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The Mobile Ecosystem Sumotext 

 

 
 
Tags:  billing software  short code  mobile marketing  sumotext  short code leasing  mobile ecosystem  mobile 
Views:  563
Published:  October 11, 2010
 
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Slide 1: Week 3 Writing Assignment Mobile Marketing 396V By: Elizabeth Kulin Sumotext Sumotext is in the application sphere of the mobile marketing ecosystem. They are an application provider of short codes, which means that mobile marketers can use Sumotext to rent short codes for the SMS mobile campaigns. A short code is defined as, “an abbreviated 5-6 digit number used as an “address” for text and multimedia messages” (Becker & Ahearn 2006). The average cost is between $500-$5000/month. In action, when a consumer sends a text to a short code their SMS is sent to a commercial service or software application. At this point, a text can be send back to the consumer from the same short code (if opt-in was successfully obtained). Short codes are a crucial part the SMS mobile marketing channel. SMS is one of the most used mobile marketing channels by marketers because of its reach capabilities among consumers. Research shows that 88% of phones can text and that 60% of mobile phone user takes advantage of this feature and uses it. Therefore, SMS is a valuable mobile campaign for marketers to engage in when decided how to reach their target audience via mobile and a short code enables the marketer to connect with the consumer as link between the two players. A marketer who uses Sumotext would be renting their short code(s) however, short codes can be leaked from the Common Short Code Administration. Some experts believe that leasing (as opposed to renting) offers less risk and greater flexibility because marketers can pay for “vanity” short codes (short codes they have control in designing). Leasing also allows marketers great control in the management process of billing, online administration and account management of choosing which application and aggregator providers to work with; a rented short code that is owned, and controlled by the application provide, such as Sumotext. To offset these consumer dislikes, Sumotext has explained their service from simply renting out short codes, to a one-stop-shop platform for marketers to use and depend on when carrying out a mobile SMS marketing campaign. Their value proposition is stronger because they can appeal to marketers who are interested in using a platform to carry out their strategy and creative mobile campaign. Sumotext has made execution simple with advice on SMS mobile campaign strategies, (specific to the objective that a mobile marketer may be interested in) built relationships with aggregator providers, consume response email alerts, and an initiative user-friendly platform. The Sumotext user platform encompasses scheduling of outgoing SMS campaigns, organization of campaigns by keywords, text message draft saving, lists of individual opt-in members, group list creation and segmenting capabilities, a .mobi website associated with the short code, and statistical reporting (that details usage and delivery confirmation). For my specific mobile marketing 396V team project (titled “Mobile Red”), Sumotext would offer the ability for us to rent short codes, share a short code among multiple keywords (which may be an advantage in our marketing strategy as we could have one short code across the Product Red brand, but different keywords associated
Slide 2: with the different retail stores that sell Red products), use the platform for organization, automated scheduling and reporting, and to build segmented database lists of our different constituents. Additionally, Sumotext’s relationship with aggregators simplifies the process of a executing a mobile campaign as they can offer syndication with all major mobile carriers while being very cost efficient ($300/month). References:   Michael Becker & Michael Ahearn, Understanding the Common Short Code: Its Use, Administration, and Tactical Elements. 2006 http://www.sumotext.com/index.html

   
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