Short Message Service, better known as SMS, consists of sending short text messages. Inherently linked to mobile telephony, its use has expanded to everyone, whether professional or individual. While classic, its origins lie in the foundations of modern communication. However, its usage has evolved under the influence of the contemporary era. Here is an overview of its emergence…

Origin of the Short Message

Communication is the foundation of humanity. Yet, the Short Message Service seems to be nothing more than a modern human invention. And yet… As early as the 13th century, this technique was used to deliver concise, discreet, fast, and precise information. Thus, even if the idea might sound amusing, carrier pigeons were used to deliver short messages. Unlike letters, they provided a discreet and rapid way to send messages over certain distances. Information was then delivered succinctly and efficiently, without intermediaries. This is reminiscent of the famous Twitter bird. These brief short texts were actually called "textos," a term later revived by controversies between mobile operators, including the famous SFR. It was the entry into the Industrial Revolution that facilitated and necessitated the development of communication methods. Indeed, road, rail, and water transport routes expanded, increasing commercial trade. Consequently, communication methods intended to increase the number of prospects and facilitate commercial exchanges became essential. Simple market presence or word-of-mouth were no longer sufficient. Written advertising began to emerge. Correlatively, new mechanical and technical methods increased communication capabilities. Thus, the automation of presses and progress in printing and transport allowed written advertisements to reach more prospects and customers. Similarly, radio made it possible to reach a larger target audience. The telephone did as well, especially in the context of commercial prospecting. During the second half of the 20th century, radiotelephony enabled the implementation of mobile telephony. In the same century, the creation of a data network system operating via waves, the Internet, triggered a revolution: globalization. All exchanges were now global. Regarding the text message, that is to say thesending of SMS, it is mobile telephony that is at its origin. Like the Internet, mobile messaging was initially intended only for professionals, in the context of customer management. Its purpose here was to notify them of certain operations. It had also been used as a means of communication for the hearing impaired. However, some operators decided to test its reach to other subscribers. The result was a global success. Indeed, although charged per unit, the cost of a short message was much lower than that of a call.

Definition

Short Message Service, sometimes referred to as a succinct messaging service, refers to the service of sending short messages via mobile telephony. Unlike other messages, SMS is a short written text, comprising a maximum of 160 characters. Data and new technologies allow for the sending of longer messages, automatically broken down into "mini-messages." Traditionally written using ABC or T9 modes. Since the appearance of smartphones, QWERTY or AZERTY keyboards appear on the screen for text entry. Since SMS does not occupy bandwidth, it allows for the decongestion of wave networks. This is why it is a significant asset for operators, as it is inexpensive, fast, and accessible, as well as for users. It is true, however, that they have competitors, such as MMS, Multimedia Messaging Service, which, as the name suggests, allows for the sending of various media formats within the message. For example, videos, images, audio tracks, etc. With 95% of the population owning a mobile phone, SMS is an effective way to reach the entire population and the preferred means of communication, especially regarding the efficiency-to-price ratio. Their original function is to be sent to mobile lines, i.e., mobile phones. However, new services have developed, allowing the sending of SMS to landlines, sometimes with the reading of the sent messages. Moreover, SMS is available on increasingly high-performance networks: we have gone from the original 1G to 4G. However, while the original method of sending mini-messages is timeless, it is no longer the only one on the market. Indeed, ICTs allow for technological feats that are useful and necessary for new marketing and communication imperatives.

SMS, an essential and timeless service

The entry into the Internet age has transformed communication. Now, everyone has ultra-simple and fast ways to communicate across all continents. Keeping in touch with loved ones, promoting your business, advertising, and managing customer relations is possible thanks to sending emails, video conferencing, Internet advertising, blogs, websites, and other forums. And there is no need to rely solely on computers. It is now possible to work from a PC, a tablet, a phone, an iPhone, an iPad, and other hybrids… However, even if a plethora of means are available, short messaging services are still essential for the smooth running of business. Adapted to ICTs, they are also an incomparable asset in terms of marketing and communication.

