英文說明

The third generation wireless service promises to provide high data speeds, always-on data access and greater voice capacity. The high data speeds enable full motion video, high-speed internet access and video-conferencing, and are measured in Mbps. 3G technology standards include UMTS, based on WCDMA technology (quite often the two terms are used interchangeably) and CDMA2000, which is the evolution of the earlier CDMA 2G technology. UMTS standard is generally preferred by countries that use GSM network. The data transmission rates range from 144 kbps to more than 2 mbps.

3GPP is a grouping of international standards bodies, operators and vendors. 3GPP specifications are based on evolved GSM specifications. The scope of 3GPP includes standardizing the WCDMA based members of the IMT-2000 family and Long Term Evolution (LTE) to form the next generation mobile network standard technology.

An advertisement impression transpires each time a consumer is exposed to an advertisement (either prepended or appended to an SMS message, on mobile web or web page, within a video clip, or related media).

Software solutions that power the business logic for mobile marketing initiative(s).

An organization that offers network based software solutions “applications,” or downloadable applications that enable the business logic behind mobile marketing initiatives.

A commonly used financial benchmark to measure the average revenue generated by a mobile carrier’s mobile subscriber, or “user.”

The width and length dimensions (typically presented in pixels) of a banner/ image advertisement placed on the mobile web.

TA communication protocol that enables mobile devices equipped with a special chip to send and receive information wirelessly over short-ranges, using the 2.4 GHz spectrum band.

A statement or instruction, typically promoted in print, web, TV, radio, on-portal, or other forms of media (often embedded in advertising), that explains to a mobile subscriber how to respond to an opt-in for a particular promotion or mobile initiative, which is typically followed by a Notice.

Mobile carrier, A company that provides wireless telecommunica-Mobile Networktions services.

A service that enables a mobile subscriber to initiate a voice call to a specified phone number by clicking on a link on a mobile web site. Typically used to enhance and provide a direct response mechanism in an advertisement.

A way of measuring the success of an online or mobile advertising campaign. A CTR is obtained by dividing the number of users who clicked on an ad on a Web page by the number of times the ad was delivered (impressions).

A potentially clickable ad consisting of an image and text.

Short numeric numbers (typically 4~6 digits) to which text messages can be sent from a mobile phone. Wireless subscribers send text messages to common short codes with relevant keywords to access a wide variety of mobile content.

A subset of HTML for small devices, such as mobile phones and PDAs. cHTML was created by Japan-based Access Company, Ltd. in 1998 for i-Mode devices.

This advertisement unit assumes that the entire MMS is the advertisement. This MMS advertisement could be the result of a WAP Banner click or a free message sent to subscribers who have opted-in to receive news about the advertiser.

A company that creates and offers content, e.g. graphic products, ringtones, games, news, information and entertainment services, etc.

A metric used to price advertising banners. Sites that sell advertising may guarantee an advertiser a certain number of impressions (number of times an ad banner is served and presumably seen by visitors) and then set the cost based on the guarantee, multiplied by the CPM rate.

An acknowledgement /notice/report of a successful MO/MT billing.

The process of confirming a mobile subscriber’s wish to participate in a mobile program by requesting the subscriber to opt-in twice, prior to engaging the subscriber. A requirement for premium and many other types of mobile services.

See Application

A person who accesses and uses a product. (e.g. a user who watches a video using their mobile device)

A general-purpose markup language, primarily used to facilitate the sharing of data across different information systems, particularly via the Internet.

A markup language. It is a reformulated, upgraded version of HTML, but still conforms to the XML syntax.

A graphic mobile ad represented by a banner featuring an image. Similar to a web banner, but with lower size constraints (See Banner Size).

An image on a mobile web site with an active link that can be clicked on by the wireless subscriber. Once clicked, the wireless subscriber is redirected to a new page, another mobile web site or other destination where an offer resides.

A packet-based information service developed by Japanese operator NTT DoCoMo to deliver a wide range of services to mobile subscribers. The revenue sharing model used for i-Mode is being adopted by other operators as the basis for the new services enabled by GPRS and 3G.

A phone technology that allows a computer to detect voice and touch tones using a normal phone call. The IVR system can respond with pre-recorded or dynamically generated audio to further direct callers on how to proceed. IVR systems can be used to control almost any function where the interface can be broken down into a series of simple menu choices.

A technology that allows programmers to use the Java programming language and related tools to develop programs for mobile handsets. J2ME consists of programming specifications and a special virtual machine (Java Virtual Machine, or JVM) that allows a J2ME-encoded program to run in the handset.

Mobile games authored in the Java programming language. The destination/player device must have the Java Virtual Machine (JVM) installed for it to run.

