Glossary
alternative input search Search engine queries that are not based on direct entry of text into a Web search engine. Mobile phones have more options for inputting a search, such as voice, picture, and text messaging.
Amended Telemarketing Sales Rule (ASTR) See Telemarketing Sales Rule (TSR).
Aztec Codes See QR Codes.
Bluetooth Technology that uses radio broadcast to allow multiple proximal devices to recognize each other and send information between them wirelessly.
branded profiles A profile on a social network that is a representation of your brand and a means of communicating with your customers. Many social networks allow companies to represent their brand and participate in the social network under a brand name, but if they don't, you can create a profile based on a company mascot, a figurehead, or sometimes a CEO.
CAN-SPAM Act passed in 2003 to restrict commercial email by ensuring that mechanisms for opting out or contacting the sender directly are included. This law covers email on the traditional computer and on the mobile phone, but it does not cover text messaging or other types of mobile messaging. It would be possible to add a Do Not Email Registry under this law, but the FTC determined that it would be too difficult to verify email account information and, thus, was not feasible.
carrier groups In some cases it may be a good idea to segment your advertising campaign by carrier. This happens naturally if you are advertising on a carrier deck, but it can also be valuable for off-deck mobile advertising.
Cascading Style Sheets Cascading Style Sheets are the rendering instructions that control how the content of your site is rendered. When a page is rendered, the browsers pull the style sheet to see how the page should be laid out and what fonts and colors to use when rendering it.
Children's Online Protection Act (COPA) Legislation that prevents companies from collecting or storing information about people younger than 13 years old. This is important for mobile marketing because many contests, sweepstakes, and other participatory initiatives might be targeted at people in that protected age group.
Clearwire A brand-name wireless Internet service provider (ISP) that operates in the United States, Ireland, Belgium, Spain, Denmark, and Mexico. It provides a unique wireless network that uses WiMax technology with 3G technology to provide 4G wireless network access.
click A statistic that describes how many time users actually clicked on your advertisement. This is a measure or engagement rather than exposure.
code division multiple access (CDMA) Subset of 2G technologies that relies on each phone being assigned a specific code, allowing multiple users to be put on the same transmission channel. Used in North and South America as well as Asia, CDMA still accounts for 17% of subscribers in the world.
compensation Element that represents winnings. In a lottery, it would be the payout for a winning ticket. If you are running a mobile sweepstakes, you can consider offering prizes that have no monetary value, such as having the winner's names listed on a leader board. However, if the prize is a cash prize, it will be impossible to remove this element from your legal concerns, and you will need to look closely at the laws that govern cash prize payouts.
consideration Element that is the payment to participate. In a lottery, it would be the cost of the lottery ticket. If you are running a mobile sweepstakes, the best thing you can do to eliminate consideration is to make it free to participate in the contest. Premium text messaging services charge money, so it is a good idea to allow users to participate for free online as well.
contextual mobile ads Contextual mobile ads can be in the form of text or images and are displayed on a mobile website rather than in mobile search results. In this model, mobile site owners consent for relevant advertisements to be shown on their website in return for a portion of the profits that the ad network receives from those particular ads. The mobile ad network offers advertising opportunities through a bidding model that combines the advertisers' willingness to pay for position with the relevance of the ad to the content of the website it is being displayed on.
conversion and acquisition Whenever a visitor to your mobile content takes an action that you want, such as buying something, downloading something, or signing up for something, that is a conversion and the visitor has said to have converted. If a visitor signs up for alerts or emails, or in some way indicates that he or she would like to receive messages from you in the future, that is considered a customer acquisition, frequently just called an acquisition.
cost per conversion (CPC) or cost per acquisition (CPA) Ratios that measure the number of conversions or customer acquisitions that you received as a result of the advertising campaign, compared to the amount that you spend to place an advertisement. These are important statistics for understanding how much each you are spending on each conversion or acquisition. These statistics can be figured individually, for each conversion event, or aggregated, for all the possible conversions in the campaign.
cost per pair of feet (CPPoF) The amount of money spent in marketing to drive each individual person into a brick and mortar store. The total cost of marketing divided by the number of visitors to a store over a specific time period.
cost per thousand (CPM) (Also effective cost per thousand [eCPM].) Business model in which advertisers pay a certain price for an advertisement to be shown a thousand times or to have a thousand impressions. The M in CPM represents a thousand in Roman numeral form.
coupon applications Applications dedicated to helping people save money. In some cases, that means coupons. People who download coupon applications and sign up with their services can receive coupons directly from the mobile application or through SMS, MMS, or email.
customer relationship management (CRM) A computer database that stores information about individual customers. This information can include contact information, demographic information, and purchase behavior. The CRM is used to learn about customers and create marketing and customer service offerings that more closely meet their needs.
