The prevalence of unlimited messaging plans in the United States has helped drive explosive growth in text messaging. While wireless subscribers have embraced this service, the proliferation of texting has created unexpected content and cost management challenges for both families and business customers.
More than 2 trillion text messages were sent in the United States in 2010, according to CTIA-The Wireless Association. This equates to 5.6 billion messages per day.
For families, increased use of texting has created concerns about excessive usage among youths, as well as inappropriate messaging such as cyberbullying and “sexting.” Business customers facing steep wireless charges also are challenged to manage costs, technical support, and usage.
With new value-added messaging options, both individual and business customers can overcome many of the issues resulting from the dramatic growth in messaging. Wireless network operators are increasingly offering these value-added features as a way to enhance their brands and differentiate their messaging services. Messaging options are typically offered to subscribers for a nominal monthly fee set by each operator.
Blacklisting and Whitelisting
One example of a feature designed to combat cyberbullying and other unwelcome text messages is the ability to block certain numbers from a mobile device. In addition to this “blacklisting” capability, some solutions enable “whitelisting,” allowing only those numbers that subscribers specifically add to the list to send messages to their mobile numbers.
Copy Capability
Parents may appreciate a copy capability that helps them monitor children's messaging activities. This feature sends a copy of all messages sent to and received by a mobile number to a specified e-mail address.
Time of Day/Week Controls
Messaging plans offering time restrictions can benefit parents concerned about excessive texting. By preventing mobile phones from sending or receiving texts during specific times of the day and days of the week, parents could prevent children from texting during school hours, after bedtime, or during family activities.
Geographic Restrictions
The ability to restrict messaging geographically can benefit both individual and business users by giving subscribers the ability to block all international messages or those to/from a specific country, helping to save costs and block spam.
Customization Options
New personalization features provide options for customizing text messages similar to email messages. For example, some plans enable subscribers to create a customized signature for their messages. Businesses can use this functionality to add a marketing message to texts to strengthen branding efforts. In addition, auto-reply capabilities send a customized response when subscribers are unavailable, similar to out-of-office email messages. Employees may find this valuable to alert others that they are unable to respond promptly due to vacation, travel, or other commitments.
Archive Function
Some plans also offer the ability to archive messages. This feature saves storage space on handsets and prevents loss of pictures and messages. Both individual and business customers can benefit by maintaining a record of important communications, similar to email archives.
Subscribers shopping for wireless service plans should ask their operators whether available value-added messaging features will provide the flexibility required for their specific needs.
For example, parents may want to control some features associated with their children's accounts, such as copying and time restrictions, but allow children to view and change personalization settings including signatures. Likewise, businesses may prefer to control employees' signatures and international messaging options while enabling individuals to manage auto-replies.
When evaluating messaging technology solutions, network operators should consider how value-added messaging services will be integrated with their existing platforms. Operators need to know exactly how subscribers will access and manage available messaging options. In addition, they must ensure that the network infrastructure associated with the value-added messaging solution can seamlessly integrate with existing messaging, SIP, billing, and customer care platforms.
