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Why use SMS?

There are several reasons why SMS is an excellent means of communication:

(a) Cost Effective: As a communications medium, SMS is the most cost-effective way of communicating to any mobile audience. Data is transmitted via different mobile channels than voice, and can be delivered to a handset at a fraction of a voice call. The fact that SMS can be sent out in bulk to large groups of recipients in a manual or automated manner further means that fewer resources are required to action the communication.

(b) High Reach: Globally, there are around 7 times more mobile handsets than there are Internet access points. This means that more people can be reached via SMS than with, for instance, e-mail or fax communications. Especially in developing countries, the lack of non-mobile delivery mechanisms is aggravated. SMS is at the same time mobile, in the sense that recipients can be reached wherever they are. Further to the above, using the correct gateway will allow for global reach, with the same features, delivery and cost as a local message.

(c) High Response to Calls For Action: Because SMS is an extremely personal means of communication, and handset screens are seen as private real estate, there is a high level of attention for any text message that is received by the individual. Almost invariably, the whole message is read, which is really easy since the protocol is constrained to delivering 160 characters (if no concatenation is used). These factors induce a higher than average response rate to a call to action, as there are high attention levels to incoming messages. At the same time, of course, it means that abuse and unsolicited messages are aggressively reacted upon.

(d) Immediacy: An SMS is typically delivered within seconds, depending on the gateway used, message traffic, and of course on the handset being switched on and within coverage. Because messages are pushed to the handset by the delivering network’s SMSC and does not rely on the recipient retrieving it from a server, it is an extremely reliable means of getting time-sensitive messages to recipients. Whether a message is sent to 50 people in a foreign country, or simply to a staff member on the way to a meeting, it is an effective way of communicating directly to the intended recipient as close to real time as possible.

(e) Automation: Should a business integrate SMS with its existing (legacy) database environments, SMS can be automated as easily as it is to automate the sending of e-mail. NotifEye, for instance, allows for generic protocol integration such as e-mail, FTP, HTTP, XML and windows application systems to its gateways. The business is then able to automate or scripts the messages, which means that a bank can easily send automated balance updates, a financial firm stock prices based on movement, etc.

(f) Reliability: Since SMS was launched, it has excelled as an acceptable communications medium. Due to continued increase in reliability, with solution providers such as NotifEye.com committed to achieving 100% reliability, it is widely accepted as new business communications channel.

(g) Personal and Discreet: One SMS - one recipient. SMS messages are sent to individual mobile handsets where it is personal and aimed at that specific individual, allowing for compelling one-to-one communications. SMS is different from other kinds of mass media, in that it is direct and private. Communication to a mobile handset is therefore also dangerous, if not well thought out and relevant.

(h) Customisation: As with the automation of messages, SMS can also be customised, even if sent in bulk or by an application. This can be done with the use of SMS merge applications, or through existing database functions and queries, which are directed to the SMS gateway. No additional infrastructure may be required to send personalised mobile messages, thereby increasing the relevance for the recipient.