CSS See Cascading Style Sheets.
CTR Click-through rate. A relative measure of engagement based on the number of clicks per impression. A high CTR is valuable because it indicates that viewers are finding your advertisement compelling.
Day-parting See Time Segmentation.
demographic segmentation Grouping and targeting ad campaigns based on known demographic information like age, gender, income, or location.
direct marketing The use of personal mass media as a marketing tool to elicit a direct response from the target market or people receiving the advertisements. It can include post mail, telemarketing, direct email, point of sale advertising, and online marketing. Direct marketing always has a measurable response so that effectiveness of the campaign can be determined and evaluated.
Direct Marketing Association (DMA) An international organization based in the United States that helps develop and guide direct marketing best practices. Although the DMA's focus is not exclusively mobile, it is quite interested in the development of and adherence to privacy-related standards in the mobile marketing industry.
Do Not Call Registry (DNC) A list, created in 2003, of residences and phone numbers for individuals who prefer not to receive telemarketing calls. It is illegal for solicitors to call these phone numbers, although business lines cannot be added to the registry.
dotMobi (Also .mobi.) Top-level domain created to indicate that a website was developed specifically for mobile access. dotMobi domain names were first made available for purchase in 1996, designed to help distinguish mobile websites from traditional websites. They are not required, and frequently not desirable for mobile Web marketing, except in Asia.
effective cost per thousand (eCPM) A representation of your estimated earnings for every thousand impressions of an advertisement. A means of comparing revenue across different advertising channels. See cost per thousand (CPM).
enhanced data rates for GSM evolution (EDGE) A common 2.75G wireless network technology which improved the digital transmission speed of GDM and GPRS by 3x.
Federal Communications Commission (FCC) An independent U.S. government agency, directly responsible to Congress, that regulates interstate and international communications by radio, television, wire, satellite, and cable. The FCC will control what information about mobile customers can be shared and how, but the guidelines have yet to be passed. The FCC also regulates VoIP and phone number porting, which could both affect a mobile marketing campaign.
Federal Trade Commission (FTC) Organization that, with state attorneys general, is in place to curb unfair and deceptive trade practices. Some of the laws and regulations the FTC passes apply to mobile marketing campaigns.
FemtoCell Technology used indoors to boost indoor mobile handset signals by converting a wired broadband signal into a radio signal that can be picked up by mobile phones.
full Web transactions As on the traditional Web, entire transactions can be completed on the mobile Web without the need for an account or prepayment. Customers simply enter their credit card information, just as they would on the traditional Web. This is most commonly used by websites that offer some kind of online shopping experience.
Generated Packet Radio Service (GPRS) The first improvement in mobile data transmission. GPRS achieves moderate improvements in the transmission of data by using TDMA to improve packet switching over the mobile network. Like many other technologies, after its initial deployment GPRS technology was later integrated into GSM. GPRS can be added to 2G, GSM, or 3G networks.
Global System for Mobile Communications (GSM) A system developed to address some of the shortfalls of TDMA technology. It was originally created in Finland in 1991 but is now used around the world. It requires timing advance commands to be sent to the base station, which, in turn, sends signals to the mobile phone, telling it whether it should transmit the signal earlier and by how much.
Goog411 Service that text-messages your search results to you after you speak your query via phone.
Google Voice Application that takes voice queries directly from an iPhone without having to call and returns live Web results to the iPhone within the application.