A secondary page to which a user is directed when they click on an ad, where they are provided additional information and/or a mechanism to make a purchase. The user is often driven to a landing page via an ad banner, link or other offer-related communication.

A range of services that are provided to mobile subscribers based on the geographical location of their handsets within their cellular network. Handsets have to be equipped with a position-location technology such as GPS to enable the geographical-trigger of service(s) being provided. LBS include driving directions, information about certain resources or destinations within current vicinity, such as restaurants, ATMs, shopping, movie theaters, etc. LBS may also be used to track the movements and locations of people, as is being done via parent/ child monitoring services and mobile devices that target the family market.

Collectively, SMS and MMS messages sent to mobile phones/devices. This definition does not include advertisements delivered on WAP sites or advertisements delivered into games on mobile devices.

A transparent advertising screen image that is inserted with text onto an MMS message. This image will be displayed as the subscriber is viewing the complete MMS message.

A form of mobile marketing that utilizes MMS (Multimedia Message Service) to send images, video, sound files and text messages between mobile phones and other handheld.

A message sent via a Multimedia Messaging Service that contains multimedia objects.

A form of advertising that is communicated to the consumer/target via a handset. This type of advertising is most commonly seen as a Mobile Web Banner (top of page), Mobile Web Poster (bottom of page banner), and full screen interstitial, which appears while a requested mobile web page is “loading.” Other forms of this type of advertising are SMS and MMS ads, mobile gaming ads, and mobile video ads (pre, mid and post roll).

A message are stored and carried in the phone that can be ex-changed for a financial discount on a product or service. Usually have higher redemption rates than paper or e-coupons.

A game created for and played on a handset or handheld computer. The majority of mobile games are downloaded to the handset and played using the basic technologies and controls built into the device (arrow keys, soft key, number keys, etc). Some mobile games are developed to be played using the communications technologies present in the device and/or provided by the service provider/carrier, such as by text message (SMS), multimedia message (MMS) or GPRS location identification. Mobile games are presently authored on the Java, BREW or Symbian development platforms.

The use of wireless media as an integrated content delivery and direct response vehicle within a cross-media or stand-alone marketing communications program.

The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, rep- resenting over forty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin America (LATAM), Middle East & Africa (MEA) and Asia Pacific (APAC) branches.

An SMS/ MMS message sent from a mobile device.

A consumer that enters into an agreement with a Carrier. Once executed, the agreement requires the Carrier to provide wireless telecommunications services to the consumer.

SMS or MMS message that was terminated (sent) to a mobile phone. The message may have originated from another mobile phone or from a web server, PC or other fixed device.

The Mobile Web is a channel for delivery of web content, which offers and formats content to users in awareness of the mobile context. The mobile context is characterized by the nature of personal user information needs (e.g. updating your blog, accessing travel information, receiving news update), constraints of mobile phones (i.e. screen size, keypad input) and special capabilities (i.e. location, connection type such as 3G or WLAN).

A mobile service provider that leases/ uses the network infrastructure of a major mobile carrier.

Standard for telephony messaging systems that enable the sending of messages that include multimedia objects (images, audio, video, rich text). May or may not include normal text.

The portal infrastructure is downloaded to the handset, using a technology such as Java or Flash. Some data is cached on device, so no connection is required for the user to browse the basic content set. The user connects to get updated information and the provider can update the local cache over-the-air when the user is connected.

Point of sale/ access within the carrier’s “walled garden”/ portal/ deck where mobile customers can access/ purchase information and mobile products/ content/ utilities.

Open Mobile Alliance is to facilitate global user adoption of mobile data services by specifying market driven mobile service enablers that ensure service interoperability across devices, geographies, service providers, operators, and networks while allowing businesses to compete through innovation and differentiation.

The process where a Subscriber provides explicit consent, after receiving Notice from the Mobile Marketer.

The process through which a Subscriber revokes consent after receiving Notice from the Mobile Marketer. An example of an Opt-out process includes, but is not limited to, a Subscriber replying to an SMS message with the phrase “stop.”

Unit of measure that tracks the number of times users load a particular web or WAP site/page.

The mobile subscriber selects the content or service he/she wants, and is billed only for the product requested. The content is often presented in print with separate order codes for each download, or through a browse-and-buy WAP site on the phone. There is no further billing of the mobile subscriber until more content is requested.

Marketing centered around obtaining customer consent to receive information from a company. Marketers obtain permission before advancing to the next step in the purchasing process.

A full screen advertising image that is inserted after an MMS Message. This image will be displayed as the subscriber is viewing the complete MMS message.

