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| Binary | A term used to describe any form of content which is not an SMS message - includes ringtones, wallpapers, mobile internet pages, images, audio files etc. |
| Bluetooth | A technology which allows mobile devices equipped with a special chip to send and receive information wirelessly over short distances (up to around 100 ft). |
| Call to action, CTA | 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). |
| Carrier, Mobile Operator | A company which provides wireless telecommunications services. Examples include T-Mobile, Sprint, Verizon, Vodafone etc. |
| Click to call | A service that enables a mobile user to initiate a voice call to a specific number by clicking on a link in a mobile internet site. |
| Double Opt-in | The process of confirming a mobile user's wish to participate in a mobile campaign by requesting him to opt-in twice. Typically this might consist of a CTA in print or other media which generates an information message with a second CTA to activate the subscription (eg. "MyService costs £5 per month. To sign up reply SUBSCRIBE"). This is an explicit requirement for all US premium rate activity and is best practice globally. |
| Explicit Opt-in | The process used for gaining a mobile user's explicit agreement to participate in a mobile campaign. This may be a subscription to an ongoing service, or permission to include the user in future marketing activity. |
| Graphics Interchange Format | An image file format which reduces the file size by forcing colours into a pre-defined palette. Makes relatively small files, and is best used for text-based images, logos etc. GIF is supported by all mobile internet enabled handsets, and by all KODIME products. |
| Handset | Specifically a mobile phone, but by extension used to refer to any device accessing the mobile internet (PDAs etc). |
| Image | Various formats of image are supported in mobile devices and KODIME products (GIF, JPEG etc). Images may be included in mobile internet sites, or may be defined as downloadable content (eg. Wallpapers) |
| Implicit Opt-in | A user who enquires about an advertiser's product may be considered to have given Implicit Opt-in for future marketing activity, provided that he is given a simple way to opt out in every message. |
| Joint Photographic Experts Group, JPEG | An image file format which reduces the file size using fractal compression. Suitable for use with photographic images and images which do not have large flat areas of colour or lots of straight lines (eg unsuitable for charts, graphs, textual images etc.) |
| Keyword | The first part of an SMS message - everything up to the first space in the message. The convention is to present keywords in CTAs in capitals (eg "Text BRAND to 60123"). Used to determine which campaign on a shared short code should be addressed. |
| Long SMS | A method for sending up to 450 characters in a text message. Essentially, multiple SMS messages are sent and they are "stitched together" in the handset and presented to the user as a single message. |
| Mobile Internet | Internet content specifically designed for use with mobile devices. Mobile Internet sites are sometimes referred to (incorrectly) as "WAP sites". |
| Mobile Marketing | Marketing activity conducted via consumers' mobile handsets. Includes mobile internet and messaging activity. |
| Mobile Media Response | A campaign type available in KODIME products which responds to an MO message from a consumer with either an SMS message, a link to a mobile internet site, or both. The Mobile Media Response interface in KODIME products enables the management of the messaging elements and the mobile internet elements of the campaign. |
| Mobile Originated Message | A message sent FROM a mobile handset. Sometimes incorrectly referred to as "inbound" (the message is inbound only to the recipient - it is outbound from the sender's perspective). Opt in messages are MO messages. |
| Mobile Terminated Message | A message sent TO a mobile handset. Sometimes incorrectly referred to as "outbound" (the message is outbound only to the sender - it is inbound from the recipient's perspective). Push campaign messages are MT messages. |
| Motion Picture Experts Group, MPEG, MP3, MP4 | A video or audio file format which reduces file size using various compression techniques. |
| MP3 Tone | Ringtone created from an MP3 format audio file. |
| Off Portal | Mobile internet content available OUTSIDE the carrier's portal |
| On Portal | Mobile internet content available INSIDE the carrier's portal |
| Optimisation | The process creating different versions of mobile internet content (images, video/audio files, web pages) to cater for the differing capabilities (eg screen size) of different handset models. This process is managed automatically by KODIME products for most content. |
| Opt-out | The process by which a mobile user can remove themselves from a subscription service or marketing list. In the UK, all advertisers must honor any message with the keyword STOP as an opt-out request (this is automatically supported in KODIME products). |
| Payout | The net revenue from a transaction provided to the marketer after carrier charges and other deductions have been made. |
