
aggregator (gate keeper). If you've seen “The Matrix Reloaded” then you should
remember that Neo was given the task of finding the gatekeeper so he could gain
access to the matrix mainframe. The gatekeeper had all the keys needed to access
any place within the matrix (and knowledge to know what room to enter). As long
as Neo had the gatekeeper with him, he had unlimited access no matter where he
was within the matrix.
Content aggregators are utilized by major distributors because it's easier for them
to build consistent rapport with a content aggregator than an independent content
creator. Please don't panic, most distribution platforms offer the independent
content creator the opportunity to promote and sell their content through there
channels without the use of a content aggregator-- but to understand the mindset
of the distributor will help you decide how you'd like to go about dealing with them.
Content Aggregator Model
The content aggregator model is very simple. The content aggregator takes your
content, adds it to their content catalog and places it into existing retail channels
they have access to.
If you were a content creator whom ran a music label, it'd be beneficial for you to
utilize a content aggregator who has agreements with digital retailers and if you
would like to sell hard copies, brick and mortar retailers. Some content aggregators
have connections to traditional channels (TV, cable, box office, retail stores), do not
think your only option with content aggregators are digital or untested distribution
channels.
Distribution Channels
The channels your content aggregator has developed relationships with is the
greatest asset they can offer you. There are plenty of extras that you'll want them
to provide-- but if they cannot offer access to relevant distribution platforms
(digital, brick and mortar or both) then do not place your content with them.
It's easy to be mesmerized by the additional offerings, such as social media profile
page design and management, social media blast and other bells and whistles; but
the whole point of using a content aggregator is to gain access to multiple
distribution channels that you can profit from financially.
There will be content policies the distributor applies to the content they carry, the
content aggregator will have to adhere to the policies and that means so will your
content. Very few distribution channels allow unrated content, as stated in the
“Content Policy” section, always rate your content.
Analytics
Another asset a content aggregator should offer you is the ability to understand who
your audience is. We all like to believe we know our audience but you'd be
surprised at how much you don't know about them.
A good content aggregator will be able to supply you with data about the audience
who has purchased your content and those who are the audience of the distribution
channels your content is placed on. This data can range from frequency of views to
click through rates, country of origin, if your content was purchased through a
mobile device or a desktop computer.
Of course you can easily find services that provide analytic software for free
(Google, yahoo, Facebook) and some for a nominal fee; but then you have to go
through the process of setting it up, maintenance, sifting through the numbers to
make sense of it. In most cases it's wiser to let someone else do that for you (like
you do if you have an employee), so as there software improves, so should the data
that's returned to you.
Payout Scale
Be aware that the content aggregator will take a percentage of your content sells.
This is on top of the percentage the distributor of your content will take.
For example purposes we will look at a fictional distributor (Acme Content
Distributor) who uses a fictional content aggregator (THC content aggregator) to
supply them with content. Acme content distributor advertises a 70% return to
content creators whom sell through there platforms. A $1 dollar item would return
to the content creator .70 cents (70%) and Acme content distributor will receive .30
cents (30%).
When you use a content aggregator they assume the role of the middleman; the
payout scale is the same 70% for content creator and 30% for content distributor.
The catch is the way the content aggregator advertises the percent you receive
from content sold. A content aggregator advertises an 80% return to content
creators whom they represent. The content aggregator is only receiving 20% of the
sale, but you’re not getting 80% back. Why? The 80% the content aggregator is
returning to you is not that of the $1 dollar item you sold (.80 x $1= 80 cents). Its
80% of the .70 cents (.80 x .70) that was returned to them by the content
distributor. What you actually receive back is .56 cents which would mean you got
a rate of 56% (80% x .70 cents =.56 cents), your content aggregator took 20%
(20% x .70 cents = .14 cents), and the content distributor took 30% (30% x $1 = .
30 cents).
In no way does this represent how all content aggregators work. In this example
the content aggregator took 20% of the .70 cents returned from the distributor.
Some content aggregators take 20% of the $1 dollar, that gives you a 50% return
(30% distributor + 20% aggregator). Other content aggregators might only take
2% but charge you a monthly fee. Before you sign a contract know how they're
charging you and what your realistic payout percentage will be.
Content Aggregator Contract
Since no two content aggregators are the same I cannot dive into the finer nuances
of a content aggregator contract. Make sure to thoroughly read the contract before
you sign it because in most cases you will have to sign over some form of rights to
the content aggregator for them to represent your content through the distribution
channels they have connected to.
This is because the distribution channel isn't going to allow any individual or
company to show up with content they desire to sale without being able to prove
they are the owner of or have a legally binding agreement with the owner to act on
their behalf in the solicitation of the content.
You will want to investigate other avenues your content might be used to generate
revenue. For instance, if the content aggregator takes your content, places it on a
distribution channel that allows a short preview of your content (streaming preview,
watermarked image) but integrates within the preview advertising; are you entitled
to a portion of the revenue generated by the customer interacting with (clicking on,
listening to, watching) the advertisement that appeared with your content?
This is one such case you will want to think about; because the distributor is going
to generate revenue from any place they can-- regardless if it's the sale of your
content, advertising, subscription fees, etc. The content aggregator might get a
kick back from the distributor but if you signed an agreement that gives your
content aggregator power to use your content in non-traditional revenue streams
(any form of commerce outside of selling the content), you might find yourself out
of a very lucrative income stream.
Conclusion
A content aggregator can offer a great service to you by giving you access to
platforms you might not be able to go into direct partnerships with. As with
anything that sounds this good, do research into the company before jumping into a
relationship with them. Research what the company does, how they work with
distribution platforms, complaints against the company and any complaints against
the distribution platforms they sell content through. As stated by Benjamin Franklin
“an ounce of prevention is worth a pound of cure”. In layman-term, research can
save you a whole lot of heartache and headache.
Messaging Technology
Overview
In this chapter we are learning about messaging platforms that you can use in your
quest to distribute content. Some of these platforms you have used and others
might be new to you.
SMS
Short Messaging Service (SMS) is a text messaging service component of phone,
web, or mobile communication systems, using standardized communications
protocols that allow the exchange of short text messages between fixed line or
mobile phone devices. Allows messages of up to 160 characters.
SMS messaging technology was never created for the customer. It was developed
to keep the IT department abreast of things going awry with the cellular network.
Of course someone saw a business opportunity to expand the technology further
than its current reach-- so there was born the consumer messaging services we use
today.
SMS is also known as text messaging; Seeing as this is one of the most popular
forms of communication after voice, you know what the service does. Besides text,
SMS messages can also carry binary data.
In this portion we will look at the basic areas that encompass SMS.
