There is probably no mobile phone produced today that is not capable of SMS or text messaging (same thing). Yet few people are taking full advantage of its power. You can use your mobile phone for sending text messages to get instant information, send money, make money, and to save money. SMS has become the rage among American teens as the preferred method of communication. But, it has matured into the most powerful marketing tool ever conceived in Europe and Asia. The full range of SMS applications is only beginning to emerge in the U.S.



Sending a text message is a quick and simple procedure. You can send a message to a mobile phone number, an email address, or a short code. Short codes are usually five or six digit numbers used for mobile marketing convenience so that you don't have to enter a long phone number.

Personal SMS

No wonder teens have eagerly accepted texting as their preferred mode of communication. It is easy to do and fast-much more efficient than email. One negative aspect of SMS is that it can be used for cheating on tests and some schools frown upon it for good reason.

To text someone, go to the messaging area of your phone's functions and select SMS or Text Message. Enter the recipient's phone number in the To: field and then type your message in the message field. Select Send, and off it goes.

Text messages are limited to 160 characters maximum. Some phones display character counts. If you go over 160 characters, some phone will split the messages and automatically create sequential messages. Some phones have canned text with phrases you can select such as "email me," "wanna do lunch," "on phone." You can edit the list to create your own phrases. Some phones have a table of emoticons or smiley faces you can select.

The 160 character limitation and the laborious task of entering text using a phone keypad have combined to produce an evolving character-efficient text talk with new words and abbreviations. For example, 2GTBT=too good to be true; 143=I love you; 404=I don't know. For a comprehensive list, go to www.webopedia.com/quick_ref/textmessageabbreviations.asp. Check out the emoticon chart too.

SMS offers many advantages over phone calls and email. Our minds can more quickly process short text messages than long, convoluted voice communications. Many phones allow you to archive messages in related strings for easy search and retrieval. SMS messages never get cut off because of bad reception. Nor do they get misunderstood because of line noise. SMS messages reach their destination instantly, even when the recipient cannot talk because he is in a meeting or otherwise occupied. You can embed URLs and links in a text message. Web enabled phones can then link to the Web directly from the message. Texting is fun for flirting and for accumulating good karma with thoughtful messages and reminders. Use SMS to find people in noisy, crowded places. Busy people can become even more effective with texting.

Commercial SMS

TV shows such as American Idol have pioneered the use of commercial SMS for voting and polling purposes. While the use of text messaging has been wildly popular and successful for this purpose the problem is that it has only been available to AT&T customers. In order for it to be available across the board to customers of other carriers, a business must have a license from all carriers, which can be prohibitively expense. However, with a company such as Synergetics International/SMS, this is no longer an issue.

Think of the power of SMS with respect to marketing. There has never before been such a powerful means of marketing. Almost everyone carries a mobile phone these days. People don't leave home without them, and they are your constant companion. Accordingly, a marketer has the opportunity to reach customers at anytime any place.

It is important to point out that, unlike email, there is no SPAM involved in SMS. People must text in to request information, and they can opt out at any time.

I will examine the possibilities of commercial SMS in more detail in a future article, so stay tuned.

Conclusions

SMS allows people to communicate quickly and concisely under conditions where it may not be possible otherwise. You can use SMS to send and receive information, make reservations, make contributions, send money, receive money, make money, and save money. We will elaborate on each of these topics in future discussions and show how SMS is a highly effective means of reaching a targeted market. Most consumers are enthusiastic about texting and find it fun. I predict that SMS will soon become the future of marketing. This back just a few years ago when most people didn't have a clue what www meant. Now, if a company has no Website, it has no credibility.