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Common Short Codes present an unlimited array of contact possibilities all focused on increasing interaction with mobile consumers. Short codes take advantage of the exciting, rapidly growing success of text messaging in the U.S. Most CSC applications are two-way, meaning messages are both received from and sent to wireless subscribers, creating interactivity and an ongoing “conversation” between the end user and the application.
Today, countless television programs and marketing campaigns make use of CSCs, encouraging users to voice their opinions by sending a text message to the CSC on the screen. The packaging of a consumer good, for example, is likely to feature a promotion that requires one to send a text message to a CSC. Sport scores and highlights are available real time as the action occurs; delivered to a mobile phone once the caller requests them via a text message to a CSC.
There are several types of applications and mediums through which CSC applications can be promoted. The best applications promote interactivity and are considered "a premium experience" by participants. The following chart details some examples of popular CSC applications.
|
| Application |
Description |
| Voting |
Viewers are able to
participate in their favorite program
through text voting. Most notable programs
include reality television shows, news
programs, favorite radio songs, etc. |
| Text
and Win |
Subscribers
enter a sweepstakes by sending a message
to a CSC and receiving a confirmation
in return. |
| Polls and Surveys |
Participants can respond
to polls, and results are tallied either
in real time or after the poll is completed. |
| Community/Chat |
Chat
rooms, fan clubs and community communications
can be performed through a CSC and sent
directly to participants' phones. |
| Product Information
|
Provoked by an ad or
information on the product itself, participants
send a text message to a CSC to receive
more information. |
| Dating
|
CSCs
help people interact through dating,
match-making, and "flirting"
applications. |
| Coupons |
Coupons and/or discounts
can be sent in response to requests
sent to a CSC, typically provoked by
an ad or in-store promotion. |
| Information
Pull |
Inquiries
into databases can be performed by a
request submitted to a CSC. |
| Games |
Single-player and multi-player
games can be played by interacting with
a CSC. |
| Subscriptions |
Content
requested via CSC and delivered at regular
intervals to handset, including sports
information, recipes, games and others.
|
| Donation |
Contribute to your favorite
cause via CSC. |
| Commerce |
Purchase goods and services
including wallpaper, ringtones, music,
or other content. |
|
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Mediums
CSC applications can be promoted through any medium, with the largest general audience responses triggered by television and radio broadcasts. Other forms of advertisement through newspapers, online, live events, and consumer packaged goods generate compelling CSC participation.
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