Presented By MESSAGING SERVICES
The Messenger THE POWER
OF INFORMATION
VOL 1
M OBILE S WEEPSTAKES What’s at stake when the stake$ are high
MAR
2008
“…Carriers require that the Content Provider provides something of relative value to the end-user in exchange for the premium…”
By NADEERAH FRANKLIN Editor
Mobile sweepstakes, contests, reverse auctions and/or any game of chance are often very alluring to mobile end-users and, if premium, potentially very profitable for Content Providers. With each drawing offering winners enticing prizes, payouts and perks, the risks involved may at times take a back-seat to the possible rewards. Yet, it is the risk, specifically the potential risk for litigation that is cause for much concern amongst carriers. Across the board, from Verizon Wireless to US Cellular, carriers in the United States take great strides to protect their customers from engaging in sweepstakes programs that may be injurious to the customer and to the carrier’s reputation. For this reason both standard and premium rate sweepstakes are accepted on a case-by-case basis and must be pre-approved by each individual carrier.
To prevent a premium sweepstakes program from being misread as a gambling program, carriers require that the Content Provider provides something of relative value to the end-user in exchange for the premium charge. Whether the sweepstakes is designed so that the consumer purchases a ringtone, wallpaper or alerts in addition to entry in to the sweeps, the end-user must receive something and the value needs to correspond to the premium fee.
For premium sweepstakes programs in particular, some carriers will require that the alternative method of entry be announced within the program’s message flow. And while some carriers may waive the double-opt-in requirement for ITV premium sweepstakes, others may require a double opt-in where the consumer MUST HAVES FOR acknowledges and accepts the premium ALL PREMIUM DRAWINGS: charge.
1. 2. 3. 4.
Value-added benefit Double opt-in AMOE Official Rules (PRM & STD)
It is the responsibility of the Content Provider to ensure that a premium or standard-rate sweepstakes is in total compliance with both the State and Federal laws at the time the program is presented to carriers. It is unlawful for any sweepstakes to entice an end-user into participating in any misconduct.
For
Premium sweepstakes, for example, are subject to greater scrutiny for greater is the risk that a premium sweepstakes will be misconstrued as gambling.
In This Issue: 2 | THE MESSAGE BOARD: What are the carriers up to? 3 | PROGRAM SPOTLIGHT: OH OIT! 3 | MARKETWISE: Starting with STOP and helping with HELP
For all games of chance, whether premium or standard, an official terms and conditions document must be provided and made available on the customer care website. And depending on the number of sweepstakes, a separate T&C’s for each program will be required. Without the official rules a sweepstakes program is considered incomplete and is subject to rejection until all requirements are met. While sweepstakes can be fun and exciting for its participants, it is a best bet for Content Provider’s to err on the side of caution to avoid any costly mishaps.
Page 2
The Messenger THE MESSAGE BOARD
Staying in the know will help you make the right choice for your program
T-Mobile Updates Standard-Rate Group Chat NEW! As of February 2008, due to capacity constraints, T-Mobile has announced that a freeze has been placed on all new standardrate group chat programs. Without the price-point to act as a deterrent, the inability to prevent and regulate the transfer of bulk messages has prompted TMobile to forego supporting peer-group messaging. All such programs will be revisited at a later date when it is clear that standard-rate group chat can be adequately supported.
offering chat programs to instill a method that will verify the age of the end-user within the call flow. In addition to providing an official terms of use and privacy policy, it is required that the initial MT validates the age of the participant. For example: “You have requested to sign up for Chit-Chat chat service for $.99/msg. To confirm that you are 18+, text YES…” Note: Chat participants must have the ability to report and block members whose activities are perceived as abusive, threatening, or inappropriate, or that promote illegal activity. - MMA
Verizon Wireless Updates
AT&T Announcements
PIN Requirements
Social Networking Programs
In order to reduce the possibility that a PIN code will get lost amongst the other content within an MT message, Verizon Wireless now requires that the PIN code be the last piece of information provided in the PIN confirmation message.
