Off Portal Content Monitoring Action Team

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Off Portal Content Monitoring Action Team

Off portal content is defined as applications and/or media (text, graphics, audio, animation, and/or video, etc.) that may be distributed to a mobile device and is not purchased directly through the carrier.

Description of the Action Team:
The WIC Leadership Council recognizes the dramatic growth in the 3rd party, off-portal content area that has driven a need for a consistent, thorough content monitoring approach. Non-compliance by 3rd party off-portal content providers (aggregators and applications developers) is driving customer dissatisfaction, potential litigation, and additional significant costs for the industry (such as Customer Care). More >

The purpose of this action team is to provide the industry with certification and an ongoing, rigorous assessment process of its 3rd party content providers (aggregators and applications developers). The monitoring approach should include (but not be limited to) checks on the appropriateness of content, advertising clarity, trademark/copyright and content classifications compliance, and subscription management functionality. Critical success factors for this effort include:

Certification of content providers (aggregators and applications developers) as part of the on-boarding process
Monitoring on a regular basis to be effective
Providing flexibility to monitor content providers more or less often based on
historical performance
Testing with multiple handsets for each provider to best simulate a variety of
customer experiences
Driving action actively and reinforcing compliance by leveraging outcomes
Responding quickly to customer complaints
Development of a certification program and monitoring operation will help build a scalable and efficient value chain that facilitates the adoption of mobile data products and services. Furthermore, this strategy protects the interests of consumers, brands and telecommunications operators, as well as promotes best practices among third party service providers.

Key Deliverables:

Guidelines for Mobile Giving provide a framework of best practices for charities seeking to use short codes, text messaging, and a mobile device to engage interested donors.
Establish industry requirements for the certification of content providers to enhance user confidence.
Development of a certification process to drive proactive vs. reactive evaluation of content providers including:

Standards for certification
Benefits of certification (such as advertising privileges)
Termination process for ending certification

The certification process will provide transparency to carriers and consumer brands and simplify the process for getting an application into the mobile marketplace. Certification could include a due diligence process, binding contract with representations and warranties of service, among other standards.
The certification process is meant not only to standardize quality controls, but also to enable methods of efficiency to be achieved such that high volume, dynamic content services with real-time, ongoing campaigns can be feasibly implemented.
Establish best practices and guidelines for ongoing monitoring of off portal content to ensure a positive user experience.
Document the best practices and guidelines for an ongoing monitoring function to include:

The capability to conduct audits on the third party providers in a timely manner

Institution of a standard process for documenting and escalate errors/issues uncovered so that action can be taken

Preparation of a list of recommendations (warnings) for providers to help avoid future problems

Audit script creation and ongoing refinement to achieve maximum value with increased efficiency

Integration of automation

Recommendations for continual improvement to industry standards

Constant follow up on requested provider site and functionality changes

Ability to test on multiple devices (handsets, web, etc)

Quick response mechanism to requests for emergency research on customer complaints