DUBLIN, Ireland-A schism is developing in the marketing world as mobile marketers insist on going it alone on measures to minimize spam over wireless networks.
The Direct Marketing Association has a protocol called Telephone Preference Service (TPS), which allows customers to opt out of direct marketing campaigns. The group said it has recorded a massive increase in the number of mobile customers using the service.
However, the Mobile Marketing Association (MMA) said this service is no more effective than its own measures to combat mobile spam. The MMA is also skeptical of the value of TPS because most mobile marketing databases are populated by customers who have already agreed to accept their messages.
A number of mobile operators have taken steps to pre-empt problems with spam. Last September, KPN Mobile began offering customers the option of deciding from whom they receive mail by allowing them to compile and update what are known as “white lists” on their handsets. Customers using white lists only receive messages from senders on the lists.
Forthcoming regulations relating to direct marketing will oblige marketing companies to run all campaigns on an opt-in basis.
