The Leaderless Market: Enterprise SMS Marketing Software
Historically, when a new market is created in the tech space, a clear leader rapidly emerges. Yet after more than a decade, the enterprise SMS marketing software industry (often referred to as text message marketing) still lacks a dominant player. One company, Clearstream, is out to change that.
PENSACOLA, Fla., Aug. 6, 2013 /PRNewswire-iReach/ — Why is this market still fragmented?
Some think that the emergence of smartphones with data plans has reduced the need for texting, and also therefore diminished the effectiveness of text message marketing in general. While there is an element of truth to this, as ‘mobile messaging’ (sending messages via 3rd party apps) is now more popular than texting, mobile messaging can’t serve the 40% of the population that still use feature phones.
Others believe that email is inherently more powerful than SMS for marketing – so why bother to invest in it at all? While email marketing can be a great tool for businesses, today’s companies can’t stop there. In short, SMS tends to be a more versatile communication tool than mobile messaging and email. (Text messaging is often used to immediately drive customers to mobile content.)
There is also a third, less obvious answer to this question of why there is still no market leader. Apple didn’t become a technology leader by being first to market with any one product. They didn’t invent the portable MP3 player. They didn’t create the first desktop computer, notebook, or tablet. What Apple did, however, is differentiate themselves from their competitors by focusing on design and user experience.
“We firmly believe that there is no leader in our industry because no company has produced a simple, well-designed software platform that is intuitive for the customer. We have a tremendous opportunity to change this,” says Clearstream co-founder Michael Lepinay. “Customers should be able to immediately understand how your software works and what value it provides. Using it should be an enjoyable, intuitive, and profitable experience. Most SMS marketing platforms lack good design and therefore are tedious to learn, wasting both time and money. If a product isn’t well-designed, (software related or not) people won’t use it. It’s that simple.”
“It’s unfortunate that our industry hasn’t taken off yet, but this fact presents a remarkable opportunity that we are positioning to capitalize on. At Clearstream we believe that opt-in SMS provides greater impact for businesses than virtually any other mobile marketing channel available.”
Clearstream was founded in 2009 with a mission of creating world-class enterprise mobile marketing and communications software. Great software is a balancing act – form and function, simplicity and utility, design and functionality. Learn more at getclearstream.com.
Media Contact: Michael Lepinay, Clearstream, 8774048398 ext. 102, firstname.lastname@example.org
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