“Let our advance worrying become advance thinking and planning” – Winston Churchill

A lot of speculation as to the reasons why businesses fail seem to be doing the rounds these days, especially since more than 32,000 businesses were predicted to fail for the 2009/10 period.

One of the most common reasons across a number of different websites, is bad management… many business owners don’t seem to know how to manage their business, with the result being imminent doom & gloom.

Arguably, good business depends on good planning. And the same is true for the SMS service you want to use to provide your customers with increased value; to provide them with a reason to stay loyal to your business…

Operational Planning: Now & Then

A number of planning models exist both in print and online. All of them, however, seek to answer four or 5 key questions:

1. Where are we now?
2. Where do we want to be (after x period of time)?
3. How will we get there?
4. How will we measure our progress?
5. (Optional: Where can we tweak?)

Answering these questions successfully won’t guarantee your success, but the answers will provide you with a roadmap of where you want to go and how you could get there (I’m using the conditional form, as planning often differs, even if slightly, from reality). Let’s look at how the above can be applied to plan successfully for the implementation and deployment of an SMS service.

1. What types of customer communication do you currently use?
   • Do you want to distribute promotional information, account information or a combination of different types of information?

This isn’t exclusive to an SMS service: whenever a new form of communication is brought into an existing communication strategy, care should be taken to see how these various forms of communication will affect one another.

Additionally, what do you want to use the SMS service for and what are the results you expect from it? Answering these questions is a bit more tricky than might initially appear:

2. What do you expect from an SMS service?
   • Can it easily provide a return on investment (ROI)?
   • Can it increase revenue, either on its own or in conjunction with other media types or when used in a different department?

What are your monetary expectations from your SMS service:

It should also be considered whether and how the SMS service can be used to fuel customer retention (one of its great benefits) as well as customer acquisition – it is inevitable that there are some customers that will want to leave. But, with some careful planning and a well thought out SMS service, it is possible to tip the balance in favour of new customers whilst retaining the majority of current customers.

Next week’s post will cover how you can get there. But in the mean time, read more on our SMS service page.

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You’ve heard about bulk SMS text messaging for businesses and have read up on the pros and cons, and decided it’s something you’d like to use. But you’re scared that it requires too much tech-savvy and will take too much time to learn to use effectively. Luckily bulk SMS providers have taken this into account and have developed what they think is a suitable web SMS texting client for their current and potential clients. Here’s how you choose the right client…

Take the Email Approach with Web SMS

It doesn’t matter which email client you use, be it online or on your desktop, there are a couple of things that stay the same:

• The ‘New’ mail button will always be somewhere to the left
• To the far right you’ll always find ‘Help’
• With most clients you can press F5 or F9 to Send/Receive
• Account preferences are more or less in the same place
• And there’s always an address book

The same can be said about websites, with the ‘Home’ button always to the left, and so on. When it comes to web SMS, it therefore makes sense to look for an interface that you are familiar with and one that all members of the company will be able to use without needing any significant amount of training. In short, expect the same intuitive interface that you would from your email client. Here’s an example:

A: The Menu Bar

Whether it’s on the side or displayed on top most Web SMS clients should at least have some kind of menu where all the many functions are grouped together. This facilitates ease of use, making web SMS as easy as using a website or desktop application.

B: Address Book

Ever seen an email client without an address book? Doesn’t make sense, does it? Especially since the purpose of the entire application is to use SMS text messaging to get in touch with your contacts. The test is in the functionality of the address book – does it allow you to import your contacts and manage them with a certain amount of flexibility? Can you manipulate lists, create groups, etc.? These aspects of address book management become important the deeper you go into mobile marketing.

C: Reporting

In terms of web SMS, reporting is a very important feature. It helps you track your text messages to see which  of them have been delivered, which have been opened, etc. When you’re running campaigns, this becomes especially important as it will help you analyse the success of the campaigns you’re running and also identify areas where you can improve.

D: Help

Here’s an interesting thought: where would the cyber realm be without the trusty ‘Help’ or F1 function. True, most of us don’t use it until there’s no other option, but, still, it’s nice to know that it’s there and that it works. The help function should provide the same in-depth product information found in any other application.

