What is SMS 2.0?

* SMS 2.0 is an upgrade to the consumer’s default Cellphone SMS (Messaging) application. SMS 2.0 has converged messaging, content and advertising into one seamless application.

* Bharti Airtel, the country’s largest mobile phone operator, is test marketing SMS 2.0 — the world’s first upgrade to the popular SMS application — in and around Delhi in tie-up with the UK-based Affle and MobileOne Ltd. (M1), one of the main operators in Singapore.

* It creates an interactive channel for the non-intrusive delivery of relevant content and advertising on the SMS window. The consumer chooses his interest area, and the latest information is delivered unobtrusively, while he composes or reads an SMS message.

* The mass-media interactive technology is developed by Affle and only two companies the world over have exclusive rights to this nextgen SMS service — the $4.3-billion Airtel and M1 of Singapore.

* For advertisers, it’s a killer application that will ensure their message is carried to an audience that’s all ears for it. SMS 2.0 is an eyeball-assured media where content is free.

HOW DOES IT WORKS:

* As of now, Airtel customers can download and install SMS 2.0 onto their mobile handsets for free. However, SMS 2.0 is compatible only with select handsets — Nokia Series 60 phones, versions 7 & 8. More will be added very soon.

* The consumer chooses his interest area, and the latest information is delivered unobtrusively, while he composes or reads an SMS message. The application makes the most of the SMS screen area while retaining the simplicity of the familiar SMS entry interface.

* The default content stays at the bottom portion of the S60 screen and converts to full screen when either the message is sent or the consumer clicks on the content.

* The S60 device may either periodically or in real time update the content and ads.

* The data traffic for SMS2.0 contents and ads is not charged to the users.

* S60 2nd Edition versions are available now, and the S60 3rd Edition version will be available in Q4 2007. It is available for free.

HOW WILL IT IMPACT THE FUTURE OF SMS MARKETING?

* SMS 2.0 is different from other formats of mobile marketing as it treats the handset like any other popular mass media — that is, the subscriber uses a wide spectrum of the media to create contextual advertising opportunities.

* The user defines the mobile content by opting for advertisers in his or her area of interest. So instead of all advertisers targetting all users, the user will benefit by having only the advertiser of his choice.

* Receiving enhanced messaging features like colour SMS and emoticons will further engage the mobile SMS users.

* This will render the recently debated do-not-call-registry (DNCR) useless as it does not intrude the user privacy.

* This will also compell to redefine the strategies of recently launched “Get paid to receive SMS ads” types of websites viz. mGinger, admobi, 160by2 etc.

Technorati Tags: SMS, SMS2.0, Airtel, Nokia, Affle, Mobile Marketing, Mobile ads, SMS ads, DNCR

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This entry was written by Ashutosh and posted on June 21, 2007 at 6:40 am and filed under Advertising, New Product or Venture Launches & Reviews. Bookmark the permalink. Follow any comments here with the RSS feed for this post. Post a comment(Latest is displayed first) or leave a trackback: Trackback URL.

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20 Comments so far (Add 1 more)

Hi friends.if u want to browse free gprs on airtel.call me 9665186234.its working.

1. Kunal on March 16th, 2009 at 10:52 am

please send the download for sms 2.0 version

2. STK MURTHY on February 24th, 2009 at 12:57 pm

It’s really very wonderful

3. Swamiraj on January 10th, 2009 at 2:12 pm

Use airtel as your best network provider

4. Randhir on December 8th, 2008 at 12:56 pm

@anshul khulbe: Its really sad to learn that you got cheated by some unscrupulous advertisers. Won’t you like to name them here for others’ sake?
You should complain about them to your mobile service provider and even take their contact details for suing them in District Consumer Forums. You will surely get justice.

5. Ashutosh on October 9th, 2008 at 9:11 am

very poor some of advertisement which asking to download games and extras makes us fool it takes all the balance with out providing downloading material

6. anshul khulbe on October 9th, 2008 at 7:43 am

I think it works via GPRS

7. Chetan on August 29th, 2008 at 12:21 pm

oh ok. I see many people using this application. When I receive from few people I get messages ending with “Sent from SMS2.0″. I always wanted to know how it works whether via GPRS or normal SMS and if it is normal SMS how big can each SMS be… Is there a place where I can check feature lists… Sorry for bothering.

8. MobileGames on August 25th, 2008 at 7:12 am

Dear MobileGames, It seems that the airtel website’s links for sms 2.0 posted in whatsnew sub-directory are no more functional these days. It will be better to speak to its customer care department to know the current link for downloading the sms 2.0 application.

9. Ashutosh on August 25th, 2008 at 7:00 am

Where do I download this application from Airtel?

10. MobileGames on August 25th, 2008 at 6:09 am

it’s nice but i want to font 2 bold?

11. bazeeth on July 25th, 2008 at 9:15 am

get paid for reciving sms on mobile.

gust sign up …….

its free….

so dont waste your time.

sign up now………………………

12. shobhit tomar on May 30th, 2008 at 5:48 pm

get paid for reciving sms on mobile.

gust sign up …….

its free….

so dont waste your time.

sign up now………………………
www.youmint.com/shobhit9tomar

also send free sms and more

13. shobhit on April 29th, 2008 at 5:41 am

service is good but not for all….hhahhaha
because there is some hidden tricks by provider,
they recovery cost

14. prem5588 on April 6th, 2008 at 6:50 am

Caution needs to be exercised here. This is really just advertising running over the SMS channel. The additional graphic functionality doesn’t really lend itself to an advanced SMS value. This is just combining text and pictures. In fact it looks more like MMS technology with an SMS label.
Paul Ruppert

15. Paul Ruppert at Mobile Point View on September 23rd, 2007 at 10:28 am

This is exactly what I expected to find out after reading the title What is SMS 2.0?. Thanks for informative article

16. Eric on July 4th, 2007 at 9:15 am

Hmmmm…I still beg to differ… as user is not being paid in cash or kind at 160by2. Instead 160by2 is offering a free service, that is supported by advertising revenue. This is vastly different from being offered cash or kind for using the service

I guess we will just agree to disagree!

17. Sanyog Jain on June 22nd, 2007 at 5:54 am

Thanks Sanyog for clarifying about 160by2’s business model. What I wanted to point out was that companies sharing the ad revenue in either cash or in kind (like free outgoing SMSs) will have to review their model after the acceptance of this new concept.

18. Ashutosh on June 22nd, 2007 at 4:42 am

Ashutosh
Thanks a lot for this informative article. This is certainly an interesting concept. M1 seems to have already launched this in Singapore.
But as you can appreciate it will work only on GPRS enabled mobiles, which still contitutes as very small portion of mobile conections, at least in India.

Let me clarify that www.160by2.com has a different business model. It allows you to send free sms of 80 characters, where remaining characters are used by advertisers to send highly targeted and contextual ads to the receivers. Users of www.160by2.com do not get paid to receive ads.

19. Sanyog Jain on June 21st, 2007 at 12:09 pm