| SMS is a simple but extremely powerful | | | | amount of expense and time up front. |
| messaging tool for businesses to communicate | | | | Short Code Advantages |
| immediately with customers, clients, employees, | | | | Easier to remember a short number |
| and members. Since the first SMS for commercial | | | | Single number across all wireless networks |
| use was sent in 1992 (Neil Papworth, a test | | | | Ability to charge the end-user |
| engineer at Sema Group, sent the message, | | | | Reliable |
| "Merry Christmas" to friend Richard Jarvis. It was | | | | Examples |
| sent from a computer to a handset device using | | | | TV Shows and voting |
| the Vodafone GSM - Global System for Mobile | | | | Radio Ads (Text 'I WANT ONE' to 667756) |
| communication network.), companies have used | | | | Advertising campaigns that generate money |
| text messaging in a range of business applications | | | | from messaging |
| for two-way communication within their | | | | Not all business communication needs fall within |
| organization as well as with their clients. Business | | | | the realm of marketing messages, and require |
| applications include emergency alerts, automated | | | | text messaging capabilities without a huge |
| appointment or payment reminders, voting, | | | | investment in time and money. A low-cost and |
| sending critical information to employees so they | | | | easy to implement alternative is the long number |
| can take immediate action, paid services, | | | | method, which can be used to send and receive |
| enhanced customer support, and mobile employee | | | | text messages through an SMS gateway. |
| support to name a few. | | | | Long number text messaging is available through |
| There are two options to send SMS messages: | | | | an SMS service provider, which is a business that |
| long numbers and short codes. Both long numbers | | | | provides a gateway to send and receive text |
| (i.e. 757-544-9510) and short codes (i.e. 75195) are | | | | messages. Some service providers offer out of |
| methods for receiving inbound and sending | | | | the box solutions for specific industries. Other |
| outbound SMS text messages. The key is to | | | | service providers offer technical connectivity that |
| determine which method is best suited to your | | | | allows a business to build customized logic to |
| business' needs. | | | | support their business needs. For example, a text |
| Short code services are typically used by | | | | messaging Web Service which allows a business |
| advertising agencies, media companies, radio | | | | IT department to implement text messaging |
| stations, TV channels, and marketing companies | | | | capabilities programmatically within their existing |
| to interact with consumers during campaigns and | | | | systems. |
| contests. For example, a consumer can send a | | | | Account set up and integration with an SMS |
| text message to a radio station short code to | | | | service provider is much quicker than leasing a |
| request songs, enter a contest, vote on a talk | | | | short code, and typically takes 1 - 2 business |
| show issue, or receive traffic and weather | | | | days. |
| reports. Short codes in the U.S. are leased on a | | | | Long Number Advantages |
| short term basis (three, six, or twelve month | | | | Minimal setup time and cost |
| term), and are therefore suited to these types of | | | | Not restricted to national borders |
| marketing campaigns and messages. | | | | Less likely to get shut off from abuse |
| The process to obtain and use a short code is | | | | No need to set up keywords to get |
| two-fold. First, a business must apply for a short | | | | responses |
| code with the Common Short Code | | | | Still works in roaming situations |
| Administration ( CSCA ). Ordering and leasing a | | | | Reliable |
| short code costs $500 per month for a random | | | | Examples |
| number, and $1,000 per month for a vanity | | | | Public Services (Warnings, etc) |
| number. Second, the business must submit a | | | | Business Applications (Website verification, |
| campaign application, which the wireless carriers | | | | track your package, etc) |
| will review and either accept or reject. Even if | | | | Dating Services (Anonymous Messaging) |
| they reject the application, the lease fees are | | | | Double Opt-in Advertising campaigns without |
| non-refundable. This two-part process typically | | | | the objective of generating revenue from |
| takes 6 - 10 weeks. So there is a considerable | | | | wireless networks. |