MDA Announces Common Short Codes For Mobiles
The Mobile Data Association (MDA) has unveiled a common code of practice for premium rate SMS services that use short codes from mobile networks.
The new code, which attempts to enhance the clarity of short codes, is the product of a year-long consultation with UK mobile operators, 02, Orange, T-mobile and Vodafone as well as industry watchdogs, ICSTIS and Oftel.
It is hoped the introduction of the new universal short codes, which allow customers to initiate immediate contact with a specific promotion, will facilitate the opening up of the growing mobile phone market. Initially two short code ranges will be made available for common use, allowing advertisers to utilise special five digit codes.
Leading mobile phone operators will each manage specific ranges of the code and advertisers will have to apply to the operators in order to receive a short code. The structure of the codes will also convey information to the consumer about the price and nature of the service in a similar way to conventional premium rate numbers.
Commenting on the initiative, David Edmonds, director general of telecommunications, commented: “I welcome the introduction of this code of practice for short codes in the mobile industry. The code of practice represents a successful example of self regulation by the mobile industry and should result in easier access to services, providing clear benefits to both users and operators.”
Mike Short, chairman of the MDA, added: “We look forward to ongoing dialogue in these areas of relevant regulation as the new interactive media market evolves and new wholesale messaging options are available.”
The latest figures from the MDA show that the SMS craze is still going strong with 1.66 billion person to person text messages sent across the four UK GSM networks during April (see Text Messaging Continues To Blossom During April).
Mobile Data Association: 01922 419600 www.mda-mobiledata.org
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