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 consists of two elements. First, you have to send it to either a mobile phone number, email address, or a short code. A short code is usually five or six numbers used for non-personal or commercial messages for convenience so that you don't have to remember or key in a long phone number.

Personal SMS

Texting is the communication method of choice among teens in the U.S., and it has many advantages. It is fast and efficient. Unfortunately, SMS has been used for cheating on tests, and for that reason some schools tend to frown on cell phones in class.

To text someone, just input the recipient's cell phone number in the To: box, key in a short message (no more than 160 characters), and push send. Alternatively, you can send a text message from a phone to an email address.

Some phones display a character count. Some more sophisticated phones offer a popup menu with canned text with phrases such as "On phone," "Call me later," "Want to do lunch?" You can created your own phrases too. Some devices also offer a popup grid full of graphic emoticons, which are fun.

The 160 character message limit has inspired users to enlist abbreviations and even new shortcut words that are becoming widely accepted, which is another example of the evolution of language. For example, 2GTBT=too good to be true; 143=I love you; 404=I don't know. Go to www.webopedia,com/quick_ref/textmesssageabbreviartions.asp for a comprehensive list and a chart of emoticons.

Texting has many advantages over email and phone calls. Brief text messages can be assimilated quickly by the human mind compared to processing phone conversations with all the extras and social amenities. Text messages can be archived and automatically linked for easy review on more sophisticated phones. Text messages are never dropped or cut off because of bad reception. Messages are transmitted instantly and can be used in situations where talking on the phone would be awkward, such as in meetings or in public places. You can send links or URLs to Web enabled phones. Texting if fun for casual flirting and for building good karma with thoughtful messages and reminders. Busy people can become even more effective using SMS.

Commercial SMS

Texting in the United States for commercial purposes has just begun to emerge. Perhaps you have noticed texting first on TV shows such as American Idol. You can text your vote using your cell phone-if you are an AT&T customer. Even though limited to a single carrier, the show receives millions and millions of votes showing that it is a well-received and popular activity. The problem of competing technologies of all the different characters has been overcome and the gap bridged by companies such as Synergetics International SMS (www.synergetics.org/sms) so that it is now possible for businesses large and small to take advantage of this technology for marketing purposes.

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, however, that unlike email there is no SPAM involved. The customer must initiate and invite the contact and 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.