The new Federal Communications Commission inquiry into wireless industry practices may change the rules of the game. It is no time to play spectator here.

As reported last week, the FCC has launched a sweeping inquiry into the mobile industry, ostensibly to promote innovation and investment in one of the fastest-growing sectors of the nation?s economy (see story). Will the industry rise to the challenge and unite in its feedback to the FCC?

It seems tempting to assume that the various segments of the mobile industry will remain proprietary over their territory. CTIA ? The Wireless Association was quick to respond to the FCC?s announcements during the agency?s Thursday open meeting featuring all commissioners. No word yet from the Mobile Marketing Association on its planned course of action.

While it is certain that lawyers from both associations are huddling with board members to formulate a response to the FCC?s inquiry, it would be equally appropriate for the industry?s key players to also step in and take initiative.

This is not simply a matter for the associations to tackle. It is a matter that affects all players in the ecosystem ? wireless carriers, handset manufacturers, app store owners, application developers, publishers, aggregators, ad networks, video companies, mobile marketing firms, marketers, retailers and ad agencies.

If these players do not unite and offer a coherent response to the FCC for the regulator to make informed decisions and laws regarding mobile, then they will have ceded ground that was theirs. Indeed, this is not the time for skittishness.

All these players who eagerly jump at every given opportunity to appear at the countless indistinguishable mobile trade shows springing up nationwide should spare some time to discuss the real stuff: how to position mobile marketing and content to the FCC, privacy advocates and consumers to answer a simple question ? are the consumers? wireless interests being served in a fair manner?

It may take some cajoling to get these marketers to stick their necks out.

After all, it is no vanilla mobile advertising or mobile application topic at hand here. It is a full-blow investigation into mobile industry practices that will discuss serious issues such as consolidation among carriers, restrictive competition that keeps voice applications out, data plans, handset deals, privacy protections, broadband implications over key sectors of the economy and backend wireless infrastructure issues.

Make numbers count
Indeed, it is time for senior executives from the mobile industry to stand up and be counted.

Executives from the marketing and content sides should reach out to their counterparts at the carriers. Perhaps they can hold after-hours meetings or email or call. But talk to each other they must. The CTIA and Mobile Marketing Association should collaborate in their responses.

Keep in mind that this is no time for not-in-my-backyard behavior. A content provider has as much skin in the game as the carrier that serves as the conduit for the material. An ad network will have no reason for being if the carrier portal or browser disappears. SMS aggregators cannot afford to be silent, either.

At stake is the future success of this industry. Robert M. McDowell, one of the FCC commissioners, had it right in his statement last week:

?Even at present, in the midst of the worst economy in decades ? an economy that seems only to shrink ? the communications sector, which includes wireless technologies and services, intends to plow as much as $80 billion this year alone into capital expenditures that are making broadband services faster, more available, and more affordable. Few, if any, sectors can make such a claim. In short, the phenomenal success of the wireless sector shows how well a light regulatory touch works.?

So hurry up and collaborate. Dial that number, send that email or text. The mobile industry has only till September?s end for the comment period. Do not sit out this one out on the bench. This is not a game.