Spiderman is back: SMS is now SMS 2.0!

We have had 'SpiderMan Returns, Superman Returns, Superman Returns 2, Batman infinity... but now it's just me returning to help save the Earth. :)
After a lot of research, toil and ahem... hard-work, I have compiled some latest information on whats going on with the Mobile Marketing world:

SMS is now SMS 2.0 - where Content Aggregators, Bulk SMS Companies & Operators are providing Interactive Mobility Solutions or also known as Interactive Mobile Marketing. Here not only is the target a segmented Consumer but by using SMS Shortcodes, IVR & Outgoing Voice performing technology - there is a vast database collected of the consumer's taste, preferences, shopping-behaviour, etc.
It's quite simple; we have a few of the possibilities listed below:

• SMS Shortcode (5****): The consumer messages a Keyword For Eg. GLOBAL NAME to the Shortcode 5****. His name is received by the aggregator with his respective mobile number. Here he has intentionally or unintentionally given his name and number to be used for 'marketing' purposes by the company for it's various products. The keyword may be followed by some crucial information most marketers can use the gauge his buying behaviour and intentions - like Name, Age, City, Sex, Marital Status, etc.
• Voice/IVR Portal: The consumer messages a Keyword GLOBAL to a Shortcode 5**** and receives an automated call from an IVR-like Voice asking him, "If he has messaged for this information/purpose, Please press 1" - Here the company has successfully taken his permission to go ahead and capture data - better known as an Opted-in database or disclaimer for the company. Further, during the call made, using a basic feature of the phone called DTMF Tones the user browses Menu-after-menu and enters details like his Name, Age, City, Marital Status, Preference of products, situational questions, etc. The beauty of this model is that the user is willing to spend as much time on the portal since he has not made the outgoing call and is a free-to-attend obligation for him where a Typical Consumer does not hesitate in giving out information or discussing his preference over a product or service. The only part to worry of this campaign is that with enough people wanting to pass time somewhere may misuse the service unnecessarily and cause millions to the company conducting the campaign for which the operator continues billing them.

Your Name, Mobile No.? Now for INR 0.60 only!

Its 0800 hrs and you walk up to your local coffee shop for a morning coffee and newspaper in a rush to reach office @ 9.
While you wait for the cashier making your invoice, you are approached by this 'chirpy' girl wearing a nice, crisp 'corporate' uniform and offers you a Form & pen and claims that this is a once in a lifetime opportunity to win a Car, Laptop or an iPod. Without hesitation, you fill in your Name, Address, Mobile Number, D.O.B, Car make, model - maybe your spouse name or her D.O.B or maybe your interests in life.
Now, any sane person would forget about that form the moment you walk out of that coffee shop, obviously, not praying to win anything at all! What you do not realise is that you have just been valued at INR 0.60 to INR 10 - as per your credentials.

The activity explained is extensively done by Data Mining Agencies or Data Capturing units who only do these campigns for capturing data which can be sold to Merchants, Marketers, Web Marketers or Call Centres. I agree that some of you might even make it to that meagre 2GB FREE iPod someday but your details have just been sold across the globe to some merchant who might have common products w.r.t your interests your may approach you two days before your spouse's birthday - which is the most vulnerable time for any of us to buy anything.

Someone has rightly suggested that the world is round - if you stop giving out your data in places, people would not be able to approach you - in turn - you would not know of the new products & services in the market - of not for purchase then at least for comparision. It is better to keep your crucial details safe yet deliver only the required information which cannot be used for any wrong purpose such as a loan sanction or your credit card authorisation. On the other hand, if you do manage to gain the art of smartly gauging places and giving appropriate information - you just might find it the most handy tool ever possible as you get hands-on information on your mobile by the means of an SMS, MMS or service message without you even going to a merchant - whats more is that you can purchase it there and then. Technology in it's true essence - is when it is used to deliver what every consumer wants, and I guess that is what we aim to do eventually.