SMS, MMS, & Short Codes
A beginners' guide to mobile
messaging and wireless carriers

Why?
SMS provides a 2-way messaging
conduit to 90% of the cell phones on
the planet.
285 M mobile handsets in USA
$100 Billion / year industry

Why?
Deliver messages to millions of
pockets
Use mobile carriers as your billing
solution
Provide a simple, text-based
interface to your app

Some Terminology
Pricing Models
Standard
Premium
Free-To-End-User
Directions
MO: Mobile Originated
MT: Mobile Terminated
2-Way: Both MO and MT

Short Message Service
AKA SMS, Text Message, Text
First implemented in 1993
140 byte size limit
Bi-Directional

Multimedia Messaging Service
AKA Picture Message, Ringtone, Video
Text Message With Benefits
Initiated via SMS
Content delivered via Data Link

Long Codes and Short Codes
Long Codes are Phone Numbers
+1 503.233.8128
Short Codes are 5 or 6 digit
Country-Specific SMS Numbers
40404
(In the USA) Long Codes are for People,
Short Codes for Machines

The Pieces
Mobile Handset / User
Cellular Carrier
CSC Administrator
Aggregator, or
Mobile Messaging Service Provider
You

Information Delivery
Pay Per Message for delivery of:
Marketing / Promotions
Customer Service
Over The Air Applications

Premium Content
One-Time Charge for:
Ring Tones, Videos, Pics
Tickets
Revenue share with carriers and provider

Subscriptions
Recurring Monthly Charge for:
Media
Alerts
Just About Anything
Revenue share with carriers and provider

Interactive Services (A2P)
A2P: Application To Person
Pay Per Message for MO & MT:
Tweets (40404)
Google Searches (466453)
... anything you can imagine

What You Can't Do
Access Handset Location
Guarantee Delivery / Read Receipt
Push / Pull Data Directly to Phone

Ways to Get Started
Don't call your local wireless rep.
Identify your need
Select service provider type
Interview providers

Mass Broadcast / Marketing
One-Off Broadcasts
Subscription Management Solutions
Ticket & Coupon Delivery Platforms

Premium Content & Billing
Turn Key Solutions Providers
Full Campaign Management Suites
Volume Commitments

Interactive Services
Carrier Email Gateways
Shared Short Codes
Long Code Providers
Short Code Aggregators

Sticky Wickets
Abuse of Mobile Users
Wireless Carriers
Premium Billing Problems
Short Code Setup Timeline
User Experience

Thank You
Jonathan Karon
NetJunky Research
monk@netjunky.com
@fightingmonk