I believe it is important to understand the process as well as potential uses of SMS
messages. So as you progress in your knowledge of the mobile platform you will
have a basic understanding of the SMS framework. I will attempt to keep myself
from running to deeply into the technical side because this is not the point of this
section.
When you receive a text from a friend, it's usually sent from another mobile device
that is activated on a carrier’s network. A unique aspect of text message is you're
not restricted to sending them only from mobile devices. You can send text
messages from email, certain instant messaging applications, a computer, website,
terminals and hardwired devices.
Text messaging is a very flexible system-- yet there is a structure to sending text
messages. If you desired to set up your own computer to send SMS messages all
you'll need are a GSM/GPRS modem and some software. Most people won't do this.
For those who don't you will have to purse a SMS service provider.
SMS Service Provider
As with any industry you will have different players who aim to fill a particular niche
within that industry. When looking at an SMS service provider you must understand
how each category of them function. I have broken SMS service providers in to two
categories-- SMS gateway providers and SMS brokers & resellers. A SMS gateway
provider supplies the gateway for an application to send SMS messages; a
broker/reseller purchases SMS messages from carriers in bulk and will re-sell them
to a user at a higher price. Because a broker/reseller only purchases SMS
messages from carriers they may or may not supply you with the services through
which you can send SMS Messages.
There are two ways in which a service provider will charge you for SMS Messaging
services-- credit based or per message based.
Credit Based
You purchase credits that correspond to a number of text messages you will be
able to send/receive (E.G 500 credits = 2000 SMS messages)
Not all carriers will charge you the same amount of credits for sending text
messages. One carrier might charge you 2 credits to send a text message to its
network, while another might charge you .5 credits to send a text message to
its network.
Per Message Based
You pay per message sent or received.
There is usually a different price you pay for messages received verse messages
sent. E.G: .03 cents per message sent, .06 cents per message received.
Per message price corresponds to a message scale. E.G: 1-5000 messages
might cost $0.15 per message, 5001-15000 messages might cost $0.09 per
message
You will also want to take into consideration how many text messages you will send
from your application. There is a limit of how many text messages an application
can send before you are required to obtain a short code. Short codes are covered in
another section. What can be used for text messaging that is not part of a short
code campaign are long codes.
Long codes are ten digit numbers that enable you to employee two way messaging
with those who you have sent text messages to. Long codes differ from short
codes; long codes are for basic text messaging communication, where short codes
are for complex text messaging communication.
Long codes are only useful outside of the United States Of America. American
standards require any text messaging application to work through a short code.
Now that we've discussed this we are going to look at some of the technical areas of
SMS.
SMS Gateway
The job of an SMS Gateway is to simplify the communication between different
SMSC's. The reason for this is each SMSC deployed by a wireless carrier is
designed to communicate using a specific protocol-- therefore making it more
complicated for an application to communicate with multiple SMSC's.
If handset one sends a message to handset two. Handset ones message might pass
through more than one SMSC and SMS gateway before reaching its destination.
Some SMS gateway providers have SS7 protocol access to a network. SS7
connectivity allows them to directly route messages to the intended handset without
sending a message through multiple SMSC's; this is also known as International
Termination Model.
In Local Termination Model the SMS gateway provider does not have access to the
SS7 protocol and has to send messages through the SMSC of potentially many
carriers and gateways before it reaches its destination. There is greater possibility
for a message to not be delivered with this model; yet, it's the most common of
them all.
SMSC
An SMSC or Short message service center is responsible for handling a wireless
carrier’s delivery of SMS messages to a cellular user. An SMSC uses protocols to
communicate-- the most common protocol is Short Messaging Peer to Peer (SMPP),
but HTTP/HTTPS and other proprietary protocols can be utilized. Most wireless
carriers manage their own SMSC but it's possible to outsource the management of
an SMSC.
SMPP
Short message peer to peer is a protocol used to transport messages between the
SMSC and the ESME.
ESME
External Short Messaging Entity creates a connection into the SMSC for SMPP to
communicate messages to the SMSC. The SMSC is able to send messages to the
ESME, but the ESME must be set up in receiver or transceiver mode. There are
three modes an ESME can be set up for, receiver, transmitter and transceiver. In
receiver mode the SMSC sends messages to the ESME, in transmitter mode the
ESME sends messages to the SMSC and in transceiver mode the ESME and SMSC
can send and receive messages from each other. In the former two modes one was
the slave and the other would be the master.
EMS
Enhanced Messaging Service (EMS) is a technology that falls between SMS and
MMS. Developed by 3GPP group it allowed user to send simple media like ringtones
and pictures to other devices that supported EMS. EMS is considered an
intermediate technology falling between SMS and MMS.
We're not going to dedicate much time to this particular messaging technology
because it never really materialized into wide spread use. Yet what it did provide
was a glance into the next generation of messaging technology and services.
EMS allowed a device to send rich-media formats such as melodies, pictures,
formatted text and animations. The draw back was not all handsets were able to
digest EMS messages properly. Some handsets had greater feature set and made it
difficult for lesser feature set devices to receive a complete EMS message.
MMS
Multimedia Messaging Service (MMS) is a standard way of sending multimedia
content to mobile handsets. The multimedia sent can contain a combination of
graphics, photographic imagery, audio and video. Text can be included with the
multimedia content. MMS is based on WAP, WAP Push, and Internet multimedia
messaging.
MMS is a powerful messaging tool; as with anything powerful you must understand
how and when to use its powers. The greatest mistake you can make is thinking
that using MMS to communicate your message will make it resonate with your
audience. MMS when properly used will give you a greater ability to visually engage
your audience and convey your messages purpose in a more interactive way.
MMS utilizes preexisting technologies so you can easily learn how to build MMS
content-- or you can find a message aggregator who offers software that will build
MMS messages for you. For example, you can use Synchronized Multimedia
Integration Language (SMIL) or Extensible Hypertext Markup Language (XHTML) to
build an MMS message-- both are web technologies.
As stated earlier you can include a mixture of
audio, video, text and images; because of this it
is important to understand what the handset that
will be receiving the MMS message is capable of
handling. Also be aware that most cellular
carriers place a size limit on MMS messages. If
you choose to use MMS try to keep message size
between 300-600kb. It's best to check with the
cellular carrier before you design your messages because they have guidelines for
these message types.
There are constraints that come with this powerful tool. Not all handsets render an
MMS message the same way. Because of this it can be difficult to send bulk MMS
messages like you can with SMS. Remember content policy, the nature of MMS can
quickly land you on the wrong side of the tracks in a carriers eyes and in turn have
your messages blocked on there network. You will need to work with a connection
aggregator that is set up to handle MMS messages-- the MMS system architecture is
way more complicated than a SMS system though it uses SMS functionality in the
transport and storage of messages.
