Mobile Messaging Trends Analysis What’s the buzz in mobile messaging? Prepared by Sentient Communications for Clickatell
Brief Objective - to look at SMS stories hitting the headlines and what the media is talking about Methodology - online tracking and analysis of 12,000 online articles during July 2008 Deliverables - to identify messaging gaps versus overtraded areas
Financial Services “ SMS phishing on the increase” “ Nielsen Mobile sees uptick in mobile commerce” “ Banking on new technology” This vertical is abuzz with news of more banks adding mobile payments as a business solution and using SMS for security purposes in the fight against fraud. Overview Headlines
Uses of SMS in Financial Services
In the US in particular, mobile banking is taking off in a big way, with a host of banks adopting this new technology.
Companies are also adopting SMS as a means to enable mobile commerce through shortcode payments.
Consumers are concerned, however, about mobile fraud in the form of mobile phishing and are weary of added costs on their mobile bills.
There are a few mentions of one-time passwords sent via SMS, but no in-depth explanations of its use as a business and security tool.
Retail “ SMS boosts airport shopping” “ Text messaging and vending machine as touch-point retail tools” The retail sector seems to be lagging in its adoption of mobile messaging as a business tool. Current use is limited to promotions, product information and customer relationship management. Overview Headlines
Uses of SMS in the Retail sector
Although there was a lack of retail-related mobile messaging news, retailers are using SMS for:
customer relationship management in the form of updates on in-store promotions;
price checking via SMS,
and additional product information.
CRM / Mobile Marketing “ Harrah’s Casino uses SMS to promote concert series” “ Gas station alerts consumers of price hikes via SMS” “ Etihad launches SMS cargo tracking” Mobile messaging has gained widespread adoption within this vertical and is used for promotional as well as cost-reduction purposes. Overview Headlines
Uses of SMS in CRM / Mobile Marketing
In the US, a trend is emerging where the hospitality industry is promoting its events using SMS.
Some gas stations are also using SMS to keep customers in the know about price increases on fuel, and offering discounts on gas if customers show the SMS they received when filling up their tank.
Some airline companies in the Middle East are using SMS to keep customers up-to-date on where their cargo is and what the expected time of arrival will be.
Healthcare “ SMS reminders reduce missed appointments by 27%” “ Next-gen stop smoking via text message service launched” “ Texts new tool in teen counselling” The healthcare sector are late adopters of SMS but can benefit hugely from using the technology. Business uses of SMS include cost savings and delivering critical healthcare information. Overview Headlines
Uses of SMS in Healthcare
In this vertical, SMS is being used in stop-smoking campaigns both in the US and Europe. Smokers can receive support messages, reminders not to smoke, and health information on the benefits of not smoking.
Doctors are using SMS to send patients appointment reminders in order to reduce the loss of revenue of missed appointments - UK doctors have shown a 27% reduction in missed appointments since adopting SMS.
SMS is being used to support various forms of counseling with counselors creating text-based support groups. People can also send their concerns to a central number to have a qualified counselor call them back to provide counseling.
Transport / Supply Chain “ Melbourne’s move towards a logistics city” There is a vast gap in this vertical. The transport and supply chain industries seem largely unaware of the benefits SMS provides. Limited uses include improved business process and sharing of critical information. Overview Headlines
Uses of SMS in Transport / Supply Chain
Of the uses that are in the news, the most apparent was the use of SMS to improve information dissemination about traffic flow in major cities.
Using SMS, drivers can be kept up-to-date on traffic congestion with real-time information on traffic flow on major roads.
Supply chain companies benefit as real-time traffic information can help reduce traveling time and assist them in keeping on schedule with deliveries.
Travel / Tourism “ UK Tourism to cut marketing costs with SMS” “ Mobile innovation adds to Las Vegas’ tourism technology” “ Mobile and travel - the whole world in their hands” The travel and tourism industry is using SMS to promote, save costs, and provide easy access to services such as bookings and entertainment. Overview Headlines
Uses of SMS in Travel & Tourism
Some hotels allow customers to book a table at their restaurant by sending an SMS, or book a seat at a show.
Event organisers are allowing customers to purchase tickets to shows via SMS - customers are billed on their mobile accounts and receive an SMS that also serves as the ticket to entry at the show.
Travel agencies are utilising SMS by offering mobile travel guides on request - users simply send and SMS to a shortcode number and receive up-to-date information on the given city or venue. Users can also book trips to tourist attractions by sending an SMS to a shortcode number.
Government “ See crime? Text it” “ Farmers get weather alerts via SMS now” “ Italians dial up best food price” Governments all over the globe are adopting SMS to assist in getting critical information to citizens and aid crime fighting efforts. Overview Headlines
Uses of SMS in Government
The US, UK and South Africa use SMS for anonymous crime tips, allowing the public to do their bit to fight crime without putting their safety at risk.
Singapore uses SMS to send vital information on possible sudden SARS outbreaks to citizens in the area, urging them to avoid contaminated areas, potentially saving hundreds of lives.
The Italian government offers citizens a service to ease the strain of increasing food prices, where they can send an SMS to a central number that gives them price comparisons on essential food items, helping them save costs.