Overview – SMS and MMS
SMS (Short Message Service) and MMS (Multimedia Message Service) are used to send and receive brief messages inexpensively to employees with mobile devices. SMS and MMS enable the organisation to maintain contact with mobile employees, including field staff, through text, audio and image messaging. SMS, also referred to as ‘text messaging’ or ‘texting’, enables messages of up to 160 characters to be sent across virtually any operator network.
Because of the limitation on character length, SMS is best suited to short messages. It’s useful for sending reminders about impending deadlines or notifying employees about a forthcoming event, such as a news update or leader’s visit.
This tactic is useful for:
✓ Delivering urgent news.
✓ Communicating in real time.
✓ Keeping mobile employees informed.
✓ Providing product demonstrations.
✓ Enabling mobile access to the organisation’s databases.
✓ Optimising supply channels and service provision, e.g. inventory updates, transaction confirmations, etc.
Things to consider:
⇒ Define the intended communication purpose of SMS and/or MMS to establish required infrastructure and resources.
⇒ Conduct focus groups with mobile employees to determine how SMS and/or MMS can better support them to optimise job performance.
⇒ Determine points along the organisation’s value chain where the reach and immediacy of SMS and/or MMS will be a competitive advantage.
⇒ Confirm with your mobile phone supplier that they can provide software to enable you to establish and communicate with specific user groups.
⇒ Provide guidelines and policies for SMS/MMS usage.
The Mobile Marketing Association is a global non-profit association that covers all aspects of mobile marketing and its associated technologies. For example, their website includes a paper on SMS messaging guidelines.