A Shorter Short Code
By Enid Burns | May 8, 2006 | ClickZ

Mobile Internet usage is on the rise, but getting consumers to respond to a call to action by using their mobile phone is still fairly uncommon. Newcomer mobile technology firm Zoove hopes its implementation of "StarStar dialing" will make things easier.

Instead of requiring mobile subscribers to use SMS to respond to advertisements with mobile components, Zoove's StarStar Dialing recognizes the request when a consumer dials "**" and a unique word or number. The product uses an existing telecom protocol, SS7 (define) to connect consumers to a mobile Web site. SS7 works worldwide, meaning Zoove can offer the service on a global scale.

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