TITLE

Innovation is the way to extend SMS growth

AUTHOR(S)
Byrd, Tom
PUB. DATE
September 2004
SOURCE
New Media Age;9/9/2004, p11
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article emphasizes that the innovation is the way to extend SMS growth. At Mako Analys, IT is firmly believed that the phenomenon of SMS is only just getting started in terms of its total lifecycle. Given the meteoric rise of SMS, mobile operators have historically taken the 'If we build it they will come' approach. As such, mobile operators have largely failed to truly innovate in terms of sophisticated usage stimulation, and have instead hastily resorted to slashing prices. This price cutting is not solely designed to increase SMS traffic of their ARPU, While those customers will be attracted by a certain amount of price discounting, there are dozens of other innovations that could also prove to be strong acquisition tools. A combination of such features as enabling SMS to fixed-line phones via text-to-speech technology, time-sensitive pricing, automated volume related price reductions and simple text to email with reply path, could drive SMS revenue and volumes for years to come.
ACCESSION #
14540747

 

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