Terminology
A/B Testing
A/B testing, also known as "split testing," is a marketing method used to evaluate and quantify the impact of a modification made to two versions of a digital asset, such as emails, web pages, landing pages, web forms, and other online materials. The effectiveness of the alteration is assessed based on metrics such as open rates, click-through rates, form submissions, and other key performance indicators.
A2P SMS
A2P SMS, or Application-to-Person SMS, is a messaging protocol that involves sending text messages from a software application operated by a business or enterprise to an individual's mobile phone. This term describes SMS messages generated by an automated system and delivered to a person's phone, typically for marketing or informational purposes. A hotel sends a text message to a guest's mobile phone with a reminder of their upcoming reservation and a link to check in online. The message is generated automatically by the hotel's reservation system and sent to the guest's phone as an A2P SMS message.
Aggregator
An SMS aggregator is a company that facilitates the sending of mobile messages (such as SMS or MMS) to individuals around the world through a single connection. These aggregators typically purchase message credits from multiple Mobile Network Operators (MNOs) to ensure they can achieve global reach and receive bulk discounts due to their scale. They sell the ability to send messages to enterprises and small to medium businesses, who benefit from the simplicity and affordability of the service. The primary value provided by an SMS aggregator is the ability to make it easier and more cost-effective for businesses to deliver messages globally, without the need for technical integration or commercial negotiations with multiple suppliers. An e-commerce business needs to send an SMS notification to customers in different countries to alert them about the status of their orders. The business uses an SMS aggregator to send these messages, which allows them to achieve global reach and avoid the technical and commercial complexities of working with multiple MNOs in different regions. The aggregator simplifies the process of sending messages by providing a single point of contact, while also providing bulk discounts that reduce the overall cost of the service.
AJAX
An SMS aggregator is a company that facilitates the sending of mobile messages (such as SMS or MMS) to individuals around the world through a single connection. These aggregators typically purchase message credits from multiple Mobile Network Operators (MNOs) to ensure they can achieve global reach and receive bulk discounts due to their scale. They sell the ability to send messages to enterprises and small to medium businesses, who benefit from the simplicity and affordability of the service. The primary value provided by an SMS aggregator is the ability to make it easier and more cost-effective for businesses to deliver messages globally, without the need for technical integration or commercial negotiations with multiple suppliers. An e-commerce business needs to send an SMS notification to customers in different countries to alert them about the status of their orders. The business uses an SMS aggregator to send these messages, which allows them to achieve global reach and avoid the technical and commercial complexities of working with multiple MNOs in different regions. The aggregator simplifies the process of sending messages by providing a single point of contact, while also providing bulk discounts that reduce the overall cost of the service.
Alpha Name
Alpha Name also known as a sender ID, is a parameter used in SMS messaging to specify the sender of a message. It can be in the form of a number, a word, or a combination of both. Registration may be required to send messages from particular numbers or names. If the sender is a number only, it is referred to as a "numeric" sender. If it includes non-numeric characters, it is an "alpha-numeric" sender, such as "123Promo". When the recipient replies to the message, and the sender ID is the sender's mobile number, the reply will be sent to the sender's mobile phone. An e-commerce company uses an alpha name to send order confirmation messages to its customers. The sender ID is set to the company name, which appears as the sender of the message, and the customers can reply to the message if they have any questions or concerns. The company's customer service team can then receive and respond to the replies, providing a streamlined customer service experience.
ANSI
ANSI is short for American National Standards Institute, a non-profit organization that oversees the development of voluntary consensus standards for products, services, processes, and systems in the United States. ANSI assigns standards and codes to ensure consistency and quality across various industries. For example, ANSI code for pipe markings helps ensure the correct identification of pipes and their contents in industrial settings.
API
API stands for "Application Programming Interface" and is used in computer programming to describe a set of standardized requests, routines, and protocols that allow software applications to interact with each other. Developers use APIs to build applications that can communicate with other software and systems. A social media platform might provide an API that allows developers to build third-party apps that interact with the platform's user data, such as a social media management tool that enables users to schedule posts and track engagement metrics. The API would enable the third-party app to securely access and manipulate the user data, while still maintaining the security and privacy of the user's account.
ARPU
ARPU (Average Revenue Per Unit or User) is a measure used by telecommunications and media companies to determine the average revenue generated per user or unit. It is calculated by dividing the total revenue generated by the number of subscribers, users, or units over a specific period of time. If a telecom company has 1000 subscribers and generates a total revenue of $10,000 in a month, then the ARPU for that month would be $10,000 / 1000 = $10. This metric is useful in analyzing the company's revenue growth and profitability.
ASCII
ASCII stands for American Standard Code for Information Interchange. It is a standard character encoding used in computing to represent text using 7-bit binary code. For example, the ASCII code for the letter 'A' is 65. ASCII allows computers to communicate with each other using a common character set.
Binary SMS
Binary SMS is a type of SMS message that allows the transmission of non-text content, such as ringtones, wallpapers, and VCards, by sending the message as a binary code that is decoded by the receiving device using a User Data Header (UDH) and Data Coding Scheme. Binary messages are not widely used anymore due to the prevalence of smartphones and data access and are not supported on some devices, like the iPhone.
Bulk SMS
Bulk SMS refers to the practice of sending a large number of promotional messages to multiple recipients via an API like SMPP. For example, a company might send a promotional message about a sale or discount to all of its customers at once.
CDMA
CDMA, or Code Division Multiple Access, is a digital technology used for transmitting voice and data over the air in some countries like the US, Canada, Australia, and certain Asian countries. Unlike GSM and TDMA, CDMA uses spread spectrum techniques to assign users digital codes within a broad spectrum instead of dividing the spectrum by frequency or time slots. This allows for higher user capacity and immunity from interference. CDMA operates in either 800 MHz or 1900 MHz frequency bands.