NEW! Offering chat programs that can potentially engage children in adult conversations or expose them to inappropriate content poses ethical and legal risks. As noted within the MMA rulebook, “all industry participants are expected to comply with all applicable laws dealing with children and marketing, including COPPA and regulations regarding age restrictions for particular products.”
Verizon Wireless Branding It is important to note that “Verizon” and “Verizon Wireless” are two separate entities with two separate business functions. It is required that all off-portal content providers as well aggregators that have customer facing sites, sales, and promotional entities employ the use of the “Verizon Wireless” brand only. It is unlawful to advertise the “Verizon” logo for any mobile program. Any use of the “Verizon” brands places a program at risk for termination.
REMINDER! All Carriers Please note that all approved programs must be in compliance throughout the program’s lifecycle. From submission to launch, all programs must be in compliance and remain in compliance. To be otherwise will trigger program audits and potential program termination.
Here’s an example: “Thank You for signing up for WeatherIt Alerts for$ 2.99/mo. To activate your account visit www.weatherit.com and enter PIN 12345.”
In agreement with this precept, in March of 2008, AT&T informally announced that it will require all third-party content providers
Tip of the Month It is important to ensure that all premium and/or recurring alerts programs include a double opt-in. Double opt-ins are required of all recurring alerts and/or premium off-air programs with price points greater than $.99.
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The Messenger PROGRAM SPOTLIGHT Launching a campaign successfully! By NADEERAH FRANKLIN Editor
Furthermore, each OIT program has provided an above average user experience as well as brought in significant revenue.
This month the Messaging Services team would like to applaud Outdoor Inspired Technologies for its stand-out performance as a third-party mobile content provider. Since coming onboard Air2Web in 2007, OIT has demonstrated all of the key characteristics proven necessary for any quality mobile program. With such programs ranging from Scent-Lok - Getting Close to PBA Mobile Alerts, over the course of several months most, if not all, of the OIT programs have complied with the very stringent requirements set by our carriers.
With OIT’s growing consumer base, the company has decided to widen its services by taking advantage of the many products Air2Web has to offer including our newest product: Plus-Mobile Content Mobilizer. Upgrading their mobile services to grow their business is the mark of a market-savvy content provider, which helps to make them a cut-above the rest. Congratulations OIT for setting the bar high for all others. Keep up the great work!
MARKETWISE
GOT A QUESTION?
ASK THE EXPERT
Please send inquires to Linda.Hicks@air2web.com. All other carrier related inquiries: programs@air2web.com.
Q: Why is it necessary to provide commericially-ready websites and WAP URLs?
Q:
Is it required that all programs promote HELP and STOP?
A:
A:
Yes, the HELP & STOP functions are the only commands that can be promoted within an application. However, both HELP & STOP as well as its variants (e.g. INFO or QUIT, END, CANCEL & TERMINATE) must also function and be fully supported. It is the Content’s Provider’s responsibility to ensure that all programs are in full compliance from start to finish. There is absolutely no exception to this rule. Veering from this basic MMA requirement can and will place a program in jeopardy of being declined or terminated.
All information, including websites/WAP URLS, must be final at the time an application is presented to carriers. It is also important that the information presented is transparent and meets MMA requirements.
In order for a carrier to agree to support a program, carriers require that the important details related to a program are disclosed on the website and placed particularly in a location that is easily accesbile to end-users. Websites requisites include:
If a content provider submits a website or WAP URL as part of an application, he/she must make certain that both are functionally ready and/or ready for customer-facing. Particularly for WAP URLs, after an application is approved, some carriers will whitelist the URLs, which places greater importance on ensuring that link provided be ready-to-run. Note: Test or QA URLs are not accepted.
It is important that the website not contain any profanity, adult content, hate speech or extreme violence. The content must be tailored for a general audience of all age groups. Websites should remain in compliance from beginning to end.
© 2008 Air2Web Intellectual Property. All rights reserved. This newsletter was provided by: Messaging Services 1230 Peachtree St. N.E., Promenade II, 12th Floor Atlanta, GA 30309 USA Status Updates | Reference Info. | Email Us
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