MMW was briefed on the new division by a representative from Vibes who tells us that the effort is designed to address the increase in demand for its SMS short code and traffic management services.

We’re told that SMS veteran and expert John Glennon has joined Vibes as vice president to spearhead the division.

“Too often, ‘quality’ and ‘aggregator’ are mutually exclusive terms, which has left the industry with a tainted reputation of poor service,” says Jack Philbin, the CEO of Vibes. “By bringing together a team of experts with our scalable and reliable technology, Vibes is at the forefront of SMS aggregation solutions. Additionally, the innovation in our API suite is enabling easier scale in this proven channel.”

According to details shared with MMW, Vibes Connect offers an SMS API hub that supports the specific technologies used by clients, with technical support from a team that stays directly in touch and is available around the clock.

“Vibes Connect provides hands-on management of short code approvals with a dedicated team, leading to an average approval time for new short codes and SMS campaign set up that is 30 to 40 percent better than the industry average,” the company says.

To learn more about Vibes Connect, click here.

The post Vibes Takes a Fresh Look at SMS Short Code and Traffic Management appeared first on Mobile Marketing Watch.

On Wednesday, Comic Relief confirmed it will focus heavily on mobile and, in particular, SMS mobile donations for its 2014 Sport Relief fundraising campaign.

This year’s Sport Relief campaign, which is being facilitated with the team at Open Market, is allowing people to make donations by sending a text message to a short, five-digit code.

Comic Relief is one of many national and international organizations that have begun harnessing the power of mobile for their humanitarian and philanthropic endeavors in recent years.

“We work tirelessly all year round to help make our vision a reality,” Comic Relief boasts on its official website. “And in the years since we started out in 1985, with the support of some remarkable people, we’ve achieved amazing things and raised over £900 million.”

The post Comic Relief Gets Serious About SMS appeared first on Mobile Marketing Watch.

The following article is a guest contributed post from Kane Russell, VP of Marketing at Waterfall Mobile.

With spending on SMS marketing looking to double from roughly $4 billion in 2013 to more than $8 billion by 2016, SMS client service holds paramount importance. Without an effective service strategy, SMS campaigns will become non-compliant and fail to reach their target customers.

To create an effective strategy, SMS client service needs to incorporate the following four elements. By addressing all four, SMS campaigns will remain compliant and welcomed by customers, which is crucial for securing an immediate and positive impact on SMS ROI.

1) Industry-Mandated Compliance

CTIA – The Wireless Association is the primary governing body monitoring SMS programs. Though SMS regulations have and may continue to change slightly, a few constants have held true for years. Most important, when a customer subscribes to an SMS list, they have to receive a message with the SMS program name, message frequency, a privacy policy link, the phrase “Message & Data Rates May Apply,” opt in/out instructions and where to receive support. In addition, this information should also exist somewhere on the call to action promoting the SMS campaign. Here are two examples, the first an SMS confirmation message from PETA, and the second an online mobile sign-up form from Pizza Hut:

Though I am not a legal expert, and marketers should always consult with their legal teams, the above examples are industry standard and currently sufficient for informing customers. From a business standpoint, adopting the proper compliance practices ensures that customers remain enthusiastic about receiving, opening and clicking through SMS promotions. As a handy reference, use this compliance best practices guide to see step-by-step instructions for maintaining full compliance with the CTIA.

2) Dedicated Vs. Shared Short Codes

Deciding between a shared or dedicated short code comes down to two factors: startup cost vs. functionality options. By paying more for a dedicated short code, companies benefit from infinite keyword choice, personalized branding for system-triggered messages and accessibility for complex routing programs or CRM integrations.

When selecting a dedicated short code, think of it like a license plate. You can select a randomly assigned code, which is less expensive, but you have no choice over the number. A “vanity” number personalizes the short code to make it easier to remember, text and advertise.

To acquire a dedicated short code, just search online to find an available code. A quarterly leasing fee, charged by a company called Neustar, applies to all dedicated codes. At present, non-vanity short codes cost $500 per month, with vanities codes costing $1,000.

In addition to Neustar, short codes also require carrier approval. In total, the provisioning process takes 8-12 weeks, so plan ahead to make sure campaigns can get up and running in time.