Groupe Speciale Mobile (GSMA) An organization formed in 1982 by the Confederation of European Posts and Telecommunications (CEPT) to design a European mobile technology. Over time, GSMA has evolved to become the worldwide authority on mobile communication. Its mission is to "create value for operators and the mobile industry in the provision of services for the benefit of end users, so that those users can readily and affordably connect to and use the services they desire, anywhere, anytime."
handset groups Groups of mobile handsets that have similar attributes like screen size, operating system or browser. Addressing groups of handsets rather than specific handsets can expedite the launch of any mobile marketing campaign or application deployment.
idle screen advertising Mobile advertisements that are served while the user is waiting on a page or application to download or some other process to finish.
image Search results Images that appear in regular search engine results, or image-specific search engines. All of the top search engines have indexes for cataloging images from the Web. To rank well in these search results, use alternative text, otherwise known as alt tags, to describe all your images and include the top keywords for each page. Also use keywords when naming your files, to ensure that the search engines understand what the image represents and can index the site appropriately.
impression One instance of an advertisement shown online. The number of impressions can help evaluate the branding effect an advertisement might have, but it is a measure of exposure rather than engagement.
infrared (IR) One of the oldest and most limited forms of broadcasting mobile messages. Some laptops and phones are equipped with infrared technology, but it has not been universally adopted by handset manufacturers. These limitations make it less desirable than other more universally accepted technologies available.
Integrated Digital Enhanced Network (iDEN) A digital wireless standard developed by Motorola. It provides push-to-talk functionality like a walkie-talkie. The technology is used widely in the United States by Nextel.
Internet service provider (ISP) An IP network designed to move data rather than voice communication. ISPs can replace mobile technologies such as GSM and CDMA or can simply be added to networks with GSM and DSMA to increase their capacity.
J2ME Also known a Java Platform, Microsoft Edition or Java ME - this is a mobile application programming language that is commonly used for mobile game development.
local search results Search results that feature business personal listings with addresses and other contact information. These can be included in regular search listings or local-specific search engines. Search results ranked based on traditional ranking factors as well as their proximity to searchers location or, in some cases, the city center. As geolocation factors become more closely integrated with mobile search, the actual area code of the phone doing the searching might even be integrated when other methods of geolocation are unavailable. Local results are also heavily weighted on star rankings, so reviews and comments from satisfied customers are important.
localization Some search engines adjust search results based on the location of the searcher, so someone searching in New York will get different results than someone searching in Los Angeles. More dramatically, someone searching in Houston might get different results than someone searching from London, even if they are both searching from Google.com. This means that, again, just because you are ranking well in one place does not necessarily mean that you are ranking well in another place.
location-based Marketing Marketing messages that are sent or received by users based on their physical location. These include digital signage, Bluetooth, WiFi, near-field, and infrared broadcasts.
location segmentation Ad networks allow you to segment your ads based on the location of the recipient. This can be commonly be done by zip code, city, metro area, state, or even country. Segments are created in order to target advertising more effectively, measure advertising more effectively or both.
long-term evolution (LTE) IP data network that optimizes the transmission of data packets (rather than voice). It is expected to be deployed in 2010 but competes with WiMax as the 4G standard of choice for network operators.
Loyalty Marketing Marketing designed to add long-term value and brand affinity with existing or frequent customers. Common tactics are loyalty programs like punch cards, frequent shopper programs, or VIP clubs. These incentives encourage repeat purchases, and higher purchase values.
.mobi See dotMobi.
macropayments Used for purchases that cannot be billed as a micropayment, usually for goods or services over $5.
malware Any malicious software, including viruses, trojans, worms, and spyware.
micropayments Small transactions that can be completed on a phone and, in many cases, billed directly to a user's cellphone bill or credit card.
microsite Term used to describe websites that are created to achieve a very specific goal that represents only a small portion of the company or brand's overall marketing goals.
MMA Mobile Privacy Code of Conduct Code of conduct launched in 2003 by the Mobile Marketing Association Privacy Advisory Committee that covers six basic privacy concerns for mobile marketers: choice, control, customization, consideration, constraint, and confidentiality.
MMS Multimedia Message Service. An extension of the SMS messaging standard, but uses the WAP coding language to display multimedia content.
