CTIA-The Wireless Association and
Entertainment Software Rating Board (ESRB) announced a rating system that six
mobile application storefronts will voluntarily support as part of their
application submission process.
The CTIA Mobile Application Rating System
with ESRB will utilize the trusted age rating icons that ESRB assigns to
computer and video games to provide parents and consumers reliable information
about the age-appropriateness of applications.
AT&T, Microsoft, Sprint, T-Mobile USA,
U.S. Cellular and Verizon Wireless are the founding members of the rating
system, and other storefronts have indicated their interest in joining. As
technologies and build-out schedules differ by each storefront, full
implementation timelines will vary; each storefront may make its own
announcement on when the rating system will be available for their customers.
ESRB will routinely test the most popular
applications and closely monitor consumer complaints. If an inappropriate
rating is found to have been assigned ESRB will promptly adjust the rating and
will notify the developer and the storefronts that have the application to
ensure consumers have reliable information.
“This user-friendly and reliable
mobile application rating system will provide parents and consumers with
information so they can determine what’s appropriate for children. The CTIA
Mobile Application Rating System is an extension of CTIA’s 2010 Guidelines for
App Content Classification and Ratings, which was developed with a number of
organizations, including the six founding storefronts,” said Steve
Largent, president and CEO, CTIA-The Wireless Association.
CTIA and ESRB, together with the six
founding storefronts and numerous developers, worked closely to incorporate
feedback to ensure the system is user-friendly while meeting the needs of
consumers. There is no expiration date associated with app rating assignments
and no renewal requirement. However, if subsequent updates to an app modify its
content in a way that may affect its rating, it should be resubmitted.
“Over the last several years, there
has been a veritable explosion in the number and variety of devices and
platforms on which to consume interactive entertainment, and mobile devices are
a key driver of that growth. So we are proud to partner with the wireless
industry in lending our expertise and credibility to the development of a
rating system that effectively fulfills our mission of informing consumers
while meeting the needs of this rapidly growing and evolving segment of the
interactive market,” said Patricia Vance, president, Entertainment
Software Rating Board (ESRB).
By Telecomlead.com Team
editor@telecomlead.com
