Mobile Message Delivery: SMS and MMS_Michael Hanley
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The document discusses mobile messaging with a focus on SMS (Short Message Service) and MMS (Multimedia Messaging Service), detailing their functions, market impact, and usage statistics. It highlights key differences between SMS and MMS, including content limitations and costs, while noting the advantages and disadvantages of each platform for marketers and consumers. Additionally, it explores the role of common short codes in enhancing mobile engagement and outlines the challenges faced in SMS marketing.
Mobile Message Delivery: SMS and MMS_Michael Hanley
- 1. Mobile Messaging: SMS and MMS Mobile Message Delivery: SMS and MMS Class 9
- 2. Mobile Messaging: SMS and MMS SMS MMS Email A Mobile Campaign (Mobile, Mobile Enabled) Image Recognition IVR Internet Mobile Web Bluetooth Talk Ways to Interact With a Mobile Phone and Distribute Mobile ContentGPS Talk to Text 6 Location/GPS Apps
- 3. Mobile Messaging: SMS and MMS 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
- 4. Mobile Messaging: SMS and MMS 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…
- 5. Mobile Messaging: SMS and MMS SMS and Short Codes Common 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
- 6. Mobile Messaging: SMS and MMS SMS and Short Codes Most 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.
- 7. Mobile Messaging: SMS and MMS SMS Uses
- 8. Mobile Messaging: SMS and MMS SMS Options Talk to Text A feature that converts talking into text messages SMS Chat A feature, mostly embedded in newer handsets, that allows the mobile subscriber to “chat” via the SMS protocol. SMS to TV An 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.
- 9. Mobile Messaging: SMS and MMS 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.
- 10. Mobile Messaging: SMS and MMS 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.
- 11. Mobile Messaging: SMS and MMS 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
- 12. Mobile Messaging: SMS and MMS What is MMS? Advantages of MMS •Direct and personal •MMS messages can be stored and forwarded •Delivery and readreply 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
- 13. Mobile Messaging: SMS and MMS What is MMS? Disadvantages of MMS Not compatible with basic phones Content is not always adapted as expected due to factors such as screen size and resolution variations between models Users 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 network Users are unsure of the costs associated
- 14. Mobile Messaging: SMS and MMS SMS/Text MMS 8 Pros & Cons •Short codes allow optin •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 webpush potential •Segmentation •User interactivity through multimedia •Better branding opportunities •Not compatible with basic phones
Editor's Notes
- #4: The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
- #5: The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
- #6: The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
- #7: The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
- #8: The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
- #9: The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
- #10: The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
- #11: The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
- #12: The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
- #13: The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
- #14: The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.