M-SPAM A bill that is currently being proposed in the U.S. Senate to criminalize mobile SMS spamming in the same way that CAN-SPAM criminalized email spam. As currently proposed, the act would empower the FTC and the FCC to curb unwanted text messages in the United States.
mobile affiliate marketing Unique form of marketing in which other companies agree to help you sell your product or drive traffic to your website, in return for a portion of the profits from each sale they send.
mobile applications Small programs that can be downloaded and added to a mobile phone to customize it for the users specific needs and wants. The major categories of mobile applications are games, entertainment, references, and productivity tools.
mobile banking Using a mobile phone to complete a banking transaction. In some cases, this is a reference to pseudo-economies built on the exchange and transmission of mobile airtime minutes for cash. Minutes are transmitted and exchanged between people or even to businesses as a means of currency, and a replacement for cash. These practices are most common in Africa and Asia.
mobile directory submission Directories are utility websites designed to help people find websites that are relevant to specific topics. They are organized in much the same way that a Yellow Pages book might be organized, dividing subjects by categories and subcategories. Within each category and subcategory are links to websites with more information on the topic.
mobile display Advertising Graphics put on a page that consumers can click on, linked to a specific offer, or full-page advertisement. As with traditional banners, these are usually sold on a cost per thousand impressions (CPM) basis. Mobile site owners agree to show your advertisement on their site in return for payment from the mobile ad network. Mobile display ads can also be included in games and downloadable mobile applications for additional targeted exposure.
mobile email Email that is rendered on a mobile phone. This is frequently the same emails that can be displayed on a traditional computer, though it is common in Asia for people to have email addresses that incorporate their phone number and are specifically designated to deliver to a mobile phone. Mobile email programs frequently have difficulty displaying HTML formatted marketing emails effectively but there are tactics for improving the effectiveness of traditional emails on mobile phones.
mobile landing page The mobile page user are automatically sent to when clicking on a mobile advertisement.
Mobile Marketing Association (MMA) An international group of mobile carriers, content providers, marketers, and other interested parties who help establish the best practices in the industry. Although none of its privacy guidelines are binding or enforceable, the MMA is frequently referenced as the accepted standards when clear laws are not present. The MMA frequently publishes and updates mobile marketing best practice documentation, as well as industry reviews and articles.
mobile network operator (MNO) A company that has frequency allocations and the entire required infrastructure to run an independent mobile network.
mobile payment The ability to pay for some goods or services with your mobile phone. Mobile payments can take place over the Web or can be completed offline through contactless payment options such as near field communication (NFC) and radio frequency identification (RFID).
mobile pay-per-click advertising See pay-per-click (PPC).
Mobile Robots.txt A search engine directive that tells mobile search engines which content they should crawl and index and which content they should not crawl. In some cases, mobile search engine crawlers may be blocked from crawling traditional websites, and traditional website crawlers may be blocked from crawling mobile Web content.
mobile search engine marketing (SEM) A comprehensive term that describes any type of marketing that is sold by search engines and displayed in search results. It is usually a specific reference to advertising and placement that is paid for, but in some cases the term is used to describe all the wider aspects of search engine marketing including search engine optimization and website usability.
mobile search engine optimization (SEO) Activity designed to improve the algorithmic search engine rankings of a website in mobile searches. Mobile SEO can be used to encourage mobile rankings for traditional websites (usually for rankings on smart phones) or mobile websites. Mobile SEO is not specifically a reference to optimization of'.mobi' domains or WAP websites. It is also an important marketing tactic for websites built in HTML and XHTML.
mobile search engine submissions The act of requesting listings in a mobile search engine by providing the search engine mobile urls that should be included in their search results. Submission pages that allow other sites to request inclusion in mobile search results. This used to be a powerful strategy in traditional SEO efforts, but it has become less effective there. Luckily, it is still a good idea for mobile SEO because the mobile search engines are looking for valuable mobile-friendly content to index and rank.
mobile service provider Also known as a mobile network operator or a mobile carrier. The company that has the power to acquire radio spectrum licenses from the government. Mobile service providers power and maintain the mobile cell towers; in many cases, these are also the companies that sell or lease mobile handsets to their subscribers.
mobile site map A list of website urls that you explicitly request the search engines to rank in search results. Google allows webmasters to submit multiple mobile site maps based on the markup language that website is built in.