3) List Uploads

It’s easy to grasp why list uploads are a key consideration for effective SMS client service. On one hand, companies can upload a list of contacts to an SMS database and use text messaging as an immediate and interactive form of personal communication. On the other, companies improperly uploading lists to an SMS database run the risk of sending unsolicited text messages to personal cell phones, which is illegal and punishable with a fine of $500-$1500 per message.

When looking to upload a list of employees for internal SMS communication, some best practices include:

• Employers should look into providing phones and/or texting plans for their employees.
• Test phones to ensure that they allow texts to and from a short code (sometimes company-provided phones block certain features and functionality). In the event that a set of phones does not allow texting from a short code, contact the mobile carrier to modify the corporate plan’s settings.
• Use a double opt-in. This means that end users reply to a prompt before subscribing to receive ongoing communication. One benefit is that double opt-ins serve as a means to collect segmentation data for targeting subscribers with more relevant information. Take the following example, where end users reply with their zip code to confirm their subscription. Now the SMS database not only has confirmed subscribers, but also a segmentation point for targeting location-relevant information.

When uploading for external purposes, for example when migrating a customer list to a new short code, make sure to message customers informing them of the change. At present and for the last few years, CTIA recommends sending a message from the old short code with the new keyword and short code so that customers can opt in directly.

4) Database Management

An SMS list, like any data asset, constantly evolves as customers join, leave or interact with campaigns. Make sure your SMS client service strategy can handle these ongoing updates. Above all:

• Trigger a support message that contains email and phone contact information when people text HELP to a given short code. Customer service teams should monitor these channels on a daily basis.
• Capture all messages not recognized as saved keywords or prompts and route them to a general mailbox. These unrecognized texts occur frequently, for example when customers commit typos or text in direct questions. Responding directly, as opposed to replying with a generic “unrecognized command,” establishes 1-to-1 relationships with customers that will greatly enhance overall satisfaction with the SMS program.
• Enable basic opt-out keywords and their misspellings so that customers can suspend SMS communication without hassle. STOP, UNSUB, QUIT, CANCEL and UNSUBSCRIBE should all allow customers to remove their mobile number from every list on a given short code. An opt-out should trigger a confirmation message (a debate finally settled recently), which looks more or less like: “You’ve opted out of <Program Name> and will no longer receive any messages. Email <Email Address> or call <Phone Number> for more info.” Opt-out confirmation messages will be standard for all brands on a shared short code and customizable at the brand-level for dedicated short codes.

By adopting these four elements into an SMS service strategy, companies can rest assured that their campaigns will remain compliant and effective at engaging customers. With service needs addressed, marketers can focus on the more important (and fun) aspect of SMS marketing: compelling content that drives bodies in store, increases loyalty or whatever other communication goal that stands to benefit from mobile’s most personal, direct and ubiquitous messaging channel.

About The Author

Kane Russell is VP of Marketing at Waterfall Mobile. Based in San Francisco, Waterfall’s technology helps companies build mobile marketing campaigns that customers love. You can reach Kane on Twitter @waterfallmobile.

The post 4 Must Do’s For Excellent SMS Client Service appeared first on Mobile Marketing Watch.

A recent SMS campaign designed to connect with the company’s ever-increasing mobile reliant customers proved not only effective, but stunningly profitable.

“When looking at different mobile marketing options for Seattle Sun Tan, we selected text messaging because of the high customer adoption and that it works across all wireless carriers and operating platforms,” says Stewart Kelpe, VP of Marketing at Seattle Sun Tan.

Seattle Sun Tan set up their SMS campaign with Tatango using a vanity SMS short code (33733) and descriptive SMS keyword (TANS) in order to ensure the opt-in process for customers was “easy and memorable.” From there, Seattle Sun Tan created an attractive initial text message offer, “$20 off your next purchase,” to encourage customers to purchase higher value tanning subscription packages.

Within 30 days, the results were clear and provided a compelling example of how powerful SMS marketing can be.

In one month, Seattle Sun Tan built a mobile database of nearly 5,000 customers. 57% of recipients redeemed the text message offer, generating $196,101.87 in new revenue during the first 30 days of the campaign.