WAP Push
WAP Push (Wireless Application Protocol) is a specially encoded message which
includes a link to a WAP address or URL (Universal Resource Locator). This message
is usually sent through SMS. Connection to URL is done through user’s browser. WAP
Push is built on top of WAP and adheres to WAP specifications.
WAP push sometimes is confused by the receiver for being an MMS message
because they can look similar when graphics are used in the communication process
and both operate through Wireless Application Protocol. The main purpose of WAP
push is to push a URL to a device so that the WAP browser is alerted to access the
content at the URL. WAP push messages can also deliver multimedia content--
though the message isn't pure MMS. This is accomplished because WAP push
piggybacks the content onto binary SMS. WAP push is a great alternative and
sometimes the only way to communicate an interactive message if you don't have
access to a pure MMS system.
Emerging Messaging Technologies
I've included two technologies that are not traditional messaging platforms-- yet
exhibit messaging fortitude. You've probably seen, if not used a QR Code but if not
you will learn about it. You’re also going to be exposed to the unique abilities of
Augmented Reality.
Augmented Reality
When you first read this word what came to mind? Augmented reality, what
happens when you take a hallucinogen, or what you experience after doing a keg
stand? If you thought the former you were
close. Augmented Reality is the use of a
device to place objects into the real world that
are not present in the space shown. It is the
bringing together of virtual reality and reality.
If you have watched a sporting event, you've
encountered augmented reality. When you
see the markers used to display the line of
scrimmage on a football field you are seeing
augmented reality. That is a small portion of what augmented reality can do. There
are different devices that can implement augmented reality; computers, TV’s,
cellphones, video game consoles. The power of augmented reality is the ability to
place objects on the viewer’s screen that are not there. This can occur because of
GPS location, focusing a device at a particular object or whatever the programmer
can dream of. Here is an example of augmented reality being used in a classroom.
As you can see we have two storm troopers sitting in the front row with Yoda
standing on the desk with his light saber out ready to party like a rockstar. All this
is accomplished by aiming the camera on the phone at the screen and the rest is
handled by the app running on the phone.
If you chose to venture into using augmented reality, you will have two choices as
to how you build your app. The first is using an existing AR browser platform and
the second is building it through a device platform. If you’re more concerned with
getting to market quicker, portability, and customer adaptation-- then using a
browser platform is a wiser choice. They do have restrictions, mainly lack of
standardization.
If you desire more control, flexibility and function then building for a device platform
is for you. Yes it requires a greater investment of time, but your building for a
specific device platform (iPhone, android, etc.) and you won't have to worry about
the whims that can come with designing for a browser platform.
QR Codes
A Quick Response Code (QR Code) is a two-dimensional matrix barcode. It has
similarities to a UPC barcode in that it can store data, but a QR code has far greater
storage capacity than a UPC barcode.
QR codes come in different flavors-- it all depends on what you would like to store.
QR codes are capable of storing, numeric, alphanumeric, binary, and any other form
of data you can imagine. This is what makes QR codes a powerful messaging
platform.
By scanning a QR code with a QR code reader (an app you download to your device)
you can redirect a person to a website, exchange information (email, contact info,
etc.), send out GPS coordinates and the list goes on. This portion of the process in
which a person is scanning the QR code and subsequently directed to your content
is called hardlinking.
QR codes are able to forward information to the proper application through the use
of metadata. Metadata is information about the structure of data or data about
data. Here are examples that utilize different features of your mobile device
through QR codes.
QR Code that Stores a URL
QR Code that stores an Email address
QR Code that stores contact information
QR Code that stores text
Now that you've seen how QR codes work you probably would like to know where
you can obtain them? A quick search from any search engine will lead you to the
fountain of QR code creator websites. The websites I went through to create the
above QR codes offer the QR code creation part for free. But they usually will offer
a service that will allow you to track or obtain greater information on those who are
hardlinking to your service, for a fee.
A beneficial attribute of QR codes is they can be printed onto anything that ink can
take to and they will still function the same. You can take a QR code and expand its
size and it will still retain the same data that it had at a smaller size. If you’re
planning on using a QR code that will cover a larger area (size of a door) you will
want to look up calculations to use so the device that scans it won't have problems
with error correction (technical aspect of QR codes) which can make it difficult for
the scanner to accurately read the QR code.
In light of QR Codes there are other formats that accomplish similar functionality.
We aren't going to cover them in depth but here are a few of them
Data Matrix
Two-dimensional barcode made of black and white cells arranged in square
or rectangular patterns. The most similar to QR code in appearance yet
lacks complete visual similarities.
Data Matrix links to a URL
Ezcode
Two-dimensional bar code developed by ETH Zurich designed with simplicity
in mind. Scanbuy has development rights for this platform; they offer the
creation tools and readers for devices. ScanLife is the software that created
this Ezcode.
Ezcode sends a pre-determined Twitter message
High Capacity Color Barcode (HCCB)/ Microsoft Tags
Microsoft created technology for encoding data in a 2D barcode. Barcode
uses clusters of colored triangles instead of the conventional squares and
rectangles. You can customize the look of your tags (personal branding),
and Microsoft host the creation and tracking tools.
Microsoft Tag Text Example
SnapTag
SnapTag does not use indecipherable blocks or colored triangles; SnapTag
turns an image into a branded SnapTag by the use of a code ring. The code
ring can be positioned to create a new response for the same image. You
take a picture of the code ring and text or email it to the address listed.
What differentiates SnapTags is any camera phone can utilize this
technology but Snap tag is a proprietary technology, so a snap tag cost
money to create.
Example SnapTag
Conclusion
We've looked at the messaging platforms that you will likely use when distributing
content to mobile devices. The easiest of the messaging platforms to use is QR
codes because they are relatively free, require little to no programming on your
behalf, can be placed on a website, piece of paper or wherever the image can be
replicated. The most widely used of the messaging platforms is SMS (second to
voice calls). In the chapter “Consumer Short codes” you will learn what is required
to utilize SMS and MMS messaging as your avenue for content distribution.
Billing Systems
Overview
The biggest influence in getting involved in mobile content is money. How much
money will it cost to get involved? How good of a return on investment can I expect
from my content or service?
In this section we will cover the billing systems that you will use when selling
content and services through the mobile platform and even through existing
platforms that can be integrated to use mobile billing systems.
The billing systems we cover are “direct carrier billing”, “premium sms” and “wap
billing”. We cover these three because they are the main way to collect payments
for content on a mobile device and charge it to the customers’ cellular bill.