CDN
A CDN, or Content Delivery Network, is a distributed network of servers that provides alternative server nodes for users to download resources. CDNs cache static content like JavaScript, CSS files, images, and other structural components to improve website performance and reduce latency.
CDR
CDR stands for Call Detail Records, which are records containing information about the details of incoming and outgoing calls made by subscribers within a cellular network. These records typically include the duration of the call, the date and time of the call, and the phone numbers involved. CDRs are used by billing systems to calculate charges for subscribers based on their usage.
Country Code
A country code is a numerical prefix used in international phone numbers to indicate the country or region the call is being made to. The country code is part of the E.164 numbering plan established by the International Telecommunication Union (ITU) to ensure interoperability among telecommunication networks worldwide. For example, the country code for the United States is +1, so a phone number in the US would begin with +1.
CPA
The CPA (Cost Per Acquisition) advertising model is a type of online advertising in which an advertiser pays a publisher for each specified action linked to a specific advertisement, such as registration after an app install. In this model, the advertiser only pays for successful acquisitions, which could be a sale, a form submission, or any other desired action.
CPC
CPC stands for "Cost Per Click," which is an advertising model where the advertiser pays a publisher for every click on their ad. The cost is calculated by dividing the total cost of the ad by the number of clicks it received.
CPCV
CPCV, or Cost Per Completed View, is an advertising model where advertisers pay for each video view that is watched to completion. Unlike other advertising models like CPI, where the user must follow a call to action for the advertiser to pay, CPCV pays for completed views only. By paying for completed views, advertisers can ensure their ads are having maximum impact on users, increasing the chances of a strong first impression.
CPE
CPE stands for Cost Per Engagement, which is an advertising model where the advertiser pays a publisher for user interaction with an ad. This interaction can be in various forms such as clicking, swiping, tapping, or expanding an ad unit. The CPE model is particularly useful for measuring the success of interactive or immersive ad campaigns, where the goal is to engage users in a meaningful way beyond simply displaying an ad.
CPI
CPI stands for "Cost per Install," which is an advertising model where the advertiser pays a publisher for each installation of their mobile app linked to the ad. In other words, the advertiser pays only when someone installs their app after seeing and clicking on the ad. The formula for calculating CPI is Cost / Number of Installs.
CPM
CPM stands for Cost Per Mille, where "mille" refers to 1000 in Latin. It is a metric used in advertising to measure the cost of 1000 ad impressions or views. It is calculated by dividing the total cost of the ad campaign by the number of impressions and multiplying by 1000. CPM is commonly used in display advertising, where advertisers pay for each impression of their ad regardless of whether or not the user clicks on it. It is also used as a benchmark to compare the relative costs of different advertising campaigns and channels.
CTR
CTR stands for Click-Through Rate, which is a metric used in online advertising to measure the ratio of clicks to ad impressions. It is calculated by dividing the number of clicks an ad receives by the number of times the ad is shown (impressions) and multiplying by 100 to get a percentage. For example, if an ad received 100 clicks and was shown 10,000 times, the CTR would be 1%. CTR is an important metric for advertisers to evaluate the effectiveness of their ad campaigns and to optimize for higher engagement and conversions.
Deep Links
Deep links are URLs that are used to direct users to a specific page or screen within a mobile application instead of just launching the app's default page. These links can be used to send users to a particular section of a page, such as a chat window, instead of starting at the top of the page. Additionally, deep linking enables indexing of the app by search engines like Google and Apple, allowing them to link to specific sections of the app in their search results.
DEF Code
In some countries, mobile numbers are assigned in separate ranges from fixed-line numbers. The regulator may allocate blocks of numbers to mobile operators, which can be used to identify the operator for a given number. This code is known as the DEF Code. In countries where Mobile Number Portability (MNP) is not allowed, the DEF Code can be used to determine the Home Operator. However, in countries with MNP, the DEF Code is less useful for this purpose, as it only indicates the operator to which the number was originally assigned. For SMS routing, some routes may only support certain DEF/home operator combinations. It's important to note that aggregators that only support DEF routing may not effectively deliver messages in countries with MNP.
Delivery Receipts(DLR)
Delivery Receipts (DLR) are notifications sent by mobile operators to the sender of an SMS message to confirm whether or not the message has been delivered to the intended recipient's handset. In some cases, delivery receipts may also be sent to indicate that the message has been accepted or is buffered in the SMSC, such as when the recipient's handset is switched off.
Destination Number
The phone number of the intended recipient to whom an SMS message is being sent is referred to as the destination number. This number is also known as the MSISDN (Mobile Station International Subscriber Directory Number), which uniquely identifies a subscription in a GSM or UMTS mobile network. Together with the IMSI (International Mobile Subscriber Identity), the MSISDN is used to identify a mobile phone and is typically dialed to connect a call to the phone. Correctly formatting the destination number is crucial and involves using the country code, multi-carrier exchange code, and subscriber number for international numbers. +1 555 123 4567 In this example, the country code is +1 (which corresponds to the United States), the multi-carrier exchange code is 555, and the subscriber number is 123 4567.
Destination Operator
The destination operator of an SMS message refers to the mobile operator to which the recipient's phone is currently connected. In normal circumstances, the destination operator is the recipient's home network. However, when the recipient is roaming outside their home network, the destination operator is the network that the recipient's phone is currently connected to. To ensure that the SMS message is delivered to the recipient's phone, the SMSC performs an HLR lookup to determine the correct destination operator. This also means that when a GSM phone is roaming, it may appear on the bill or invoice associated with the roaming operator.
Digital Wallet
A digital wallet is an electronic device or online service that allows users to store and manage payment information, such as credit and debit card details, and make electronic transactions. It enables users to make purchases with their mobile devices, eliminating the need for physical cash or cards. Examples of digital wallets include Apple Pay, Google Pay, and Samsung Pay.
