TITLE

Text takes off

AUTHOR(S)
Jay, Rufus
PUB. DATE
January 2010
SOURCE
New Media Age;1/14/2010, p26
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article reports on the increasing adoption of short message service (SMS) marketing for direct-to-consumer campaigns due to changes in mobile usage, development of new technology and changing market conditions. The service was boosted by mobile service operators O2 and Orange when it offered users an option to receive one personalized brand alert each day beginning early December 2009. The operators tapped the mass market with the new offer where 1.7 out of 17.4 million people who received the SMS responded to the campaigns.
ACCESSION #
48023776

 

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