SMS: The neglected mobile platform

In the UK, ITV (with the aforementioned Popstars), Channel 5, and Channel 4 (through its E4 offshoot) are starting to integrate programmes with SMS messaging, using it to encourage viewer voting and to deliver permission-based advertising. Expect others to follow elsewhere.

In an era when there is much talk about third-generation mobile networks and truly interactive digital TV, hyping SMS may sound ridiculous. However, it is a technology that exists now, and that works well. Try applying that to the other two.

During the month of December 2000, 15 billion SMS messages were sent worldwide. Typically considered the poor relative of voice calls, some mobile operators are now making seven to 10 per cent of their revenue from SMS traffic, according to Danish researchers at Strand Consult. Norwegian operator Telenor Mobile alone reported revenues of E85m (£53m) from SMS during the last calendar year.

It's easy to look at Scandinavia as advanced - unique, even - when it comes to the take up of this kind of thing, just as it's easy to point to vast regions of the world where SMS is immature - the US, for example.

However, the prospect of innovative services combining SMS and other media, including TV, should excite businesses, and not just mobile operators.

ISPs used to operate under their own name, using their own equipment. A little over two years ago a host of newcomers started offering branded, cheaper services using other people's facilities. Remember Freeserve et al? Now there is a chance for media programmers to increase SMS traffic and work with operators to get a cut of the increased revenue.

One thing's for sure: it's a more convincing scenario than some of the performances on Popstars.