Can you think of anything else to keep an eye out for when selecting a web SMS product? If you can, leave it in a comment below.

For more information or to register for your free account, go to our web SMS Communicator 2 page.

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What is SMPP?

Like FTP, TCP and SMTP, to name a few, SMPP is a protocol. It’s short for Short Message Peer-to-Peer protocol and was originally designed by Aldiscon. Afterwards Aldiscon was acquired by Logica who then handed the SMPP protocol to the SMPP Developers Forum, which later became known as The SMS Forum, which is now disbanded. Version 5.0 is the most recent version with versions 3.4 and 3.3 being the most widely used.

What Makes SMPP Different? The Checklist…

1.      High-Volume Sending

While low message volumes are possible, SMPP is ideally used for high-volume messaging. This is done via an SMPP session that is active on a TCP/IP session, which essentially means that SMPP relies on internet connectivity to deliver bulk SMS text messages. These sessions can either be synchronous or asynchronous:

• Synchronous SMPP: When a message is sent, an acknowledgement is required before the next message is sent.
• Asynchronous SMPP: Messages are sent in batches and acknowledged in the same manner.

It’s safe to say that this protocol is ideal for companies and organisations who require high-speed messaging to a number of contacts.

2.      Developer’s Touch

The way companies connect via SMPP to an SMS gateway for the delivery of bulk SMS messages is by means of an application programming interface, or API. A number of API’s exist for other protocols that will allow different software environments to connect to the SMS gateway.

SMPP, however, is different in that it requires in-depth technical and development knowledge for implementation. If you’re a developer with keen insight into languages like PHP, PERL, C, etc., then this should not pose a problem. However, if you do not have said skills, then one of the other API’s or SMS-enabled applications might prove to be more beneficial.

3.      Focused Support

Unlike the other protocols, SMPP was specifically designed for text messaging. And seeing as this protocol is also supported by Short Message Service Centres (SMSC’s), it is quite popular and therefore enjoys a lot of support on the internet in forums and other websites.

For more information or to get your hands on detailed documentation, go to the SMPP page now.

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We’ll take a look at the ins and outs of international SMS text messaging. Topics covered below will include which software to use, which accounts to register for and how to determine the cost of messages to the country you want to send messages to.

Which Software Should You Use?

Essentially there exists two types of software for the transmission of international SMS text messages:

1. Pre-designed software packages. These are software packages that have already been written by someone else and is usually free or available at a nominal cost and, in most cases, provide the business owner with an interface similar to that of the email inbox, with the added benefit of address book management and much, much more.
2. Application Programming Interfaces (API’s). Think of a human translator that mediates between speakers of different languages – the API is exactly like that. It allows communication with the SMS gateway (or SMS server, if you want) from a business’ native software environment using any of the available API languages.

These include HTTP/S, SMPP, SMTP, SOAP, XML, FTP and COM objects. Integrating any of these API’s within native software environments allow businesses to send international SMS text messages using their own databases and software.

Which Accounts Should You Register For?

Local SMS text account or international SMS text account? It is possible to register a local account in a different country to send international SMS messages. For instance, if you have a fair number of contacts in the United Kingdom, then it could be worth your while to register a local account in the United Kingdom to ensure that you save on costs when sending to them.

But, if the majority of your customers are located in South Africa or elsewhere and you only have a few contacts in the United Kingdom, then it might be better to register for an international SMS account or an account local to South Africa.

Take care to note that short codes are country specific. Regardless of the number of customers you have in a specific country, if you want to make use of a short code in that country, you’ll have to register for a local account in that country and apply for a short code accordingly.

Determining Cost

Ultimately it’s all down to cost for most business owners. How much will you pay for reliable international SMS text messaging (with the focus on ‘reliable’)? The long answer is that the costs for bulk messaging to any destination are cheaper than, say, messaging from a normal mobile phone. However, if you just want the short answer, go to this coverage page for reliable messaging prices.

For more information about the products you can use to communicate with potential or existing customer that you acquired during the world cup, simply go to our international SMS page.

