CTIA – The Wireless Association® Launches Common Short Code Auditing and Monitoring Initiative

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WASHINGTON, DC—March 26, 2007—CTIA – The Wireless Association® announced today that it has formally launched an industry-wide Common Short Code (CSC) Auditing and Monitoring Initiative to ensure that off-portal third party content providers are in compliance with the industry’s Consumer Best Practices (CBP) and are ultimately honoring the terms and conditions under which wireless subscribers purchase mobile products and services. Today, there are more than 2,000 CSC programs in process

“As the demand for third party off-portal content skyrocketed, so too did the supply of content providers, some of whom were ill-prepared to properly serve their rapidly expanding client base,” said CTIA – The Wireless Association® President and CEO Steve Largent. “The wireless industry quickly recognized there was a problem and stepped-up to plate in a pro-active and voluntary manner to address it. The result is CTIA’s monitoring and auditing initiative.”

"The wireless industry’s existing CBP addresses important consumer concerns regarding the purchase of off-portal third party content such as; a subscriber’s right to privacy, consistency of content with plan on file, advertising clarity, billing accuracy and subscription management functionality. However, reports of some content providers not complying with the industry’s CBP has led to wireless subscribers receiving services they did not desire.

“It is important to note that the overwhelming majority of off-portal content providers are in compliance with the wireless industry’s CBP,” said Largent. “However, there is clearly a handful that is not; and it is through this program that we intend to address their noncompliance. When it comes ensuring a positive consumer experience with off-portal third-party content there is simply no room for compromise. We feel very strongly about compliance with the wireless CBP.”

The CTIA has chosen Telephia to administer and manage this multi-million dollar program. Telephia is the world’s largest provider of syndicated consumer research to the telecom and mobile media markets. Under the new initiative, all CSC programs will be audited to ensure they are in full compliance with the industry’s CBP. Furthermore, programs will be regularly monitored to assess their on-going compliance with the CBP. At the center of the auditing and monitoring program is a data collection system whereby key information such as advertising and promotional materials, billing information and website screenshots will be electronically collected, stored and evaluated.

"“The explosive growth of Common Short Codes has made it necessary for the industry to establish guidelines to ensure that consumers are receiving excellent products and services,” said Sid Gorham, President and CEO, Telephia. “We’re thrilled to be collaborating with the CTIA on such an important consumer program. Telephia pioneered wireless measurement research and we’re dedicated to developing independent benchmark testing products that help providers improve their services and guarantees a healthy marketplace for consumers.” ,"

About Telephia

Telephia is the world's largest provider of syndicated consumer research to the telecom and mobile media markets. Telephia is your connection to the digital consumer. Since 1998, executives at service providers, device manufacturers, content providers, and retailers have relied on Telephia data to make confident competitive strategy, marketing and resource allocation decisions. Telephia uses its unique measurement tools and large-scale consumer panels to completely understand the digital consumer's behavior, attitudes and experience.

To learn how Telephia data can help you understand the digital consumer and track your competitive performance, please contact us at (415) 395-0500 or www.telephia.com.

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Press Contact US: Maria Bumatay

Email: mbumatay@telephia.com

Phone: +1 415 637 4904