Perhaps most impressively, however, is the fact that customers redeeming the text message offer, on average, spent 500% more than customers that didn’t receive the offer.

“Not only did Tatango help us build a large database of customer’s mobile phone numbers that we’ll be able to use for ongoing promotions, the initial text offer generated significant revenue for our company, far exceeding my expectations,” Kelpe said.

The post SMS Campaign Helps Seattle Sun Tan Soak Up Big Revenues appeared first on Mobile Marketing Watch.

Unquestionably, the advent of smartphones and tablets has delivered what are now the most powerful tools in the marketing arsenal of many small businesses. Correspondingly, the value of SMS marketing has become equally as apparent.

SMS, which stands for “short message service,” is regarded today as an indispensable resource within the mobile marketing ecosystem. And if you’re not yet tapping into this immensely valuable resource, there are (at least) 5 compelling reasons why you should get off the fence and into SMS marketing.

1. Your message will be read in minutes

With a 90% (or better) average open rate, text messages are far more effective than email notifications when communicating with customers, particularly when time is of the essence. Most text messages are read in fewer than 5 minutes after they’ve been received. As a result, you can count on text messaging to effectively deliver short, time sensitive communications, appointment alerts, or expiring promotional offers.

2. SMS marketing builds brand loyalty

Studies show that nearly three-quarters of smartphone users are now interested in loyalty programs accessible from their handsets. Since 95% of all mobile phones now have SMS capabilities, it’s understandable why so many businesses now view SMS marketing as being perfectly suited for engaging customers with loyalty program offers, rewards updates, or other relevant account details.

3. SMS marketing is surprisingly easy

According to mobileStorm, a veteran industry-leading provider of email, mobile, and social communication tools, small businesses can quickly, easily, and economically implement mobile campaigns and “spin their database into gold.” With the right tools in place, anyone familiar with the basics of small business marketing is capable of orchestrating an effective SMS campaign.

4. SMS marketing is shockingly affordable

Compared to some of the relatively exorbitant expenditures that quickly erode marketing budgets often without a clear and inspiring ROI, a typical small business can plan and carry out an SMS marketing campaign for a fraction of the price tag that corresponds to other marketing efforts.

5. SMS marketing is targeted marketing at its best

The new age of device targeting has allowed marketers to reach mobile users via SMS with campaigns tailored specifically to a variety of interests and needs. With message relevance deemed critical to the effectiveness of a campaign, the availability and affordability of quality SMS marketing services have allowed businesses, entrepreneurs, and advertisers of all sizes to equally capitalize on this powerful resource.

To learn more about SMS marketing and what it can do for your business, click here.

The post 5 Reasons Why SMS Marketing is Smart for Small Businesses appeared first on Mobile Marketing Watch.

The following is a guest post by Derek Johnson, Founder & CEO of SMS marketing provider Tatango. You can text him at (206) 334-4012 or email him at derek@tatango.com.

Want to know what the biggest lie an SMS provider will tell you as a client? It’s that you can’t take your SMS subscriber database to another SMS provider. This lie isn’t told by all SMS providers of course, but recently I’ve seen an increasing amount of clients trying to migrate their SMS databases to Tatango, only to be told by their current provider that it’s not possible.

Why do SMS providers do this? It’s simple, they don’t want to lose your business, so lying to you about the many reasons why they can’t migrate your subscriber database usually makes it seem like you have no choice but to stay with your current SMS provider.

Below are some of the most common lies told to clients about why they can’t migrate their SMS subscriber database to another provider, and why these lies are complete BS.

1) Sorry, but we don’t have a way to export your customers’ mobile phone numbers from our platform. Seriously? Any junior developer, or anyone with MySql experience should be able to export the needed data from any SMS provider in a matter of minutes, with no issues.

