Mobile networks Vodacom, MTN and Cell C have come out in support of the GSM Association (GSMA) and European Commission`s recent stance against SMS spamming.
The GSMA, the trade association representing the world`s GSM mobile operators, says spamming primarily affects fixed networks, but with the success of text messaging over mobile networks, SMS spam is beginning to gain a foothold in the mobile space.
"The problem and potential impact of spamming reaches far beyond European borders, and beyond SMS, as operators globally evolve and roll-out the next generation of mobile data services, such as multimedia messaging service," says Rob Conway, CEO of the GSMA.
Conway reports that the GSMA board "is looking very seriously at ways that our members can collectively combat this growing problem on a proactive, global basis".
"Not only does spam irritate our customers," says Kaisu Karvala, chairperson of GSM Europe, "it also impinges on operators` businesses by impacting their networks from a range of commercial and technical perspectives. Most critical of all is the negative impact it has on customer relations, as discontented customers often blame their operator for the inconvenience of spam-SMS."
Apart from various proactive efforts undertaken by individual GSM Europe members to reduce spam in their mobile networks, GSM Europe is currently working on a draft set of recommendations on spam in mobile networks.
Local initiatives
Vodacom media relations manager Ivan Booth agrees that operators often suffer the irritation of spammed consumers. "Everyone using an 082 or 072 number must adhere to a code of conduct, and matters concerning spam, such as an unsubscribe option and revealing the sender`s identity, are dealt with in that."
Cell C public and media relations manager Moira Sheridan says the company is monitoring the regulatory environment concerning spam very carefully. "Any unsolicited delivery is viewed very seriously, and we agree completely that spam must be eradicated."
MTN business solutions spokesman Filippo Calcaterra says the problem is to determine when a message is spam. "Although there may be 5 000 identical messages on the network, and it looks like spam, you cannot say without further investigation that it is not consent-based."
Calcaterra says MTN has published terms and conditions on its Web site, and drew up a code of conduct along with the other operators, also on the Web site.
"Soon, we will publish a guide to protect consumers, governing how bulk SMS clients use the network. It will impose strict rules, which, if broken, will have penalties. A first offence will receive a warning, a second the penalty of no revenue-sharing, and the third will result in a cut-off."
Calcaterra adds that the MTN network makes use of an anti-spamming tool, filtering out spam in a rule-based environment and suspending offending messages.
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