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Mobile Marketing Glossary

2D codes: [aka semacode, Aztec, QR, or matrix codes] these are mobile barcodes that allow a barcode reader in a mobile phone camera to act as a scanner. The key is that mobile barcodes are a pull technology, a permission-based way for a consumer to engage with an advertiser.

3G: Third Generation mobile communication system – allows for quicker and larger volumes of voice and non-voice Data transfer such as broadcasts, video and email across GSM networks.

4G: refers to the fourth generation of cellular wireless standards. It is a successor to 3G and 2G standards due to rollout in 2010 and promises mobile ultra-broadband (gigabit speed) connection.

Alerts: notifications, typically in the form of a text or multimedia message, containing time-sensitive information (event details, weather, news, services updates) that are pushed to a mobile subscriber who has opted-in to receive this information. Note: If the mobile subscriber has not opted in to receive said information, the notification would be considered SPAM.

Alternative Method of Entry (AMOE): A no cost or low cost means for an individual to enter a contest.

Augmented Reality is akin to virtual reality, but rather than immersing the user in  a virtual world, the physical space around the person operating an AR device (like a smartphone) is layered with graphics or geo-specific data to form a blended reality that can be interacted with.

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

Bluejacking: the anonymous sending of unsolicited messages over Bluetooth to Bluetooth enabled devices such as mobile phones, PDAs or laptop computers. Spam.

Click to Call: a service that enables a mobile subscriber to initiate a voice call to a specified phone number by clicking on a link on a mobile web site. Typically used to enhance and provide a direct response mechanism in an ad.

Confirmed Opt-In: the process used for verifying a mobile subscriber’s intention, and for gaining the subscriber’s explicit agreement to participate in a mobile program/contest/game/alert service.

Common Short Codes (CSC): a handy way to request permission. Sending an SMS of a specific keyword to a short (4/5 digit) number to enter competitions, request info, cast votes, get discounts/vouchers or download content allows for ease of engagement and is relatively inexpensive.

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

EDGE – Enhanced Data rates for GSM Evolution – the speedier version of GSM wireless service. It enables data to be delivered at rates up to 384 Kbps via broadband.

GSM Global System for Mobile Communications: globally the most widely used of the three digital wireless telephone technologies (used in Europe, Africa, Middle East, United States, Australia & South America)

In-Game: mobile marketing delivering promotional messages or product placement within mobile games or sponsoring entire games to drive consumer engagement. This is known as mobile advergaming or ad-funded mobile game.

LBS Location-Based Services: are offered by some cell phone networks as a way to send custom advertising and other information to cell-phone subscribers based on their current location. The cell-phone service provider gets the location from a GPS chip built into the phone.

MMS Multimedia Message Service: an extension of SMS that allows pictures, sounds or low quality videos to be sent on a wireless network.R32;Moblog  mashup of the words mobile and blog. A moblog consists of content posted to the Internet from a mobile or portable device.

Mobile Originated [MO or MOM]: an SMS/ MMS message sent from a mobile device.

Mobile Terminated [MT or MTM]: an SMS/ MMS message received to a mobile device.

Network aka Carrier: South Africa has three Networks: Vodacom, MTN and Cell C. The networks consist of towers and base stations that span the country to connect and transfer calls and data.

Pull SMS: requested services (e.g. ringtones or games) from a mobile phone via WAP. The service requested is sent back via SMS

Push SMS requested services (i.e. ring tones or games) from a mobile phone by sending a preset SMS code to a predetermined number. The service is sent back by SMS.

QR Codes Quick-Response codes are mobile barcodes that allow barcode-reading software in a mobile phone camera to act as a scanner. They can be placed in realworld settings & scanned with the phone  camera and decoded.

SIM Subscriber Identity Module: the chip used in a phone to identify the number/account.

SMS Short Messaging Service: text messages that can be sent to mobile phones from the Internet or from other mobile devices.

USSD: an unsung hero of the GSM and now the 3G world. Despite the relative obscurity of this session-based service, USSD is the workhorse behind pay-as-you-go and callback systems and mobile banking, various customer care services and other more mundane features like call diverting/forwarding. It’s plain jane user-interface and 80’s style user experience have meant that it isn’t seen as sexy as SMS, but it is stable, scalable and far cheaper. SA is a world-leader in USSD.

VoIP Voice over Internet Protocol: the standards that allow for sound/voice to be streamed live on the Internet or by WAP in a way that mimics telephony .

WAP - Wireless Application Protocol: a set of communication standards for the way wireless devices (like mobile phones) connect to the Internet, a format of the mobile web.

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

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

WASP – Wireless Application Service Provider – provides hosted wireless applications so that companies will not have to build their own sophisticated wireless infrastructures.