One of South Africa`s premier retail groups recently made history by sending reminders of its special sales preview to the mobile phones of 500 000 select customers simultaneously - using a new bulk SMS (short message system) service offered by JSE-listed Prism Holding`s transaction processing subsidiary, TranSwitch Services (PTSS).
The same AirComm Messaging service is utilised by the Achievement Awards Group to advise its loyalty scheme members of bonus point benefits available for various promotions. A total of 210 000 loyalty messages were distributed to members who voluntarily provided their cell phone numbers during December 2000.
According to Mike Smith, Chief Executive Officer of PTSS, the AirComm Messaging server software is an extremely powerful wireless connectivity, data access and message-handling solution conceived and developed by sister company, Prism Wireless.
"With AirComm Messaging, corporates can send and receive (push and pull) information which originates from multiple data sources. The information, packaged in the form of a standard SMS message, is transmitted over the GSM network between the mobile user`s cellular handset or PDA device and, for example, a central corporate database. In this way, corporates can reach their customers with real-time and personalised information in a non-intrusive and novel way.
"An example of push-pull messaging was the rugby competition run by Vodacom during the Super 12 series where all Vodacom subscribers were invited - via SMS - to send a message to their favourite rugby player. Prism Wireless developed a database of all the responses which peaked at 400 000 per hour," Smith explains.
To keep up with the growing demand for SMS connectivity services, PTSS recently commissioned an AirComm Messaging Server in its secure switching centre in Cape Town.
"By installing a high-speed AirComm Solution within the PTSS Switch, TranSwitch Services has created a SMS channel capable of hosting the level of outsourced bulk SMS messaging required by the country`s large retail chains and loyalty schemes. And, with the switch having permanent connections to both local cellular networks, corporates can reach their entire target audience irrespective of which network operator they subscribe to," he adds.
Smith believes the benefits of the PTSS AirComm service to local business extends beyond reach and personalized messaging. SMS is a cheaper and faster (delete) means of means of communicating with customers than via phone, fax or personalised letter. Its "easy-to use" and convenient nature also increases the potential of getting a direct response from the recipient - thereby enhancing the value of the original marketing effort.
Apart from Business to Consumer (B2C) applications, AirComm Messaging can also be used in the Business to Business (B2B) environment as well as within an organisation. In fact, it can be applied effectively to any scenario where data is being used to improve efficiency and management control. B2B or internal applications could include inventory item enquiries, production control, just in time ordering, remote monitoring of IT networks, password allocations, and remote access to company intranets and e-mail.
Share
