Little did Nokia know in 2003 when they launched the first commercial mobile device with the capability to send and receive a text Short Message Service (SMS), which will revolutionize the way communication is done. Jumping at the opportunity, Nike and Pontiac launched their first SMS marketing campaign in 2005, and the rest is history.

Fast forward 12 years, retailers and service providers have built a revenue channel out of SMS communication by way of marketing campaigns. Retailers have been reaping the benefits with an impact on their top line. The use of SMS as a communication channel has increased drastically over the years not just because of the declining cost but also because of the willingness of consumers to opt in for SMS communications. This democratization could soon be proven a boon or a bane depending on how aggressively retailers use it.

As of today, I have over 500

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