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Introduction
 
to
 
SMS
 
and
 
the
 
Mobile
 
Channel
 
Alerts,
 
Marketing,
 
and
 
Commerce
 
SUMOTEXT, Inc.2 Innwood CircleLittle Rock, AR 722111.800.480.1248URL:www.textmarketing.com URL:www.sumotext.com 
THINK
big
mobile marketing & alerts
 
 
SUMOTEXT provides the short codes, SMS gateway, and campaignmanagement tools that marketers and organizational leaders need to attract,identify, and engage mobile audiences.For marketers, no other channel (radio, TV, print, internet) can compete with thecost-effectiveness of text message marketing. With SUMOTEXT, customer loyaltyand rewards initiatives can be planned and launched in minutes.Campaigns can send text messages that contain basic product announcementsand mobile coupons, or can engage audiences with interactive voting polls,contests, and links to mobile web sites.For organizational leaders, no other channel offers the immediate or ubiquitousreach of a text message alert. Our powerful keyword and group managementcontrols streamline communications and keep dispersed groups organized,connected, and informed.
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SMS and the Mobile Channel
The Lure
 First there was the TV. Then there was the computer. Now 245 million wireless subscribers in theU.S. have their eyes fixed on a third screen – their mobile phone. By far, the most successfulstrategy to reach this screen has been SMS.“Text Message” and “SMS” are terms that are often used synonymously. SMS stands for ShortMessage Service and is the communication protocol that mobile devices use to send and receivetext messages. Americans sent over 30 billion text messages in December of 2007 alone – morethan all of 2005. This growth and popularity can partly be explained by the immediate, personal,concise, and unobtrusive nature of a 160-character text message.
The Process
Taking cues from Asia and Europe, U.S. wireless carriers (throughtheCTIA) created the Common Short Code Administration (CSCA) as an entity to regulate access to the SMS channel. A ‘Short Code’ is a 5 or 6 digit abbreviated phone number that isused to address SMS. Short Codes provide consumers a trustedmethod to ‘Opt-in’ and ‘Opt-out’ of marketing campaigns and alertservices.Short Codes also identify application and content providers andkeep spammers and unsolicited marketers out of wirelessnetworks. Each Short Code has to be independently approvedthen provisioned by each wireless carrier to gain access to thatnetwork. A Short Code can be shared by multiple content providers if it ismanaged by an approved application provider with a systemcapable of differentiating between program traffic through the useof keywords.
The Benefits
 When someone opts-in to a marketing campaign or alert server over a Short Code:Our client has identified someone very likely to buy, attend, or participate.Our client has received permission to send them text messagesOur client can reach them instantly - anytime and anywhere - with a 95% read rateOur client provides their customer a trusted method to ‘Opt-Out’ at any time
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The Players
 
CSCA
– The Common Short Code Administration leases common short codes to ContentProviders and Application Providers.
Content Providers
– Provide the services, promotions, news, alerts, and premium contentthat end-users request or subscribe to via SMS over a common short code.
Application Providers
– Offer provisioned short codes and specialize in software andhosting solutions that help content providers launch and manage mobile marketing campaignalert services, and mobile commes,rce.
 Connection Aggregators
– Have the exclusive and authorized connections to multiplewireless carriers and enable Content Providers and Application Providers to access thesewireless networks from a single bind or connection (typically via SMPP).
Wireless Service Providers
– Provide mobile phone service to consumers and individuallyprovision (approve) short code programs seeking recognition on their network.
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