Comments on: Verizon SMS Hike: A Lose-Lose-Lose For Carriers, Marketers, Consumers http://www.mobilemarketingwatch.com/verizons-sms-hike-a-lose-lose-lose-for-carriers-marketers-consumers/ The Pulse Of The Mobile Marketing Community Thu, 11 Mar 2010 20:13:37 -0800 http://wordpress.org/?v=2.8.4 hourly 1 By: Mobile News - Mobile Industry Buzz!! » Senate: Carriers Got Some SMS ‘Splaining To Do http://www.mobilemarketingwatch.com/verizons-sms-hike-a-lose-lose-lose-for-carriers-marketers-consumers/comment-page-1/#comment-69762 Mobile News - Mobile Industry Buzz!! » Senate: Carriers Got Some SMS ‘Splaining To Do Thu, 18 Jun 2009 15:19:00 +0000 http://www.mobilemarketingwatch.com/?p=1386#comment-69762 [...] that the major U.S. carriers have been accused of text-induced greed). Last fall, Verizon invited heaps of criticism after its plan to increase rates for commercial texts came to light. The company later [...] [...] that the major U.S. carriers have been accused of text-induced greed). Last fall, Verizon invited heaps of criticism after its plan to increase rates for commercial texts came to light. The company later [...]

]]> By: Jared Reitzin http://www.mobilemarketingwatch.com/verizons-sms-hike-a-lose-lose-lose-for-carriers-marketers-consumers/comment-page-1/#comment-21385 Jared Reitzin Wed, 22 Oct 2008 00:26:12 +0000 http://www.mobilemarketingwatch.com/?p=1386#comment-21385 Amen brother Scott Amen brother Scott

]]> By: Scott Springer http://www.mobilemarketingwatch.com/verizons-sms-hike-a-lose-lose-lose-for-carriers-marketers-consumers/comment-page-1/#comment-19415 Scott Springer Fri, 17 Oct 2008 14:51:31 +0000 http://www.mobilemarketingwatch.com/?p=1386#comment-19415 This isn’t the first time that Verizon has upset millions of people. Back in 2007, there was its shortfall fee – a $2 monthly charge that was levied to clients who didn’t use their long distance service. Now, Verizon has come up with another creative approach to revenue creation – charging 3 cents for every text message processed on its network. Of course, this charge would arrive on the eve of mobile marketing’s explosion in the US. Clearly, Verizon has seen an opportunity to capitalize on a rapidly emerging market, but its actions, however, do little to embrace the market’s growing acceptance of mobile as a very serious and relevant marketing channel. This new cost, albeit still in “proposal stage” according to Verizon, comes as a shock to everyone in the mobile landscape. The announcement that the imposed new fee would start on November 1st, has not allowed for any significant discussions or greater consideration for the subsequent impact to the industry, and consumers. Verizon, by acting in such a short-minded and selfish way, has marred our industry – everyone from messaging aggregators, content partners, mobile marketing providers – and has potentially set mobile marketing in the US back 5-10 years. If Verizon’s new messaging charge does go ahead on November 1st as threatened, thousands of providers will also be forced to increase their price structures, including ours. This will completely upset the model upon which our industry has been built. But then again, a selfish and short-sighted company wouldn’t care about that. Simply put, this move by Verizon is not conducive to the greater advancement of mobile marketing being considered and conducted by so many companies at a time when they need it more than ever. Scott Springer, Vice President, Strategic Services SmartReply, Inc. This isn’t the first time that Verizon has upset millions of people. Back in 2007, there was its shortfall fee – a $2 monthly charge that was levied to clients who didn’t use their long distance service. Now, Verizon has come up with another creative approach to revenue creation – charging 3 cents for every text message processed on its network. Of course, this charge would arrive on the eve of mobile marketing’s explosion in the US. Clearly, Verizon has seen an opportunity to capitalize on a rapidly emerging market, but its actions, however, do little to embrace the market’s growing acceptance of mobile as a very serious and relevant marketing channel.

This new cost, albeit still in “proposal stage” according to Verizon, comes as a shock to everyone in the mobile landscape. The announcement that the imposed new fee would start on November 1st, has not allowed for any significant discussions or greater consideration for the subsequent impact to the industry, and consumers. Verizon, by acting in such a short-minded and selfish way, has marred our industry – everyone from messaging aggregators, content partners, mobile marketing providers – and has potentially set mobile marketing in the US back 5-10 years.

If Verizon’s new messaging charge does go ahead on November 1st as threatened, thousands of providers will also be forced to increase their price structures, including ours. This will completely upset the model upon which our industry has been built. But then again, a selfish and short-sighted company wouldn’t care about that. Simply put, this move by Verizon is not conducive to the greater advancement of mobile marketing being considered and conducted by so many companies at a time when they need it more than ever.

Scott Springer,
Vice President, Strategic Services
SmartReply, Inc.

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