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Common short code users generally fall into one of five (5) main categories. Each category has a unique and important role to play in the short code value chain. The end users of common short codes are wireless subscribers,
who use them to interact with a whole host of applications. Behind the scenes, the environment is built on companies who provide either the networks or the applications needed to make it all happen. There are four (4) groups of companies that work together to bring CSCs to wireless subscribers; they include
content providers , application providers , connectivity aggregators, and wireless service providers.
Content Providers
Content providers are typically large and well-known media organizations, advertisers, and consumer product companies. They develop and/or sponsor programming or promotions with which end users can interact via common short codes. These companies sponsor applications, promote CSCs to end users, and provide content desired by consumers. Content providers own or have rights to the resources demanded via wireless devices and common short codes.
Examples: Television Broadcasters/Producers, Radio Stations, Movie/Record Companies, Consumer Packaged Goods companies, Advertising Agencies, Promoters, Mobile Content Providers (ringtones, graphics, etc.), Game Providers.
Application Providers
Each message addressed to an active CSC is eventually routed to an application. Although an application may be developed and/or hosted by the content provider, there are a number of Application Providers that specialize in software development and hosting for mobile messaging applications. In addition to technical expertise, most application providers support content providers with expertise on the best methods and techniques for maximizing participation and success of CSC applications. Most application providers are specialists in a specific type of application, such as voting/polling, marketing, or gaming.
Connection Aggregators
In order to utilize an active CSC, application providers and/or content providers must obtain connectivity to participating wireless service providers' networks so that a message addressed to their CSC can be routed from the wireless network to their application. The most common method for connecting to a wireless network is Short Message Peer to Peer (SMPP) over a secured virtual private network (VPN) connection. Connection aggregators have authorized connections to multiple wireless networks.
Wireless Service Providers
Referred to by many names (wireless carriers, mobile operators, wireless networks), these are the companies from which wireless subscribers purchase their mobile phone service. In order for a CSC application to work on a participating wireless service providers' network, the CSC must be set up and tested to route from the wireless network to the application. This message routing is done either through a connection aggregator or to the application provider directly, depending upon what network connectivity is in place. Depending on the individual carrier, connectivity may be established directly.
CSC Administrator
Common short codes are administered by the CSC Administration (CSCA) for wireless carriers. In addition, the CSCA oversees the CSC Registry, which provides the technical and operational aspects of CSC functions and maintains a single database of available, reserved, and registered CSCs.
Other functional roles involved in the enabling and use of CSC-related applications are as follows:
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End users are people and/or entities that utilize short codes for communication with applications. |
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Wireless carriers provide the network infrastructure for the delivery of messages between end users and connection aggregators or application providers. |
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Connection aggregators provide connectivity between carrier networks and application providers. |
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Application providers provide the technology platform for CSC service applications. |
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Content providers are the entities that own or have the right to content. They often license content to application providers for delivery to end users. |
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