In my first post, I briefly outlined the seven convergent implementations of digital signage and mobile technologies.  In my second post, I discussed the first, and most basic, convergent implementation: DTMF.  In this post, I’ll briefly discuss the second, but most commonly used, form of signage/mobile convergence: SMS/Text Messaging. 

A SMS/Text Messaging implementation is basically defined as the processes for interacting with digital signage using the text messaging feature of a cell phone.  Before we delve into the workings of this particular convergent implementation, it may be helpful to briefly review the history of text messaging.

In 1995, the Federal Communications Commission awarded select companies licenses to provide a new form of “digital” cellular service.  This new service enabled cell phones to support features such as call waiting, three-way calling, in-bound number display, data communications and Short Messaging Services (SMS).  SMS was deemed to be the feature that would allow cellular users with SMS-equipped, digital cell phones to send “text messages” of up to 160 characters to other SMS equipped cell phones.

The SMS feature was not however measurably used until about the year 2000.  It was only then that there were enough SMS-capable cell phones and networks in use to support mass adoption of the technology.  But even then, it was not until about 2005 that SMS became widely and actively used by cellular subscribers.  Since ’05 however, SMS usage has been skyrocketing.  Today, in the U.S. alone, approximately four billion text messages are sent each day. 

As SMS usage began to grow, it soon became the primary form of communications for many -- especially those in their teens and 20’s.  This growing affinity for text messaging was not lost on digital signage software companies, digital signage network operators, content providers and advertisers.  Soon each was trying to find ways to integrate SMS into their digital signage networks.

Today there are four ways in which SMS is commonly used in conjunction with digital signage.  However, before we review these four, it is important that we become familiar with the concept of Common Short Codes.  Common Short Codes are an essential element to each of the four convergent implementations.  Common Short Codes are five digit numbers that serve as a substitute for phone numbers.  The purpose of Short Codes is to provide companies or organizations a carrier-independent way to engage with the general public via text messaging and then track those interactions.

The four SMS-based convergent applications are as follows:

1.       Signage as Recipient:  In this implementation, signage viewers send text messages via a Short Code to a digital sign for the other viewers to see.  Viewers of the messages can then send SMS-generated responses to the message, thereby creating a group dialog.  This feature is frequently used in places where people congregate and is typically instituted as a way to stimulate conversation.

This implementation generally requires that messages be relayed through the signage operator so that an administrator can filter out objectionable content.   Some of the more intelligent content management software packages perform this filtering function automatically.  But as a leading outdoor signage vendor recently found, sometimes even the best filtering techniques have their weak points.  In that situation, a picture of three local news anchors was shown on the screen accompanied by a message that said, “Three Accused of Gang Rape.”  Obviously the three were not the newscasters pictured, but an embarrassment for the signage operator none-the-less.

2.       Content Selection:  This implementation allows the viewers of digital signage to control the content that appears on the screen.  For example, the viewer is informed that if they text a particular keyword (e.g. number, word, code, etc.) to an SMS Short Code, the content on the screen will be changed commensurate with that code.  For example, a user could text the keyword “11111” to Short Code 55555 to see a movie trailer, or text the keyword “22222” to the same Short Code to see a music video.  The content management software would receive the code and changes the displayed content accordingly.  It also tracks and reports on the viewer’s content preferences.

3.       Content Control: This implementation allows viewers to use their phone's SMS feature to control elements on a screen.  For example, the viewer can move game pieces on a game board by texting a keyword to an SMS Short Code.  The signage software uses these keywords to manipulate the game pieces and control the action of play.  Like the "Signage as Recipient" implementation, this convergent model is designed to get large crowds engaged with the content. 

4.       Promotional/Marketing: This implementation uses the digital signage to promote an interaction between the viewer and a marketing promotion.  For example, the digital signage may display a message that says "Text the keyword COUPON to 55555 to receive a coupon for 20% off of your next oil change."  In this example, the user executes the transaction and receives a text message back that includes a coupon code for subsequent presentation to the sponsor.  In another example, the digital signage could encourage viewers to text a keyword that will initiate the delivery of promotional content back to the viewer’s handset.