| Unlike email, mobile is protected from spam |
| Wednesday, 23 February 2005 | |
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NMA-Letters - Your In Brief item regarding the International Telecommunication Union's findings on mobile spam (NMA 17.02.05) was potentially chilling, but maybe more so than experience suggests. While most UK consumers receive little if any mobile spam, the perception of any sort of volume is damaging. The consumer email market has been blighted by a very real spam problem, such that almost all legitimate marketers struggle to get their messages past spam filters and real-time blacklists. The email industry faces a very significant task in convincing ISPs and the blacklisting operators of the distinction between legitimate messages and spam.In mobile, the issue is simply not in the same league. The cost of sending mobile messages is significantly higher than the equivalent cost of sending email messages - you can't yet buy a million mobile numbers for $9.99 off the Web. The legislative restrictions on valid permission for the use of personal data in mobile marketing are probably more rigidly applied. The recent Icstis rules on subscription service and Mobile Data Association rules on universal stops add to this environment. And long may it remain. As long as the process of running campaigns on mobile requires compliance and investment, we have our best chance of heading off the sort of situation that now faces email marketers. This will ensure that the real potential of mobile for marketing can be realised. Nick Fuller, head of operations, Flytxt © Copyright Flytxt Ltd 2006. Unauthorized use of any content constitutes a material breach. |
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