Sending A Message

Text messaging is moving beyond the 16-to-24 age demographic as companies and organizations find ways to use this quick tool to communicate, advertise and even stay in touch during emergencies. In its first quarter 2006 report, Verizon Wireless noted that 49% of all its customers use text messaging. They made 9.6 billion text messages, more than double the 3.6 billion during first quarter 2005. A 2005 study by Seattle-based M:Metrics, a consumer research firm for the mobile communications industry, found that 14% of wireless subscribers over age 65 use text messaging.

Text messaging is expanding as a communication tool in a number of applications:

Text message advertisements. When the NBA's Orlando Magic used text messaging to collect trivia answers, team officials were hoping to bolster season ticket sales by targeting a text message coupon to fans. Because a text message ad can be intrusive -- and can cost a dime to the consumer -- it's tricky to do right. Laura Betterly, president and CEO of In Touch Media Group in Clearwater, says that in general, "It's annoying" but works when it is attached to something of value, maybe a free ring tone. She adds that it is best on an opt-in basis to a limited group.

Text to pay. In April, PayPal launched PayPal Mobile, a system that lets people in the U.S. and Canada who have PayPal accounts send money by phone. Other text-to-pay companies such as TextPayMe, MobileLime and PayWi also are cropping up. Here's how it works: A friend settling a restaurant bill with another friend, for example, could text pay his share of the bill to his friend's PayPal account. PayPal's system is PIN-protected.

Tags: Business Services