The Three Major Billing Types
A billing system is not exclusive to mobile platforms. If you have any experience
making a purchase online then you've interacted with a billing system. You select a
product, its added to a cart, you click checkout button, your sent to a screen that
reviews your potential purchase-- you agree the items are what you want-- then
your presented with options for how you'd like to make payment. Once you make
the payment you’re ushered to a confirmation page that explains what the next
steps will be. As per the type of item purchased you are given a return period, in
which case if you’re not happy with the purchase you will be reimbursed the full
amount (in most cases) of the item.
With internet billing systems you can use any company that meets your needs. The
billing system employed by wireless carriers is far more regulated. You will not be
able to install any old software on your server and tap into a carriers billing system.
There are companies that give you access to billing a carriers customer. As you
read above there are a lot of steps you are taken through when making a purchase
on the internet. That will not work well on a mobile device. A billing system
implemented on the mobile device needs to accomplish the same task but in fewer
steps. If a customer has to go through multiple steps before purchasing your
content, they will leave without making a purchase.
Premium SMS Billing
Premium SMS billing involves the consumer sending a keyword to a premium short
code where a charge greater than a normal sms message plus the item purchase
price is charged to the customers’ cellular phone bill. There is a down side to this;
the percentage you get per transaction can be disrespectful. Carriers can take
between 40-60% of the transaction amount. Transaction can be disrupted by
message failure (common in SMS systems). This is the original way of billing
customers for content if you weren’t on a carrier’s content deck. Also realize that
you will need access to a short code that has been provisioned to operate as a
premium sms short code (Covered in Consumer Short Code chapter).
Direct Carrier Billing
Direct carrier billing allows the customer to make a purchase and have it added to
their mobile phone bill. You will have a direct connection to the carriers billing
system-- the carrier is billing the customer on your behalf. The checkout process is
the easiest of the three because the carrier already has a relationship with its
customer; the customer has a greater level of comfort with the carrier billing
process so they are more likely to make a purchase.
If you’re like most people you’re thinking this is the way to go. Well, there is a
process you will have to go through. The carrier isn't going to open their billing
system to any tom, dick or harry.
The good thing is there are service providers who have the technology and
agreements in place with network operators to offer carrier billing access to you.
WAP Billing
WAP billing allows the customer to pay for merchandise right through the browser
on their mobile phone for content they would like to purchase from the site they are
on. Wap service providers pull information from the customers “mobile subscriber
integrated services digital network number (MSISDN) and resolves payment on the
customer’s bill.
WAP billing has many conveniences, for the consumer and the merchant in
comparison to premium sms billing. The consumer doesn't have to worry about the
complexity of premium sms billing because Wap billing has a smoother checkout
process; the merchant doesn't have to worry about hackers spoofing a cellular
number to obtain free content or services. A URL is present for the customer to
return to your content store giving you the opportunity to have greater return sales.
Once adopted by more carriers WAP billing will definitely take the place of premium
SMS as the preferred payment collection method for merchants and customers.
Carriers Involvement
All of the above payment types have one thing in common. They all charge the
customer’s cellular bill for services rendered and the carrier will be involved with all
aspects of these billing types; they set the rules, fees, and payouts.
I'm going to cover these areas but be aware that by the time you read this the
rules, fees, payouts and other areas of concern definitely will have changed. I also
know majority of use will have to use a payment aggregator (processor) whom will
add their own rules, fees and payout scale.
For example purposes, certain payment models will allow you to receive back 60
percent of your items sale price. So an item you sale for 10 dollars will yield to you
6 dollars, the other 4 dollars would go to carrier fees, processors fees and any other
business expense they can think of.
Operator Price Points
Every operator has pricing points you can charge for content to their customers;
these pricing points have a minimum range and a maximum range (e.g. 99 cent to
30 dollars). As you define what content you’re going to sale, be sure to check the
operators site to understand what they will allow you to charge for it. The pricing
points on per download content is different than that of subscription services.
Along with having pricing points, carriers will implement a daily limit for how much
a customer can be charged from a service. This is done to protect the customer
and carrier from account abuse. If you had a chat service and charged a per
message fee to the user, the carrier will put a restriction on how much that
customer could be charged for that days use-- some make it a flat amount ($40 a
day), others put a limit on what each message can cost (.33 cents per message).
Carrier Rules
In the chapter “Content Policy” you will learn about carrier content policies-- but I
will brush over them a small bit. Carriers adhere to a base set of rules and then
build on top their own specific ones. Before you will be approved to charge money
to a carriers customer you must evince that your content adheres to what the
carrier deems acceptable.
Things carrier will want to see from you (short-list)
Payment Flow (process of charging and acquiring content)
Refund Policies
Functioning website, application, service, etc.
You need to look at the MMA consumer best practices and the carriers whom you
desire to use billing system policies for greater detail.
Payment Processor
There are companies that have agreements with carriers to tap into their payment
system. Those companies offer payment processing services which allow you to
charge customers for your content or service. Dependent on how proficient you are
with programming, these companies offer API's that allow you to tap into their
services in a way that's convenient for your payment model (balance approval,
check-out flow). Good news if you’re not a programmer, the companies usually
offer a simpler html form to be placed on a website or within your app (forms aren't
that customizable).
You need to decide where you'd like to set up your point of sales. Are you going to
have a website that sells your content? Are you going to use short codes as a way
of selling your content? Are you building an app that will sale in app content that
your consumer will need to pay for?
All these questions and many more you need to work out before you pursue a
payment processor. Not all payment processors have the ability to process in app
payments—they might not offer the programming to do so; not all payment
processors offer premium sms billing-- involves a lot to obtain a short code. So
really think this through, it will keep you from losing a lot of time working with a
company that cannot help you reach your goals.
In no way am I promoting these companies but I list them to help you start your
journey.
Bango
Payone
Mopay
Boku
BillToMobile
Open Market
Zong
Other Payment Options
The option to utilize credit/debit card transactions to sell content and services is a
suitable option. The problem you run into with credit/debit card transactions is the
amount of data the consumer will have to enter. The conversion rate of credit/debit
card transactions at the point of sales is much lower than that of mobile focused
payment systems. You get a larger percentage of your money from the sale of your
content when using credit/debit card payment systems because credit/debit card
processors charge single digit percentages for transactions and there fees are much
lower.
To go into the credit/debit card payment processing system would take a whole
book of its own. A nice attribute about mobile payment processors is some offer
the ability for your customer to register a credit/debit card if they so choose to. If
future purchases are made the customer can select if they would like to pay for
content on their phone bill or credit/debit card.
