The mobile industry is filled with acronyms but it’s really not that scary. For the most common lingo that you are bound to hear when discussing mobile, we present our mobile glossary.

SMS (Short Message Service) – More commonly known as a text message, SMS is the actual protocol that allows for the sending of text between mobile phones. SMS messages are limited to 160 characters.

MMS (Multimedia Messaging Service) – Similar to an SMS, but allows the user to send audio, images, and text.

Short Code – Used in conjunction with a key word, the short code is the number where messages are sent. For instance, in the example “Text BLUMO to 25866”, “25866” is the short code and “BLUMO” is the key word. Short codes in the United States are five or six digits (also known as Common Short Code - CSC)

CSCA (Common Short Code Administration) - An organization that administers the common short code registry for a particular country/region. CSCAs are predominantly in Canada, China, the United Kingdom and the United States.

WAP (Wireless Application Protocol) – Most commonly used in reference to a mobile Internet site that can be accessed via a mobile device.

WAP Push – A specially encoded message which includes a link to a WAP address that allows WAP content to be pushed to the handset with minimum user intervention.

WAP Pull - Where the user directly requests a mobile WAP site by entering a URL, or by entering the phone number on a content provider Web page.

Flash Lite – The mobile version of the popular Flash software from Adobe.

Java – An object-oriented programming language developed by Sun Microsystems. Programs authored in Java do not rely on an operating system, as long as a Java Virtual Machine (JVM) is installed on the destination device on which they are running.

BREW (Binary Runtime Environment for Wireless) – Content development and delivery solution created by Qualcomm that is in limited use (specifically Verizon Wireless within the United States).

1G - First generation of wireless services which were mostly analog and included technology standards such as AMPS.

2G - Also known as Personal Communications Services (PCS), second generation wireless service refers to the digital mobile phone technologies that emerged and were deployed during the 1990’s, delivering both voice and data transmissions. 2G technology include Code Division Multiple Access (CDMA), Time Division Multiple Access (TDMA), and Global System for Mobile Communcation (GSM).

3G – Third generation mobile network that enables higher data rates versus 1st and 2nd generation mobile networks. 3G technology standards include UMTS which can provide transmission rates from 144 kbps to more than 2 mpbs.

GPRS (General Packet Radio Service) - A packet-switching technology that enables high-speed data transmission of up to 115 kbps. An enhancement for GSM, often described as 2.5G.

UMTS (Universal Mobile Telecommunications System) - The European term for a 3G mobile network.

EDGE (Enhanced Data rates for GSM Evolution) - The final stage in the evolution of the GSM standard, which was also an intermediate technology that brought 2G closer to 3G capacity for data transfer.

CDMA (Code Division Multiple Access) - Also called “spread spectrum techniques”, a technique for multiplexing digital transmission of radio signals in which each voice or data call uses the whoe radio band and is assigned a unique code.

GSM (Global System for Mobile Communication) - A digital mobile cellular standard developed and widely used in Europe. GSM is one of the main 2G digital wireless standards.

TDMA (Time Division Multiple Access) - A technique for multiplexing multiple users onto a single channel on a single carrier. This digital cellular technology divides calls into time slots, each lasting only a fraction of a second, and allocating them on an as-needed basis.

MO (Mobile Originated message) - The mobile subscriber’s initial opt-in message, sent from his/her handset.

MT (Mobile Terminated message) - The reply message from the consumer’s mobile network that reaches his/her handset after sending the MO message.

MVNO (Mobile Virtual Network Operator) - A mobile service provider that leases/uses the network infrastructure of a major mobile carrier. Examples are: Amp’d Mobile, which uses Verizon’s network and Boost Mobile, which uses the Sprint/Nextel network.

Opt-In - The process where a Subscriber provides explicit consent, after receiving Notice from the Mobile Marketer.

Opt-Out - The process through which a Subscriber revokes consent after receiving Notice from the Mobile Marketer. An example of an Opt-out process includes, but is not limited to, a Subscriber replying to an SMS message with the phrase “stop”.

PSMS (Premium Short Message Service) - Billing mechanism by which the mobile subscriber is charged above standard text messaging rates for mobile content and/or subscription.

Wi Fi (Wireless Fidelity) - a local area network (LAN) that communicates via radio waves on the 802.11 standard instead of wires.

On Deck – Services offered via the mobile phone carrier that are highlighted on the mobile Internet page of the carrier.

Off Deck – Services that are made available directly to mobile consumers and bypass the carrier deck.