MOBILE CONTENT

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MOBILE CONTENT

• Parliamentary Portfolio Committee on Home Affairs
  and the Films Publications Board

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(No Transcript)
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Introduction

• Cell C welcomes the opportunity to address the
  Committee and to that end clarify the role that
  Mobile Cellular Telecommunications Service (MCTS)
  operators play in the delivery of content via
  cell phones
• Increasingly, locally and internationally there
  is a convergence of broadcasting and
  telecommunication services, thus enabling the
  delivery of content to a mobile phone or the
  ability to access the Internet via the mobile
  phone
• Broadcasting and telecommunications were
  legislated separately, acknowledgement of the
  convergence of technologies has resulted in the
  passing of the Electronics Communications Act
  (ECA), which is currently before the NCOP

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Mechanisms for accessing mobile content

• Content can be accessed by end users as a result
  of
• Complimentary services provided by Wireless
  Application Service Providers (WASPs) and
  Mobile Operators, viz.
• A WASP provides content, such as ring tones
• Mobile Cellular Telecommunications Service (MCTS)
  operators networks serve as a conduit over which
  WASP content is provided

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Relationship Between WASP, MCTS Operator and End
User

• End-users contract with WASPs to procure content
• WASPs provide content. WASPs are not licensed.
• The WASPs content is carried over the MCTS
  network to the end-user. The MCTS operator serves
  as a conduit for the conveyance of the WASPs
  content
• The MCTS operator is not aware of the content
  that is being conveyed on its network
• MCTS licences prohibit the holder thereof from
  intercepting traffic carried on its networks
  unless expressly authorised to do so
• Cell C concludes stringent agreements with WASPs
  in efforts to curb the distribution of Illegal
  content over its network infrastructure
• Cell C has been and continues to be a strong
  advocate of self-regulation and thus the creation
  of an industry association to this end

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Mobile Content Distribution System
Marketing and Advertising
Content Provisioning
WASP provides content
Content Producer
Mobile Operator C
End-user requests content
Content Aggregator
WASP provides content
Mobile Operator X
WASP
End-user requests content
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Regulatory Framework

• Electronic Communications and Transaction Act 25
  of 2002
• Provides for self-regulation by information
  system service providers, such as WASPs
• The MCTS sector recently concluded a Code of
  Conduct together with the Wireless Application
  Service Provider Association (WASPA) which sets
  the parameters for the delivery of mobile content
  from WASPs
• It serves as a tool to self regulate the delivery
  of mobile content
• A similar Code of Conduct is applicable in
  respect of advertising and is monitored and
  enforced by the Advertising Standards Authority

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Content Control

• Content is accessed via three methods on mobile
  telephones
• WASP and Network Operator Services
• Web access using GPRS or 3G
• Multi-media Media Service (MMS) from friends
• Controls in place to restrict access to-
• WASP services
• Mobile operators have concluded the IRB Code
  which regulates Content provision
• Cell Cs own content portal and content brochures
  offer no adult-related content
• Cell C has proposed the use of a specific number
  range for adult content to enable parents to
  prohibit access to specific numbers by having
  such access blocked with the assistance of the
  MCTS operator
• Content from the Internet
• Browsers may be downloaded from the Internet,
  which would enable the user to access
  unrestricted content
• Software filters that prohibit access to specific
  sites do not as yet exist
• Parental control is paramount to controlling
  access of content via the Internet
• Content via Multi-Media Messages
• Mobile operators are prohibited from intercepting
  traffic carried over their networks without
  explicit authorisation from the relevant
  authorities
• Accordingly operators are unable to identify
  undesirable content carried over their networks
• Again parental control is paramount to deter the
  distribution of unsuitable messages

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International Best Practices (1)

• Ireland
• Established an independent non-profit body to
  self regulate called Regtel
• Specific number ranges have been allocated to
  adult services
• Adult services can only be accessed with a PIN
  number issued by a Network Operator
• United Kingdom
• Established an independent non-profit industry
  regulator called ICSTIS
• Strictly regulate advertising of adult content to
  children.
• Control Access to adult content and apply
  appropriate content ratings