Conclusion
Factoring a payment system into your content distribution plan is the best way to
monetize your content or service. Of course you can use advertisements but why
base your success on the whims of the advertising market. Each payment system
offers unique abilities to be integrated into your preexisting system, but figuring out
which system is best for you is the tricky part.
Consumer Short Codes
Overview
How do you interact with your customers through SMS? The answer is Consumer
Short Codes (CSC). The influence of the short code is important to you as a content
producer. Short codes enable you to create a call to action for your audience.
You are communicating with them in the same way they communicate amongst
themselves. It is possible to use email and instant messaging if that best fits your
needs. Yet with a predicted 7 trillion text messages having been sent in 2011; this
alone is reason to focus your attention on using the SMS market to reach your
audience.
Here are excerpts from the Pew Research Center study on “Americans and Text
Messaging” by Aaron Smith.
“Along with taking photos, text messaging is the most common non-voice
application Americans use on their mobile phones. Some 73% of adult cell owners
use the text messaging function on their phone at least occasionally.”
“Text messaging users send or receive an average of 41.5 messages per day, with
the median user sending or receiving 10 texts daily.”
“Young adults stand far above all other demographic groups when it comes to their
usage of text messaging. Fully 95% of 18-29 year old use the text messaging
feature on their phones, and these users send or receive an average of 87.7 text
messages on a normal day (with the median user in this age group sending or
receiving 40 text messages per day).”
The next step is understanding how the consumer short code (CSC) ecosystem works.
Big Things Come In Little Packages
A short-code as stated by the Common Short Code Administration (CSCA) “Common
Short Codes (CSCs) are short numeric codes to which text messages can be sent from
a mobile phone. Wireless subscribers send text messages to short codes to access a
wide variety of mobile content. Common short codes are easy to remember and they
are compatible across all participating carriers. CSCs are either five-digit or six-digit
numbers. CSCs can be leased by anyone interested in interacting with nearly 200
million wireless consumers”.
Common Short Code Administration
This organization is the governing body for purchasing and leasing of common short
codes in the United States Of America. Here is how the CSCA describes their role:
“Common short codes are administered by the CSC Administration (CSCA) for
wireless carriers. In addition, the CSCA oversees the CSC Registry, which
provides the technical and operational aspects of CSC functions and maintains a
single database of available, reserved, and registered CSCs”.
Understand this organization is the sole maintainers of short codes in the United
States Of America.
There are others in the CSC eco-system you will have to deal with to get your short
code campaign approved by a carrier. Most carriers do not make direct contracts
with content producers in regard to SMS campaigns over their networks. When
looking at the CSC process there are four categories of participants outside of the
CSCA.
Content Providers
A content provider is a person or organization that owns the rights, have obtained
the rights, or created the content they distribute. Content is geared towards one
or more of these general categories in regard to a CSC campaign; entertainment,
marketing, advertising and commerce.
Application Providers
An application provider specializes in the technical areas of the development of a
CSC campaign. Most application providers specialize in a specific type of
application (mCommerce, chat, etc.). They're also known as Mobile
Application Service Provider (MASP). It is suggested to partner with a
MASP because they can provide you with knowledge on wireless network
technologies and the nuance of launching a short code campaign.
Before you choose a MASP do your research. Find out what they specialize in and
what services you will receive. Some MASP's will handle the paper work and
payment on your behalf for obtaining your CSC from the CSCA and others will
not. MASPs do handle the submission of your Campaign Brief Application to
wireless carrier(s).
Connection Aggregators
Connection aggregators afford you connectivity to wireless service providers
networks through their authorized connections. They help route your CSC from the
network operator to your application.
Their role also is to maintain security, technical, and service level requirements of
each network operator they are connected to.
Not all connection aggregators are equivalent in terms of agreements with
carriers for connectivity and the type of messages they are allowed to send over
the carrier’s network. Message types are Standard Rate Messages and Premium
Rate Messages.
Wireless Service Providers
This is the carrier, wireless network operator, network operator; the company from
whom customers obtain cellular service.
For your CSC application to work on their networks your CSC must be set up and
tested to route from the wireless network operator to your application. Routing is
handled by a connectivity aggregator.
Do not assume since you were leased a CSC that your campaign brief application
will be approved by network operators.
Albeit you know who's involved in the CSC eco-system; we now are going to bring
all these parties together so you can see how they function in getting your short
code campaign to market.
From Idea To Reality
To get your CSC campaign legitimized you will have to go through three processes;
First the CSCA process, second working with the MASP and Connection Aggregator
process and finally the Network Operators process. The second and third process
will seem to be one unit since the job of your MASP and or connection aggregator is
to put together your campaign such that it’s accepted by the network operator.
Before you jump into the process of obtaining a CSC you should have a clear
understanding of what your campaign is about. Though this list is not exhaustive,
here are a few topics you should consider:
What type of campaign will you run-- standard rate or premium rate?
How long do you desire to run the campaign?
How will the campaign affect your business model?
If given one choice, what wireless network operator do you desire to run your
campaign over?
If you focus on what you want the CSC campaign to accomplish for your brand, it
will less likely frivolously burn through your financial resources.
CSCA Process
The first step in the CSC campaign process is ordering a CSC. To do this you must
sign up at the CSCA's short code web site-- its address is www.usshortcode.com.
Once your registered you should log in and check out the tutorials they offer.
Tutorials are short and simple-- yet designed to help you understand the layout of
their site-- what it takes to create and manage a campaign-- and other
documentation that will help you in your CSC journey.
To help avoid confusion, I encourage you to also check out the FAQ section of the
CSCA website; look at the glossary of terms they use. I say this because their
terminology is specific to their system.
Applying For A Sub License
You’re registered; the next step is ordering the CSC. In order to do this you need to
go in to your account, click on “Apply for a New CSC”. This page is your CSC order
form. It has eight sections you will need to fill out-- one of the sections “applicant
details” are filled out with the information you provided at registration time. The
other sections are “Billing Contact Details”, “Content Provider Details”, “Payment
Method”, “Auto-Renew”, “Purchase Order Number”, “Term” and “Requested CSCs”.
Content Provider Details
This field might cause confusion. If you are not the person with licensing
rights to the content, then you need to insert the content providers’ details
here. You don't have to be the content provider to be an applicant; the
applicant is the party who the CSCA contacts with questions about the CSC
application; they also pay the CSC registration for themselves or on behalf
of the content provider. This field is important because this is who the
carriers’ customer will be told to contact in cases such as billing issues, opt-
out issues and delivery failures. The content provider is ultimately
responsible for the decision making of the CSC campaign.
The next section on this form we'll cover is “Requested CSCs”. In this section you
will need to decide if you want a Random CSC or a Select CSC (Vanity Code). There
are differences you should be aware of.
Random CSC
◦ Cost $500 dollars per month per CSC; Non-refundable.
◦ Short code number(s) are assigned to you.
◦ Duration of CSC code lease are three, six and twelve month periods. Full
balance for duration is due before you can move any further in the CSC process
(3 months x $500 = $1500 Balance). If not paid within sixty days you lose your
random code.
Select CSC
◦ Cost $1000 dollars per month per CSC; Non-refundable.
◦ You select your short code. Desired short code is not guaranteed to be
available.
◦ Duration of CSC code lease are three, six and twelve month periods. Full
balance for duration is due before you can move any further in the CSC process
(3 months x $1000 = $3000 Balance). If not paid within sixty days you lose your
vanity code.
Since selecting the type of short code you desire
and having clicked the submit button, you will be
directed to the “Online Registrant Sub-license
Agreement”. You need to read this agreement, DO
NOT SKIM OVER IT. The agreement covers the
legalities for all parties involved-- what can cause
your CSC campaign to be shut down and many
other very important issues.
Once you've read the agreement and have agreed to it, you’re then sent to the order
summary page where you’re shown what your bill will be, the type of short code you
selected and the quantity of short codes. This page is where you make or cancel your
purchase. Once you select to order your short code you will then be directed to a
confirmation page.
On the confirmation page you will be given an Order Id, Order Type and the CSC(s)
number you selected or the random number that was assigned to you. Payment isn't
due at this point. Your short code payment will need to be made within sixty days of
your campaign application being approved.
Creating Your CSC Campaign Application
Since you've ordered your CSC you now need to define your campaign. This is called
the “CSC Campaign Application”; it is what is passed downstream to wireless carriers
and the CTIA. At this point you might choose to work with an MASP to give yourself a
better chance of getting your application approved; we are going to see some of the
sections and fields you will need to fill out to create your CSC campaign application.
We will not cover every field because this would take to long. The CSCA does not alert
carriers or the CTIA about your short code campaign until the campaign application
has been approved by them. There are reasons your campaign application can be
rejected within the CSCA process.
Remember the Online Registrant Sub-license Agreement? This is the document that
lays out all the rules the CSCA expects you to adhere to. Within this document are
the organizational documents in which the CSCA will judge your campaign by. One
of them are, the “Acceptable Use Policy” (AUP), an online document written by the
members of the CTIA; another document is “Consumer Best Practices” (CBP)
written by The Mobile Marketing Association. There is other documentation you will
need to know about; make sure to read the agreement even if you plan on having
someone else manage your CSC campaign.
There are four sections of the CSC campaign application. Contact Information,
Provide Detail, Marketing/Reach, Network/Ops Impacts and Application Detail.
In each step there are more detailed questions about your CSC campaign;
these fields are extremely important to fill out completely. This form will be passed
to the wireless carrier for review. On this form you will define what type of
campaign you will be running, how the campaign will be run, who will be involved in
running the campaign, how you plan on marketing it and so forth.
Contact Information
◦ Business Contact, Technical Contact, Content Provider, Customer Service
Provide Detail
◦ Individual Programming Aggregators & Carrier, Campaign Content Provider,
Application Provider Agency
Marketing/Reach
◦ Sizing, Media Placements, Dates
Network/Ops Impacts
◦ Rates, Controls
Application Detail
◦ Program Information, Billing, Consumer Best Practices
Standard Rate & Premium Rate Messaging
You will either run a standard rate or premium rate messaging campaign! There are
different rules set forth for both of these messaging campaign types. Whichever of
these two messaging types you choose will decide how quickly your application can
be approved and what additionally will be required of your campaign.
Standard Rate Messaging
A campaign where there is no charge for the content to the end user account
by you. End user may be charged by carrier for receiving message and or
downloading content.
Opt-In process is simpler.
The campaign you run will be simpler.
Cost less to run.
Approval rate is greater.
Premium Rate Messaging
A campaign where there is a charge for the content to the end user account by you
through their carrier. End user may be charged by carrier for receiving message
and or downloading content.
Opt-In process is scrutinized.
Billing model is scrutinized.
Every aspect of the campaign is looked over with a magnified
glass and a fine tooth comb.
The campaign you run can be more complex.
Cost more to run
Approval rate is less.
Delegate User
A delegate user is an individual or entity that you have given power to represent
you through the CSCA process; they are able to access your account and make
changes as they please. This might be the role you give to a connection aggregator
or MASP or an individual within your organization. Regardless, you and the
delegate user are legally bound by the user agreement of the CSCA.
Mobile Origination & Mobile Termination (MO & MT)
A message always originates from some place. Who originates the message
determines the vocabulary used. When a carrier’s customer starts the messaging
dialog— texting a keyword to a short code— this is called Mobile Origination (MO).
When your application starts the messaging dialog-- sending information to a
customer who previously opted in to your campaign or responding to a MO request
— this is called Mobile Termination (MT).
The only time you will use mobile termination is after you've gotten the individual to
opt-in to your campaign or to respond to a request from an MO. If this is not the
case and you’re sending mobile termination(s) to individuals; you are asking to
have your short code campaign revoked. What you would be doing is spamming.
Spamming is not tolerated by the CSCA or the wireless carrier and will lead to you
being banned from leasing a short code again.
Push & Pull Messaging
As you develop your application you will need to decide how the application will be
allowed to communicate. There are two styles of messaging you can build to—Push
or Pull messaging. Push messaging is content, alerts or other notifications sent to a
subscriber’s device without the subscriber having to initiate contact. This is possible
because of the type of application that is running on the customers’ device. If you
choose to use this form of messaging it's suggested to make the subscriber is aware
of how to disable push messaging.
Your other choice is pull messaging, which is content requested by the subscriber to
be sent to their device. This is usually done on message by message bases.
Opt-In & Opt-Out
The only way in which you are allowed to by the CSCA and the carrier to solicit
messages to a carriers customers is to have them Opt-In to your campaign. If
anyone offers to sell you a list of cellular customers who are interested in your
campaign, do not purchase it. This is illegal by the CSCA and the wireless carrier
(ref. CBP, 1.5 Opt-In, 1.5-9). Dependent on the message type (standard or
premium), category of campaign (alert, coupon, contest, etc.), billing type, and
frequency of messages (recurring program or one time program) the opt-in process
will vary.
Here are some general guidelines for Opt-In of a campaign. These are excerpts
from the mobile marketing associations Consumer Best Practices (CBP).
