Jason Kerr Manager, Industry Affairs CWTA jkerr@cwta.ca

1. Jason KerrManager, Industry AffairsCWTAjkerr@cwta.ca Text Messaging Info – www.txt.ca Wireless Industry Info – www.cwta.ca

2. Wireless Stats Current stats: • 1.5 billion p2p text messages sent in 2005. • More than 100% growth each year since 2003. • Monthly volumes now over 324.4 million or 10.8 million text messages each day! • More than 700 Common Short Codes have been activated in Canada since July 2003. • Currently 17.3 million mobile subscribers in Canada (54% market penetration)

3. Mobile Originated Text Messages in Canada (2005-2006)

4. What Are Short Codes? • 5- or 6-digit numbers (often spelling a word or brand name) • Since shorter in length, they are easier to remember instead of sending messages to a 10-digit phone number. • Considered ‘Common’ Short Codes when activated on 2 or more carrier networks. • Short Codes are the foundation of mobile marketing offering endless opportunities to interact with mobile subscribers.

5. Why Common Short Codes? • Short Codes that are common across wireless carriers are more valuable to content providers. • Hold better brand appeal and association (example: 73774 = “PEPSI”) • Easier for subscribers to recall and become accustomed to using • Reduce the cost to advertise content across the country

6. Interactive is Mobile Marketing • For marketers, there are many opportunities to make your brand ‘mobile’ • Text-2-Win • Interactive TV, Radio, Print • Voting / Polls • Alerts / Subscription Programs • Info Services • Chat / Communities • Mobile Search • M-Commerce • Mobile Marketing Promotions

7. Who Manages Short Codes? • The Canadian Wireless Telecommunications Association (CWTA) administers the Common Short Code Initiative in cooperation with the wireless carriers. • CWTA hosts information about the common Short Code initiative at www.txt.ca

8. Who Manages Short Codes? (cont’d) • Short Code Council (SCC) • Comprised of one representative from each carrier. • Role of the Council: to agree to policies and rules with respect to the use of Common Short Codes. • Oversee the administration of Common Short Codes. • Review all new applications for approval.

9. Critical Partners to Common Short Code (CSC) Success • Content Providers • Typically media organizations, advertisers and consumer product companies. • Connection Aggregator • Through established relationships with wireless networks, ensure that a message sent to a CSC is routed properly:End user wireless network associated application • Application Provider • Provides the necessary messaging platform to permit the end user to interact with the content. • Can often provides expert advice on best methods and techniques for maximizing participation and success. • Wireless Service Providers • Aliant, Bell, Fido, MTS, NorthernTel Mobility, Rogers Wireless, SaskTel, Télébec Mobilité, TELUS, Virgin Mobile.

10. Common Short Code Process Details • How do I get a Common Short Code? • Complete information about the application processis hosted at www.txt.ca, Canada’s Text Messaging Resource Centre. • Lease Costs for Common Short Codes • A non-refundable deposit of $1500.00 + 6% GST submitted with a new application covers the first 3 months of the lease.Each month thereafter costs $350. • Leasing and Renewal Terms • CSC leases are assigned for a minimum of 3 months and a maximum of 12 months. Prior to the expirationof a lease, an applicant may be offered an opportunity to extend the terms. • Timeline to Implementation • Allow 1 – 2 weeks (min.) for program review and approval. Upon approval, allow 4 – 6 weeks for aggregator services and activation with wireless service providers.

11. Great Text. Every Time. • For more information on how to get started: • Visit Canada’s Text Messaging Resource Centre at www.txt.ca • Or, contact the CWTA directly at: shortcodes@cwta.ca