Direct Connections
A direct connection refers to a secure and authorized connection established between the Short Message Service Center (SMSC) of a mobile network operator and a messaging service provider
Discovery Service
A discovery service is a mechanism used to determine the mobile network operator (MNO) of an end-user and retrieve the necessary details to enable communication with that operator. This is typically used in SMS messaging to ensure that messages are delivered to the correct MNO, and can involve querying a database or using other techniques to identify the correct operator.
Double Opt-in
Double opt-in is a method used to confirm a mobile subscriber's intention to participate in a mobile program. This is done by asking the subscriber to opt-in twice, before they are considered a part of the program. It is a necessary step for premium and other types of mobile services. As an example, a user might receive an SMS asking if they would like to receive promotional messages. If they reply "yes," they might then receive a second message asking them to confirm their subscription by replying with a specific keyword or code. This ensures that the subscriber has actively chosen to participate in the program and has not been added without their knowledge or consent.
DTMF
DTMF stands for Dual Tone Multi-Frequency, also known as Touch Tone. These are the audible tones produced when a telephone keypad button is pressed. They are commonly used for various purposes, such as accessing voicemail systems and interactive voice response (IVR) menus.
E.164
E.164 is a globally recognized standard for telephone numbering plans that guarantees a unique number for each device. It enables accurate routing of phone calls and text messages to individual phones across different countries. The E.164 number format includes the country code, subscriber number with the area code, and a plus sign at the beginning, with a maximum length of fifteen digits.
Emoji
Emoji are small digital images or icons that are used to express an idea, emotion or object in electronic communication. The term "emoji" comes from the Japanese words "e," which means picture, and "moji," which means character. They were first popularized on Japanese mobile phones in the late 1990s and later adopted by Apple and Google in 2011, becoming a global phenomenon. Today, they are commonly used in electronic messaging and have become an integral part of digital communication.
GDPR
The GDPR, or General Data Protection Regulation, is a set of regulations designed to give EU citizens greater control over their personal data and the organizations that collect it. It requires companies to inform customers when collecting personal data, and customers can choose to give or withhold consent for the use of their data based on the intended purpose.
GMT
Greenwich Mean Time (GMT) is a time zone that was previously used in some European and African countries. It was replaced by Universal Coordinated Time (UTC) in 1972 as the standard time for all time zones worldwide. GMT is equivalent to UTC +0 and does not observe Daylight Saving Time, but some countries using GMT may switch to a different time zone during their DST period. For example, the UK switches to British Summer Time (BST) during the summer months.
Grey Route
A grey route refers to a method of sending SMS messages where the destination operator does not receive payment for the message. This type of route takes advantage of a legacy "sender keeps all" policy in the GSM commercial framework, and while not considered fraudulent, it is often less reliable and can be blocked by the destination operator.
GSM
GSM stands for Global System for Mobile communications and is a mobile network standard used in various countries across the world including Europe, Middle East, Asia, Africa, South America, Australia, and North America. The air interface of GSM is based on narrowband TDMA technology where the available frequency bands are divided into time slots, and each user has access to one time slot at regular intervals.
GSM03.38
GSM 03.38 is a standard character encoding used in GSM networks for SMS, CB, and USSD services. It defines a default 7-bit alphabet that is mandatory for GSM handsets and network elements, but it is only suitable for English and some Western-European languages. For languages like Chinese, Korean, or Japanese, the 16-bit UCS-2 character encoding is used. However, a limited number of languages, such as Portuguese, Spanish, Turkish, and some Indian languages, can use a 7-bit encoding with a national language shift table defined in GSM 03.38. For binary messages, an 8-bit encoding is used.
Header
A header is a piece of information added to the beginning of a packet by the protocol. It contains data that the protocol uses for routing, addressing, and other purposes. Different protocols add different headers. For example, in a TCP/IP packet, there would be a MAC header, an IP header, and a TCP header, in that order, followed by the payload.
Home Location Registration (HLR)
The Home Location Register (HLR) is a database that contains information about each mobile phone subscriber authorized to use the GSM core network. It is used by mobile network operators to store details of every SIM card they issue. The HLR stores data such as the unique identifier of each SIM card, called an IMSI, along with information about the subscriber's current servicing MSC, status, temporary handset error codes, and SMS availability. Additionally, the HLR indicates if there is an error code preventing SMS delivery and if the number has been ported to another mobile network. Each mobile network operator has one HLR, but there may be many HLR servers creating a single virtual HLR.
Home Network
A Home Network is the wireless service provider that a subscriber has a contract with. For instance, AT&T is the Home Network for someone with an AT&T contract. Mobile Number Portability is a process that allows subscribers to change their Home Network by taking their phone number to a new network. For example, if an AT&T subscriber changes their number to Verizon, Verizon becomes their new Home Network.
Home Routing
Home Routing is a modification made to the original GSM specification that allows mobile networks to offer advanced services for both inbound and outbound SMS. It involves directing inbound off-net messages to an SMS router using the Home Location Register (HLR), where additional services such as anti-spam, archiving, copy, and divert can be applied before the messages are delivered to the target handsets. This feature provides mobile operators with an opportunity to generate additional revenue while providing enhanced functionality to mobile phone users.
HTTP
HTTP, or Hyper Text Transfer Protocol, is a protocol used for transferring data over the internet. It is the foundation of data communication between web servers and clients, and it defines how messages are formatted and transmitted between them.
IEEE
The IEEE (Institute of Electrical and Electronics Engineers) is a non-profit, global organization of technical professionals focused on advancing technology and developing standards in a variety of fields, including electrical engineering, computer science, and electronics.
IMEI
The International Mobile Equipment Identity (IMEI) is a 15-digit unique serial number that identifies a mobile phone using GSM or UMTS technology. It comprises four parts and provides information such as the device manufacturer to the mobile network. The IMEI is typically printed on the phone, usually under the battery. If a phone is stolen, the IMEI can be used to blacklist it, preventing it from being used with a new SIM card. To view the IMEI, users can dial *#06# on the phone's keypad.