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So where do you start and what do you need? While we’ll come to that and connection to the SMS gateways in a bit, it is important to understand what you will use text messaging for. Some companies use it for marketing and sales, others use it exclusively to enhance their customer service. And, of course, there are companies that use text messaging for all three, and more.

• To ensure that your connection to SMS gateways is worth it, determine where text messaging will fit into your business.

Once you’ve figured out exactly what you’ll be using text messaging for, work out where it will fit in, especially in relation to your current software environment. Create sample campaigns and see how they fit in with your software environment.

• Where’s text messaging going to fit into your business? Be elaborate in your planning, to ensure that you cover all your bases.

It’s important to know what your text messaging requirements are in its entirety – it will help you make the right product choice for successful messaging through SMS gateways. Here are some of the various products you can choose from.

Web-based Applications

As the name implies, these applications allow you to use your web browser to message your contacts through SMS gateways. The benefit here is that, when using a web-based application, you can use it from virtually anywhere where there’s an internet connection. These applications often provide you with added functionality, such as address books, contact lists, two-way messaging, and much, much more.

Communicator is an example of a web-based text messaging application.

Application Programming Interfaces (API’s)

Think of the API as the backbone of the web-based text messaging application. It’s the set of rules behind the pretty interface that makes the messaging possible. Many companies use the API’s to send text messages through the SMS gateways because it allows them to create their own interface (or plugins for existing interfaces) and integrate text messaging into their existing systems, such as databases, CRM programs, and more.

For a list of all the available API’s and how their individual features, just follow the link below.

• Choose the product that is right for your business AND that you’ll be able to use successfully.

Choosing Your Provider for SMS Gateways Messaging

One area of commercial mobile messaging that many businesses find a bit daunting is choosing the right bulk text messaging provider. In most cases businesses focus on price alone, and not on the quality of the service involved – what good is paying for messages when the service you are using isn’t reliable. And because you only pay for message credits in most cases (and because they are affordable), it is possible to afford your business, and your customers, that extra bit of quality.

• Don’t base your choice on price. Make message reliability your primary focus.

Once you’ve chosen your provider, check whether they offer free sign ups. Remember, you already pay for the message cost, so sign up should be free.

When everything is in place and you’ve sent your first messages, the only thing that remains is to keep an eye on response rates (with the aid of reporting tools made possible by the web application or API functionality) and see where you can tweak your messages for optimal performance.

For more information or a list of available API’s, just go to our SMS gateways page.

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Mobile dating is not a new phenomenon. Companies like Flirtomatic and MeetMoi have already benefited by being among those pushing the boundaries of bulk text messaging through the SMS gateway to ensure that love is alive and well among individuals who prefer mobiles to (initial) vis-à-vis communication. And it has taken off, with the mobile dating and chat room industry in the U.S. estimated to be worth around $1.4 billion by 2013 and fuelled by those individuals who don’t have the time or inclination for spontaneous social interaction.

A recent article featured on The Times of India’s website indicates that, according to research, more and more individuals are identifying text messaging as the ideal medium to ask someone out, or turn them down, at least for the first date. And it’s to be expected, too – technology has always had an influence on our love lives, and seeing as text messaging is one of the most ubiquitous and affordable  forms of communication on the planet (all mobile phones have text messaging capabilities, dontcherknow?), it is only to be expected.

But mobile dating has not yet matured – as businesses realise that the high barrier to entry cost of text messaging is something of the past, text message dating will explode, offered either as the vehicle conveying the communiqué of romance between individuals, or as a cost-efficient, fast  and effective method of communication in conjunction with other booming trends, such as the mobile web (when Smartphone penetration reaches a satisfactory level, that is).

More importantly, however, is the inferred conclusion: text messaging is about to become the de facto method of first contact communication, not only between individuals, but between businesses and their consumers. And this is achieved with the SMS gateway.

What’s the Deal with the SMS Gateway?

