MOBILE MARKETING FAQ’S
1. Q: What is a Short Code? A: A Short Code is similar to a URL in the online world. Short codes, also known as short numbers, are special telephone numbers, significantly shorter than full telephone numbers, which can also be used to address SMS and MMS messages from mobile phones or fixed phone service. Canadian Common Short Codes can be five or six digits long. Common Short Codes beginning with a leading '4' are reserved for private use by wireless carriers. Four-digit Common Short Codes are not permitted due to handset incompatibilities. Short code-based messages vary between zero-rated (paid for by campaign), standard rate (user is responsible for standard carrier charges), and premium rate (varies between $0.50 and $5 in Canada). Canadian Short codes are governed by the Canadian Wireless Telecommunications Association (CWTA).
2. Q: How much does a Short Code Cost? A: In Canada short code costs $4,650 per year. The first 3 months for a short code rental costs $1,500 each subsequent month of use costs $350 per month. The method of obtaining and using short codes is different in different countries — don’t assume it’s a global world when it comes to carriers and use of short codes. In the US and Canada this process can take up to 12 weeks and can be particularly difficult in the U.S.
3. Q: What is a Key Word? A: A Key Word is the first part of an SMS message - everything up to the first space in the message. The convention is to present keywords in call-to-actions in capital letters (eg. "Text BRAND to 60123"). Used to determine which campaign on a shared short code should be addressed, or which response should be deployed to the participant.
4. Q: What is a Call to Action (CTA)? A: These are instructions that explain to a mobile user how to interact with a particular mobile promotion. For SMS promotions, this will typically consist of instructions to send a message with a specified keyword to a specific short code (eg "Text BRAND to 60123"). CTAs are usually promoted in print, web, TV, radio or other forms of media (often embedded in advertising).
5. Q: What are the charges for text messaging? A: Text messaging costs vary from carrier to carrier anywhere from 6 to 15 cents per message. The majority of cell phone plans include text as a contract feature and no cost is incurred by the consumer as a result of participating in a mobile text campaign.
6. Q: How many words/characters to I get to use? A: A text message can hold up to 136 characters including spaces in Canada. In the US the total number of character spaces jumps to 160 per message.
7. Q: Can I buy a list of mobile numbers for my program? A: NO. The CWTA strictly prohibits Short Code owners and brands from purchasing “SPAM” lists.
8. Q: What is a Mobile Aggregator? A: An aggregator is a company who has a direct connection to all mobile carriers in Canada and has the ability to send your content to anyone who requests it.
9. Q: Why does a consumer have to opt-in twice if they register for my mobile program online? A: This process is called a “double opt-in”. It is a security measure set in place by the CWTA to prevent people and brands from signing people up to receive undesired messages.
10. Q: What is MMS? A: MMS means Multi-media Messaging Service and works much like text messaging but with a greater capacity so you can send larger quantities of text as well as attaching images and audio files from your phone. This is a further extension of SMS, MMS is designed to make use of newer and quicker mobile transmission methods such as GPRS, HSCSD, EDGE and UMTS, involving the attachment of multimedia extensions to messages, such as video and sound.
11. Q: Once my short code is approved can I use it for whatever purpose I like?
A: No, mobile is not like the open Internet, carriers can shut you down any time they want if you do something they don’t like. Often startups that have created mobile applications using short codes find out they’ve been snubbed when the service goes dead over one carrier or the other. Short Code applications are very detailed and if you execute any programs that are out of the scope of your original short code application, carriers will pull the plug.
12. Q: If I want to run a “Premium Rate” messaging program, how much money can I make? A: Premium rate program have the ability to generate quite a substantial amount of revenue when executed correctly. However, these tend to leave a “bad taste” in the mouth of consumers when at the end of the month they discover it cost them $5 to cast their vote via text. On top of this carriers will take 50% to 60% of all revenues generated from a premium rate program, while the mobile aggregator who powers this program will take an additional 20% to 30% leaving you with a very small part of a once large pie.
Canadian mobile network operators including all MVNO’s
| Mobile Network Operator |
Technology |
MNO |
MVNO |
MNO Carrier |
| Aliant |
CMDA |
Yes |
|
|
| Bell Mobility |
CMDA |
Yes |
|
|
| Cityfone |
GSM |
|
Yes |
Rogers |
| DCI Wireless |
GSM |
|
Yes |
Rogers |
| Dryden Mobility |
CMDA |
|
|
|
| Fido Solutions |
GSM |
Yes |
|
|
| ICE Wireless |
GSM |
|
Yes |
Rogers |
| KMTS Mobility |
CMDA |
|
Yes |
Rogers |
| Koodo Mobile |
CMDA |
|
Yes |
Telus |
| MoreMobility |
GSM |
|
Yes |
Rogers |
| MTS Mobility |
CMDA |
|
|
|
| NorthernTel Mobility |
CMDA |
Yes |
|
|
| NMI Mobility |
CMDA |
Yes |
|
|
| PC Mobile |
CMDA |
|
Yes |
Bell Mobility |
| Petro-Canada Mobility |
GSM |
|
Yes |
Rogers |
| Primus Canada |
GSM |
|
Yes |
Rogers |
| Rogers Wireless |
GSM |
Yes |
|
|
| SaskTel Mobility |
CMDA |
Yes |
|
|
| SearsConnect Wireless |
GSM |
|
Yes |
Rogers |
| SimplyConnect |
GSM |
|
Yes |
Rogers |
| 7-Eleven Wireless |
GSM |
|
Yes |
Rogers |
| Solo Mobile |
CMDA |
|
Yes |
Bell Mobility |
| TBayTel Mobility |
CMDA |
Yes |
|
|