With improved technology, it is becoming easier for entrepreneurs to have better access to the public, especially in the area of marketing their diverse products in cheaper ways.One of the cheap ways being increasingly employed by entrepreneurs is the use of bulk short message service, bulk SMS.This method involves sending several text messages to many people through the Internet at the same time, usually at a cheaper rate.According to Information Technology experts, a business owner can employ this method to be able to reach more people by sending text messages to their phones.The Chief Operating Officer, Prime Height Systems and Communication, Mr. Tunde Eso, operates an Information and Communications Technology firm that specialises in bulk SMS, short code services, hardware sales and software application development.He says he supports small and medium enterprises by helping them to deliver messages on their goods and services to clients and prospective clients, using the different telephone networks in the country.He describes bulk SMS as a web-based application that has inter-connectivity with local telecommunication operators."With bulk SMS, the intended recipients of these messages are more drawn to the contents or advert being sent to them because the message is personalised, as the phone is personal to them," he says.Eso, who sees bulk SMS as an excellent marketing tool, says he ventured into it after sensing the need to close the technology gap (in mobile marketing) between product and service companies and their target market. According to him, starting this kind of business does not require any specialised skill."There really is no form of skill required to be an SMS reseller. You just need to have the basic knowledge of how to use the computer and surf the Internet," he says.The entrepreneur explains that a reseller SMS account allows a user to further distribute SMS credit to other customers created under his name, and distribute credit to them without limit. He says, "To get started is very easy. There is no fee of any kind to be paid. Our services are prepaid and all you need to do is to buy bulk SMS units and just start sending. To buy SMS units, all you have to do is to pay into the companys bank account."The bulk SMS expert notes that after the confirmation of the payment, the accounts get activated within 15 minutes and the account will be topped up with the number of SMS units paid for. According to him, this method is not a capital intensive marketing method because it does not attract monthly fees. "All you need to do is buy SMS credits for personal usage or to resell. The credits you buy do not expire until you use them, so if you buy them now and use them six months down the line, that is no problem. They will always be on your account at your disposal," he says.The entrepreneur, however, notes that the major challenge with this marketing method is that there may be occasional delays in sending messages. Normally, he says, messages are delivered in less than 15 seconds, except in situations where maintenance work is being carried out somehow by the telephone network provider. He adds that the sender can view the status of messages whether delivered, pending or undelivered through the delivery report provided for him, just as credit balance can also be viewed in the control panel once the user logs on.According to him, a sender ID allows the business owner to personalise the name of the sender, such that when he sends messages to any number, it is the name he chooses to use as the sender ID that will show on the receivers phone as the sender. By this, he explains, the entrepreneur can keep sending text messages to a large number of people, who will be aware of his products and services.Eso says that this method allows the sender to send 160 characters in a single message. He notes that if the length exceeds the character limit, then it will be delivered as two or more messages, depending on the number of characters contained in the message. Another entrepreneur, who, specialises in bulk SMS, is the Chief Executive Officer, SMS and IT Counsult, Mr. Biodun Ajala. He says, "Bulk SMS simply means the ability to send text messages to large number of people on their mobile telephones."He observes that many upcoming businesses usually look out for means to make more people aware of their goods and services but do not have the money to pay for the different types of adverts that are available.He says with bulk SMS, they can easily send messages to many people at a reduced cost. He explains that bulk SMS can aid small businesses to grow through the process of sending messages to a large number of customers simultaneously.According to him, the rate of telephone usage is on the increase, and many telephone users will be able to read text messages sent to them and become aware of the products and services.
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