Submitted by Mike Grenville on Tue, 11 Apr 2006 11:27

The company is offering marketing and support to mobile content providers that agree to adhere to the Mobile Consumer Bill of Rights using its services.

– In an attempt to accelerate adoption of best practices, SMS.ac, Inc., says it will provide US$25 million in marketing, services, and other incentives to mobile content providers that agree to adhere to the Mobile Consumer Bill of Rights.

The company warned the mobile industry that unless it quickly finds a way to force adoption of this minimal set of standards, the market faces certain corrosion and implosion.

"Anyone remember the 900 (premium rate) market?” asked SMS.ac chairman and CEO Michael Pousti at the company’s press conference on opening day of CTIA 2006. “To the average consumer, 900 numbers are synonymous with sex and psychic lines, nothing more. While 900 numbers could have been a $100 billion revenue stream and a source of great products and services for consumers, today no respectable brand will have anything to do with them. Ever heard of Disney promoting a 976 line? Through SMS.ac’s mobile consumer polls graphing consumer perceptions, we have very clear data indicating that consumer sentiment towards mobile application, content, and short code usage is headed in that same direction.

“Therefore, it is imperative for the mobile industry to reverse the current trend and instill consumer confidence,” emphasised Pousti. “For those content companies committed to adhering to the Mobile Consumers Bill of Rights and who serve as good citizens of the global mobile community, SMS.ac will open-up our growing community of 50 million mobile phone users to you, along with many of our other assets.”

In an effort to bolster consumer confidence worldwide, SMS.ac created and implemented (in August 2005) the Mobile Consumers Bill of Rights, a brief and easy-to-understand best-practices guide reflecting the company’s experience, and feedback from its global mobile community of consumers, network operators, regulators and mobile data application and content companies.

By agreeing to comply with the Mobile Consumer Bill of Rights, mobile application and content companies SMS.ac is offering distribution and billing for their content without any upfront, monthly or other fees. Additionally, participating companies will receive millions of dollars in marketing support for their content.

The Mobile Consumers Bill of Rights:

1. Clear Descriptions and Pricing

   Mobile consumers have the right to clear and easy-to-understand descriptions of the products and services for which they are paying.

   Mobile consumers have the right to know exact costs for all products and services prior to purchase, clearly expressed in each customer's local currency, without the confusion of moving, scrolling or otherwise difficult-to-read text.

2. Privacy, Opt-in and Opt-out

   Mobile consumers have the right to communicate, participate and transact in a safe environment, where their personal information is protected.

   All pay-for products and services must include an opt-in process for the consumer that is clear and concise.

   All pay-for products, including premium SMS (text) messages received on a consumer’s phone must contain clear and easy-to-follow instructions on how to opt-out of the product and/or service, along with confirmation that their opt-out process was successful, delivered on a non-premium message.

3. Prompt Possession and Satisfaction

   Mobile consumers have the right to receive the goods and services they paid for in a timely fashion and in a manner that meets their expectations.

4. Customer Service and Technical Support

   Mobile consumers have the right to courteous customer service and technical support that are easily accessible 24-hours per day and seven days each week.

   Mobile consumers must receive replies to all inquiries within 24 hours and have their issues resolved quickly and respectfully.

   Customer service assistance should be available through Toll-free phone service, and/or real-time online chat with service personnel, as well as via email response.

5. Money-back Refund

   Mobile consumers have the right to request a money-back refund, in the event they are unhappy with the product or service provided. Money-back refund policies should be available to all mobile consumers within the initial 30 days of purchase, when customer confusion is most likely to occur.

6. Customer Confidence

   Mobile consumers have the right to say, "NO." NO surprises. Customers only receive goods and services that they requested without hidden costs and invisible opt-ins.

   NO spy ware or other forms of intrusive data collection unless clearly specified by the content provider and opted-in to by the customer.

   NO spam. Mobile phone users have the right to a spam-free environment, where only authorised messages are sent to their phones.

www.sms.ac/BillofRights