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Upgraded Common Short Code Application Includes Content Rating Feature; Wireless Industry Introduces System to Classify Mobile Content
[April 04, 2006]

Upgraded Common Short Code Application Includes Content Rating Feature; Wireless Industry Introduces System to Classify Mobile Content


WASHINGTON --(Business Wire)-- April 4, 2006 -- CTIA-The Wireless Association(R) announced today that its Common Short Code Administration (CSCA), in partnership with NeuStar, has refreshed and streamlined its website at www.USshortcodes.com. This process upgrade, which includes a new Common Short Code (CSC) application form offers support for CTIA's two-tier rating system for mobile content. This binary rating system is part of the wireless industry's commitment to help parents determine what content is most appropriate for their children. The system enables mobile content to be classified as either "generally accessible" (appropriate for all viewers) or "restricted" (inappropriate for viewers under 18 years of age).



In addition to binary content ratings, the newly redesigned CSCA application features a more intuitive design with enhanced account management options that make it easier for brands, content providers and supporting suppliers to order initial codes and modify existing campaigns going forward.

"Through the provision of the Common Short Code application form, CSCA has taken an important step in implementing CTIA's Wireless Content Guidelines, providing the venue for wireless content to be classified according to its appropriateness for various audiences," said Mark Desautels, CTIA's Vice President of Wireless Internet Development. "Content and application providers are encouraged to register the rating of their content at the time they apply for a CSC and to continue to inform the public about the nature of the content available via wireless handsets."


"NeuStar remains privileged to operate the CSC Registry on behalf of participating wireless carriers and CTIA," commented Mike Lach, president and COO of NeuStar. "CSCs are simple to use and easy to remember, and the new CSCA site is a testament to their power and flexibility."

Participating wireless carriers in the CSCA program include Alltel, Boost Mobile, Centennial, Cincinnati Bell, Cingular Wireless, Cricket Communications, Dobson, Midwest Wireless, Rural Cellular Corporation, Sprint Nextel, SunCom, T-Mobile USA, US Cellular, Verizon Wireless, Virgin Mobile and Western Wireless. Together, these carriers represent over 90% of the U.S. wireless marketplace.

About CTIA-The Wireless Association(R)

CTIA (www.ctia.org) is the international association for the wireless telecommunications industry, representing carriers, manufacturers and wireless Internet providers.

About CSCA

Administered by CTIA-The Wireless Association(R), CSCA oversees the technical and operational aspects of CSC functions and maintains a single database of available, reserved, and registered Common Short Codes (CSCs).

About NeuStar, Inc.

NeuStar, Inc. (NYSE: NSR) is a leading provider of essential neutral third party interoperability services to the global communications and Internet industry. Visit NeuStar online at www.neustar.biz.

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