How to Enter into a Channel Relationship for Mobile Marketing

By John Arnold, Michael Becker, Marty Dickinson, Ian Lurie, Elizabeth Marsten

Many carriers offer developer and content-channel relationship portals that you can sign up for your mobile marketing campaign. The channel relationship business model differs from the direct carrier relationship because you’re not negotiating a direct deal. With a channel relationship, you get access to the carrier portal, business terms that are easy to use, royalty payments for selling your content, access to the carrier’s marketing education materials, and more.

Here is a list of the major carriers:

Here’s how to get started with channel relationships:

  1. Go to the carrier’s website, and sign up for a standard third-party service program.

  2. Have your content or service certified.

    This step is important, because you must be certified before the carrier puts your content on its portal. Every carrier’s certification process is different, based on the type of content or service you’re offering. You’ll need to review the details of the process on the carrier’s website.

  3. Accept the terms and conditions of the program.

    The terms include how much and when you get paid for your services. In very rare situations, you may be able to obtain minor adjustments in the standard program terms.