Mobile Message Delivery: SMS and MMS_Michael Hanley

Mobile Messaging: SMS and MMS

Mobile Message Delivery:SMS and MMS

Class 9


SMS

MMSEmail

A Mobile Campaign(Mobile, Mobile Enabled)

ImageRecognition IVR

Internet

Mobile Web

BluetoothTalk

Ways to Interact With a Mobile Phone and

Distribute Mobile Content GPS

Talk to Text

6

Location/GPSApps


What is SMS ?Short Message Service (SMS): “A standard for telephony messaging systems that allow sending messages between mobile devices that consist of short, 160 character messages, normally with text only content.

Commonly called text messaging


What is SMS ?•Key revenue source for carriers•Began in early 1990s with GSM wireless services•Available globally•Tranmits to and from a wireless device or IP address•Often dismissed by marketers because it lacks the glitz and glamour of augmented reality or QR codes•The two biggest hurdles in SMS marketing:

•inherent limitations of the SMS platform•assumption that text marketing equals spam

•7.3 trillion messages sent globally in 2011•2.2 trillion sent in North American in 2011•Let’s look at a few infographics…


SMS and Short CodesCommon Short Codes (CSCs) are short numeric codes to which text messages can be sent from a mobile phone. CSC are issued by the Common Short Code Administration (Neustar)Wireless subscribers send text messages to short codes to access a wide variety of mobile content. Common short codes are easy to remember and they are compatible across all participating carriers. CSCs are either five-digit or six-digit numbers. CSCs can be leased by anyone interested in interacting with nearly 200 million wireless consumers; $500 or $1000 (vanity CSC) per month

http://www.usshortcodes.com/csc_csc.html


SMS and Short CodesMost often, they are used for premium campaigns such as competition entries, charity donations, or the purchasing of mobile content such as ringtones, wall papers and games.The use of these numbers comes at a premium fee, of course, which is charged to the user.


SMS Uses


SMS OptionsTalk to TextA feature that converts talking into text messagesSMS ChatA feature, mostly embedded in newer handsets, that allows the mobile subscriber to “chat” via the SMS protocol. SMS to TVAn interaction between the TV Broadcaster and mobile subscriber where the mobile subscriber texts in a message/vote which is either displayed on TV screen or affects outcome of the program being aired.


What is MMS?

Multimedia Messaging Service (MMS): “A standard for telephony messaging systems that enable the sending of messages that include multimedia objects (images, audio, video, rich text). May or may not include normal text.


What is MMS?•Introduced commercially in Norway in 2002•The cost of picture/video messages is a barrier around the world•In US, unlimited messaging packages include MMS•80 billion MMS in China in 2011; largest market•May not be compatible with the phone and will go unread.


What is MMS?SMS and MMS are based on the similar principles and data transfer methods, but only MMS allows for rich text, video and audio attachments, using WAP to access and display the content.These messages are created with data usage in mind, rather than a character count and this is evident in the pricing which far exceeds that of SMS. One concern that MMS raises is that of security. This messaging platform has been known to transfer malicious software and the cost of the message is often shared between both parties. Currently, read and response rates for MMS are not as good as for those messages sent via SMS. Since recipients need to agree to retrieve the content


What is MMS?Advantages of MMS•Direct and personal•MMS messages can be stored and for warded•Delivery and read-reply reporting•WAP Push potential•Benefit potential for sender and receiver•Varying message billing options•Segmentation•Increased user interactivity through multimedia•Image, video and other media rich content allows for better branding


What is MMS?Disadvantages of MMSNot compatible with basic phonesContent is not always adapted as expected due to factors such as screen size and resolution variations between modelsUsers who have opted into an MMS database don’t necessarily have an MMS enabled phone (which leads to excess messaging at additional cost). Send ing bulk MMS messages is often only available through a dedicated messaging platform rather than a networkUsers are unsure of the costs associated


SMS/Text MMS

8

Pros & Cons

•Short codes allow opt-in

•99% saturation•Available via all carriers

•Most people have unlimited texts

•Ages 12 – 35 are heaviest users

•Nearly always read

•Accounts for 60% of mobile ads

• News Feature Content• Enterprise Information• Alerts• Product Information• Sports Scores & Content • Entertainment • Celebrity Gossip• Music/Movie/TV • Any other text content

Pros & Cons•SMS on steroids•Allows for images, visuals, video, audio•MMS messages can be stored and forwarded•Mobile web-push potential•Segmentation•User interactivity through multimedia•Better branding opportunities•Not compatible with basic phones

Mobile Message Delivery: SMS and MMS_Michael Hanley

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