Any content sent to the wireless subscriber upon request, shortly thereafter, on a one time basis. For example, when a customer requests the local weather from a WAP-capable browser, the content of the response, including any related advertising, is Pull Messaging.

Any content sent by or on behalf of advertisers and marketers to a wireless mobile device at a time other than when the subscriber requests it. Push Messaging includes audio, short message service (SMS) messages, e-mail, multimedia messaging, cell broadcast, picture messages, surveys, or any other pushed advertising or content.

RFID is a system that facilitates the tracking of objects, primarily for inventory tracking, via a three part technology comprised of a reader, a transceiver with decoder and a transponder (RF tag).

A protocol for use in streaming media systems which allows a client to remotely control a streaming media server, issuing VCR-like commands such as “play” and “pause”, and allowing time-based access to files on a server.

Amount of display space a particular handset offers. Size usually is measured in pixels, inches or millimeters.

The process of improving the volume and quality of traffic to a Mobile Web site from search engines via natural search results for targeted keywords.

A third party that performs or assists in the performance of a function or activity involving the use or disclosure of Personally Identifiable Information or Non-Personally Identifiable Information on behalf of a Mobile Marketer.

See Common Short Code

A marketing campaign that utilizes a Short code as the primary means of opt-in.

A telecommunications industry protocol for exchanging SMS messages between SMS peer entities such as short message service centers (SMSC). It is used primarily for connecting third-party services with SMSCs to enable various types of automated SMS services.

A standard for telephony messaging systems that allow sending messages between mobile devices that consist of short messages, normally with text only content.

A form of Mobile Marketing that utilises SMS to deliver its promotion.

When a mobile subscriber opts in to a program via a subscriber-initiated message to a service provider as prompted by the terms of the program. E.g., when a subscriber texts JOIN HEALTH ALERTS to a short code, that subscriber is opting in to the service.

A handheld device that integrates mobile phone capabilities with the more common features of a handheld computer or PDA. Smartphones allow users to store information, e-mail, install programs, along with using a mobile phone in one device.

The network entity in the mobile carrier’s telecommunications network which switches, stores and routes SMS traffic.

A message sent via a Short Message Service. 140 characters in length and most commonly referred to as a text (or txt).

An internet derived expression for the one-way transmission of video and audio content.

When a mobile video is “streamed” to a handset it starts playing when the first bits of the video stream are received. The technologies used allow ad servers to track the viewing of a video ad placed at the be- ginning, middle or end of a mobile video. Commonly used video streaming ad servers would be able to provide advertisers with detailed statistics on how many sections or what percentage of a particular video ad has been viewed by a unique individual. The most popular underlying technology is RTSP. Due to the nature of the underlying technologies used, the quality of the received video differs based on varying network conditions. It should also be noted that since the video file is usually not stored on the receiving handset, this methodology raises less copyright concerns.

See Mobile Subscriber

A protocol developed to allow the authoring of MMS messages. The protocol describes the sequence, timing and source of the message elements. These elements could be images, audio, video or text.

A static prepended or appended text attached to an advertisement.

Creative use for mobile advertisements - represented by highlighted and clickable text(s) with a link embedded within the highlighted text. Usually limited to 16-24 characters.

See SMS Message

Commercial SMS or MMS messages sent to sub-scribers without seeking prior approval.

Process of opting out of a mobile subscription service/application.

Additional service which add value to those already available on the network.

A format of mobile web. Relied on WML markup language and special protocols designed for ultra-efficient transmission of content to limited devices over limited connections.

An increasingly popular format of choice for mobile web. Relies on a new set of standards that are more in line with Internet standards. Using xHTML, mobile carriers, content providers and media companies can present content and functionality in more robust formats via faster wireless technologies.

A secondary WAP page a consumer is taken to once they click on an MMS link in order to give or receive additional information.

Where the user directly requests a mobile WAP site by entering a URL, or by entering the phone number on a content provider Web page.

A specially encoded message which includes a link to a WAP address that allows WAP content to be pushed to the handset with minimum user intervention.

Third party lightweight web application that can be embedded in a 3G mobile phone.

An open international standard for applications that use wireless communication. Its principal application is to enable access to the internet from a mobile phone or PDA. Can be used to deliver content to mobile devices.

A markup language developed specifically for wireless applications to enable optimum usage of the limited display capabilities of a handset. Based on XML, it is used for tailoring WAP content.

The World Wide Web Consortium (W3C) is an international community that develops standards to ensure the long-term growth of the Web. Join groups, and participate in W3C blogs and other discussion. We welcome your help to fulfill the W3C mission: to lead the Web to its full potential.