TeleMedia Strategy
The Bleeding Edge of Disruption

Welcome back to ‘Content Is Everything’!  Now I suppose some of you were thinking, I’m not coming back – I’m just somehow … here.  Well, that is quite alright actually and in fact hang tight, because it will be clear soon enough what we in this column are all about (hint:  content ;).

Remember last issue when we were discussing the rather digitally enhanced lives of our friends Dick and Jane?  They were eager recipients of some rather fun and diverse forms of content – I recall news, email (ok, not always fun), e-services and of course some very rich media in the form of audio and video entertainment. However, what really caught my attention was the mention of Short Codes and American Idol.

I’ll review the moment for you.

Jane received some news, or I guess you might say ads, regarding upcoming TV programming, because using her cell phone she had voted for an American Idol contestant on a prior show.

Hmm, voting, I think I understand that part, I’ve seen it on MTV when I pick my favorite videos.

How about the short codes, aka Common Short Codes (CSCs)? Why..Yes, I actually know what it means, and folks when you’re my age (over 30), that’s a little scary.  How do I know this stuff?

So, it immediately reminded me of an earlier time, a phase in my life when it was said that I just might be well , yes …"a “geek”.

Here’s how I remember it, because it was the first time I, myself, had any suspicion that I might be a little more technically aligned or inclined than the average Joe.  I was in college and my roommate

It was then, after the watch broke, that he turned to me with this devious tone of entrapment, and kind of jokingly said,  “ You wouldn’t happen to have one of those tiny like watchmaker screwdrivers would you?  I did.

“Yes” I replied not really thinking.  But once again, here was the scary part.  He then said, “Well, do you know where it is?” I almost cringed - in fact, I did know.

And not too quickly, especially after judging his already sideways glance, I responded with, ‘I think so, let me look’, and as I reached for the exact drawer and exact tray where it was kept, I added: ‘I think it was left in here after we moved in.'

Well  okay, not such a sad story after all, but  these days I sometimes get that same sheepish feeling when I realize  I know more about the terminology that goes along with gadgets like cell phones or even what a Short Code is. If I add to that my actually knowing how to cell phone vote, get some information about a product using my cell phone or even how to use my ‘numeric’ keypad to buy something then I must logically come to a sad realization. You can say it, I just might be a Geek?   

So maybe after all these years I might had better just seek my comfort zone and get used to it. After all , it’s not too often, that  anyone has  the audacity to ask me what I am doing right after one of these sometimes  intense number punching purchasing sessions  on my phone. From now on, I’ll just say, “I’m buying something “and assume they know and can even imagine the exciting and complex interchange I had just embarked upon called ‘Opt-in‘ marketing.  

But in case you don’t -   here’s what I know:

SMS , CSCs and the  world  of  ‘Opt-In’ Marketing

I assume you have become acclimated to the world of short messages or SMS . I know, the kids have that QWERTY stuff imprinted in their DNA, especially their finger DNA. We adults only have to remember the short part of Short Message Service. That’s what CSCs are all about.  And shortly,  I will get to the Opt-in part of this story. First, here’s the quick low down on CSCs.

CSCs are just short phone numbers, usually four to six digits, that cell phone subscribers use to send SMS messages to, in order to receive information, sports scores, weather alerts, or to participate in contests or receive merchant offers, coupons and even tickets. You usually hear or see the short code on a variety of media channels in both electronic and print media. These can be TV and radio ads, signage, even common retails items like cups, bags and tray liners are often used to advertise a number.

Do American Idol and MTV ring a bell?  Have you ever wondered how they get ALL those people to vote or respond?  People are becoming more and more accustomed to SMS and in the case of CSCs, because they are fast, convenient and easier to remember that phone numbers, CSCs have greatly increased our response to promotions. Finally, using the CSCs also puts us in control because you can customize the information that you want to receive.

CSCs are provided and managed by an ecosystem of companies and aggregators including the Common Short Code Administration (CSCA).   An aggregator is a company that is connected and approved to send SMS messages to at least one wireless carrier, and many aggregators are connected to several carriers.   Any company can use a CSC, but it must be obtained from this ecosystem by applying for a CSC and then submitting the CSC-based campaign or promotion to a wireless aggregator or carrier for review and testing.

So now if you accept that it’s all about convenience, let’s get to the Opt-In part.

Opt-In of course means by your choice and when it comes to selling, it’s an interesting scenario to me because of an interesting truth. Think of this question. Are you annoyed when people call you at home to try and sell you something? Most would say yes.  Now, how about an ad on radio or TV?  – not quite as annoying right?  So, that to me, is the essence of Opt-In Marketing – it is NOT annoying because it is our choice.

Using SMS, CSCs, the media power of campaigns, channels like MTV and American Idol, sellers can initiate an offer to purchase games, tones, apps  or even  coupons and tickets . All we have to do is send our SMS message to the CSC, wait for the offer to return in the body of the SMS, and reply to get some stuff. If we are not interested, do nothing. Quite amazing.

And what else?  Well, check this out. Using CSCs you are also able to receive very pointed information from the web about almost anything. That’s right! Here’s how and it’s called DOTGO.

DOTGO is one of the newer ways to leverage the power of a CSC and it works for virtually any person or company with a domain name. You, the phone user, armed with just your numeric keypad (and you thought your non-Smartphone was dumb :) will be able to send and receive information to and from any individual, company, or organization with an internet domain name.

Now, in case you think I am still joking, try it yourself - just send a text message starting with an internet domain name to the phone number DOTCOM (368266) .  Do it now.

1.       Compose a new text message to the phone number 368266, "D-O-T-C-O-M"

1. Type the internet domain name "google" as the body of the message.
2. Send the message and wait for a response.
3. You’ll get some instructions on what to do in the message

Ok now that you are an expert, there’s a DOT CSC for every domain DOTEDU (368338), DOTGOV (368468), DOTNET (368638), or DOTORG (368674) . There are probably more by now.

Is that too cool? And if I didn’t explain it enough, just go to this link for more information.

http://dotgo.com/publishers/?gclid=CLCJ-ZKu5JgCFRhhnAodLWzjcQ

Let’s wrap up with a question: When was the last time you went to a theater and managed to make it completely through the feature without some sort of ring, bell or vibration going off in your pocket?

Can’t remember? Well guess what, you just might be a geek! J

Thanks for stopping by and next time we are going to explore the ring tones, how they are made or better yet… how you can make them and what they are all about.

Stay connected!

By Greg Lisovoy,

Greg Lisovoy is a telecommunications and information systems consultant with a unique blend of BSS and OSS subject matter expertise. Greg’s career started with helping companies prepare for Y2K and since then Greg had advised some of the largest communications service providers worldwide including AT&T (AT&T, BellSouth and Cingular), Verizon Wireless, Sprint, T-Mobile, Telstra, Vimpelcom and Romtelecom.  In his current role as Director for Amdocs Consulting, Greg is leading the Service & Resource Management domain for Technology Management Practice.

Since 2005, Greg has been responsible for launching major solution offerings in the areas of Network Lifecycle Management and Data Integrity Management and has helped further build consulting capabilities for Amdocs. When not delivering large and technically complex BSS/OSS programs, Greg is focused on identifying ways for his clients to create new revenue engines and ways to reduce TCO.  Prior to joining Amdocs, Greg spent 5 years with Accenture as part of the Network Service Line within the Global Communications & High Tech Group. Greg is a certified Project Management Professional and active member of the Project Management Institute.  Greg may be reached at gregory.lisovoy@yahoo.com.