SMS to overtake voice

Further cuts in cellular interconnection rates will result in cheaper call charges, but will also drive changes in consumer behaviour patterns.

This is the view of BulkSMS.com MD, Pieter Streicher. “On the one hand, this is good news for consumers initiating calls, but it will also potentially mean a noticeable increase in the number of calls that people receive. In a world where information overload is already a challenge, this could be onerous for consumers, and drive changes in behaviour patterns.”

Streicher believes cheaper calls will lead to call proliferation, which will create an increase in the amount of voicemail messages, with people becoming less likely to answer their mobile phones.

“Recent research by US networks indicates people are increasingly neglecting their voicemails,” explains Streicher. “In a study conducted for Sprint, results showed people under the age of 30 are four times more likely to answer an SMS within minutes than respond to a voicemail. Those over 30 were twice as likely to do the same.”

He believes interest in voice communication will decrease as more people resort to SMS technology. He adds that consumers may even opt for services which convert voice messages to SMS.

“Also, given that it costs a premium to send an SMS message, it is unlikely that people will send unnecessary communications via SMS, as we have seen with mediums where the cost to the sender is negligible, such as e-mail, Skype or social networking tools.

“This means that SMS will retain its value as a communication medium,” notes Streicher.

Businesses still rely heavily on voice and e-mail communication, but Streicher says it will become increasingly challenging for them to reach their customers as volumes of calls and e-mails increase. He adds they will need to provide ways for their customers to reach them via SMS.

According to Streicher, 2010 Fifa World Cup sponsors and official bodies will communicate with fans in this way. “In the year ahead, SMS will be an increasingly primary communication tool, both in the lives of South Africans everyday, as well as the millions of soccer fans due to visit our country in June and July.”