Writing in 160 characters, Alan Pascoe suggests that the networks will have trouble coping with the continued rise of SMS.
The problem is that whilst SMS has steadily increased (38% per year in the UK for example), the margins have decreased due to bundles and flat rate tariffs. He suggests that major investment in an SMS network is needed for the mobile networks to cope.
From a mobile marketing point of view, it is also significant. Not only have peer to peer text messages increased, but business SMS and mobile marketing are also on the rise. Even in the current economic climate, the opportunities for cost savings or increased customer retention are attracting many businesses to the channel.
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