krug3r
11-06-2003, 18:56
[SOURCE Newmediazero]
The mobile content industry has slammed the launch of the Mobile Data Association's new regime for premium rate SMS as ill-thought-out and commercially damaging.
It's angry the new regime, which is introducing two numbering ranges for short code access to premium content, was introduced with no consultation.
While welcoming the spirit of the launch, especially the dedicated numbering range for adult content, the industry believes it could cause as many problems as it solves.
The MDA, representing all five UK operators, has ruled the 89000-89999 range is now reserved for open-ended-fee adult content. This will mean many companies have to change established short codes.
'There are lots of active services in the 89000 range that will be homeless. Who will pay for this?' asked Mblox CEO Andrew Budd.
With the MDA's definition of 'adult' going beyond sexual content, this could be a widespread problem.
'It now includes all over-18 services like gambling and some Java games content,' said MXtelecom marketing director Alex Moir. 'Companies have invested in their short codes to build a brand.'
'The ethos is good but implementation could have been better,' said Netsize UK country manager Craig Barrack. 'We had new short codes reserved, now we don't know if we can activate them.'
The lack of industry consultation was one of the most annoying issues for many.
'We could have had a forum to discuss these issues,' said WIN commercial director Peter Norman. 'The MDA should represent the whole industry.'
Many, though, agreed that the launch was a necessary step.
'This is a hassle but makes a lot of sense,' said Opera MD Gary Corbett. 'It's important for the regulators to separate adult traffic.'
The mobile content industry has slammed the launch of the Mobile Data Association's new regime for premium rate SMS as ill-thought-out and commercially damaging.
It's angry the new regime, which is introducing two numbering ranges for short code access to premium content, was introduced with no consultation.
While welcoming the spirit of the launch, especially the dedicated numbering range for adult content, the industry believes it could cause as many problems as it solves.
The MDA, representing all five UK operators, has ruled the 89000-89999 range is now reserved for open-ended-fee adult content. This will mean many companies have to change established short codes.
'There are lots of active services in the 89000 range that will be homeless. Who will pay for this?' asked Mblox CEO Andrew Budd.
With the MDA's definition of 'adult' going beyond sexual content, this could be a widespread problem.
'It now includes all over-18 services like gambling and some Java games content,' said MXtelecom marketing director Alex Moir. 'Companies have invested in their short codes to build a brand.'
'The ethos is good but implementation could have been better,' said Netsize UK country manager Craig Barrack. 'We had new short codes reserved, now we don't know if we can activate them.'
The lack of industry consultation was one of the most annoying issues for many.
'We could have had a forum to discuss these issues,' said WIN commercial director Peter Norman. 'The MDA should represent the whole industry.'
Many, though, agreed that the launch was a necessary step.
'This is a hassle but makes a lot of sense,' said Opera MD Gary Corbett. 'It's important for the regulators to separate adult traffic.'