Glossary
Comprehensive glossary of mobile industry terminology
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Refers to a technique to keep your personal number private, with masked calling, you are able to get a temporary number that isn’t yours to call and text someone else.
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Monthly Active Users - A measurement of usage, the number of users who use the app or service at least once per month.  Contrasts to Daily Active User (DAU) – a measurement of daily usage.
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Message Body Removal
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Mobile Country Code - used to identify GSMA/LTE mobile operators.
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Mobile Directory Number - The actual phone number dialled to reach a specific mobile phone.
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Mobile Ecosystem Forum - The Mobile Ecosystem Forum is a global trade body that acts as an impartial and authoritative champion for addressing issues affecting the broadening mobile ecosystem.  The MEF provide members with a global and cross-sector platform for networking, collaboration and advancing industry solutions: (https://mobileecosystemforum.com/). The goal is to accelerate the growth of a sustainable mobile ecosystem that drives inclusion for all and delivers trusted services that enrich the lives of consumers worldwide.
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The MT submission sequence number received by the connection server from the SMSC.
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Refers to the address from which you send (and receive) messages. A message originator can be short codes, virtual mobile numbers, toll-free numbers, etc.
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The same as Chat Apps.  May be called OTT Messaging as well, but this terminology has fallen out of favor and should not be used.  Also called Social/Chat Apps.  The term Social Messaging can also apply to A2P (and P2P) messaging through one of these apps.
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Multi-Input, Multi-Output – this is a technology to use multiple receive and transmit antennas to establish links between two or more communications systems with greater throughput.  This is one of the methods that LTE-Advanced uses to increase data rates.
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Multimedia Messaging Four – A protocol that allows communications between MMSCs or MMSCs and messaging hubs to support inter-operator MMS.
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Multimedia Messaging Seven - A protocol that allows communications between VASPs and MMSCs.
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The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel.   The more than 700 member companies, representing nearly fifty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches. MMA content includes best-in-class mobile marketing case studies from the annual Smarties Awards and International Journal of Mobile Marketing articles.   For more information, please visit www.mmaglobal.com.
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MMS stands for Multimedia Messaging Service, a richer form of SMS which allows you to communicate with customers using not only longer text messages, but also allows multimedia content, including images, video (up to 40 sec) and audio to be sent, so that you can take a more integrated approach to campaigns. For more information on MMS, take a look at the Sinch MMS product page.
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Mobile Network Code. This is a unique identifier for each country and each Operator – used to identify GSMA/LTE mobile operators.
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A Mobile Network Operator (MNO) is typically a company that provides people with a mobile or wireless telephony service. At Sinch we refer to these companies universally as operators, but they are also known as wireless carriers or just carriers.
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Mobile Number Portability (MNP) is an inter-operator process (usually imposed by country regulators) to allow mobile subscribers to retain their mobile number when switching from one mobile operator to another. For the vast majority of routes, Sinch is able to do a number lookup from a database or HLR to determine their home network and route the message through to the appropriate operator to successfully deliver the message.
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An SMS sent from a mobile handset to an application is referred to as an MO message. The term describes the process and flow of a handset sending a short message submission to its home network SMSC utilizing the mo-ForwardSM transaction, which will store and forward to the destination mobile number or short code. In the case of a short code or A2P long number, the SMSC will pass the message to the aggregator, and the aggregator will pass it onto the enterprise who has leased that number. An acknowledgement (delivery notification) is also sent back to the originating handset once the message is delivered to the enterprise.
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Mobile Originated Short Message Service (MO SMS) is a text message that originates from a mobile device.
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This routing provides a feature whereby confirmation is given that the SMS has been delivered to the destination handset.
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