Bulk text messaging is made possible through the SMS gateway, just like bulk email is made possible through an email server. Unlike an email server, however, the SMS gateway provides the business with a number of application programming interfaces to allow for custom integration into the business’ software environment. These application programming interfaces, also known as API’s, have been designed for easy implementation. They are easy to use and provide the flexibility necessary to make use of the full technical capabilities of text messaging.

Whether your business is aimed toward the mobile dating arena or whether you rely on short and efficient communication with your customers using a medium with proven open and response rates, the SMS gateway deserves the same consideration that email received a decade ago.

More information can be found on our SMS gateway page.

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Browsing the web one notes that a number of industries are implementing bulk SMS as a communications solution with their customers. Restaurants in particular count among those that are actively implementing SMS and reaping the obvious benefits. Here are a couple of ways in which restaurants have implemented SMS text messaging:

SMS Bookings

A prominent South African restaurant has taken bulk SMS text messaging to the web by providing current and future customers with the opportunity to make bookings online. Their initiative provides a web form that customers fill in with all the required details, including name, reply number, reservation date and time as well as the number of people and whether or not they require seats in the smoking section.

Once the form is submitted, the restaurant will get in touch with the customer to confirm the booking as well as any additional arrangements, where applicable.

SMS Menu

One practice that is becoming increasingly common is for restaurants to use bulk SMS text messaging to send sections of their menus and other specials to customers on a period basis. Quite naturally this helps the restaurant on days that are slow, and ensures that customers are always kept up to date with the most recent in cuisine and other sensory delights.

Other items that can be communicated via bulk SMS text messaging include:

• Opening and closing times
• Wine lists
• Special events
• Etc.

Comments and Feedback

Wouldn’t we all like to know what’s in the minds of our customers? Regardless of restaurant type, or industry type for that matter, knowing what your customer thinks is an ideal way to improve your product offering or service, thereby netting more acclaim and more customers. Bulk SMS text messages provides the ideal platform for customer feedback as it’s quick and can be done virtually anywhere where there is coverage.

This makes bulk SMS the perfect communications solution, not only for restaurants, but also bars, pubs, clubs and a myriad of other businesses across all industries.

If you’re interested to know which technologies you can use to get communicating with your customers, simply navigate to our bulk SMS page.

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Essentially two types of SMS text messages exist that businesses can employ in an SMS service to:

• Provide additional products and services to existing customers
• Obtain more accurate information about their target market
• Ensure that they have a qualified audience.

These two message types are known as ‘text 4 info’ and ‘text 2 join’. Here’s a brief look at both of them with an accompanying example:

Text 4 Info

This message type provides members of the target audience that have an interest in a product or service with the opportunity to send a text message in exchange for information. ‘Text 4 Info’ messages in an SMS service provide the platform for a once-off text transaction with the customer and do not require opt-in.

Message types that fall into this category include:

Text…

• …for detail
• …for link
• …for call back
• …for code
• …to feedback

Britons travelling abroad to exotic destinations are now able to receive immediate and free travel health information regarding malaria thanks to a new text messaging service developed by mobile healthcare specialist iPLATO. The service, funded by GlaxoSmithKline Travel Health as part of the Malaria Awareness Campaign, allows travellers to text in the name of their destination country to receive relevant information about the malaria prevalence in that country.

Want more examples? Download our 101 Business Applications Using SMS today!

Text 2 Join

Different from ‘Text 4 Info’ messages, ‘Text 2 Join’ messages in an SMS service provide the current or prospective customer the opportunity to opt-in to a specific text message program.

Message types that fall into this category include:

Text…

• …to win
• …for alerts
• …to vote
• …for rewards

The mayor of New York City, Michael Bloomberg, has turned to the cell phone as a means of combating school failures among disadvantaged African-American and Latino youths. In some 20 public New York schools, students will be offered a cell phone and those who get good grades will receive, via text messages, rewards such as concert and sporting events tickets and ringtones that are sponsored by businesses. The program was expected to start in January 2008 with between 10,000 to 15,000 students.

Want more examples? Download our 101 Business Applications Using SMS today!

