Next gen SMSes gear up for the battle...

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Sit back – cell phone in hand – and wait for next generation of short messaging service (SMS). Affle, the UK-based mobile media company, is going to launch SMS 2.0 service for Airtel customers very soon. In fact, the pilot project in Delhi and National Capital Region (NCR) with Airtel subscribers is over, and it appears to have been a big success. The SMS 2.0 service will be rolled out with other GSM operators in a couple of months time; after that, Affle with also launch the service with CDMA operators (like Reliance). So what will this mean? The Affle powered SMS 2.0 application will usher in the era of “enhanced messaging”, and one will be able to customise text colours, fun emoticons, content and advertising. Affle has already tied up with a few advertisers (like Aviva Insurance, Makemytrip.com, Titan etc) who are going to display ads on every SMS sent or received through the SMS 2.0 platform. The ads on SMS 2.0 have a set of “call-to-action” features like ‘call now’, ‘call-me-back’, ‘ b u y - n o w ’ ‘launch video’, ‘answer-survey’, ‘view web page’ and so on. Now that’s Something to look forward to!

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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