IMSI
IMSI stands for International Mobile Subscriber Identity, a unique number associated with all GSM and UMTS network mobile phone users. It is stored in the SIM card and sent by the phone to the network. The IMSI has three components: MCC, MNC, and MSIN. It is used to acquire information about the mobile number in the HLR or VLR, but to avoid being tracked by eavesdroppers, a randomly generated TMSI is often sent instead of the IMSI.
Internet of Things (IoT)
The term "Internet of Things" or IoT refers to a network of physical devices, vehicles, home appliances, and other items that are embedded with sensors, software, and connectivity, enabling them to exchange data and connect to the internet. Examples of IoT devices include smart thermostats, fitness trackers, security cameras, and more.
IVR
Interactive Voice Response (IVR) is a computer-based technology that allows callers to interact with a phone system through voice or touch-tone keypad inputs. It is commonly used to automate customer service processes such as menu navigation, bill payments, and information retrieval. The system responds to the caller's input with pre-recorded or computer-generated audio messages.
JSON
JSON is a text-based open standard data format for transmitting data objects in attribute-value pairs or arrays. It is used for asynchronous browser-server communication and is language-independent. An example of a JSON object is {"name": "John", "age": 30, "city": "New York"}.
Landing Page
A landing page is a secondary page where a user is directed after clicking on an ad or a link. It provides additional information and/or a mechanism to make a purchase, and is often an extension of the advertisement or link.
Latency
Latency refers to the amount of time it takes for a message to be delivered from when it is submitted to an aggregator until it is delivered to the handset. It is crucial for time-sensitive use cases as users may abandon the service if the latency is too high.
LBS
Location-Based Services (LBS) use technology like GPS or network-based solutions to provide services or applications based on a user's location. This can include finding friends or businesses nearby, providing maps and directions, and more.
Long Codes
Long Codes are virtual mobile phone numbers used for 2-way SMS applications. They function like regular mobile numbers but are assigned to an application for message delivery.
LTE
LTE is a wireless communication technology that evolved from GSM and UMTS. It was started in 2004 by 3GPP and aims to provide high data rates, low latency, and packet optimization. LTE also includes System Architecture Evolution (SAE) for the evolution of the packet core network.
M-Commerce
M-Commerce, or Mobile Commerce, is the use of wireless devices to conduct commercial transactions and payments in a non-PC-based environment. It involves using mobile devices to access data networks and send and receive information, including personal financial information. An example of M-Commerce is using a mobile app to make a purchase or payment.
MCC
Mobile Country Code (MCC) is a 3-digit code used along with the Mobile Network Code to identify a mobile network operator. It is used to identify the continent where the operator is based, and is used in conjunction with an MNC to identify a mobile network operator using the public land mobile networks such as GSM, UMTS, and LTE. An MCC/MNC tuple is used for this purpose, and some CDMA, iDEN, and satellite mobile networks are also identified using this combination.
MIME
MIME, or Multipurpose Internet Mail Extensions, is a protocol used to identify the type of contents in a file when it is sent from a server to a client, such as a web browser. A MIME value is included in the header of the response to let the client know how to handle the file. For example, "text/html" is the MIME type for HTML files.
MMS
MMS (Multimedia Messaging Service) is a way for people to send multimedia content, such as photos, videos, and audio, from their mobile phones to others. The service works by sending the content from the sender's phone to the recipient's phone via a cellular network. MMS can be used to send a variety of content types, including text, pictures, audio, and video. To send or receive MMS, users need a compatible phone that supports the service and is connected to a GPRS or 3G network. The maximum message size is usually limited to around 300KB to 600KB, depending on the version of MMS. Although MMS is becoming less popular, it is still widely used and supported by most mobile carriers around the world.
MNC
The Mobile Network Code (MNC) is a short code of 2-3 digits that, along with the Mobile Country Code (MCC), uniquely identifies a mobile network operator. This identification system is used for the GSM, UMTS, and LTE public land mobile networks, and sometimes for CDMA, iDEN, and satellite mobile networks as well. For example, if the MCC of a mobile operator is 123, and the MNC is 456, then the combination of the two codes is known as the MCC/MNC tuple, and it is used to identify that specific mobile operator.
MNO
A Mobile Network Operator (MNO) is a company that provides mobile or wireless telephony services to consumers. MNOs are also referred to as Wireless Carriers or Carriers. They play a crucial role in the transmission of mobile messages, and are often referred to as Terminating Operator or Destination Operator, depending on their role in the messaging process.
MNP
Mobile Number Portability (MNP) is a process that enables mobile subscribers to keep their phone numbers when switching from one mobile operator to another. This process is usually regulated by the government and allows for more flexibility and choice for the subscriber.
MO Message
An MO Message refers to a text message sent from a mobile phone to an application. The message is sent to the home network's Short Message Service Center (SMSC) and is then forwarded to the intended recipient's mobile number or short code. If the message is sent to a Short Code or A2P long number, the SMSC passes it on to the aggregator, who forwards it to the Enterprise that leased the number. Once the message is delivered to the Enterprise, an acknowledgement is sent back to the originating phone.
MO SMS
Mobile Originated Short Message Service (MO SMS) refers to a text message that is initiated from a mobile device and sent to another mobile device or an application. It is the opposite of MT SMS (Mobile Terminated Short Message Service), which refers to a text message that is sent from an application or service to a mobile device. Examples of MO SMS include a person sending a text message to a friend or family member, or sending a message to a business for customer support.