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International Best Practices (2)

• Australia
• A discussion paper has been published for comment
  by the Australian Communications Authority, and
  the industry is finalising a position regarding
  Regulation of Mobile Premium Services
• The draft rules published with the discussion
  paper propose that a specific prefixed number be
  the only number to access adult services
• A subscriber will only be allowed access to adult
  services upon receipt by the MCTS operator of a
  request in writing by a person older than 18
  years of age

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Mechanisms in place in South Africa

• Mobile operators and the Wireless Application
  Service Providers Association (WASPA) recently
  concluded a Code of Good Practice for the
  self-regulation of mobile content services, known
  as the IRB Code
• Objectives of the IRB Code
• Provide parents and other guardians with access
  to information and resources through which they
  can influence the type of content. This
  demonstrates the mobile operators commitment to
  ensuring that unsuitable content cannot be
  accessed by minors and thus ensure the
  responsible use of mobile devices
• that mobile content services are compliant with
  the rules regarding the protection of their
  customers and in particular children, whilst
  safeguarding the right to freedom of expression
  and the freedom choice
• Ensure reasonable steps are taken to by mobile
  operators to protect minors from accessing and
  viewing mobile content which is unsuitable for
  them
• Provide guidelines for mobile operators and other
  stakeholders in the mobile content services
  industry for compliance with applicable
• legal requirements
• promotion of the adoption of responsible
  processes and procedures for the provision of
  mobile content services
• a transparent, fair and efficient mechanism for
  the handling of complaints relating to mobile
  content
• Promote and encourage the responsible consumption
  of mobile content services by consumers

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The IRB Code

• Mobile operators will only contract with WASPs
  who belong to WASPA and subscribe to the IRB Code
• Despite being a conduit for the conveyance of
  mobile content mobile operators when aware that
  illegal content is conveyed across their networks
  will alert the relevant enforcement agencies
• Mobile operators do not advertise age restricted
  content in publications for general circulation
  or via either media accessible to children
• Mobile operators have committed to introduce
  access controls or filtering measures to restrict
  access to children
• Mobile operators will not advertise content
  depicting sexual conduct in any publications or
  other media that children may have access to
• Mobile operators will take to introduce access
  controls or other measures to control access by
  children to unsuitable content

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Advertising of Mobile Content Services

• Advertisements of mobile content services by
  WASPs are subject to guidelines prescribed by the
  Advertising Standards Authoritys Code of Conduct
• Broadcasters are subject to the Broadcasting Code
  of Conduct, which sets out the guidelines for
  advertising
• A further, Code of Conduct is being finalised
  which imposes stricter guidelines, particularly
  in respect of adult content

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Cell Cs measures to restrict access of children
to restricted content

• Cell C only contracts with WASPs that are members
  of WASPA and subscribe to the IRB Code
• Cell C content brochures and portal do not offer
  any adult content
• We are in negotiations to ensure that a single
  short code range is used to access Adult Content
  to enable parents or guardians to block access to
  such numbers
• The use of a single short code range is subject
  to industry agreement
• We are in discussions with equipment vendors to
  provide filtering, screening and where applicable
  blocking at network level of certain content to
  restricted subscriber segments. A solution from
  the suppliers should be forthcoming in the first
  half of 2006.
• We are also in discussions with handset
  manufacturers in respect of the development of
  filters to restrict access to specific websites
  via the mobile handset, however, the successful
  restriction of access is complex and challenging

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Conclusion

• Cell C recognises and supports the need to
  protect children from accessing mobile content
  which is unsuitable for them
• However, the solution must be a collaborative
  effort from the
• content providers,
• mobile operators whose networks are used for the
  conveyance of content
• Manufacturers who develop the mobile devices and
  software platforms
• Parents
• Content providers, mobile operators and
  manufacturers can develop the technical solution
  to restrict access, whereas, parents are
  responsible for the implementation of the control
  measures to prevent their children from accessing
  unsuitable content

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• Thank You!