2) Sorry, but since we take on the liability for the SMS campaign, we can’t allow you to use your customers’ mobile phone numbers on another SMS platform. While the courts have found that all parties involved in sending text messages are liable for violations of the Telephone Consumer Protection Act (see the case against TextMarks and Heartland Automotive), this doesn’t mean the SMS provider is still liable for what a brand does with their customers’ mobile phone numbers after their contractual relationship is terminated. Also, while you may hear a sales person or account manager say that their company takes “the liability for the SMS campaign”, I guarantee you that as you move up the food chain within that company, that answer will very quickly change to “Hell no, we don’t take the liability for any SMS campaign, as we’re just the platform.”

3) Sorry, transferring your customer’s mobile phone numbers from one short code to another is against the CTIA guidelines. This is complete BS; the CTIA has no restrictions or rules whatsoever for transferring mobile phone numbers from one short code to another. Don’t believe me? Feel free to read their entire playbook here.

4) Sorry, transferring your customer’s mobile phone numbers from one short code to another is against the MMA (Mobile Marketing Association) Best Practices. This is complete BS as well, but there are some best practices that the MMA advises when making the switch from one short code to another. You can watch a video on these guidelines here. Remember though that the MMA best practices are just best practices, so this isn’t enforced and isn’t required when transferring short codes.

5) Sorry, transferring your customer’s mobile phone numbers from one short code to another is against the law. You mean the Telephone Consumer Protection Act, which is a federal law? There’s no mention whatsoever of not being able to move customers’ mobile phone numbers from one SMS provider to another in the TCPA, and there isn’t any case law either that mentions this. This is complete BS, and definitely a tell tale sign that your current SMS provider doesn’t know the first thing about the laws governing text message marketing under the Telephone Consumer Protection Act.

So next time your current SMS provider tells you that you’re unable to transfer your customers’ mobile phone numbers to another provider, just send ’em this blog post.

The post The Biggest Lie SMS Providers Tell Their Clients appeared first on Mobile Marketing Watch.

The following is a guest post by Greg Hickman, a mobile marketing consultant and founder of MobileMixed.com.

Hello and welcome to the phone company’s new business line setup department. We’re happy to help you get started and set up a new phone line for your business but even though you’re new here we’re putting you on probation. See, we want to make sure you understand the rules while on probation:

1. You can’t buy your number or service directly from us. We’ve selected a small group of resellers that you can choose from but they all have the same ridiculously high prices because we force them to charge the same thing to everyone. What? You want competition? Forget it, we’re the phone company!
2. Your new phone number costs $500/month plus usage fees (and, no, that’s not a typo). Of course, that’s only for a random number that we assign – if you want to pick your own number it’s actually $1000/month. Ridiculous, you say? You want another source to buy your service from? You must have skipped ahead, be sure to read #1, above.
3. Now, while you’re on probation, before you use this number to call anyone we have to approve what you’re going to say in advance. You can’t say what we don’t want you to say. And don’t accuse us of censorship – we are the PHONE COMPANY, silly.
4. Oh we almost forgot… you actually have to file an application telling us in advance what you intend to say on this phone line. We’ll review that and have to approve it in advance. Each review costs about $500, by the way. We advise you to be really careful about this application, though, because if you decide to say something different, well, you’ll have to cough up another $500 in order to update what you want to say.
5. (Did we forget to mention that it takes about 8-12 weeks for us to approve your application before you can make your first phone call? Yeahhh – sorry about that, that’s just how it works.
6. You’ll probably want to publicize this business number so that your program is a success. That’s totally fine, but please note the subparts to this rule:
   • Anywhere the number appears, whether in a print ad, a brochure, your web site or even the awning in front of your business, you have to add a line underneath it that reminds people they’ll be paying for a phone call when they call you. We don’t care if they already know that – you’ll have to remind them each and every time they see your number. I know, very frustrating BUT we have our little idiosyncrasies. Oh, and you don’t have a choice, this is just how we do things.
   • You’ll also have to tell people in advance how many times each week or month you’re going to call them. We don’t care whether you know that or not – you’re just going to have to guess, but don’t guess wrong – you might get slapped with a fine.
7. There is just one final, small condition: If you violate any of these rules at any time during probation we can turn off your number without warning, fine you about $10,000 and irreparably damage your business. And there’s no recourse – if we shut you off you have to do what we say or you won’t get turned back on. No exceptions, please.