MSISDN
MSISDN (Mobile Subscriber Integrated Services Digital Network number) is a technical term that refers to a mobile number in international format. It's not a direct mapping to a mobile handset or a Subscriber Identity Module (SIM) card. An MSISDN allows Short Message Service Centers (SMSCs) to determine the country and mobile operator associated with a subscriber number. SMSCs use this information to query the mobile operator's Home Location Register (HLR) for information that helps route SMS messages to the correct handset. Example: The MSISDN number 447973000000 can be broken down into the following parts: 44: Country Code for the United Kingdom 7973: A network prefix or exchange prefix for Orange UK 000000: Subscriber number The MSISDN is made up of three parts, including the Mobile Country Code (MCC), Mobile Network Code (MNC), and Mobile Subscriber Identity Number (MSIN).
MT Message
An MT (Mobile Terminating) message is a text message sent from an application to a mobile device. The process starts with the application submitting the message to an aggregator, which forwards it to the SMSC of the terminating operator capable of delivering it to the intended recipient. Once the message is successfully delivered, a delivery notification is sent back to the aggregator and the enterprise that sent the message.
MT SMS
A Mobile Terminating Short Message Service (MT SMS) is a type of text message that is received by a mobile device, also known as a SIM card. This message is typically sent from an application or software to the mobile device via an aggregator, and is stored and forwarded by the terminating operator's SMSC until it is delivered to the intended recipient. Once the message is delivered, a delivery notification is sent back to the sender to acknowledge successful delivery.
MVNO
A Mobile Virtual Network Operator (MVNO) is a company that offers mobile services to customers under its brand, but does not own the physical infrastructure such as base stations or radio spectrum. Instead, MVNOs lease network capacity from Mobile Network Operators (MNOs) and resell it to their own customers. This allows MVNOs to offer mobile services without the high costs associated with building and maintaining their own network infrastructure. Examples of MVNOs include Boost Mobile and Cricket Wireless in the US, and Tesco Mobile in the UK.
OAuth
OAuth is a way for users to give websites or applications permission to access their information on other websites, without giving away their passwords. It is used by companies like Google, Facebook, and Twitter to let users share information with third-party applications or websites. It allows clients to securely access server resources on behalf of the user, without sharing the user's credentials. OAuth works with HTTP and issues access tokens to third-party clients with the user's approval. These tokens are then used to access protected resources hosted by the server. An example of OAuth in action would be a user logging into a third-party app using their Facebook account, without giving the app their Facebook password.
Omnichannel
Omnichannel marketing is a strategy that provides customers with a seamless brand experience across all channels and devices, including desktop, mobile, and others. It unifies campaigns and messaging across channels to deliver a complete and consistent customer experience. The focus is on building stronger relationships with customers by ensuring that they receive the same experience and messaging on every channel and device, not just through marketing but across all touchpoints, including PR, product, customer support, and sales. For example, a customer can interact with a brand on their mobile app, then continue the interaction on the brand's website or in-store, and still receive a consistent and integrated experience.
Opt-in
Opt-in is the process by which a mobile subscriber provides their explicit consent and agreement to participate in a mobile program or initiative, such as receiving messages or promotional offers. It is a way to ensure that mobile users are aware of the program and have voluntarily agreed to receive communications. This can be done through various means such as text messages, online forms, or mobile apps. Opt-in is important for businesses to comply with regulatory requirements and to build trust with their customers by respecting their preferences and privacy. An example of opt-in could be a user subscribing to receive promotional messages from a retailer by texting a keyword to a shortcode provided by the retailer.
Opt-out
Opt-out is the process by which a mobile subscriber requests to stop receiving messages or marketing communications from a mobile program or initiative. It is typically initiated by the subscriber, who can unsubscribe from the program by following certain instructions or by sending a specific message (e.g. "stop") to a designated number or shortcode. The opt-out process must be made available to the subscriber at all times, and it is the responsibility of the mobile marketer to ensure that opt-out requests are processed in a timely manner.
OTA SMS
An OTA SMS is a type of SMS message that is sent over the air to your mobile phone by your mobile network operator. The purpose of OTA SMS messages is to update or configure network settings on your phone or to provision new services. For example, your mobile operator may send you an OTA SMS to update your SMS Service Center number or to configure your phone to receive multimedia messages (MMS). OTA SMS messages are a convenient way for mobile operators to manage and update network settings on your phone without requiring any action on your part.
Over the Top (OTT)
Over the Top (OTT) refers to the delivery of content, services, and messaging through the internet rather than traditional communication channels. It is a term used to describe media and messaging services that are provided over an internet connection, bypassing traditional distribution channels such as cable, broadcast, and satellite television. In the context of messaging, an OTT message refers to a message that is sent through an app or service that uses the internet rather than the traditional messaging service provided by the mobile operator. Examples of OTT messaging apps include WhatsApp, iMessage, and Facebook Messenger.
P2A SMS
P2A SMS, or Person to Application SMS, refers to SMS messages sent from an end user to an application, as opposed to SMS messages sent from an application to an end user (A2P SMS). P2A SMS messages are typically initiated by the end user and can be used for a variety of purposes, such as to provide feedback or interact with customer support. For example, a customer might send a text message to a company's SMS service requesting information about a product, and the application would respond with an automated message.
P2P SMS
P2P SMS refers to person-to-person messaging, where one individual sends a text message to another individual, both of whom are using their personal mobile devices. This type of messaging is sent and received through the home networks of the individuals and is not routed through a third-party service provider. P2P SMS differs from A2P (application-to-person) SMS, where messages are sent from an application to a mobile user. Unlike A2P SMS, P2P SMS is vulnerable to substitution by over-the-top (OTT) messaging services, such as WhatsApp or Facebook Messenger.
PaaS
Platform as a Service (PaaS) is a type of cloud computing service that allows developers to build, test, and deploy software applications without the need to manage underlying infrastructure. PaaS provides a complete platform that includes an operating system, programming language, web server, and database, among other components. It offers greater flexibility and scalability compared to on-premises solutions, and allows businesses to rapidly develop and deploy applications. Public PaaS is offered by cloud service providers, while private PaaS is deployed within an organization's own infrastructure. Private PaaS offers greater control and security, but requires additional maintenance and resources. Overall, PaaS provides a cost-effective and efficient way for businesses to develop and deploy applications.