Note: The above examples for message types in an SMS service should be accompanied with the appropriate acceptable use steps in the country where they are implemented. If you’re unfamiliar with the necessary steps in your country, we recommend that you follow the guidelines and links as stipulated in our terms and conditions (just scroll down to “Codes of Conduct”).

Are you ready to start using SMS? Just go to Tour SMS service page now.

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So let’s start by creating a distinction between two types of bulk SMS messaging technologies:

Application Programming Interface (API): Possibly the reason why many think sending bulk SMS messages is difficult, is because of the assumption that they have to use an API. And using an API requires some level of technical proficiency, something which not everyone has.

So when do you use an API? You use an API connection when:

• You’ve got custom messaging requirements
• You have the resources to cater for the technical requirements
• You expect to send more than 10,000 messages a month (not compulsory)
• You require custom reporting.

In short, the API is for companies who would like to integrate bulk SMS messaging seamlessly into their communication strategies.

Graphical User Interface (GUI): Not that the Graphical User Interface alternatives can’t  supply an integrated messaging solution – just keep in mind that you have no control over which API is being used and, as such, any of the finer settings (Click here and register for free to see what the Graphical User Interface SMS application looks like).

Use the bulk SMS messaging Graphical User Interface (GUI) when:

• You have little or no technical experience
• You want an SMS messaging solution that you can access from anywhere in the world
• You want one-click detailed reporting
• You want someone else to maintain your bulk SMS interface.

In short, think of the Graphical User Interface as a webmail client, just for SMS – easy enough for your gran to use.

Need more information? Go to our bulk SMS page now.

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Despite the possible discrepancies in data accuracy offered by a number of stats websites, one cannot deny the fact that infant mortality rates in themselves are a cause of both interest and concern, especially to those families expecting, or planning to have, a child in the near future. Information service, text4baby.org, is helping mothers increase the chances of a successful pregnancy by providing them with the information they need to maintain optimal health during their pregnancy. This is achieved with SMS messages relayed via an SMS Gateway to the mobile phone of the mother-to-be.

“Text4baby is a free mobile information service designed to promote maternal and child health. An educational program of the National Healthy Mothers, Healthy Babies Coalition (HMHB), text4baby provides pregnant women and new moms with information they need to take care of their health and give their babies the best possible start in life.” The information mothers receive on their mobile phones is relevant to the stage of their pregnancy – if a woman is 28 weeks pregnant, she’ll receive information accordingly.

However it’s not the only one of its kind – a similar program named Pesinet is currently afoot in Mali. In Senegal the infant mortality rate fell from 120 per 1,000 births to 8 infant deaths per 1,000 births, as reported on textually.org back in 2007.

Solution for the United Kingdom

The United Kingdom is ranked 22nd globally by the United Nations and 32nd by the CIA World Factbook according to 2009 estimates (via Wikipedia). Perhaps not the highest infant mortality rates in the world, but definitely something to take note of – figures governmental bodies are actively seeking to reduce through a variety of campaigns. One cannot help but wonder if SMS messages via the SMS gateway could be the ultimate platform to reach those who could make use of such an SMS-based information service, be it for pregnancy or any other type of medical condition. True, the above may be a bit biased in favour of the mobile. But statistics rarely lie.

Mobile penetration in the United Kingdom is already more than 100%. In fact, it is possible to say that more people own a mobile phone than, say, a television set in the United Kingdom. There are also, on average, more mobile phones per household than television sets. Should SMS text messaging through SMS Gateways be made an all but compulsory medium for campaigns that carry national interest? Perhaps.

SMS Gateway Expertise

The real problem, perhaps, is the implementation of the SMS gateway for mobile text messaging campaigns – something that many see as a feat that requires some form of extraordinary technical expertise. Yet while the potential exists to make it as technical and complicated as possible, the truth is that, in some cases, the only skill really needed is the composition and submission of a plain text email. This, as well as a number of other easy ways to send bulk SMS messages is made possible by application programming interfaces, specifically desgined to facilitate ease of use whilst providing the flexibility to provide optimal performance in virtually any software environment. This can help UK organisations implement an SMS solution to cater for all their communication needs and increase the efficiency of their campaigns.

For more information, visit our SMS gateway page.

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