There are simple solutions to prevent elaborate terms and conditions for the advertising of mobile content.
This is according to Dr Pieter Streicher, MD of wireless application service provider BulkSMS.com.
Streicher says industry players should come together to make things simpler for consumers when it comes to paying for mobile content downloads.
"The mobile industry needs to make every effort to boost consumer confidence in mobile billing. Clearer pricing and refunds on mobile content are good starting points.
"Mobile billing is coming of age, but not without some growing pains."
He says consumers are billed separately for mobile content and the downloading of that same content. According to Streicher, the downloading cost can vary significantly depending on the size of the content. Even if the download is unsuccessful, the consumer is still billed for the mobile content, he notes.
"It is no wonder that consumers are confused with how mobile billing for data services actually works. This is further compounded among prepaid customers, who do not have monthly itemised billing, to double-check their cellular payments. Their airtime is simply deducted."
In Streicher's view, further steps can be taken by industry to ensure consumers understand the cost of purchasing mobile content.
He recommends that mobile network operators enable wireless application service providers (WASPs) to reverse charges. Currently, WASPs can only bill consumers for services.
He also says mobile network operators should enable WASPs to pay for content downloads on behalf of consumers. This means the bandwidth cost for downloading mobile content would be included in the content charges. The risk of mobile content downloads is then carried by industry and not consumers.
Streicher maintains these changes will offer benefits to consumers by allowing WASPs to advertise one price for mobile content in the media, to offer a money-back guarantee on any mobile content purchase, and provide free opt-out messages to unsubscribe from unwanted mobile services.
"This will greatly reduce the need for elaborate terms and conditions for advertising mobile content services and boost consumer confidence in mobile billing."
Share