mobile social gaming A type of mobile social network that is popular in Asian countries. Much like Second Life for the cell phone, this type of social networking allows users to create avatars, or visual representations of themselves. Those avatars interact with other avatars within the social network. In some mobile social gaming networks, these avatars behave just as you would actually behave, but other networks have little relationship to reality and instead act more like an online role-playing game.
mobile social networks Social networking is a term used to describe the activity of locating and interacting with other people who have similar interests. This activity is one of the fastest growing uses of mobile technology word wide.
mobile spamming Untargeted or unrequested digital marketing communication. The term was originally used to describe untargeted email marketing, but the definition has expended to include all types of marketing communication that recipients have not consciously opted into.
mobile subdirectory A sub folder or division of a website that is specifically created for mobile content. It is generally represented as www.example.com/m or www.example.com/mobile.
mobile subdomain A sub section of a website that is controlled from the server rather than in the file structure. It is generally represented as m.example.com or mobile.example.com.
mobile virtual network operators (MNVOs) Branded carriers that lease network capacity from a mobile service provider and resell it under their own brand names. MNVOs provide mobile phone service but do not have their own license or the infrastructure required to provide mobile telephone service. Good examples of MNVOs are Boost Wireless, Cricket Wireless as well as the Disney and ESPN specific carriers that failed.
mobile Web portal An entry page that provides immediate access to information and news without them having to search for it or go to multiple websites. Portals commonly bring in news, weather, and information from other sites, to aggregate it and make it easily accessible for their users.
near-field communication (NFC) Technology that relies on high-frequency messages to be sent and received from two enabled devices, sending its own signal but also sometimes working with RFID.
news search results Search results that are specifically designated as news either in regular search results or news-specific search engines. If your website frequently distributes news articles or press releases, it is important to be ranked in news search results.
off-deck The Web-at-large when accessed through a mobile browser. Off-deck content is not controlled by the carriers, though in some cases it can be blocked or slowed by carrier proxies.
on-deck Web content that is provided by the carrier though a branded portal, sometimes called a carrier WAP deck.
pay-per-click (PPC) A business model in which advertisers are charged for an advertisement only when someone actually clicks on it. Frequently search engines provide ad networks, and ads are usually shown alongside search results in a search engine.
personalization A search engine (especially Google) may use your previous search behavior to modify the search results it presents to you. If you have clicked on one listing frequently, the search engine may move it to the top of search results when you are searching for it; if you have never clicked on a result that ranks well, it may move it lower in the results.
PPC advertising See pay-per-click (PPC).
prompted payment A credit card on file with a specific company is charged for a recurring service after an SMS prompt is responded to by the recipient, giving permission for the charge. As an example, the carrier might send a text message to subscribers at the end of a billing cycle, notifying them of the total amount due and allowing them to respond with a preset PIN number to pay the bill with the credit card on file.
QR Codes Also known as Quick Response Codes, these are small square dot matrix bar codes that can be captured by a camera phone then decoded by software on the phone to execute a specific task, like opening a website, placing a call, transmitting a vCard or sending a text message. These are also sometimes called Aztec Codes or 2D Bar Codes.
radio frequency identification (RFID) Technology that allows items to be "tagged" or tracked using radio waves. Some phones are equipped with RFID technology that can activate messages in offline mobile marketing like billboards and signs.
ROI (return on investment) A measurement that incorporates all the costs associated with running the advertising campaign, including agency management fees, design fees, and the cost of the time the staff has spent managing the campaign. ROI is the success metric for mobile advertising because it allows advertisers to show that, for each dollar they spend on advertising, they are making more than a dollar back in value or return. ROI = (Gain from investment - Cost of investment) / Cost of investment.
SDK An abbreviation for Software Development Kit. This is a tool set meant to help developers build applications for specific phones or operating systems.
short code A five- or six-digit phone number that can be dialed as a destination for a text message. These must be registered and leased, much like a domain name.