Ok, great! Now that you understand all of the rules, how many lines would you like? How long are you on probation you ask. You will actually be on probation as long as you’re a customer. Yup, that’s right. You have to follow all these rules all the time.

This is ridiculous right? This is America, after all – this can’t be real. Well, that’s true in the world of “regular” phone numbers and service but in the world of text messaging and “short codes” (the 5-6 digit numbers used for business text messaging) this is unfortunately, exactly how it works. How would you like to run your business under these Draconian demands?

Given the restrictions, it’s practically a miracle that some text messaging companies are able to remain in business. In fact, many such businesses fail each year. The costs, limitations and tenuous existence imposed by the phone companies on businesses that use short codes for legitimate, important and in some cases life-saving services strangles the innovation and growth of the industry while enriching the few aggregator resellers that the phone companies have designated as their chosen partners.

Incredibly, the phone companies get away with this because they have set up a monopoly such that there is no other way to deliver an emergency alert, an authentication key or a promotional offer (which customers have requested to receive) to a cell phone via text message without going through this process.

It’s enough to make even the most litigation-averse companies sue the carriers and their self-enriching trade association.  So some have done so.

Last month, TextPower, Inc., Club Texting, Inc. and iSpeedBuy LLC filed class action complaints in federal court in Manhattan against AT&T, Verizon Wireless, Sprint, T-Mobile, and “aggregators” that the carriers have designated as the sole distributors of short code numbers and messaging services.

That’s right – these companies are taking a stand. They don’t think it’s fair market practice to force pricing down everyone’s throat, demand pre-approval of the content to be sent, and be subject to losing their business at the whim of someone deep within a phone company who decides they don’t like what someone has tweeted or posted on their web site about their text messaging service.

And that’s no exaggeration – some of them have nearly been shut down because of what customers have innocently posted on their web sites or Twitter streams about their text messages.  And the case seems to be having some effect already, as the CTIA this month has announced a relaxation of some of the rules being challenged. This is a step forward but more change needs to come.

If your company uses or plans to use text messaging to communicate with customers, alert people to emergencies or deliver essential information, you might want to learn more about this case, which seeks to break the monopolistic hold that the wireless phone companies have over the text messaging industry. It’s time we got off probation.

About the Author

Greg is a mobile marketing consultant and recently launched the blog & web show, Mobile Mixed. Check it out for mobile marketing strategy tips and interviews with mobile marketing pro’s. Greg help businesses avoid the biggest mistake in mobile marketing.

The post Dealing with Short Code Probation appeared first on Mobile Marketing Watch.

The webinar aims to provide a dead simple overview of what SMS marketing is, how it works, and how businesses large and small can begin leveraging it to their advantage to grow their businesses today.  The webinar is scheduled for tomorrow, March 20th, at 1PM PST.

Learn more and register for the webinar here.

The post New mobileStorm Webinar Shows Businesses how to Begin Leveraging SMS Marketing appeared first on Mobile Marketing Watch.

To understand exactly what CTIA is trying to do and what it means for the SMS marketing industry, Shane Neman, CEO of SMS provider EZ Texting, wrote an excellent post entitled “CTIA’s Illegal Short Code Auditing – A Playbook to Kill America’s Wireless Innovators.”  In it, he details how EZ Texting was contacted in regards to CTIA’s new short code auditing process and why such audits are unfair, unreasonable and inherently “broken.”

“CTIA, acting on behalf of the carriers, has issued dozens of alleged violations against Ez Texting’s use of its short codes,” explained Neman in his post.  “Why? Violations by our clients of nonsensical, often contradictory and ever changing Consumer Best Practices promulgated by the Mobile Marketing Association.  What sort of violations?  Things as trivial as improperly advertising Keyword Calls To Action on abandoned MySpace pages, for example, or publicizing a short code without mentioning specific phrasing such as Msg&Data Rates May Apply.”

EZ Texting isn’t the only company receiving these alleged “violations,” however, as several SMS providers have now been forced to stop everything to track down clients to police the way they advertise their short codes Online.  As Neman points out in his post, the auditing process has been found to be completely inconsistent and, in many ways, illegal.

