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Tuesday, November 29, 2005

Verizon says No Spam for Thanksgiving

Looks like Verizon is taking the high road and pursuing another of those aggressive marketers for sending 93,000 SPAM messages. And although the article doesn't say it expressly - we can only guess that the access to the Verizon network was through their e-mail to SMS gateway.

I've written about the US carriers using e-mail to SMS gateways and the huge problems that they cause in SPAM - and the huge investment they are making in buying e-mail anti-SPAM solutions.

All you have to do is turn them off!

There are a number of legitimate solutions for allowing businesses to access the Verizon network for sending messages - and an e-mail to SMS gateway just isn't the best one.

If it weren't for those "few pennies" they receive from every message that is sent Verizon would shut these access points down.

Ok - so that may not be completely true - it is possible that the carriers are still trying to encourage adoption of business use for SMS messaging. And the best way to do that would be to make the messages FREE through an aggregator for this period of time. Why don't we put this in the suggestion box and see if it floats? It is the season for giving - and New Year is always a good time to change!

But what about the aggregators?

Ah yes - the problem of the aggregators. Each of these businesses would need to have an account with the aggregators and they would need a way to make some money. Why don't the operators just redirect their e-mail SPAM license cost to subsidize the aggegators during this time? That would work? (I'm thinking we are actually close to a solution here...)

"But Troy - Tell me again why all the fuss?"

If we keep the e-mail to SMS gateways open we will always run the risk that some SPAM will get through. We have the entire world of SPAMmers out there who all know exactly how to send messages through the e-mail to SMS gateways.

If you force everyone to connect through an aggregator you close the huge gaping hole in the network and offer an environment that is much more closely controlled and this results in much less SPAM.

Furthermore, this leads the carriers down the path of moving businesses and others towards a pay-to-send model going forward. It's the first in a multi-phased approach.

What do you think?

posted by Troy Norcross at 12:20 PM  

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A few words about why we're here

Since consumers first started to use SMS marketers have had the idea of text message marekting or marketing sms - also known as mobile marketing. And since that time marketing sms messages have grown and changed and new technology like bluetooth marketing, marketing bluetooth style to phones in close proximity to an advertisers.

And since the e-mail spam scourge took over the media, people have worried that there will be mobile phone spam. Spam is just another way of saying that advertisers send unsolicited text message marketing, marketing sms, bluetooth marketing or any other form of mobile marketing - it's mobile phone spam. There are even guides on how to spam phone s.

Consumer Preference is about permission based marketing, permission marketing solution. If, as an advertiser you can execute permission based marketing campaigns then you can certainly find ways to benefit from mobile marketing. And permission starts with understanding the consumer marketing preference. If you can understand consumer marketing preference, then you can execute permission based marketing. And permission marketing is not mobile phone spam.

There are many mobile marketing company listings that can be found on the Internet - and most mobile marketing company websites will tell you how they focus on permission marketing. Make sure that the one you partner with does more than tell you about it on the website. Opt-in marketing starts with your traditional marketing soliciting for permission.

Yes - Mobile marketing starts with traditional marketing - print, web, radio, television - all of the old standards. Because before you can send the first message to a consumer, you must obtain their permission... and that means that you understand consumer marketing prefernce.

Please enjoy reading consumer-preference.com - and if you feel that there is a point I'm making you'd like to share - then put a link to it from your own site. And always feel free to leave comments!

Troy Norcross

 

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