MX Telecom launches new guide for SMS text messaging

By Mickey Alam Khan

October 21, 2008

Talk is sheet

MX Telecom, a leading provider of SMS text messaging and wireless multimedia services, debuted a new guide on compliance and best practice for mobile service providers.

The U.K. Regulatory Guide from London-based MX, also incorporates regulatory requirements of such British agencies and entities such as PhonepayPlus, the Information Commissioner's Office and the Gambling Commission as well as British wireless carriers.

The goal is to offer clarity in a thicket of best-practice codes, according to MX CEO Alex Moir. The 26-page document is also designed to help marketers who run simultaneous multiple mobile campaigns for global brands.

The guide comes just as Verizon Wireless' decision to raise its rates for SMS messages to its subscribers has roiled the U.S. mobile marketing industry (see story). Mobile Marketer's Mickey Alam Khan interviews Mr. Moir. Here goes:

Why the need for the regulatory guide?
U.K. mobile phone services are currently governed by the codes of several disparate bodies, including PhonepayPlus, the U.K. Mobile Network Operators, The Information Commissioner's Office and The Gambling Commission.

The MX Telecom U.K. Regulatory Guide brings all relevant details together in one single reference point.

Target?
Digital creative mobile agencies such as Sponge. Anyone wanting to run a mobile service, from small startups to large national broadcasters and brands. All can get value from our U.K. Regulatory Guide.

What's the gist of the guide?
The guide goes into some detail to ensure those running mobile services are compliant with the governing codes.

Sections include clarification of STOP command requirements, the advertising of premium rate services, SMS subscription services, Payforit, location-based services and gambling services.

Is this an act of self-regulation?
The market is regulated, namely by PhonepayPlus, but as mentioned there are a number of documents and codes of practice issued by other bodies such as mobile network operators, which the document encompasses.

MX Telecom has always prided itself on its ability to help navigate clients through compliance, both in the U.K. and U.S. This document is a tool to doing that.

State of the market in Britain in your segment?
The mobile services market in Britain is healthy, hence the ongoing PhonepayPlus Review into mobile phone-paid services and their marketing.

Key advice to marketers, content and application providers in this current state of the economy?
Concentrate on fully compliant services which offer users genuine value.

In the current state when people are sensitive to rising prices and large spends on property and vehicles, mobile services can benefit from offering value at a low price.

The decision to spend a dollar or two on a piece of reliable, immediately gratifying mobile entertainment or information, is much easier than the decision to move, buy a house, get another car or change your bank.

If the content is well-considered and compelling enough, then the service should fly.

Please click here to download a copy of MX Telecom's regulatory guide.