Standard Rate Opt-In
◦ Must obtain opt-in approval from subscribers before sending any messages or
content.
◦ Recurring standard rate programs require a single opt-in. If opt-in request
occurs through non-mobile channels (web, sign up form, IVR, etc.) you have to
verify the subscriber is the owner of the handset being opted-in.
◦ How your campaign is administered cannot be deceptive. It must be clear to
the end user what campaign they will be participating in and what is required of
them.
Premium Rate Opt-In
◦ Must obtain opt-in approval from subscribers before sending any messages or
content.
◦ Premium rate programs require double opt-in.
◦ Subscriber must positively acknowledge the acceptance of a premium charge
before premium charges are applied to their account.
◦ All advertising must clearly disclose in the audio and visual that you must be 18
years or older or have permission from a parent or guardian to participate.
The Opt-out process requires your application amongst many other things to be able
to understand what these keywords mean.
STOP, END, CANCEL, UNSUBSCRIBE, and QUIT.
There are rules that have to be followed when a wireless subscriber desires to opt-out
of a campaign. Here are a few that the CBP suggest:
Standard Rate Opt-out
Content providers must offer subscribers the opportunity to cancel the service
at anytime. (1.6-1)
When STOP, or any of the opt-out keywords above, is sent to a program, the
program must respond with an MT message, whether or not the subscriber is
subscribed to the program. (1.6-4)
When the user is subscribed to a recurring program, an MT message confirming
the opt-out should be sent to the subscriber. (1.6-5)
This STOP command functionality requirement applies to all programs, including
one-time use programs where the subscriber will not receive additional
messages. This is to avoid subscriber confusion around the use of the STOP
command. (1.6-7)
The content provider must record and store all opt-out transactions.(1.6-11)
Premium Rate Opt-out
Directions on how to unsubscribe from the program should be included in
program messaging on a regular basis. (2.7-1)
Content providers must offer subscribers the opportunity to cancel the service
at anytime. (2.7-2)
A subscriber can stop participating and receiving messages from any program
by sending STOP to the short code used for that program. END, CANCEL,
UNSUBSCRIBE or QUIT should also be opt-out key words for all programs. (2.7-
4)
This STOP command applies to all programs, including one-time use programs
where the subscriber will not receive additional messages. This is to avoid
subscriber confusion around the use of the STOP command. (2.7-7)
The content provider (or the aggregator) should record and store all opt-out
transactions. (2.7-16)
Message Flow
Is the process the customer can expect when responding to a call to action. All
messages must contain program sponsor information, defined as the program
name, company name or brand associated with the campaign and Msg & Data rates
may apply. The amount of information required in campaign advertisements
depends on the type of messaging and frequency they will receive messages but
regardless of all of these “Msg & Data rates may apply” must be included all the
time. So a standard rate recurring message alert opt-in may include: Program
Sponsor, Service Description, Frequency of Messaging, Customer support info, Opt-
out info, additional carrier costs, and terms & conditions.
For this example we will be responding to a Standard rate, single opt-in, one time
message that will deliver a URL to our handset. We're at a concert of our favorite
underground artist and they give us a keyword to send to their short code for
exclusive tracks that will not appear on their upcoming album.
Once you send the keyword to the short code, the application will respond with a
wap push URL for you to download the content. They would define their message
flow as such.
Standard Rate Single Opt-In One Time Message
Want exclusive tracks from “Goat of the underground”
Text “ugmusic” to 123456 for access to non-album tracks.
Msg & Data rates may apply.
Terms & conditions are available at
www.example.com/ugmusic
Step 1: We respond by sending “ugmusic” to 123456. (Mobile Origination::MO )
Step 2: We receive a response message (Mobile Termination::MT) from the
application with the following information. Goat of the underground exclusive
tracks. www.example.com/exclusiveContent
I used this example because it is the simplest of them all. There are required fields
you must have in your messages/advertisements. For more information look to the
Consumer Best Practices (CBP) for greater detail on the required fields because some
pertain to the messaging type, messaging frequency and other messaging eco-system
task.
MASP Process
As you read earlier the role of the MASP is to supply the technology to run your
campaign. All the little knick knacks from the technology side that an application
needs to handle, an MASP takes care of. For the most part even large scale
corporations turn to MASPs to handle the technology that will power their CSC
campaign.
As you read through the CBP you will see that if you designed your own application
it will take a good amount of time to get it in line with all the requirements to meet
the specific rules of the campaign type you will run. Because an MASP can vary in
their overall services, it would be near impossible to discuss every aspect of an
MASP. Know that there core competence is supplying you with the technology to
have a working application.
A part of the approval process by the wireless carrier will be testing the technology
that powers the CSC campaign. This is where the MASP is most important and why
working with a reputable MASP is the best choice.
The MASP saves you time and hassle of trying to set up your own software
infrastructure that will have to meet test standards of the network operators.
To better aid you here is the page from the CSCA website that connects you with
MASPs www.usshortcodes.com/csc_applicators.html.
Connection Aggregator Process
You might not have to work with an MASP. You might have the ability to create the
type of application the MASP would supply you with. If you are able to do this, then
you are one of the few and congratulations. But the way the wireless carrier set up
the CSC eco-system you will have to go through a connection aggregator; there is
no way around it. Since this is the case we are going to look at the connection
aggregator process thoroughly.
Your aggregator should assist you in creating the campaign brief that is submitted
to the carrier(s). The campaign brief is based off the information you supplied to
the CSCA when you submitted your campaign application. Because they know more
about the process, they will be able to polish the campaign brief so it makes sense
to the carrier.
There are three tiers of connection aggregators.
1. Tier-One (National Media Connection Aggregator)
◦ Direct connection through SMPP to at least four of the five mobile operators;
AT&T, Sprint/Nextel, T-Mobile USA, U.S. Cellular, Verizon Wireless.
◦ Premium settlement agreement with at least four of the five mobile
operators; U.S. Cellular, AT&T, Sprint/Nextel, T-Mobile USA, Verizon Wireless.
◦ Respectable twenty-four hour service level agreement on all services
represented, redundancy and network security, caliber infrastructure.
◦ Only publish content when rights are owned or license to publish is held on
behalf of there client and published for direct client benefit.
◦ Support carrier grade SMS & MMS capability.
2. Tier-Two (National Text Message Connection Aggregator)
◦ Direct connection through SMPP to at least 3 of the 5 mobile operators;
AT&T, Sprint/Nextel, T-Mobile USA, U.S. Cellular, and Verizon Wireless.
◦ Premium settlement agreement with at least 2 of the 5 mobile operators;
U.S. Cellular, AT&T Wireless, Sprint/NEXTEL, T-Mobile USA, and Verizon
Wireless.
