- cut the time to market for campaigns;

- ensure consistent monitoring and auditing;

- cut operational costs.

Mobile advertising and sales practices came under fire a few years ago. Some consumers said they had been tricked into subscribing to services that sent frequent text messages, such as daily jokes, and were charged for each one on their cell-phone bills without an easy way to stop them. In 2005, the MMA set down voluntary guidelines that included clearly stating all the terms of a program, getting subscribers' approval before sending them commercial content, and having clear opt-in and opt-out procedures.

In the U.S., carriers have to field most complaints about the subscriber experience because charges appear on their monthly bills, so unhappy customers raise carriers' costs.