Part of the Mobile Communications Resource Center, this is one of several presentations created by Michael Hanley for Ball State University's College of Communication, Information and Media. All rights are reserved.
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.
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
Hinweis der Redaktion
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”.
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”.
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”.
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”.
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”.
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”.
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”.
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”.
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”.
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”.
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”.