PCIDSS
The PCI Data Security Standard (PCIDSS) is a set of best practices and security requirements developed by Visa and MasterCard to ensure that businesses handling sensitive credit card data are doing so in a secure manner. The standard consists of 6 core areas and 12 requirements, covering a range of security measures to protect data privacy, establish perimeter security, and implement layered security. Compliance with the standard is required for any business that processes, transmits, or stores credit card data to avoid the risk of having their credit card transaction privileges revoked.
PDU
A Protocol Data Unit (PDU) refers to a unit of data transmitted over a network, which is usually composed of a header and a payload. It is a term commonly used in the context of the OSI model, which is a conceptual framework for understanding how network communication works. The header provides information such as the destination and source addresses, while the payload contains the actual data being transmitted. In the context of the SMPP protocol, which is used for exchanging SMS messages, each PDU has a mandatory header section that is the same for every PDU transmitted between the Short Message Service Center (SMSC) and the External Short Messaging Entity (ESME).
Postback URL
Postback URL is a way to track conversion events in marketing campaigns. It is an HTTP request that sends information about a conversion event to a third-party server. This helps ensure fair partnership and accurate tracking of the success of marketing campaigns. Other terms used for this process include CallBack, WebHook, and server-to-server tracking. An example of a conversion event is when a user clicks on an ad and makes a purchase, and the Postback URL sends data about this purchase to the advertiser's server.
PPC
Pay Per Click (PPC) is an advertising model that charges the advertiser only when a user clicks on the ad. In this model, the advertiser sets a budget and bids on specific keywords or phrases that trigger the display of their ads. When a user searches for a keyword, the search engine displays the ads of the highest bidders, and the advertiser pays only when a user clicks on their ad. This model is used widely in internet advertising, and popular platforms like Google Ads and Facebook Ads operate on a PPC model.
Prelander
A prelander is a one-page website that visitors see before they reach the main product website. Its purpose is to provide information about the product in a compelling way, in order to persuade visitors to buy it. Prelanders are designed to look and feel like a real website, but they only serve the purpose of pre-selling the product. They contain various formats such as banners, text, and videos, and work well on mobile devices.
Premium SMS (PSMS)
Premium SMS (PSMS) refers to a type of text message service that allows users to pay for mobile content or services directly through their mobile phone bill. It enables customers to purchase products or services by simply sending an SMS to a specific number, and the cost of the SMS is charged to the user's mobile phone bill. Common uses of PSMS include buying ringtones, games, or digital content, voting in television shows, and making charitable donations. PSMS is commonly used for micropayments because it offers a convenient and easy payment method. However, it is important for users to be aware of the charges associated with PSMS and to carefully read the terms and conditions before making a purchase.
Push
Push technology refers to technologies that enable information to be delivered spontaneously and rapidly to a user without any action on their part or their mobile device. This is commonly used in email and mobile push notifications, where messages are sent directly to the user's device without the need for the user or the device to manually check for updates. Mobile push notifications are sent using services provided by mobile operating systems and can be received at any time, even when the app is not running.
Quality of Service (QoS)
Quality of Service (QoS) refers to a set of measures that are used to ensure that network resources are used efficiently and effectively. QoS is typically used to manage network traffic and ensure that important traffic, such as voice and video data, is given priority over less critical traffic. QoS is often expressed in terms of the level of service that is provided, and is measured in terms of availability and reliability. For example, a carrier may offer a QoS guarantee of 99.999% (or "five nines"), which means that their service will be available and reliable 99.999% of the time. QoS is important for businesses that rely on their network infrastructure to deliver critical services, such as voice and video conferencing, online transactions, and other mission-critical applications. By ensuring that network resources are managed effectively, QoS helps to minimize downtime, reduce latency, and improve overall network performance.
RBM
Rich Business Messaging (RBM) is a messaging protocol designed to enhance the standard SMS experience by allowing for more engaging and interactive messaging. It enables brands to have a two-way communication with their customers through mobile carriers, offering features such as the ability to send multimedia content like images, videos, and GIFs, as well as action buttons that allow users to interact with the content without leaving the messaging app. Additionally, RBM allows for phonebook polling, which enables service discovery and simplifies the process of opting in to receive messages from a brand.
RCS
RCS (Rich Communication Services) is a messaging protocol designed to enhance the messaging experience on mobile devices. It allows for features such as group chat, read receipts, and the ability to send high-resolution images and videos. Unlike SMS, which is a basic text-only messaging service, RCS offers a richer and more interactive messaging experience similar to other messaging apps like WhatsApp or iMessage. RCS is being adopted by an increasing number of carriers and OEMs as the default messaging app for Android devices, with Google providing native support for the protocol in Android Messages.
Remarketing
Remarketing is a marketing strategy that targets people who have previously interacted with your brand or website but did not convert. It involves using various tactics such as display ads, email marketing, and social media advertising to remind these potential customers about your product or service and encourage them to take further action. The goal is to keep your brand top of mind and increase the likelihood of a conversion. For example, a website may use remarketing ads to show products to a visitor who viewed them but left without making a purchase, with the aim of encouraging them to return to the site and complete the purchase.
REST
Representational State Transfer (REST) is an architectural pattern for designing web services that interact with resources using HTTP methods. Originally, web resources were identified by URLs, but the concept has evolved to include any entity that can be named, addressed, or handled on the web. In RESTful web services, a request to a resource's URL returns a response in a format such as HTML, XML, or JSON, which confirms that a change has been made to the resource and provides links to other related resources. Common HTTP methods used in RESTful web services include GET, POST, PUT, PATCH, DELETE, CONNECT, OPTIONS, and TRACE. The World Wide Web is based on REST.
