A Changing Marketplace
The US marketplace changes everyday. Here's a quick snapshot:

200 Million

There are more than 200 Million Wireless Subscribers in the United States.

12 Billion

The number of text messages sent each month in the United States. 

85 Percent

The number of people ages 18-28 who use text messaging on a daily basis.

 Catchwind is a Proud Member of the Global Mobile Marketing Association

Mobile Marketing Industry: Snapshot

•  By 2007 35.9 million Americans will participate in mobile marketing campaigns.  Frost & Sullivan

•  About 42% of mobile customers are open to mobile advertising…if it’s relevant.  Yankee Group

•  “The days of doing a TV spot and reaching everybody are dwindling.  The mobile phone is very personal, and it’s always with you”.  Jon Raj, Visa’s New-Media Ad Chief

•  Mobile ad sales could total $2 billion (nearly 1% of all U.S. ad sales) by 2010, with further projected growth reaching 5% (of total U.S. ad sales) by 2015.  Yankee Group

• 89% of major brands are planning to market via mobile devices by 2008.  Airwide Solutions

What is a text message?

A text message is a way to communicate with cellular phones without talking.  “Text message” and “SMS” are often used synonymously.

 

What is SMS?
SMS stands for Short Message Service and is the standard by which all phones send and receive text messages.

Is text messaging the same as e-mail?

Text messaging and e-mail share many similarities, but are not the same.  Many phones have the ability to send and receive both e-mail and text messages.

 

Who can receive text messages?

Nearly every cell phone in service today can send and receive text messages.  Many wireless providers include text messaging with their service plans and offer text messaging plans to suit any user.

 

Do my customers get charged to receive text messages?
Whether or not a customer gets charged to send or receive a text message is completely dependent on the person's carrier and plan.  Prices range from free to 10 cents.

 

What are the size limitations of a text message?

Standard text messages are limited in size to 160 characters.  This includes all letters, numbers, symbols, spaces, and punctuation.

What is a Short Code?
Think of a 5-Digit Short Code as a URL for a Web site. It tells the wireless carriers where to send the message. Similar to an abbreviation, the 5 digit code is easy for your customers to remember. Keywords and Short Codes work together to form an address. Example: Text [KEYWORD] to [SHORT CODE] to receive a particular offer or to sign up for a particular alert.

 

What is a Keyword?

The name of the alert that your users text to join.  Keywords and Short Codes work together to form an address. Example: Text [KEYWORD] to [SHORT CODE] to receive a particular offer or to sign up for a particular alert.

 

What does it mean to Opt-in? What is a double opt-in?

Opt-in means to join an alert. The customer gives you permission to send SMS messages to their phone.  Users send a text message to a keyword to “opt-in” to the database of mobile alerts.  A double Opt-in is a confirmation of a subscription by requiring users to respond a second time to confirm their subscription.  This response insures spam law compliancy.

 

Is text message marketing regulated?

The Federal Communications Commission (FCC) regulates mobile commerce by requiring a double opt-in procedure to join alerts, as well as requiring a mandatory opt-out option for all alerts.

 

What does it mean to Opt-out?

Opt-out means to quit a SMS alert.  Users send a text message to a keyword to “opt-out” of the database of mobile alerts.  The operators/keywords for this are usually “stop” or “quit.”

 

What is a "Premium" campaign?
Premium-SMS campaigns charge the end-user (customer) for receiving a message, or a group of messages.  Examples include "joke of the day" and ring tone campaigns.  In most cases the user is charged a monthly fee (example: $5.99).  The fee is charged and collected by the carriers and the revenue is split between the carrier and the company orchestrating the campaign.