Mobile content via SMS is still the main technology for communication used to send mobile consumers messages, especially simple content such as ringtones and wallpapers. Because SMS is the main messaging technology used by young people, it is still the most effective way of reaching this target market. SMS is also ubiquitous, reaching a wider audience than any other technology available in the mobile space (MMS, bluetooth, mobile e-mail or WAP). More important than anything else, SMS is extremely easy to use, what makes adoption increase day by day.

Although many say that SMS is an old technology that sooner or later will be replaced by fancier like MMS or WAP, the fact is that SMS reinvents itself continuously. One example is the introduction of applications where mobile tickets are sent to consumers via SMS, which contains a WAP-Push that contains a link where a barcode is placed. This clearly substitutes MMS, which has a limited reach and still suffers from interoperability problems.

It is important to keep enhancing the consumer confidence in using SMS for mobile content applications. This means, if a consumer has ordered a new wallpaper or ringtone, this has to work properly, in a speedy and reliable way. Therefore it is important to choose the right SMS gateway provider in order to ensure quality-of-service along the whole path of the content SMS until reaching the consumer's mobile.

Modern phones come with Bluetooth. This allows video to be sent from phone to phone over Bluetooth, which has the advantages that there is no data charge.^[2