Says the Airtel marketing department:
Trends indicate that youth and young professionals are more active users of messaging. SMS 2.0 represents a huge opportunity for Airtel to differentiate itself, and further gain both mind-share and market-share in these segments.
So what exactly is the “value added crap” you get in this endeavor to gain mind-share and market-share? It’s a long list. My comments in [ ].
- SMS 2.0 is unique in that it converges messaging, content, and contextual advertising into one seamless application that resides as the default SMS application on the customer’s mobile handset. [You can now get all the crap in one place. Wow!]
- SMS 2.0 also serves free content to users, contextual to their areas of interest. The content is served in the form of teasers on the Message Compose/Read window and a Full Screen that appears along with the Message Sent/Sending Window. [Crap with window dressing. Wow!]
- SMS 2.0’s message personalization options include additional features like composing and sending messages with a variety of text, background colors, and emoticons. [I can now irritate message recipients in myriad ways. Wow! Caller tunes anyone?]
- The content experience is driven around leveraging SMS, and delivering user-relevant content such as news, jokes, movie updates, cricket, astrology, etc — all seamlessly integrated into the messaging experience. [My intelligence is being insulted. Wow!]
- Available as a “free upgrade” to the regular SMS application, Airtel subscribers can download SMS 2.0 by sending “SMS2” to 543210. There are no charges for downloading the new application or for subsequent content delivery on this platform. [Sign-up if you’re brave enough.]
Finally, a couple of user comments I found about SMS 2.0:
This sounds like a total crap of an app. Airtel would do well to focus instead on improving their network quality instead of boneheaded apps like this.
I fear this is a new way to bombard us with intrusive pop-up spam advertising messages.
What do you think?