The new set of rules or guidelines will allow subscribers to opt-out of of services, and Hesse hopes, allays fears about the safety of their data or security with Sprint.
"We must ensure customers are fully informed of our data collection practices," Hesse says. The new mobile marketing standards will educate customers about what's being used and offered in return, all the while giving them multiple choices and control over what they share and receive.
"Our intent is to be able to provide up-front notification," Hesse says. "As an industry, we've got to work together to get this right" and hopefully "build and enhance our reputation as an industry."
Hesse declined to provide many details about the guidelines, but reiterated that safety, security and privacy will increasingly be a paramount concern for customers and carriers alike.
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