Brands and agencies recognize and agree that the mobile channel is a highly effective way to reach consumers. But the most 
successful campaigns are built on the understanding that the mobile channel isn’t homogeneous. Instead, savvy brands and marketers know that it’s actually a set of options, each with its own strengths and considerations that must be factored in to ensure a maximally effective campaign.
Take Short Message Service (SMS), which is the world’s most widely used wireless data service partly because it’s been built into virtually every handset–even entry-level models – sold over the past several years. As a result, there’s an enormous installed base of SMS users, across every demographic group, for brands and marketers to target.
This installed base can be measured in terms of usage. For example, in America, the average mobile user sends 10 SMS messages per day per customer, according to CTIA. In the Philippines, it’s nearly 400 messages per month, according to a January 2009 Pyramid Research report. The takeaway: SMS is widely used in both developed and developing countries, so it’s a viable way for brands and marketers to reach the mass market. Read more
