Keynote To Introduce Industry’s First Study on Performance of Common Short Codes (CSCs)

* Study Will Rank SMS Aggregators Based on the Performance of their Implemented Common Short Codes
* Results will Offer Content and Application Providers 100 Percent Visibility into Common Short Code Delivery Channel
* Keynote Sets Industry Standard for Measuring Performance, Availability, Success Rate and Delivery Time of Common Short Codes Sent Via SMS

CTIA, LAS VEGAS .— Keynote Competitive Research, the industry analysis group of Keynote (Nasdaq: KEYN), today announced it will introduce the industry’s first study on the performance of Common Short Codes (CSCs). Using the company’s on-demand Mobile Application Perspective® monitoring service, Keynote’s comprehensive study will calculate the roundtrip delivery time, success rate and reliability of 25 independent Common Short Codes over a four-week time period. Additionally, Keynote will be the first company to benchmark Short Message Service (SMS) aggregators (i.e. vendors operating the mobile transaction network) and rank each aggregator based on the performance and availability of their implemented Common Short Codes used in the study, offering 100 percent visibility into the delivery channel of Common Short Codes. The findings will be available in May 2008.

“While there has been exponential growth in the use of Common Short Codes as a tool for reaching millions of mobile subscribers, content and application providers have had little or no visibility into the performance of their service,” said Nisheeth Mohan, product manager at Keynote. “This study will enable application and content providers to benchmark the performance of their Common Short Codes against their competition and make better informed decisions when choosing an SMS aggregator. The SMS aggregators will also benefit as they’ll be able to leverage the study to benchmark the performance of their implemented Common Short Codes versus their competitors.”

Common Short Codes represent a fast-growing channel offering companies direct communication with millions of consumers through SMS. Common Short Codes are four to six digit numeric codes to which text messages can be sent from a mobile phone for a whole host of applications such as accessing or buying mobile content (e.g. horoscopes, games, ring tones, etc.), voting for a favorite TV contest, or participating in a poll and can be leased by any company through an SMS aggregator.

Companies committed to the mobile experience can set up customized measurements to benchmark themselves against competitors and gain access to valuable market data for $500 per measurement per location and modem. To learn more about Keynote’s mobile test & measurement products, please visit: www.keynote.com/products/mobile_quality/index.html.