Mobile Marketing Got Smarter - Shouldn’t our Networks?

“Mobile marketing,” or marketing products and services through mobile devices, has become increasingly popular as technology advances and SMS continues to offer businesses a way to reach consumers faster and more directly.  The latest innovations in this category are now making use of more exciting (and bandwidth-intensive) content to deliver the intended message more effectively to young consumers, and creative companies such as Google recognize and are beginning to capitalize on the huge potential that exists in mobile platforms.  Many are even pushing to open them up for developers to create third-party applications. 

To me, all signs point to this trend leading to the next big bandwidth tide in wireless, and I would be willing to guess that for this reason, we will soon be seeing the network as the third major category mobile operators focus on - supplementing the attention they’ve traditionally given to products and customers.  For carriers to effectively capitalize on the opportunities of next-gen mobile marketing and become leaders, it is now more important than ever that they stop treating their networks as dumb pipes and put more intelligence into them.  The network has to support more content-aware treatment of bandwidth, and the era has begun for mobile operators to act like responsible network operators.

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