SMS & apps

SMS can be used either as a central part of a communications application, or as an integrated piece of a broader service offering.  For example, there are a range of apps for smartphones that enable low cost communications using over the top services. These can enable group testing apps as well as bundle voice, instant messenger and SMS services within an app environment.

Alternatively, SMS can be used as a communication mechanic within an app – for example acting as a reminder service in a scheduling app or enabling users of an app to share information with others on non-compatible phones.

A key requirement for SMS/app integration is to ensure speed and reliability of SMS communication. The app market is highly competitive and fickle consumers will quickly abandon an app if it doesn’t meet their expectations. With this in mind, lost or delayed messages can be fatal to an app’s reputation and success.

In addition, many apps now deal with mission critical information that requires the highest level of reliability in communications. For these applications high quality SMS communications is vital.

• Group messaging – Group messaging applications use a combination of SMS and mobile instant messenger communications to enable text communications between a group of individuals. This combined approach means that users can carry on group conversations, whatever handsets they are using.

• Low cost messaging – There are a number of apps using over the top services to facilitate economical messaging options for consumers. Messages are taken over the web from the handset and they are cost-effectively routed via SMS to the recipient.

• Updates and reminders – Whilst many app compatible phones have a built-in reminder functionality, SMS can service as an additional, high impact reminder for app users that an action is required. Moreover, if an app requires an update for a number of people, some of whom many not have smartphones, SMS can be an ideal communications channel.

• App marketing – One of the key challenges for app developers is consumer discovery, letting users know that their app is available. SMS can be used as a target mobile marketing channel, giving users the ability to download an app direct from the message via WAP-push SMS.

• Out of coverage updates – For app services which require regular, ongoing interaction, SMS can be used as an alternative communications mechanism for when 3G coverage isn’t available.  For example, in a micro-blogging app SMS could be used to post updates when mobile internet coverage isn’t available.

Enterprises, internet companies and app developers can integrate SMS as a part of their mobile mix strategy, either as a standalone service or in conjunction with a rich mobile media strategy.