The necessities of SMS

Mini-messages serve individuals and professionals in terms of communication, marketing, customer loyalty, and therefore commerce. Indeed, far from being an outdated technique, short messaging allows, as per its initial vocation, the sending of discreet and succinct texts, a method still appreciated today. However, the use of short texts is still useful and necessary for the following reasons:

• Informing contacts, professionals, businesses, and prospects: through short telephone messages, customers are discreetly informed of possible services, goods or services offered, as well as various related operations. This allows the customer to feel integrated into the company's commercial and executive policy, to feel involved, to share values, and thus to remain close to the professional.
• Publishing and promoting activity: promotional offers are now sent by text. It is a discreet way to allow the customer not to forget the offer in question and to remain close to their brand. Furthermore, the refinement of the texts sent allows for the inclusion of promotional codes that can be used by the customer. At the same time, the customer can interact with the brand in a fun way.
• Finding new consumers: through certain text messages, companies can prospect and encourage the targeted individuals to purchase. Thus, some SMS messages include forms allowing prospects to sign up via embedded links. Similarly, they allow people to be redirected to relevant sites.
• Building customer loyalty: SMS is an effective way to build loyalty among customers and buyers. Thus, after purchases, many customers are provided with usage tips, privileges, or the possibility to stay connected and obtain more information. For example, being subscribed to a newsletter, VIP clubs, or support forums…
• Strengthening and improving customer relations: short texts allow for after-sales service by advising consumers or taking their complaints into account. Customers can also make requests and be redirected to help and support centers, or obtain assistance or information via message.
• Contacting the majority of your customers at a low cost: 95% of the population has a mobile phone. So, if you want to expand your target, the best tool is the mobile phone. And here again, in order not to disturb your customers while remaining present in their daily lives, SMS is the best way to deliver information. Moreover, since SMS is no longer billed separately, many plans provide a total cost for unlimited sending, especially if you are an individual. But even as a professional, the costs are very low and preferential compared to those of a call. Therefore, sending text messages is an effective and formidable compromise.

However, these needs and possibilities have been refined through new techniques and applications existing on the market.

New SMS applications

For a business with more than a dozen clients, sending individual text messages is simply impossible. A company's communication strategy requires sending messages based on specific events, such as holidays, loyalty anniversaries, welcome messages, or loyalty rewards. It is hard to imagine a company hiring someone just to send text messages. Furthermore, businesses often send promotional offers via text on a regular basis. Again, it is impossible to delegate this low-value task to staff. New programs have emerged that allow messages to be sent to everyone automatically and systematically. Today, many software programs, applications, and interfaces are available on various platforms to automate these tasks, view and categorize information, systematize actions, and group interests. Thus, it is possible to use SMS from your PC, your tablet, or your computer, across various operating systems, whether Mac, Windows, Apple, or Android. Thanks to these systems, you can:

• View all your contacts at a glance: viewing, grouping, and organizing contacts from your PC is a service offered by all mobile operators, software providers, and applications.
• Automate and systematize tasks: perhaps you want to send a congratulatory message to your parents on every wedding anniversary, or send a welcome message to every new subscriber to your services. You can systematize this by setting the program to send a welcome message to every new phone number. You can also automate the sending of a specific text on any date you define.
• Plan and notify: by automating and systematizing tasks, you can plan your events and activities. Are you planning a free happy hour, a commemoration, or an open house? Plan these events every year using the interfaces available in various SMS sending programs.

You can send SMS or text messages from many different platforms. To name just a few, here is a non-exhaustive list:

• Orange, SFR, Bouygues Telecom, Free, and other operators offer online SMS services, complete with group contact management and event scheduling.
• Many firms found on Google offer online telephony, allowing you to link your phones and PCs. Windows, Android, Apple, and Mac have developed interfaces that allow you to contact your directory from your PC, with or without your phone. Specifically, tools like PushBullet, AirDroid, FreeSMS, and other data applications eliminate the need for a manual mobile connection by using Wi-Fi, 3G, or 4G to virtualize connections. They also provide notifications for smartphone events.
• A large number of web companies found on Google offer SMS services. For example, Octopush provides services that facilitate managing SMS sending from a PC. This allows clients to interact and engage in dialogue, which enriches the customer relationship and builds loyalty. Voice SMS options are also available.
• Furthermore, tech-savvy users can download software or use code to send SMS directly from their own tools.

The stakes of SMS

While SMS is an essential tool in a commercial strategy, there are certain points to keep in mind. It should never interfere with other communication methods but rather be part of a multichannel strategy. In fact, businesses must ensure they:

• Boost the provider's commercial activity: by allowing them to collect information, promote their business, sell products, and advertise.
• Strengthen customer relationships: the goal of SMS is to build customer loyalty by allowing them to interact with the service provider or vendor. It is about making the consumer an active participant in their decisions, improving after-sales service, and increasing the closeness between the professional and the client.

To do this, as part of a multichannel strategy, text messages can be used alongside other methods, such as direct mail, email marketing, cold calling, in-person prospecting, etc. Additionally, automation tools like IFTTT (If This Then That) allow you to link actions in unlimited ways.