US Carriers To Align Marketing Practices

Verizon Wireless, AT&T, Sprint and T-Mobile have joined forces with the Mobile Marketing Association to create a single set of mobile marketing guidelines. According to the MMA, this new approach will result in lower costs for marketers and a better end-user experience.

The marketing practice alignment was helped along by VeriSign, Limbo, Thumbplay and other major mobile content providers. The plan is expected to go into committee review next month, with a final version available for public consumption by the end of June, PC World reports.

The five main objectives of the new guidelines are to promote a consistent consumer experience; enhance efficiencies for marketing campaigns using short codes; get campaigns to market quicker; guarantee consistent monitoring and auditing and reduce operational costs.

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