Perspectives

This is set in the United States:

In the 80s, the technology to reach people wasn’t so advanced. But the desire to get people to buy stuff they don’t need wasn’t any less. Someone invented direct mail marketing. Which is, to send posts about stuff on sale to people who never evinced any interest in buying it. Initially, the response was astounding. So, everyone did it until it started piling up. Today, the US direct mail marketing’s ROI is touted to be at 1.9%. But, marketers won’t give up (Actually, they are). They have a budget and it needs to be spent.

Back to India, 2010:

SMS! Never before in the history of this country was it possible to have a two way (remote) conversation with half of it’s citizens. No other medium of technological communication is so Simple & as wide spread. I don’t know what folks waiting for the 3G roll out & for the supposed ubiquity of smart phones think, but to me, this is already magical. Solutions on SMS show up in my mind every time I think about real world(India) problems. The applications are not just myriad but will actually work. SMS is indeed the lowest common technology denominator for India. But Alas, it is being poached just like those Tigers.

You probably already know about Bulk SMS. Forget it for a moment to become the “Average Ajay“. If you were to get an SMS from a number & you tried calling it, wouldn’t you be petrified to know that “This number does not exist”!? Try calling the Google SMS Channel number (+91-9870807070) or say, “TDSnapdeal” (that would be a 5 digit short code. You can never call anyone there). Weird, “Average Ajay” would think. Twice. Thrice. He will not bother. He has learned to ignore.

It seems TRAI was set up to protect consumer’s interest. They must be behind the brilliance of “TDLOR“, A message from “LOR” via Tata Teleservices, Delhi. Excellent & Thank you. Now I don’t want it. What do I do? Can I call someone & Shout?

Even as I write this, I have 22 unread messages & I don’t plan to read them. Bulk SMS marketers…You will have to take the credit. You will continue to look at SMS as a way to broadcast. To you, along with (and cheaper than) Radio, News paper & TV, SMS is a channel to create pain in people without having to shoulder the responsibility, thanks to TDLOR.

Very soon, you will take the ROI of this industry to 1.9% too (If it already isin’t). You are probably paying 2 Paise per SMS now. It will get cheaper, maybe 2 Paise for 100 SMSes. But, You will soon run out of people.

“SMS”, the species, is dying. Thanks to you & All the best.

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1. Businesses, phones & India