When the short message service (SMS) was born about 15 years ago, few could have predicted that this 160-character based message exchange mechanism would become so popular. Popular, and more significantly, ‘profitable’.
In-message SMS marketing is a widely used form of SMS-based marketing, where the additional space in a standard 160-character text message is utilised to its maximum potential by the operator. Routine service messages such as missed called notifications or call credit recharge notifications, for example, only use up a certain number of available characters in a text message, leaving the remaining portion of the message free for an additional marketing opportunity. It provides both an excellent platform for the MNO to market its ‘own’ services or packages, as well as providing a platform for other brands to reach specific customers on the MNO’s network.
In my view, the company has undergone a shift in its public image from being a grassroots/ service-for-all network operator, to a highly youth oriented one, before adopting its current more urban, more sophisticated and international approach (while still not losing its definitive focus on the youth).
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