Name some things that are limiting the universal adoption of mobile marketing. Mobile technology that's too expensive for most consumers? Perhaps. Difficulty consumers encounter when switching carriers? To a degree. The cost prohibitive nature of some mobile plans? Most definitely. One specific aspect of a consumer's mobile plan that continues to become more expensive is text messaging. Two circumstances led to Senator Kohl’s inquisition, which has begun in the form of a letter to the company’s CEO’s. First, the European Union has started a similar process, trying to uncover why the cost of text messaging is rising for consumers. Second, as the Senator points out in his letter, while the costs to consumers have been increased, he has not found evidence that costs incurred by the carriers to execute text messages has.
As the investigation carries on, this could have a potentially positive impact on the consumer adoption of texting. It’s not rocket science — the cheaper it is for consumers to send and receive text messages, the more they’ll do it. And, by extension, the more they’ll be willing to accept texting as an everyday part of their lives.
This opens up a world of opportunity for mobile marketing and for brands to develop a more personal brand relationship with their consumers.
Analysts have been predicting an explosion in mobile marketing for years now. If this investigation ends up with a reduction in the cost for consumers to text, or even in a flat rate, then it’s an important domino to fall that will increase consumer adoption.
