The recent rollout of 3G-ready mobile devices has caused a lot of excitement in the Telco industry, especially in the Asia-Pacific region. This article will highlight the message that current customers are sending through their SMS messaging habits. Many consumers have been used to sending SMS for at least 2 years. Even with its humble typing of tiny keypads and source of simple news channel, SMS is a global phenomenon. Telcos must take time to study what their customers are saying.

Here are some guideposts.

Equitable Pricing Plan:

Most customers fall under a mobile plan that guarantees a certain number of free SMS a month. This will imply that even with future sophisticated messaging systems, they are still more inclined to expect the same pricing plan. Thus it could be inappropriate to introduce a per-messaging pricing, no matter of sophisticated the delivery. Telcos must conduct extensive market research to find the correct pricing plan.

Customisation of Ads:

Customers are not only willing to receive high quality advertisements on their mobile devices, but also want these advertisements to be customized to their interests and preferences. This implies that customers are ready to share more personal details and the mobile devices can be viewed as a channel for dynamic and real-time feedback channel. This may spell the demise of the print newsletter and survey form as the penetration rate for mobile devices increase.

Unchanged Keypad:

Many critics of the SMS system had reservations that customers are not adept at typing messages through small mobile device