◦ Respectable 24/7 service level agreement on all services represented, quality
infrastructure, redundancy and network security.
◦ Only publish content when rights are owned or license to publish is held on
behalf of client and published for direct client benefit.
◦ Support carrier grade SMS capability.
3. Tier-Three (Connection Aggregator Reseller)
◦ These companies predominantly operate campaigns through the use of Tier 1
and Tier 2 aggregators services. Companies generally mark-up aggregator
messaging rates and premium payouts.
Once your campaign is in the hands of the connection aggregator they are going to
take your campaign to the wireless carrier. The connection aggregator will most
likely handle polishing up your CSC campaign application/application brief. During
the connection aggregator process your campaign will go through Provisioning,
Testing and Certification.
Provisioning
Provisioning is the process of establishing and opening the connection between the
aggregator and each carrier’s network to allow for testing by the aggregator and or
application provider to prepare the application/campaign for certification.
Provisioning will have to take place on each wireless carrier you intend to run your
campaign on. Through the provisioning process your content and campaign will be
available to the wireless carriers’ customers but not all of the carriers’ customers
will your campaign be addressable to. The issue stems from the varying number of
devices a carriers network supports, wireless plan carriers subscriber base has
chosen to sign up for, and other factors. So a rule of thumb is your content will only
be delivered to phone numbers the carrier has pre-approved. The point of
provisioning is to work out bugs in your campaign so it can move to testing and
certification.
Testing & Certification
In the testing phase the network operator is testing of the application to guarantee
it works properly.
Testing entails
▪ Testing Content functionality and Compliance
▪ Testing Applications functionality and Compliance
▪ Testing Billing functionality and Compliance
▪ Testing Advertising functionality and Compliance
▪ Testing Campaign functionality and Compliance
Once testing is done, the network operator will notify your aggregator of the results.
If your campaign passes the test then you will be able to go live; if your campaign
fails the test, the network operator will pass the issues that need to be resolved to
your aggregator. There usually is a retest process. Though this can vary by
network operator
Before you make any changes to your approved campaign check with the entity that
manages your campaign; any changes to campaign type, message flow,
aggregator/masp provider will have to be filed with the CSC help desk through a
CSC modification request. Once that is done the CSC help desk will inform the
wireless carrier(s) whom your short code is activated on about the change(s).
The CSCA has a page that directs you to connection aggregators that meet their
requirements for this role http://www.usshortcodes.com/csc_aggregators.html.
Wireless Carrier Process
The wireless network operator is the final decision maker of any and all CSCs.
Provisioning, certification and testing are all wireless carrier processes; since the
aggregator model is the standard practice the wireless carrier employees for the
CSC model all the interaction you will have with the carrier will be through your
aggregator. Your CSC campaign will have to be provisioned, certified and tested on
every network you desire to run a campaign on. Each network operator has unique
policies they use to govern campaigns. This is seen when you look at the rules an
MVNO applies to campaigns and those of the network operator whom they purchase
network usage from govern campaigns on seemingly the same network. Each
network operator has their own set of policies that override the MMA Consumer Best
Practices. This does not void the power of the Consumer Best Practices in the
overall picture (In some network operator policies it will state which MMA Consumer
Best Practice their policy supersedes).
After your campaign has been approved the network operator has a monitoring
process to keep campaigns in check. They do this through Auditing.
Auditing
◦ Network operators use auditing to monitor existing campaigns that are
running on there network.
◦ The network operator audits campaigns at there own discretion.
◦ Audits have violation levels.
▪ Some use a color coding system
Red, Orange, Yellow, Green
▪ Some use a scoring system
>60, 60-80, 90-100
▪ Some use severity levels
Severity 0, Severity 1, Severity 2
◦ Where your campaign audit lands on the violation scale will determine how
long you have to fix the issues stated, how quickly you have to get in contact
with the audit team and even how quickly your campaign can be suspended
or permanently terminated.
◦ Audits are similar to the testing phase of campaign approval.
◦ Audits will test for
▪ Content functionality and Compliance
▪ Applications functionality and Compliance
▪ Billing functionality and Compliance
▪ Advertising functionality and Compliance
▪ Campaign functionality and Compliance
◦ Audits test your campaign against the guidelines of the MMA Best Practices
and the network operators policies.
◦ The good thing about the audit process is if your campaign audit does not go
well, most carriers will alert your aggregator of the issues that need to be
addressed. If you feel there is a problem with the audit results, most
carriers allow you to file an appeal. They might accept it and they might
reject it but at least you have the ability to challenge the audit.
CTIA Compliance Monitoring And Enforcement
The CTIA also has a compliance team that reviews campaigns. They judge
campaigns by similar metrics as the network operator does. These are the areas
there audit standards focus on
CTIA Premium Rate Shortcode Violations and Actions Required
CTIA Standard Rate Shortcode Violations and Actions Required
CTIA Premium Rate Message Flow Violations and Actions RequiredCTIA Standard
Rate Message Flow Violations and Actions Required lists
For more information on this, look to the CTIA website for the document “The CTIA
Compliance Monitoring and Enforcement Playbook”.
Financial Cost Of A CSC Campaign
We've covered how to obtain a CSC and the CSC campaign approval process. The
most important part of starting the CSC process is your financial ability. There is
nothing cheap about starting a CSC campaign. Every step along the way you will be
paying out money-- the lease for the short code will cost you money, the use of an
MASPs application software will cost you money-- the use of the connection
aggregator will cost you money. Starting a CSC can easily cost you $7000 and once
you factor in how much you’re paying for every message sent and received, set up
fees, licensing fees, you might be looking at another couple thousand dollars per
month to maintain your campaign.
There is a more financially resourceful way of starting a CSC. Most MASPs and
connection aggregators offer a shared short code. A shared short code is one that
is shared by multiple people but those people will have their own keywords. Look at
a shared short code in the same light as an apartment building. Everybody has the
same main address, but each apartment has its own unique apartment identifier.
Shared codes do have draw backs. You don't have the same flexibility as you do
with a random or select short code. Most will not allow you to run a premium rate
campaign, they will limit the number of messages you can send and receive and
even the category of campaign you run. The shared short code is an excellent way
to get your feet wet with using SMS to connect with your audience yet not over
extend your financial abilities.
Conclusion
Short codes are going to continue to grow in everyday use in the mobile user’s life.
Figuring the best way to utilize short codes is a must-- don't worry if you don't have
the complete picture yet. As with any technology the more people use it the more
we learn about how we like to use it. So keep an open mind about how you
envision using the consumer short code to communicate your brands message.
