In recent months I've read multiple clippings and posts about MVNOs “finally getting short codes” or “finally getting them to work” much to the delight of their subscribers because of the convenience they bring to their lives. What concerns me most is the use of the word “finally”. True, integrating and establishing short code service can be complex due to all the moving parts and stake holders involved, especially for an MVNO or a smaller operator. But, with over seven years of experience in aggregating the aggregators and bringing CSC to MNO/MVNOs (while launching them in days instead of months) we can say empathetically that we understand.

It's clear that mobile marketing is here to stay. More and more companies, regardless of size, are creating mobile-friendly sites and launching SMS campaigns to enhance their marketing efforts. In fact, U.S. advertisers spent $3 billion on mobile advertising in the first half of 2013 alone, more than double the amount spent a year earlier, according to the Interactive Advertising Bureau.

Successful campaigns such as the My Coke Rewards® program and American Idol™ voting have made Common Short Codes (CSCs) familiar to most Americans. Though such campaigns are typically conducted on a national scale, carriers are pursuing innovative ways of using CSCs to tap into local markets.