Why Text?
The text messaging market, including short messaging service (SMS) and mobile messaging service (MMS), has exploded after 20 years of existence. Text messaging is the only mobile standard with mass market penetration. Text messaging has become the medium of choice for the younger generation, outpacing voice and email, and is gaining traction with older demographics. Some figures:
- In 2012, over 2 TRILLION text messages were sent in United States alone. (Forrester)
- In 2012, 80% of the U.S. population used text messaging, up 58% from 2007, just five years prior. (pewinternet.org)
- Based on current trends, it is likely that the penetration of text messaging in the U.S. will follow the lead of Europe and Southeast Asia, where text messaging penetration exceeds 80%.
Given the enormous popularity of texting, how can it effectively be harnessed? SMaSh has the solution.