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Text 101 Thursday, February 28 SmartReply, Inc Eric Holmen, President

Text 101 Thursday, February 28 SmartReply, Inc Eric Holmen, President. 1. Essential background on text 2. Execution building blocks. Essential background. Text = SMS Short Messaging Service. SMS = 160. WHY 160? !!!!!!!!!. Brief history. “Merry Christmas” December 3, 1992.

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Text 101 Thursday, February 28 SmartReply, Inc Eric Holmen, President

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  1. Text 101Thursday, February 28SmartReply, Inc Eric Holmen, President

  2. 1. Essential background on text2. Execution building blocks

  3. Essential background

  4. Text = SMSShort Messaging Service

  5. SMS = 160

  6. WHY 160?!!!!!!!!!

  7. Brief history

  8. “Merry Christmas”December 3, 1992

  9. 2nd SMS =

  10. …Cheating the system

  11. “store & forward”

  12. “best attempt”

  13. = no guarantees

  14. Infrastructure

  15. Mobile-to-mobilevs.SMS Broadcast

  16. “Inter-operability”

  17. SS7 Protocol “Ring” Carriers: Verizon, T-Mobile, AT&T, etc

  18. Message Aggregators SS7 Protocol “Ring” Carriers: Verizon, T-Mobile, AT&T, etc

  19. “Its an MO MT world out there…”

  20. MO(Mobile Originated)=inbound

  21. MT(Mobile Terminated)=outbound

  22. The Glorious Rule of Opt-in

  23. BLACKLIST

  24. How to Execute an SMS program

  25. 3? UR 2 ask

  26. Answer the question:“How can I help people do what they want to do better with mobile?”

  27. Answer the question:“How will I gain opt-in to my program?”

  28. Answer the question:“How will I measure results?”

  29. IVR or Call Center Plan Channel Integrations MO & MT messages Opt-in Plan Short Code Value Proposition

  30. Buy or build.

  31. Secure a “short code”(Jargon = “CSC”) Short Code Value Proposition

  32. “6 to 8 weeks”= 12 weeksCost…vanity = $1500/mo…random = $500/moCSC Sharing…issues Short Code Value Proposition

  33. Procure…test…certifyEvery carrier has a process and a bureaucracy Short Code Value Proposition

  34. Opt-in Program…You’re the expertIt takes a long time to hit critical mass. Opt-in Plan Short Code Value Proposition

  35. Create your messaging plan MO & MT messages Opt-in Plan Short Code Value Proposition

  36. Select your SMS partner, or build it yourself. MO & MT messages Opt-in Plan Short Code Value Proposition

  37. Vendor selection basics...Technical competenceService orientedMember – Mobile Marketing AssociationLots of client referencesOwnership structure MO & MT messages Opt-in Plan Short Code Value Proposition

  38. Cost Items & RangesMO & MT……………….. $0.04 to $0.12Database………………………………… $0 - ?IVR phone………… $0.15 to $0.25/minSet-up fees, creative, strategy………………….. $ to $$$Neustar (Portability)………………… $15k/yrCompliance Req……………………… $ to $$$

  39. Integration PlanYou’re the expertGood SMS does not stand alone Channel Integrations MO & MT messages Opt-in Plan Short Code Value Proposition

  40. IVR, Call Center, Interaction Plan IVR or Call Center Plan Channel Integrations MO & MT messages Opt-in Plan Short Code Value Proposition

  41. Its still a phone.Make it easy to be a phone.IVR, ASR, TTS IVR or Call Center Plan Channel Integrations MO & MT messages Opt-in Plan Short Code Value Proposition

  42. Response plan to questions.Bring issues into continuous program design IVR or Call Center Plan Channel Integrations MO & MT messages Opt-in Plan Short Code Value Proposition

  43. Best advice…Hold hands with someone that has been through the process many times.

  44. 20 minutes!Thank you.

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