One key criterion for provisioning is that the consumer opts into the service. The mobile operators demand a double opt in from the consumer and the ability for the consumer to opt out of the service at any time by sending the word STOP via SMS. These guidelines are established in the CTIA Playbook and the MMA Consumer Best Practices Guidelines[17] which are followed by all mobile marketers in the United States. In Canada, opt in will be mandatory once the Fighting Internet and Wireless Spam Act comes in force in mid-2012.
It’s mobile marketing month here at Insivia and one of the questions we always get from out clients is whether or not our clients should be capturing mobile phone numbers from their customers to use in future forms of SMS marketing. A lot of the times it’s thought of being too intrusive but I’m here to tell you otherwise. For a lot of businesses collecting mobile phone numbers is a great opportunity for you. With SMS messaging over 95% of all SMS text messages that are sent are opened by the end user. As opposed to email where it’s about 6-15% of those emails are read. Mobile marketing and text message marketing is a great opportunity to directly interact with your customer. One of the best ways to do it is to include an opt-in for a mobile phone number on your opt in forms and your other marketing materials giving your customers the ability to give you their phone number to receive SMS interactions from your business. One of the things that I would not recommend is making this a mandatory requirement for people to give you their cell phone number but leave it to them as an option. If somebody wants to receive mobile messages from you, you want to give them an opportunity because the success rate is so high when working with SMS and direct message marketing.
At a fraction of the cost of more traditional -- yet less effective -- marketing channels, SMS and MMS are as cost-effective as they are powerful. Ninety percent of consumers who have joined mobile loyalty programs feel they have gained value from them, and nearly two-thirds of consumers subscribed to mobile marketing indicate that they have made a purchase as a result of receiving a highly relevant mobile message. SMS text messaging is a no-brainer addition to any marketing portfolio. Text message lead generation is a powerful growth strategy. Start adding SMS marketing to your clients’ campaigns and watch their -- and your -- profits grow.
There is a lot of competition[26] in this field as well. However, just like other services, it is not easy anymore to rule the mobile application market. Most companies have acknowledged the potential of Mobile Apps to increase the interaction between a company and its target customers. With the fast progress and growth of the smartphone market, high-quality Mobile app development is essential to obtain a strong position in a mobile app store.
Location-based services (LBS) 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, or using radiolocation and trilateration based on the signal-strength of the closest cell-phone towers (for phones without GPS features). In the United Kingdom, which launched location-based services in 2003, networks do not use trilateration; LBS uses a single base station, with a "radius" of inaccuracy, to determine a phone's location.
Mobile marketing via proximity systems, or proximity marketing, relies on GSM 03.41 which defines the Short Message Service - Cell Broadcast.[33] SMS-CB allows messages (such as advertising or public information) to be broadcast to all mobile users in a specified geographical area. In the Philippines, GSM-based proximity broadcast systems are used by select Government Agencies for information dissemination on Government-run community-based programs to take advantage of its reach and popularity (Philippines has the world's highest traffic of SMS). It is also used for commercial service known as Proxima SMS. Bluewater, a super-regional shopping centre in the UK, has a GSM based system supplied by NTL to help its GSM coverage for calls, it also allows each customer with a mobile phone to be tracked though the centre which shops they go into and for how long. The system enables special offer texts to be sent to the phone. For example, a retailer could send a mobile text message to those customers in their database who have opted-in, who happen to be walking in a mall. That message could say "Save 50% in the next 5 minutes only when you purchase from our store." Snacks company, Mondelez International, makers of Cadbury and Oreo products has committed to exploring proximity-based messaging citing significant gains in point-of-purchase influence.[34]
 The advantage of utilizing a shape, regardless of whether paper or online, is that you can utilize it to decide client inclinations with a specific end goal to enable you to arrange your telephone records. For example, in case you’re a spa that offers an assortment of administrations, you may request that the client verify which administrations they are most inspired by. Instant messages are less demanding to
There is no other method that comes close to SMS in terms of reach and reliability. And that goes for their open rates as well. Clients can easily skip over a social media or mobile app push notification that appears briefly on the screen and then disappears. Emails are rarely even opened and when they are, it may be long after the event or promotion you were advertising took place.

The FCC implemented the Telephone Consumer Protection Act of 1991 (the “TCPA”) adopted rules, including prohibiting the initiation of telephone calls (other than a call made for emergency purposes or made with the prior express consent of the called party) using automatic telephone dialing systems or an artificial or prerecorded voice to telephone numbers assigned to a paging service, cellular telephone service, specialized mobile radio service, or other radio common carrier service, or any service for which the called party is charged for the call.
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