| Polyphonic Ringtone | Audio created with MIDI technology for use on mobile handsets. Rather than encoding the sound of the audio, the file contains instructions for the handset's sound module to "play" the music - analogous to the difference between a CD recording (MP3) and the sheet music score (MIDI) for the same song. The files for polyphonic ringtones are much smaller than those for the equivalent MP3 ringtones. |
| Predictive Text, T9 | Software included in handsets which predicts the word the user is typing based on letters already entered. Intended to make text entry quicker and easier. Campaigns whose keywords are included in the T-9 dictionary (ie. Commonly-understood English) are easier to interact with than those whose keywords are not included (eg. brand/advertiser names, locations, codes). |
| Premium Content | Content which is only accessible by paying a fee above standard messaging or data charges. Examples include ringtones, wallpapers and videos. |
| Premium Short Message Service | A mechanism for billing a consumer above the standard charged rate for an SMS message. PSMS is used to charge consumers for services or content by sending them messages which they pay to receive. |
| Push campaign | A campaign which involves sending an MT message to a list of mobile users at the same time. Analogous to a DM mail shot. |
| Push messaging | Any message content sent by a marketer to a mobile handset at a time other than when the subscriber requests it - ie, it is not sent as a response to an MO message. |
| Real Tone | A ringtone which consists of a full audio recording of part of a music track using an audio compression format such as MP3, AAC or WAV. |
| Ringtone | Generic term for an audio signal which alerts the user to an incoming call. Different types and formats of ringtone are supported by different handsets. Ringtones are one of the most common ways in which users personalise their devices. |
| Roaming | A service which allows mobile users to use their handsets on the networks of mobile carriers other than the one to which they are subscribed. Usually, this is used when a handset is abroad from its native territory or country. Premium transactions are not typically supported in roaming agreements. |
| Screen size | The size of a particular handset's display area, usually described in pixels or millimeters. The handset population includes a wide variety of screen sizes. |
| Shared Short Code | A short code where different keywords are allocated to different advertisers or campaigns. Unless specifically arranged otherwise, all activity on KODIME products takes place on shared short codes. |
| Shortcode, Short Code | A short number (usually 4-6 digits in length) to which mobile users can send text messages. Multiple campaigns can exist on a single short code, each one addressed by a different keyword. |
| SMS Message | An SMS (Short Message Service) message consists of text only and has a maximum length of 160 characters. |
| Standard Rate | A message is standard rate if no additional charges (beyond the carrier's standard charge for sending messages) are incurred by sending that message - if it costs the same to send a message to my friend as it does to send a message to this campaign, then it is standard rate. Often abbreviated to "std rate" in promotional materials. Depending on the consumer's agreement with his carrier, this ranges from around £0.05 to around £0.20 (in the US, $0.10 - $0.50 approx). |
| Subscription | Product or services where a consumer opts in to receive content on an ongoing periodical basis. |
| Subscription Reminder, Billing Reminder | A message sent to the subscriber before his subscription is renewed. This is required for all premium subscription campaigns, and should include: the campaign or provider's name, renewal details, billing period, amount charged and clear opt-out instructions. |
| Tariff | The price point to the consumer for PSMS messaging. May be defined by shortcode or by campaign depending on territory. This does not reflect the payout to the marketer. |
| Unique User | A specific mobile handset (and by extension, the user/owner of that handset), identified by their MSISDN (mobile phone number). In KODIME products, each unique user interacting with a campaign is memorised as a Contact record. |
| Viral Marketing | A marketing technique which involves consumers passing on the content or message to other consumers. This may be done by "forwarding" a message from handset to handset or by providing the second consumer's details in a "recommend a friend" mechanism. This technique relies on the content or message carrying intrinsic value - either in entertainment (in the case of an amusing video clip) or in offer value (in the case of a mobile voucher providing an in-store discount) - or the consumer will not be incentivised to pass on the content. |
| Wallpaper | An image which the mobile user can download and choose to display as the background to his handset's user interface. |
| WAP Push Message | A specially encoded message which includes a link to a mobile internet site. When accepted or activated by the user, the handset automatically opens the mobile internet browser and downloads the page or content at the address provided in the link with minimum user intervention. |
| WAP Site | Inaccurate/outdated term sometimes used to refer to Mobile Internet Sites. |
| Wireless Access Protocol | The protocol used for communication on the mobile internet. Analogous to the HTTP used on the world-wide web. |
