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Mobile ecosystem
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The US mobile marketing ecosystem describes the relationship between the US cellular carriers, such as Sprint, Verizon, Wireless, AT&T and the off-deck mobile content providers. Content that is not provided as part of a carrier's branded on-deck offering, such as AT&T's MediaNet, is considered off-deck. This content is usually sent via MMS, SMS, or WAP. To reduce resource strain major carriers only provide direct binds to certain companies, referred to as aggregators. These companies are closer toward the content provider but function purely to aggregate traffic from the content platforms of application service providers. A handful of aggregators also provide services direct to brands and content providers, but managing the numerous compliance requirements of the mobile carriers has created a divide between the management role of the aggregator and the creative/compliance role of the application service provider. Application service providers are the closest to the content provider. ASPs function best at managing the creative process of off-deck mobile marketing programming. This creative process involves understanding the types of programs permitted by each of the major and minor mobile carriers as well as the needs of companies in the major vertical markets. As the trend of 2008 turns to mobile, many ASPs are finding themselves functioning very similar to advertisement agencies. 
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