SMS (Short Message Service) Messages that can be sent from phone to phone or from computer to phone, or that can be sent from a phone to a common short code (usually abbreviated to simply short code).
social CPM marketing Many social networks make money almost exclusively through the sale of advertising on their sites. Although this business model has not yet proven itself to be enough to keep all the social networks alive, you can be sure that it will always be a key element in the social network business model. The simplest way for a marketer to reach out to potential customers on a mobile social networking site is to purchase ad placement within a cost per million (CPM) model. This is similar to other mobile CPM advertising, but marketers work directly with the social networking company or their ad network to place and track the ads.
spyware Software that runs in the background of an operating system to collect and send private information about a mobile user's behavior to an unauthorized party. Information, including private call logs, text messages, and picture messages, can be distributed to a third party.
Telemarketing Sales Rule (TSR) Bill established by the FTC in 1995, but significantly amended in 2004; it then became the Amended Telemarketing Sales Rule (ATSR). The bill's most important accomplishment was to establish the National Do Not Call Registry. It is important to note that the rules established in this act cover all acts of telemarketing, whether the telemarketer initiates the conversation or the customer initiates the conversation. This can come into play if you are using mobile marketing to drive phone calls to complete sales or make customer acquisitions.
Telephone Consumer Protection Act (TCPA) Act passed by Congress in 1991 that restricts the use of automatic dialing systems, artificial or prerecorded voice messages, SMS text messages received by cellphones, and the use of fax machines to send unsolicited advertisements.
text messaging Otherwise known as Short Message Service (SMS). This is the act of sending a short 160 character message between phones using a short code or a traditional phone number.
time division multiplex access (TDMA) An older method of wireless data transmission that is used to send digital signals that are divided into different time slots, rather than by codes in as in CDMA.
time segmentation Segmenting your advertisements by time of day, otherwise known as "dayparting." This segmentation can be especially powerful for mobile advertising because it allows you to reach people when you can safely anticipate their needs, like sending a mobile coupon for food at or just before noon.
Trojan Otherwise known as a Trojan horse. A program that purports to be something the user would want to download but actually harbors malicious code or viruses. In the mobile world, Trojans are usually purported to be wallpapers, ringtones, or applications.
Two-Dimensional (2D) Bar Codes See QR Codes.
ultra-wideband (UWB) Communication that uses a large portion of the radio spectrum to transmit broadband communication at a short range, requiring little radio energy. Ultra-wide-band transmissions can share a variety of different narrow-band radio signals without interfering with those transmissions. The uses of UWB are similar to those of Bluetooth technology, but UWB is less widely adopted.
unlicensed mobile access (UMA) Similar to FemtoCell, UMA is deployed through a base station that uses WiFi signals to carry voice and data from mobile handsets to a base station. The base station provides improved access to GSM and GPRS by tapping into unlicensed aspects of the network spectrum. In the United States, this is being promoted by T-Mobile; in the United Kingdom, it is being promoted by British Telecom.
video Search results When search results include videos either in regular search results or in video-specific search results like on YouTube. To be listed well in video search results, you must have videos on your website. Submitting videos and using a video site map helps search engines find and index the videos on your mobile website more efficiently. The video file types that can be included in your Google video site map are .mpg, .mpeg, ,mp4, .mov, .wmv, .asf, .avi, .ra, .ram, .rm, and flv, but the most common mobile video formats are ,3pg and ,mp4 . Flash (. flv) video files frequently do not work, so try to save your videos as .mp4 or .3pg if you want them to rank well in mobile results.
virus Code that infiltrates a host operating system with malicious intent, in some cases, replicating within the system to cause a crash or render the system useless.
VoIP (Voice over Internet Protocol) A means of using a broadband internet signal to transmit voice, that can be pushed through a traditional phone handset, or conveyed with audio and video over computer programs like Skype.
WAP deck A mobile website or portal built in Wireless Markup language for use as part of the Wireless Protocol. WAP decks focus on text and have minimal design or display features.
white label search engine A search engine that can be leased and re-branded by companies who want to provide their users a search function. It is common for mobile carriers to use white label search engines to provide a search feature on their WAP decks or mobile portals. Users are generally unaware that the search engine is not actually owned or created by the brand name company that is displaying the results.
WiFi A wireless local area network that uses high-frequency radio signals to transmit and receive data. WiFi is a trademark of the WiFi Alliance for certified products based on the IEEE 802.11 standards.
