Mobile SMS: (Still) The Undisputed King of Data Apps
Tuesday, April 13, 2010 // 4 Comments // Blog, Mobile Marketing, Mobile Recruiting, Mobile Trends
Let’s face it, our mobile device is with us 24×7, always within arms reach, and rarely ever shared. Regardless of what device you favor, one thing is certain: the mobile device connects us all and is the one piece of technology that we never seem to be without. With all the buzz around mobile apps, it’s important we don’t forget one of the most basic (yet powerful functions) of the mobile device – SMS (text-messaging).
Let’s first define SMS (text messaging)…
SMS (Short Message Service) is a text-only message delivery system on mobile phone networks. As a compliment to voice calls, text messages travel through the wireless service provider’s network, routed and delivered much like a voice call. The messaging server for SMS or text messaging routes all messages to the appropriate mobile phone or application based on the number in the destination address.
SMS: Some amazing SMS stats…
- On July 23rd 2010, SMS will celebrate its 18th birthday.
- SMS (text message) user base in 2009: 3.6 Billion
- By the end of 2010, it is estimated that we will finally reach 4B active users of SMS text messaging.
- Worldwide, 4.5 Trillion SMS text messages were sent in 2009.
- SMS usage is expected to grow by 22% in 2010, to – 5.5 Trillion total SMS text messages sent globally.
- The big driver in the SMS traffic now is North America, as Americans finally joined the SMS texting bandwagon along with the rest of the world.
- 94% read rate for SMS (75% read immediately), 15-20% response rate vs 1% for traditional media
And, did you know…
-4.6 Billion actual mobile phones are expected to be in use by the end of 2010
-60 countries have already reached 100% mobile phone penetration rates (incl. Brazil, France, Saudi Arabia, South Korea, and Turkey)
- Italy, Israel, Hong Kong, Russia etc are all at 150% mobile phone penetration
- Europe has surpassed 125% mobile phone penetration rate
- Worldwide email user base: 1.4 Billion
- Worldwide Internet user base: 1.7 Billion (including those who access at internet cafe’s and those who use the internet on their mobile phones).
- Worldwide PC user base: 1.2 Billion
Stat Source: Tomi Ahonen, Communities-Dominate
So what’s the point?
With the amazing apps being produced for the Android, and iPhone, it’s very easy to be enamored by all the slick new mobile applications flooding the market. However, let’s not forgot that SMS is still the most widely used DATA application on the planet and an extremely powerful channel for connecting and engaging our target audience. While many mobile users may not yet have a smart phone, or even mobile internet access, virtually every mobile device has SMS (text-messaging) capability. If you are a company planning on integrating mobile as part your overall interactive marketing strategy (and have a limited budget/resources), consider creating an SMS campaign and tie that into your mobile web site. Most importantly, remember that it doesn’t have to be complicated to be effective.
As a side note, on April 26th, I will be co-presenting at SHRM in Orlando-FL to further elaborate on this topic (along with my good friend Chris Hoyt-AKA @TheRecruiterGuy). If you have plans to attend SHRM this month, please make sure to look me up and say hello.
Geoff Peterson
April 14, 2010 at 10:41 pm
Nice post Michael! Your title “Mobile SMS: (Still) The Undisputed King of Applications” says it all. It’s very easy for anyone, including recruiters today to get caught up in all the application hoopla mostly coming from the Apple/iPhone camp. I admit, I have hundreds of applications on my iPhone and have gotten deep into all the new possibilities with Foursquare, Loopt and other popular location-based services. Text messaging though is still the most often used application or feature on my phone, and I don’t see that changing anytime soon. Smart recruiters and companies are the ones opening up a mobile channel as a part of their talent acquisition strategy.
Michael Becker
May 26, 2010 at 10:16 am
Michael,
I agree, nice post. Can you share your sources for your statistics?
JP
June 17, 2010 at 8:54 pm
OK. I really see the value in this, but when creating the website to blast out your texts, do you need a Patent?
I feel anywhere else in the world this would be good to go, but mobile advertising in the US and Canada…does Google/Apple/etc. own the rights to do this? Can I really just create a mobile advertising plan without patenting the software / idea?
Michael Marlatt
June 22, 2010 at 10:22 am
@JP – you raise an interesting question.
To answer your question, you don’t need a patent to send out blast text messages. Anyone can create a campaign provided you understand the basic guidelines.
Here are two basic things to remember:
1. After you have decided on your strategy, select a mobile provider or solution that fits your need.
First of all, if you are planning a large-scale campaign, then you will want to select a mobile solutions provider that is not only knowledgeable but also equipped with the proper infrastructure and technology to help drive your mobile messaging campaign. I’ve compiled a pretty extensive list of providers which you can view here: http://cloudrecruiting.net/the-ultimate-mobile-sms-directory-part-1/
Want to start small and keep it simple?
If you are not quite ready to launch a campaign on a large scale and simply want to get your feet wet, you should check out http://www.TextMarks.com (Free & paid options). I have used TextMarks extensively and it’s a very easy to use SaaS solution for anyone wanting to get a taste of mobile-marketing without the added expense.
2. Opt-in participation is key.
You must remember that it’s important to build an “opt-in” list. Marketing to your target audience requires that you get 100% permission prior to sending out a “blast”.
How do you do obtain permission?
You do this by creating a mobile campaign that combines a “keyword” plus “shortcode and a specific “call to action”.
Example Demo: Text the keyword “SHOWME” to 90206 (shortcode)
This is a simple mobile recruiting demo illustrating how mobile messaging can be used to segment a particular audience for later (target) marketing efforts.
Sorry for the lengthy response. I just want to make sure that you are clear on what’s required prior to initiating a campaign.
Cheers!