Today marks the 20-year anniversary of the short message service - or the SMS, as the telecommunications protocol is widely known.
While it is seen as a moribund technology by many, it remains an invaluable tool for marketing.
So says World Wide Worx MD Arthur Goldstuck, who believes there is still a key role to be played by SMS. "It remains the most effective means of mass communication between a business and its customers."
Goldstuck points out that a large customer base can be targeted instantaneously with very short messages and an immediate call to action. "Such mass messaging can also be segmented to reach different categories of customers with different messages in a highly-targeted manner, with very little additional effort."
He says this is the "real future" of SMS - considering, from a business point of view, both SMS and MMS continue to represent a "magic wand of marketing".
Early days
Goldstuck says, however, that the SMS will see - and has seen - decline on other fronts. He has indicated that, in SA, it is growing at an ever-slowing rate. This indicates it is reaching the top of the product lifecycle curve, and will soon begin declining in revenue terms.
In its early days, he says, SMS was a revolution for mobile networks, because it provided a universal service with a potential for high revenues at almost no cost.
"Because it was in effect an unused channel built into the network infrastructure, it was the communications equivalent of turning lead into gold. It was nothing less than enabling them to materialise money out of thin air."
He says, for the very reason that networks have tried to maintain the pricing structure of SMS, it is now in danger of being largely killed off by data services that allow instant messaging at negligible costs.
"The only reasons consumers still need SMS is to communicate with those who do not have data-capable phones or do not have instant messaging apps on their phones; and to participate in interactive events in mass media, like TV voting lines and competitions."
World's first SMS
On 3 December 1992, the world's first SMS was sent via Vodafone UK's GSM network by computer programmer Neil Papworth.
A test engineer, he sent the message as an experiment from his PC to his friend and Vodafone employee, Richard Jarvis's phone. The message simply said: "Merry Christmas".
According to SA's largest mobile network and Vodafone subsidiary, Vodacom, the message was received on an Orbitel 901 handset.
SMS interview
In an interview - conducted via SMS - Vodacom "spoke" to Papworth about that historic day two decades ago - in a session of 160-character questions and answers:
What was the idea behind trying to send a text message that day?
Papworth: We were demonstrating that txt msging worked outside the lab.
Why were you picked to send the message?
Papworth: I was one of a number of ppl testing and had done much of the installation & integration on the customer site.
How did you check the message was delivered, where was the receiving party?
Papworth: Richard Jarvis was @ the Vdf [Vodafone] Christmas party. A colleague next to him was on the phone (how old-fashioned!) to a Vdf mgr next to me.
How did you come up with "Merry Christmas" on December 3rd? Did you think it would take that long to deliver? J
Papworth: What else would u send to a Christmas party? :-)
What was the moment, the atmosphere like when the message was sent and delivered?
Papworth: It was a professional moment. We were under pressure 2 deliver, & we did. When it works, u just think "GR8 !"
When did you realise you were the pioneer of a majorly successful global communication tool?
Papworth: Ha, well I didn't even think about it b4 it was widely reported on the 10th anniversary. So, about 10 yrs ago!
What impact did the SMS have on your life personally?
Papworth: I continued working with SMS for almost 20 yrs. Every yr I get a good 5 mins of fame, from coverage in the local paper 2 starring in a Superbowl ad!
What was the most important or most memorable SMS you have sent or received?
Papworth: Announcing the births of my 3 kids 2 family & friends.
What famous person would you like to send a text message to and what would you write?
Papworth: I'm a big F1 fan. I'd txt fellow Brit Jenson Button & say, "C u @ the race in Montreal. Fancy a pint?". U got his #?
Who should never text you?
Papworth: My kids. Until they r old enough 2 own a phone & pay the bill themselves. :-)
Imagine you had the chance to send a text message to all mobile phones in the world ? what would your message be?
Papworth: Don't txt & drive!
When did you write a real letter for the last time?
Papworth: OMG. When I was @ Vodacom in Johannesburg I wrote some letters 2 my mum! That was maybe 1994!
(sic)
Share