WiMax Worldwide Interoperability for Microwave Access, a telecommunications technology that provides wireless transmission of data using a variety of transmission modes. The technology provides broadband speeds without the need for cables.
Wireless Action Protocol (WAP) A mobile development protocol that is expressed in a markup language called WML or wireless markup language. Many older mobile sites are built in this protocol, and are usually designed for feature phones or mobile phones with text only browsers. 'WAP' deck is a reference to a website built for WAP.
wireless local area network (WLAN) Internet access that is broadcast from wireless access points, otherwise known as wireless routers or hotspots.
World Wide Web Consortium (W3C) A nonprofit organization that creates specifications, guidelines, software, and tools to aid in the development of a better Internet and "lead the Web to its full potential." The W3C has developed a variety of standards for coding languages, including mobile-compliant XHTML and WML.
worm Self-replicating virus code that automatically spreads itself across a network, usually taking advantage of a user's contacts or address book on an infected device. Worms can also spread via Bluetooth or WiFi, and they do not work from the operating system. Worms are harmful to wireless networks, consuming inordinate amounts of bandwidth Worms can spread without any human interaction on the phone.
Index
Symbols
1G, 21 2G, 22-23 2.5G, 23-24 3G, 24 3G networks Africa, 287 Europe, 292 India, 286 Southeast Asia, 284 4G, 24-25 509 Inc., 236 724 Solutions, 151
accelerometers, iPhones, 77 AccuWeather, 188 acquisition, 89 Ad Metrix Mobile, 61 adapting fonts for mobile viewing, 182-183
Adidas, mobile advertising, 102 adjusting mobile screen size,
178-180 AdMob, 51, 97 Adidas, 102 Land Rover, 102
affiliate marketing, 125-128 Africa, mobile marketing, 287 age, targeting customers, 39-41 aggregators, mobile applications, 152 Air2Web, 151
AirAsia, mobile advertising, 102 AJAX (Asynchronous JavaScript and XML), 168 Alt tags, on-site SEO, 191 alternative input search, mSEO,
213-214 Amended Telemarketing Sales
Rule, 269 America Online Mobile, 152 Amobee, 97 Anderson, Chris, 194 Android (Google), 140 Android Market, 140,152 aphanumeric codes, mobile coupon redemption, 113 App Store (Apple) 140, 152 Apple
App Store, 140,152 iPhone. See iPhone AppleiPhoneStore, 151 application bloggers, 148 Application Center (RIM), 142 application search, mSEO, 212
applications. See also mobile applications tracking, 63 Flurry, 63
Google Analytics, 64 Omniture, 64 WebTrends, 64 AppStoreApps, 152 AppVee, 152
AT&T, stopping spam, 259 attribution rank, 211 Audi, 137, 236
authoring effective mobile ads,
97-98 Axe Body Spray, 125
Baby Boomers, 38 Bango, 52-54
banking, mobile. See mobile banking banners, 89
barcode scanners, mobile coupon redemption, 113 BlackBerry, 7, 30 BlackBerry App World, 152 BlackBerry Internet Browser, 35 Blazer, 35 bloggers application bloggers, 148 mobile applications, 151
promoting mobile applications, 148-149 Bluecasting, 116 Bluetooth, 26,116-117 iPhones, 78
location-based marketing, 264 BMW, 13
branded game development, 134-135 Audi, 137 FooPets, 136 Hell's Kitchen, 136 iBeer, 136
Mobile Guitar Hero III, 136 Monopoly, 136 Spin the Coke, 136 branded profiles on mobile social sites, integrating with mobile marketing, 232 brands, choosing mobile marketing, 13-14 brick phone, 27
brick-and-mortar establishments, choosing mobile marketing, 14-15
brick-and-mortar transactions with proximity-based mobile payment, 245 parking, 248 promoters, 246-247 retail locations, 245 street vendors, 246-247 travel and entertainment ticketing, 247-248 traveling merchants, 246-247 vending machines, 246 broadcast media, integrating with mobile marketing, 220 location-based broadcasts,
222-223 radio, 222 TV, 221 Burkhard, Johann, 160 business listings, mSEO, 209-210 busy and productive users, 43
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