Brands are able to both send (mobile terminated) and receive (mobile originated) rich content through MMS A2P (application-to-person) mobile networks to mobile subscribers.
In some networks, brands are also able to sponsor messages that are sent P2P (person-to-person).
Mobile marketing approaches through SMS has expanded rapidly in Europe and Asia as a new channel to reach the consumer.
SMS initially received negative media coverage in many parts of Europe for being a new form of spam as some advertisers purchased lists and sent unsolicited content to consumer's phones; however, as guidelines are put in place by the mobile operators, SMS has become the most popular branch of the Mobile Marketing industry with several 100 million advertising SMS sent out every month in Europe alone.
Brands have begun to treat the mobile short code as a mobile domain name allowing the consumer to text message the brand at an event, in store and off any traditional media.
SMS marketing services typically run off a short code, but sending text messages to an email address is another methodology (though this method is not supported by the carriers).
Besides short codes, inbound SMS can be received on long numbers (international number format, e.g. 7), which can be used in place of short codes or premium-rated short messages for SMS reception in several applications, such as product promotions and campaigns.
These guidelines are established in the CTIA Playbook and the MMA Consumer Best Practices Guidelines which are followed by all mobile marketers in the United States.Additionally, long numbers are non-premium inbound numbers.One key criterion for provisioning is that the consumer opts into the service.In Europe the first cross-carrier SMS shortcode campaign was run by Txtbomb in 2001 for an Island Records release, In North America it was the Labatt Brewing Company in 2002.Over the past few years mobile short codes have been increasingly popular as a new channel to communicate to the mobile consumer.Commonly referred to as GCM, Google Cloud Messaging served as C2DM's successor, making improvements to authentication and delivery, new API endpoints and messaging parameters, and the removal of limitations on API send-rates and message sizes. It is the delivery of information from a software application to a computing device without any request from the client or the user.