Retry Schedule
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RFC
Request For Comments (RFC) is a series of documents and standards related to the Internet, widely used in commercial software and freeware. RFCs are created and reviewed by technical experts, rather than a formal institution, and serve as a way to document Internet standards. Despite their informal creation, RFCs are widely adopted as standards and provide many advantages over more formal standard creation processes. They are known for their practical and experience-driven approach, and for their ability to avoid common issues found in both informal and formal standards. For example, an RFC may document a standard for how emails are transmitted over the Internet, providing guidance to software developers on how to properly send and receive emails.
Rich Message
A rich message is a message that can contain various multimedia features such as videos, files, maps, action buttons, and images. Unlike traditional notifications that are limited to text-only messages, rich messages can take communication to the next level with their interactive features. For example, a restaurant can send a rich message to its customers with a menu containing images of their best dishes, an action button for booking a table, and a map to help them locate the restaurant.
Roaming
Roaming refers to the ability of a mobile device to connect to a different network and use its services while outside the coverage area of the home network. This means that users can continue to use their phone or other mobile devices while traveling to other countries without the need to change their SIM card or phone number. When a user is roaming, their mobile device communicates with a foreign network, and the home network is billed for the usage of the foreign network's services. SMS messages can be delivered correctly to roaming subscribers, and it is rare for a subscriber to be charged to receive a message while roaming in the GSM world.
RPC
RPC, or Remote Procedure Call, is a protocol that allows one program to request a service from another program located on a different computer within a network without knowing the network's intricacies. It works on a client-server model where the program that requests the service is the client and the program that provides the service is the server. Multiple RPCs can be executed simultaneously, thanks to lightweight processes or threads that share the same address space. When a program that uses RPC framework is compiled into an executable program, a stub is included in the compiled code that acts as a representative of the remote procedure code. When the program is run and the procedure call is made, the stub receives the request and sends it to a client runtime program in the local computer. The client runtime program knows how to address the remote computer and server application and sends a message across the network requesting the remote procedure. The server, which includes a runtime program and stub that interface with the remote procedure, returns the response-request protocols the same way.
SaaS
SaaS stands for Software as a Service, which is a cloud-based service model where applications are delivered to customers over the internet, eliminating the need for them to purchase, install, and run the software on their own computers. SaaS providers are responsible for maintaining and hosting the software, allowing customers to access it from any device with an internet connection. This model allows businesses to scale up or down easily, as they only pay for the services they use, without the need for expensive hardware or IT staff.
Sender ID
Sender ID, in the context of SMS, is a unique identifier or label that represents the sender of an SMS message. It can be a phone number, alphanumeric characters, or a combination of both. Sender ID helps recipients identify who sent the message and can be used for branding purposes. It is important to note that Sender ID can be limited by local regulations and carrier requirements, and may not always be customizable for certain countries or regions.
Short Codes
Short Codes are unique phone numbers consisting of four to six digits used for sending and receiving SMS and MMS messages between consumers and businesses. They are recognized worldwide and are shorter than regular phone numbers, making them easier to remember and enter into a phone. Short Codes can also spell out brand names or keywords to make them more memorable for customers.
Shortcode
Shortcodes are abbreviated phone numbers, typically consisting of 4-6 digits, that can be used to send and receive SMS or MMS messages from a mobile device. Shortcodes are used for various purposes, such as accessing mobile content or services, voting in polls, and making donations. Wireless subscribers send text messages to a common shortcode number with a relevant keyword to initiate a transaction or access a specific service. Shortcodes are often used by businesses and organizations as a marketing tool to engage with customers and offer promotions or information.
SIP
Session Initiation Protocol (SIP) is a communication protocol used for initiating and managing multimedia communication sessions, often used in Internet Protocol (IP) telephony systems and professional audio and video over IP connections. AES-67 requires the use of SIP for connection management, with other protocols like Bonjour and NMOS IS-05 being optional. The purpose of SIP is to provide call functions and features similar to traditional telephone networks. SIP proxy servers and user phones perform familiar telephone operations such as dialling a number, causing a phone to ring, and hearing ring back tones or busy signals. A text-based protocol called SDP is used to describe the functionality of each network node. The SMPTE ST 2110-10 standard for high bitrate professional media over managed IT networks requires the use of SDP. Session Border Controllers, which provide extra features such as security, NAT, QoS, and priority, are sometimes used at the border between service providers.
SLA
An SLA, or service-level agreement, is a contractual agreement between a service provider and a customer that outlines the level of service the customer can expect, using specific and measurable terms. SLAs typically define performance levels or delivery times agreed upon in the contract. Various metrics are used to establish an SLA, such as network uptime, power uptime, support availability, and other performance indicators.
SMPP
SMPP stands for Short Message Peer-to-Peer protocol, which is an open messaging transfer protocol used for exchanging SMS messages between an external Short Message Entity (ESME) and a Short Message Service Center (SMSC). This protocol defines the structure of the information that needs to be exchanged between an ESME and an SMSC and the operations associated with this exchange. Every request made using SMPP is associated with a response.
SMS
SMS stands for Short Message Service, which is commonly known as text messaging. An SMS message has a maximum length of 160 characters. There are two main types of SMS: person-to-person (P2P), which involves the exchange of messages between mobile phones, and application-to-person (A2P), which involves messages sent from a system or application to a mobile phone.
SMS Billing
SMS billing is a payment method that utilizes SMS technology to verify customer authenticity before payment is made. There are different types of SMS billing flows available, including MO SMS, MT SMS, Handshake MT, and MSISDN. In MO SMS, the customer sends a keyword from their phone to initiate the payment process. In MT SMS, the customer receives an SMS on their phone to confirm the payment. Handshake MT requires the customer to reply to the SMS received to authenticate the payment, while MSISDN uses the customer's mobile number to initiate the payment process.
