Slides from my September 2009 Mobile Portland presentation covering some basic concepts on using SMS and MMS in your business.

1. SMS, MMS, & Short Codes
A beginners' guide to mobile
messaging and wireless carriers

2. Why?
SMS provides a 2-way messaging
conduit to 90% of the cell phones on
the planet.
285 M mobile handsets in USA
$100 Billion / year industry

3. Why?
Deliver messages to millions of
pockets
Use mobile carriers as your billing
solution
Provide a simple, text-based
interface to your app

4. Some Terminology
Pricing Models
Standard
Premium
Free-To-End-User
Directions
MO: Mobile Originated
MT: Mobile Terminated
2-Way: Both MO and MT

5. Short Message Service
AKA SMS, Text Message, Text
First implemented in 1993
140 byte size limit
Bi-Directional

6. Multimedia Messaging Service
AKA Picture Message, Ringtone, Video
Text Message With Benefits
Initiated via SMS
Content delivered via Data Link

7. Long Codes and Short Codes
Long Codes are Phone Numbers
+1 503.233.8128
Short Codes are 5 or 6 digit
Country-Specific SMS Numbers
40404
(In the USA) Long Codes are for People,
Short Codes for Machines

8. The Pieces
Mobile Handset / User
Cellular Carrier
CSC Administrator
Aggregator, or
Mobile Messaging Service Provider
You

9. Information Delivery
Pay Per Message for delivery of:
Marketing / Promotions
Customer Service
Over The Air Applications

10. Premium Content
One-Time Charge for:
Ring Tones, Videos, Pics
Tickets
Revenue share with carriers and provider

11. Subscriptions
Recurring Monthly Charge for:
Media
Alerts
Just About Anything
Revenue share with carriers and provider

12. Interactive Services (A2P)
A2P: Application To Person
Pay Per Message for MO & MT:
Tweets (40404)
Google Searches (466453)
... anything you can imagine

13. What You Can't Do
Access Handset Location
Guarantee Delivery / Read Receipt
Push / Pull Data Directly to Phone

14. Ways to Get Started
Don't call your local wireless rep.
Identify your need
Select service provider type
Interview providers

15. Mass Broadcast / Marketing
One-Off Broadcasts
Subscription Management Solutions
Ticket & Coupon Delivery Platforms

16. Premium Content & Billing
Turn Key Solutions Providers
Full Campaign Management Suites
Volume Commitments

17. Interactive Services
Carrier Email Gateways
Shared Short Codes
Long Code Providers
Short Code Aggregators

18. Sticky Wickets
Abuse of Mobile Users
Wireless Carriers
Premium Billing Problems
Short Code Setup Timeline
User Experience

19. Thank You
Jonathan Karon
NetJunky Research
monk@netjunky.com
@fightingmonk