No doubt about it: We live in a mobile world. A recent PEW Internet study (The Mobile Difference, March 25, 2009) found that 39 percent of consumers have increased their use of and improved their attitudes about mobile communication devices. This is good news for savvy e-marketers who understand the unique characteristics of reaching consumers effectively via cell phones or other wireless devices. But in the area of text marketing, a debate has been brewing: Is it best to send messages to consumers via SMTP or SMPP?
SMTP (Simple Mail Transfer Protocol) was developed primarily as a method to send email messages. Using SMTP, marketers basically send emails to cell phone numbers. To consumers, the messages look just like texts. And like emails, there are no fees for delivering SMTP messages.
Using SMPP (Short Message Peer-to-Peer Protocol) to exchange SMS (Short Message Service) messages, marketers send true text messages, routed through cell phone carriers. There is a fee charged for each message sent.