Click here to read the introduction
MIG has been actively involved in working with regulators, broadcasters and mobile operators to address industry concerns regarding broadcast premium rate services and the Prior Permission process. MIG is also an accredited partner for the UK Payforit™ scheme, enabling us to provide ‘direct’ billing with operators for web and WAP purchases. Over the next three months, the Payforit™ scheme will increasingly replace PSMS as a payment mechanism for premium content. What will its introduction mean for the rest of the industry?
dig-it: What’s hot in mobile marketing right now Tim?
Tim: Both response-led marketing and ad-response mobile campaigns are proving to be a very good driver to the uptake of direct interaction between consumers and traditional media channels.
Broadcast premium rate services (“broadcast PRS”) have been in the news a great deal recently. ICSTIS issued a statement of expectations for Quiz TV in April and a wider consultation paper on broadcast PRS in May. ICSTIS plans to introduce a prior permission regime for all broadcast PRS (on television or radio), with few exceptions. As part of these plans, there would be increased regulation to address the risks ICSTIS perceives in the areas of connectivity, capacity, conduct (for selection of winners etc), independent verification of processes and pricing information. MIG has been working with broadcasters and mobile operators to address and, in some cases, refute the perceived concerns. We have responded to the ICSTIS consultation paper and have proposed a draft best practice statement for the mobile operators to consider. We are keen to discuss any questions you may have about broadcast PRS, the prior permission process, our recommended best practice policies and how these may affect you.
Please contact Richard Metcalf, Director of Media and Entertainment.
Email – Richard.Metcalf@migcan.com or call +44 (0)870 235 4042 for further information.
http://www.migcan.com/mobilebilling.html
Mobile Interactive Group is an accredited partner in the UK Payforit™ scheme which means we can do 'direct' billing with the operators for web and WAP purchases using our MIGPay™ product.
In the next three months, as the operators insist on the Payforit™ experiences for WAP purchases, the Payforit™ trusted mobile payment mechanism will increasingly replace PSMS. But what will its introduction mean for the industry?
Well, while flat rate data pricing introduced by most of the operators is set to get consumers browsing for content, then Payforit™ is likely to give them the easy and trusted way to then buy content and services when they find them. It truly is the arrival of the mobile internet and m-commerce.
Payforit™ will have all manner of benefits to the mobile industry, from giving consumers more visibility on their purchases to creating a better billing solution for content suppliers.
Following feedback from many of the Payforit™ API's and content providers over the last few weeks, O2 has revised its deadlines for compliance to Payforit™.
All new billable WAP services on O2must be behind an accredited payment intermediary by 1st July 2007.
All existing billable WAP services on O2 must be behind an accredited payment intermediary by 1st September 2007.
For clarity - the 1st September date is an absolute drop-dead date where all services must comply - this includes all services using MSISDN pass-through. As of 1st September, all non-PFI URL's will be removed from the WAP gateway.
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