SMS The Underdog

I sent my first text from my Dads Startac when I was in year 7 at school to the girl I fancied on her Dads phone.

It took me about 10 minutes to get about 12 words out, it was really fun though and more importantly I looked very cool.

The Penetration of SMS is bonkers with almost every single person in the UK using it on a regular basis and have been for many years.

Everyday I talk to people about mobile payments and mobile marketing and the only words I hear are ‘NFC, Carriers, Google and Apps’

The same old Rich Vs Reach argument comes up – very boring.

It seems to me that the one under utilized medium of communication and payment is the intimate SMS channel that we are all so comfortable, familiar with and in many cases have a strong affection for.

Once businesses figure out how to use SMS marketing effectively with STRICTLY opt in only messages that dove tail nicely into seemless mobile web experiences integrated with video content and 1 click payments we will see the demand for SMS go up dramatically from consumers.

It is a user experience that gives both REACH and RICH experiences engaging both Smart and Non-Smart phone users.

I HATE it when dominoes sent me flipping 2 for 1 Texts on Fridays, it is invasive and an abuse of data I gave them for a completely different reason. They have in my opinion missed the boat on SMS and I dislike them more every time they do it.

On the other hand though Imagine U2 are playing a secret gig at Ronny Scotts in London and there will be 100 tickets on sale, you will WANT to hand over your mobile number to be interrupted just once in whatever you are doing to take action and purchase. There is no better platform than SMS to do this.

At the moment I don’t trust people with my mobile number but there is trust based gap to be filled and the winner will probably be rich.

SMS is a dark under utilised horse. My guess, it won’t stay that way for long.

2 Comments

  1. I would totally agree. SMS could be a great tool to marketers if use properly. Bluetooth is another tool that seems to be dismissed that potentially good be useful.

    I don’t like intrusive texts either, but like you say if it was for something unquie I would be happy to recieve a SMS with more infomation.

    Mobile marketing is still in its infancy, looking forward to see what 2011 brings.

  2. The sms- from predicted text to smart phone, I love living now, technology is so brilliant.

    I heard about a company who pay people to do sms. Basically they use ut for contact and surveys- they collect a whole lot of interesting data in Africa and are finding out a lot about medication for TB and HIV. If I remember correctly they started as a clinic plan to remind people to go for HIV tests and check ups and to tell them that their next lot of meds were ready for collection. They are still doing that, and answering a whole lots of cool questions, just by sms response surveys. I flipping cant remember who they are just now… do you know the one?

    Basically, you are right, the SMS works, and soon, everyone, everywhere, will have a phone. Age and income are irrelevant. Aren’t you going to fill that gap Dave?

    (PS– been stalking your site a little today and have really enjoyed it! Thanks, keep writing my friend!)

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