“We take these matters seriously, but after reviewing these alleged violations we firmly believe that the CTIA is acting in a way that harms small businesses and consumers – and in doing so breaking the law. Further, we believe that the auditing process itself is highly inconsistent. Large brands and businesses repeatedly commit egregious, high profile violations yet are rarely held accountable. At the same CTIA expects small businesses like Ez Texting to submit to ongoing audits according to these arcane, constantly changing and illegal rules. We have provided an appendix below highlighting how Twitter, operator of one of the highest volume text messaging programs in the world does not and could not comply with these guidelines. This is not to single out Twitter; rather it is to show how the largest businesses operate beyond the dictatorial whims of the carriers.”

So what should happen?  Neman sees one of two logical outcomes . . .

1) CTIA and the carriers should immediately abandon these illegal efforts or 2) The FCC should do their job and rule on the petition regarding text messaging’s common-carrier status, which would make this entire issue moot. The small businesses and entrepreneurs struggling to compete, innovate, and launch new businesses should be protected from the oligarchic whims of the carrier cartel. We call upon other short code marketers, aggregators and operators to stand up for their legal rights. Rights are not handed to you. If you believe in what you do you need to fight for these rights – otherwise CTIA will continue to break the law in a way that harms your businesses.

Feel free to give us your thoughts on this in the comments.  Companies like EZ Texting have started a petition to fight back against CTIA, which can be viewed and signed here.

The post EZ Texting CEO Fires Back at CTIA Over its SMS Short Code Auditing appeared first on Mobile Marketing Watch.

The following is a guest post by Paul Faherty, Managing Partner at Text2VIP, an Atlantic City based Text Message Marketing Firm.

I believe the foundation for growth and longevity in the SMS channel of Mobile Marketing is ensuring that content remains relevant, timely, respectable and informative.  It’s with this in mind, I would submit that a lack of awareness or knowledge on the part of some establishment’s sms campaign managers is under-delivering for many opted-in subscribers.  Thus, potentially diminishing the experience for mobile consumers as a group.

As Managing Partner at Text2VIP, a service provider in our industry, I have a heightened awareness of the mobile campaigns and initiatives surrounding me and often opt-in to view, first hand, how other brands and businesses are evolving using mobile.  The most commonly found text message marketing campaigns on the small business level today, are conducted on a shared short code.  For those unfamiliar, these businesses are utilizing keywords on a short code provided by their respective mobile marketing firm, and this number is shared by hundreds if not thousands of other small businesses.  These businesses and brands who share this SMS short code channel can be located both across the U.S. and across the street.

While many of these small businesses are exercising good business sense with regard to frequency of contact and quality of relevant content.  The most common SMS marketing faux pas I encounter is identifying the establishment, brand, or mobile campaign in the content of every SMS. One might suggest that these businesses “shall remain nameless”, but therein lies the issue; identifying the establishment in these messages is impossible.  I continue to see an alarming number of establishments whom, after handing over their credit card on a website, believe that ALL text messages originating from that service provider’s five or six digit short code—will be automatically associated with their business.  They are either unaware or neglectful to the reality that they are sharing this short code with a host of other businesses who are also leasing keywords on the same code.

When those who manage these text broadcasts aren’t aware they are sending phantom SMS offers-redeemable at places unknown, they run the risk annoying and alienating their subscriber base.   Even worse, in larger cities where I’m a member of multiple campaigns on the same shared short code, I might assume the content in the text is referring to establishment “A” and go visit, when it’s establishment “B” their competitor who sent me the SMS alert.  No traffic is bad enough but sending traffic to another establishment simply because you’re asleep at the SMS dashboard is unforgiveable.  If the attached screen grabs don’t serve to illustrate my point, they’ll surely provide some humor.

When submitting copy for print, radio and other traditional marketing, there has always been an emphasis on proofing and re-proofing. While immediate and impactful, Mobile Marketing should be no different and necessitates that businesses put their best foot forward.  Taking a moment to review content to ensure that the establishment or campaign name, pertinent expiration dates, and punctuation are all included and correct before sending a text message blast is critical and will serve to make your marketing efforts more effective.

The post Details are Critical For a Successful Mobile Campaign appeared first on Mobile Marketing Watch.