SMSC
An SMSC is a server that sends and receives text messages between mobile devices. It's connected to a network that allows it to transfer messages. It can either store and forward messages or just forward them directly. For example, when you send a text message to your friend, it goes through the SMSC before reaching your friend's phone.
SNMP
SNMP stands for Simple Network Management Protocol, and it's a protocol that helps network administrators manage devices on IP networks. SNMP works by sending messages called Protocol Data Units (PDUs) to devices on the network. The devices, called agents, store data about themselves in Management Information Bases (MIBs) and return this data to SNMP requesters, allowing administrators to monitor network performance, troubleshoot issues, and plan for growth. For example, an SNMP-enabled router can provide information on network traffic, CPU utilization, and other performance metrics to an SNMP management system.
SS7 Network
SS7 Network is a telephony protocol used by mobile networks worldwide to exchange voice, data, and control information, including SMS messages. The SS7 protocol is structured in layers based on the OSI model, and the MAP layer is responsible for SMS transmission. The SMSC, HLR, VLR, and MSC use MAP commands to communicate over the SS7 network.
Terminating Operator
The terminating operator refers to the Mobile Operator whose Short Message Service Center (SMSC) delivered a message to a subscriber. It is important to note that the terminating operator should not be confused with the destination operator. The destination operator is the Mobile Operator of the recipient of the message. For instance, if a message is sent to an MTN South Africa subscriber via Vodafone UK's SMSC, then Vodafone UK is the terminating operator and MTN South Africa is the destination operator.
Tracking URL
A tracking URL is a web link used to track the effectiveness of a marketing campaign. It helps companies to monitor user engagement and conversion rates for different types of campaigns, such as pay-per-click, bulk messaging, and banner ads. By clicking on a tracking URL, certain elements are recorded and analyzed, such as the number of clicks, impressions, and conversions. This information helps businesses to make informed decisions about their marketing strategies and improve their ROI.
TTL
Time to live (TTL) is a parameter that sets a limit on the lifespan of data in a network. It determines how long a packet of data can travel on a network before it is discarded. If the TTL value for a packet reaches zero, it is no longer forwarded, and it is dropped. The TTL mechanism helps prevent network congestion and ensures efficient use of network resources.
Two-factor Authentication (2FA)
Two-factor authentication (2FA) is a security mechanism used to verify the identity of a user. It requires the user to provide two different types of authentication factors in order to gain access to a system or application. This can include a password and a one-time code sent via SMS, or a fingerprint scan and a security question. 2FA is a more secure method of authentication than relying on just a password, as it makes it much more difficult for attackers to gain unauthorized access to an account.
UDH
User Data Header (UDH) is a part of an SMS message that is used to provide additional information about the message. It is a binary sequence that may be present at the start of the message, and it specifies how the message should be processed by the receiving device. The UDH is not visible to the user and does not contain any text, but rather provides instructions to the receiving device about how to handle the message. It is used for a variety of purposes, such as concatenating long messages, indicating the type of message being sent, and specifying the character set to be used.
USSD
USSD or Unstructured Supplementary Service Data is a session-based protocol used in GSM networks to establish a real-time interactive session between the mobile user and a software application, usually within the mobile operator's network. Unlike SMS, USSD allows for two-way communication in real-time. It is often used by mobile operators to provide services such as balance checking, setting adjustments, and other value-added services. USSD codes are usually initiated by dialing a code that starts with a "*" and ends with a "#", for example, *123# for checking balance.
UUID
A UUID, or Universal Unique Identifier, is a 128-bit number used to uniquely identify an object or entity on the Internet. UUIDs are designed to be extremely unlikely to be duplicated or repeated, even when generated independently. The UUID4 implementation generates UUIDs using random numbers, ensuring maximum uniqueness.
Validity Period
Validity Period is a setting that determines how long an SMSC will try to deliver an SMS message. It's useful when the recipient's phone is turned off or out of coverage and the message is time-sensitive. The setting is expressed in minutes from the time the message is sent and can be specified as an absolute date and time or relative time. If the set time is reached, an SMSC will return an expired delivery report. The default Validity Period is usually 7 days or 10,080 minutes if no setting is specified. An example of using Validity Period would be setting it to 30 minutes to ensure the message is only retried for delivery by an SMSC for a maximum of 30 minutes.
VAS
A value-added service (VAS) is an additional service provided by mobile networks or resellers that generates extra revenue by offering enhanced benefits to subscribers. VAS revenue includes revenue from Rich Messages, SMS, data-over-cellular, and information-service revenue. Other VAS revenue is considered transparent and is included with call charges or subscription revenue.
VLR
A VLR (Visitor Location Register) is a server in a cellular network that supports users who are outside the coverage area of their own Home Location Register (HLR). When a user roams outside their home area, the VLR obtains information about the user from the HLR via Signalling System 7 (SS7) and creates a temporary record while the user is in the VLR coverage area. This ensures seamless mobility management and call-handling functions for the user.
VPN
A VPN, or Virtual Private Network, is a technology that enables remote users to securely access a network from a remote location. For example, if a company has a VPN server set up, a user can connect to it from a supported device, such as a mobile phone, and access the company's Intranet with the same user rights and privileges as if they were physically present. The connection remains secure, preventing unauthorized access to the network.
Web Push
Web push notifications are alerts that can be sent to users through their desktop or mobile browsers. Users need to opt-in to receive these notifications. They are often used by advertisers to communicate brief messages to customers who don't have a mobile app.
XML
XML stands for Extensible Markup Language and is a specification developed by W3C for web documents. It is a metalanguage that allows users to define their own markup language for storing and transporting data. XML is designed for use on the internet and provides a set of rules for encoding documents that can be read by both machines and humans. It is particularly useful for displaying and sharing structured data such as database information or other structured documents.