Instant Messaging Comes of Age

Oliva, Ralph A.
May 2003
Marketing Management;May/Jun2003, Vol. 12 Issue 3, p49
This article analyses business applications of the instant messaging (IM) technology. IM previously just thought of as text messages between teenagers, is growing up. Using the Web's transport layer to send messages and data between people, applications, and businesses is becoming an important new application for all the people. IM usage is skyrocketing and is actually growing faster than e-mail. Also, IM software lets the parties on the line know who's available and can provide a time when someone might be available. It's often visualized as an online, e-mail-mediated "party line." IM also enables multi-party kinds of real-time interactions. Several parties in a group can be instant messaging one another, perhaps working on a project together or solving a customer problem. The addition of the IM layer of communications will enable whole new approaches to handling a variety of customer service situations. Multi-level outsourcing of customer service could be specially supported with this sort of technology.


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