Tag Archive for 'AT&T'

My Experience at the 3G iPhone Launch

Published
by
Ainsworth Boyle
on July 11, 2008
in Industry News
. 0 Comments

Last year I made it to the initial iPhone launch. I arrived at a small AT&T store, on Linton Blvd, in Boca Raton, FL, six hours early. I was one of the first 20 people in line and just after 7:30PM I walked out of the store with one of the first iPhones.

This week, I’m on vacation in New York City. Late last night I debated making the trip over to the legendary 5th Avenue Store - I was at that store’s grand opening - but I decided a local AT&T store might be the better bet - I should have remembered AT&T stores sold out last year and Apple stores did not.

This years launch was 8:00AM; I strolled up to AT&T 86th and 3rd street store in New York City at ~8:30. I was about 150 people deep, give or take the handful of people that “ran into friends who happened to be standing in line.”

As many of you know, the activation process was now set to be done on sight. That only worked for the first customer as both AT&T and iTunes (Apple) would crash by 8:15.

As I got to the front of the store, the countdown began: “We have no more 16GBs and only 10 8GBs. We are accepting direct fulfillment.”

At this point, I began running the number of line cutters through my head, realizing I was 11 from the front. No more announcements would come, yet I was invited into the store with the chain closing behind me.

5 minutes later my AT&T salesman was handed an iPhone 3G and told, “That’s the last one.” Alas, I was handed my new iPhone 3G and told that the remaining activation process would have to be done at home using iTunes.

Needless to say, the new phone is sexy… however, iTunes is still struggling through the activation process. Once I’m able to get through the set-up process I’ll be sure to add updates on the MobileMe experience; I know there are a few debates about it’s ability to dethrone BlackBerry.

- Ainsworth

Mobile Marketing Audits and Provisioning are Getting Better Eyes

Published
by
Ainsworth Boyle
on May 20, 2008
in Industry News
. 0 Comments

In addition, to the recent FTC announcement, we’ve noticed a few other regulatory changes from the major mobile carriers. It is possible that these two events are separate, but they seem too coincidental. With 2008 being a break-out year for mobile, the regulating bodies are putting forth their best effort to protect the sensitivity of mobile numbers.
Once a short code has been purchased with the Common Short Code Authority it must be provisioned with each of the mobile carriers. Part of this process includes submitting a detailed program summary outlining everything from the program’s sample message flow, to the expected traffic volume. Each carrier has a different process for managing these applications.  Some, like AT&T, prefer a short approval process (2-4 weeks) whereas others, like Verizon, have a longer process (6-8 weeks).  AT&T’s method was supported by ongoing monthly audits, whereas Verizon preferred to complete all due diligence upfront. This makes for an interesting process to manage.
In the most recent weeks, we’ve seen a significant change in the requirements for the submission process. AT&T has begun taking more upfront time to approve programs and all of the carriers are more detailed in their acceptable use requirements. This has pushed AT&T’s approval timeline from 2-4 weeks to the 6-8 week mark. Without a doubt, this is an effort of the mobile carriers to protect their consumers and minimize any chances of a marketer abusing the technology.
Mobile carriers that audit ongoing programs are making sure that the program hasn’t changed from what was approved. They do this to prevent scams, but mostly to make sure that each consumer has a positive experience with each program. Many carriers realize that consumers do not differentiate an SMS content provider from their actual mobile carrier, so SPAM or faulty programs are often a poor reflection on the carrier. The FTC is taking a bit of a different route and acting as a second auditor across all mobile programs. The FTC’s main goal is to protect the under-eighteen crowd from aggressive marketers by scanning for misleading messages. This is a different angle that indirectly protects the mobile marketing industry because it reduces the likelihood of SPAM, which would desensitize mobile consumers.
While the carrier’s reaction to these events have created more policies for program summission, the additional few weeks to launch a program are significantly outweighed by the benefits of a well protected marketing medium. But even with these regulations, marketers still must do their part.

- Ainsworth