Innovation is the way to extend SMS growth

Byrd, Tom
September 2004
New Media Age;9/9/2004, p11
Trade Publication
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.


Related Articles

  • India ahead in Mobile Innovation. Saxona, Abhijit // Siliconindia;Mar2008, Vol. 11 Issue 2, p27 

    The author reflects on the rapid growth of India's mobile technology innovation, which is known as the fastest growing market in the world. It says that the Indian mobile space, an adapted technology from overseas, is rapidly developing in the country more than in the countries that it...

  • Data services will supply biggest income for mobile. Armitt, Claire // New Media Age;6/24/2004, p10 

    Mobile data will generate all mobile revenue growth in Western Europe until 2008, says the communications research firm Yankee Group. Global data revenue from services such as music, games and messaging is expected to triple from 8.5 percent in 2002 to account for a quarter of all service...

  • THE CRITICAL SUCCESS FACTORS FOR MARKETING WITH DOWNLOADABLE APPLICATIONS: LESSONS LEARNED FROM SELECTED EUROPEAN COUNTRIES. Chiem, Rosanne; Arriola, Jacob; Browers, Derek; Gross, Jerome; Limman, Enrico; Nguyen, Paul V.; Sembodo, Dwi; Young Song; Seal, Kala Chand // International Journal of Mobile Marketing;Dec2010, Vol. 5 Issue 2, p43 

    The revolution in smartphone technology ushered in by the iPhone has created innovative opportunities for marketers to reach consumers via downloadable mobile applications. As consumer usage patterns continue to shift toward increased engagement with mobile applications, companies are faced with...

  • Getting the picture on mobile TV. Prophet, Graham // EDN Europe;Oct2006, Vol. 51 Issue 10, p28 

    The article discusses the continuous development of a new generation of hand-held devices, especially mobile handsets, by the technology-based industry in Europe. Operators throughout the region are engaged in a search for some service to persuade subscribers to pay services other than voice and...

  • Reflections on the Gestation of Polymorphic Innovation: The Exploitation of Emergence in Social Network Development via Text Messaging. Lenarcic, John; Richardson, Joan // Issues in Informing Science & Information Technology;2010, Vol. 7, p89 

    The impact of mobile text messaging is re-interpreted as an emergent technology that has accidentally been instrumental in the configuration of new social networks on a global scale. Using the unintended consequences of this implicit revolution in interpersonal communication as a catalyst for...

  • The Realization of the O2O Model in Mobile E-Commerce Based on the Technology of the Wechat Platform. Mao Aiying; Song Yuanyuan; Yu Jinxia // Applied Mechanics & Materials;2014, Vol. 743, p641 

    With the rapid development of mobile communication technology, mobile e-commerce market transaction scale has exploded. The O2O model is facing great opportunities that an effective combination of Online to Offline. As the largest instant messaging software users of the Asian area, the wechat is...

  • Nearly half of brands consider mobile marketing too intrusive.  // New Media Age;10/18/2007, p13 

    The article reports on the findings of a research conducted on multimedia messaging service (MMS) marketing for Airwide Solutions, a mobile messaging infrastructure and application provider. According to the research, almost half of brands think that MMS marketing is intrusive for users and that...

  • LBS: Lots of Road Left. ALLEVEN, MONICA // Wireless Week;4/2/2008 Supplement, Vol. 14 Issue 9, p14 

    The article forecasts on the performance of commercial location-based services (LBS)in the U.S. Subscriber penetration rates for navigation and other services are still low enough to leave plenty of room for growth. Networks In Motion (NIM) led the LBS industry in the U.S. with 57% share of...

  • Piling it high. Morris, Anne // Total Telecom Magazine;Sep2008, p13 

    This article reports on the increase in data revenue shares of mobile operators, according to data released by Wireless Intelligence. The data also shows that mobile operators are now confident enough to separate SMS from other kinds of data, such as mobile broadband. SMS in most cases still...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics