Despite the popularity of SMS or text messaging particularly among the younger generation, its revenue potential for mobile operators is not fully maximized.



About $4.9 billion per year is the estimated lost opportunities for mobile operators, according to a research by Informa Telecoms & Media.

However, there are many applications that could potentially be introduced to consumers through SMS. If the subscriber is able to use SMS to interact with their device in a more efficient, more enjoyable or more productive way, then they will be willing to pay a small additional fee for those SMS messages. The subscriber will accept that these messages fall outside of the ‘free’ text bundles, or add on a new bundle to their service plan; SMS messages are one of the few services that the user will always know how to use on their mobile phone.

I don’t think the not-so-customer-oriented mobile operators are blind about these lucrative opportunities. The major challenge is how to seduce millions of mobile users to embrace mobile marketing as a whole.



Privacy and security are the major hurdles so far, not to mention that majority of mobile users are still annoyed with mobile ads in general.



Via Fierce Mobile Content

This entry was posted on Wednesday, August 29th, 2007 at 3:17 pm and is filed under Cell Phone. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.