When it comes to attracting more marketing and advertising dollars into mobile, the four largest U.S. wireless carriers aren’t competing against each other, but other mediums, such as Internet, TV, newspaper and radio. In an effort to make the wireless industry more competitive, the Mobile Marketing Association is announcing today in advance of CTIA that Verizon Wireless (NYSE: VZ), AT&T (NYSE: T), Sprint (NYSE: S) and T-Mobile USA have decided to work together on a common set of marketing guidelines and principles that will make large-scale campaigns easier to run.
The association says the agreement will help grow mobile marketing by reducing the cost and time to roll out a mobile marketing campaign. The cost reduction is being estimated to be as much as $200 million a year, although the MMA did not provide a breakdown of where the savings would come from. The MMA said it the final document will released to the public by the end of June with a draft being prepared as early next month.
The agreement will cover such things as: promoting a standard way to disclose information to customers; providing efficiencies in running short-code, or text messaging campaigns; and making sure that audit results are more consistent. In addition, aggregators, brands and content owners, including VeriSign (NSDQ: VRSN), Neustar, Limbo and Thumbplay, played a role.
Comments have been disabled for this post