Mobile News

The authoring of mobile content is not part of the functionality of mobile marketing solutions. A functional requirement is therefore to support the authoring of mobile content via third-party tools available on the market. This means that file formats generated by one tool are supported by the software and can be imported into the content section.

The integration of mobile marketing solutions with other communication servers, such as SMS gateways, e-mail relays or IVR servers, requires the support of protocols. For each type of relay or gateway, the popular protocols are listed below.

* SMS — SMPP, HTTP, SMTP

* IVR — HTTP, FTP, SMTP

* e-mail — SMTP, POP.

Mobile marketing software often scopes out the generation of custom reports from campaign data, focusing on a few pre-generated ones. As in the case of mobile content authoring, a functional requirement is the support of third-party reporting tools.

1. Examples of such software include Adobe GoLive! for MMS content or Nokia PC Suite for SmartMessage content.

2 This is also applicable to cell broadcast, which is occasionally used in mobile marketing.

3 Universal Multiple-Octet Coded Character Set used for Arabic or Chinese, for example.

4 A tighter coupling of mobile marketing solutions and IVR servers is possible through the use of voiceXML. The voiceXML browser could fetch (and cache) voiceXML call flows and audio prompts served by the mobile marketing server.

5. This allows the use of Flash SMS, SMS rewrite or setting a validity period on messages sent in a push campaign.

6. Legacy systems are often standalone versions of dialogue engines built or acquired before the use of an integrated mobile marketing campaign solution.