In Telecommunications and software engineering, scalability is a desirable property of a system, a network, or a process, which indicates its ability to either handle growing amounts of work in a graceful manner or to be enlarged. – Wikipedia. Scalability is important in Mobile Marketing in many ways, but there is only one we will focus on today.

Naturally you may think that I’m referring to how the technology is easily scalable, and how your companies text campaign can go from 5 people opting in to 5 million and the technology won’t need to be altered, and this is true. However I think it’s most important for you, the marketer or the business owner, to know your mobile service provider and how they handle that sort of scalability. Recently I had a conversation with someone who called the office because they got burned by their last Mobile provider. This persons company had paid a flat rate, for unlimited text messaging for an in store promotion they were doing. Truth is, that there is hard cost associated with every text message that gets pushed through the system, costs that get paid to the carriers by us, the Mobile companies. So be weary of unlimited plans, the company offering you one is really just betting that you wont exceed a certain amount of texts, and eat away at their profits. Because if you do, would they really keep your service up and running if it’s costing them more than you paid?

Well as we look back to the person who called in, their in store promotion created such a buzz (it was a real tremendous give-a-way) that it became viral through social networks both online and around town, and within just a few days they had tens of thousands of texters in the database as they were to text in to enter to win this prize. I estimate that the mobile company lost a few hundred dollars, then turned off this clients service and demanded more money, and then ultimately lost the client.

This is a simple lesson, don’t pay too much in the beginning of a campaign that may not produce incredibly large numbers, and also don’t go with a company that offers a low price and no scalability. Make sure you can add message banks at any time on your own accord, make sure they are priced fairly and most importantly make sure you have as much control over your campaign as you need to feel comfortable. Text messaging is more than just technology you should buy through a website. Utilize the service, experience, and advanced technology of a Mobile Marketing Firm.

Mike Batiste

V.P. of Business Development

Mobile Card Cast

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