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This Handbook promotes a marketplace in which consumers may choose to purchase high-quality products and services using the most ubiquitous tool available to them — their mobile phone. Mobile carriers, service providers, and brands can build dynamic connections with consumers by providing a transparent purchase experience in which users feel confident regarding the security of their personal information and the value of the products they receive.
The Handbook improves on previous versions of the CTIA Playbook by achieving the following objectives: