Click here to close now.




















Welcome!

Microservices Expo Authors: Pat Romanski, Elizabeth White, Mike Kavis, Ian Khan, Lori MacVittie

Related Topics: Mobile IoT, Java IoT, Microservices Expo, Agile Computing, Wearables, BlackBerry Developer

Mobile IoT: Article

What’s Next for Texting?

Before we plot the future of texting, it’s helpful to understand its history

Twenty years ago, a software engineer named Neil Papworth kicked off the holidays - and a communications revolution - by sending the world's first text message via phone. The message, appropriately enough, was "Merry Christmas."

It took a few more Christmases before text messaging caught on, but ever since we've been able to send text messages to subscribers on different mobile operator networks, it has been nothing but thumbs up for texting. Thanks to the rise in mobile subscriptions, the usage of texting has skyrocketed in recent years. In 2011, for the first time in history, text messaging surpassed voice as the most popular application for mobile phones.

And then the unexpected happened: the number of text messages sent in the U.S. actually declined between the second and third quarter of 2012, according to published reports. It was a small decline, mind you, on the scale of two percent or so. For a technology where quantum annual leaps in usage have been the norm, however, a two-percent decline has the potential to be huge.

Let's make a few assumptions, including that the report is accurate (and it is worth noting that some don't agree). Let's also assume this isn't a one-time anomaly. What does a slight decline really mean? There are a few popular theories:

Theory #1: We've reached a saturation point for text messaging.
There are always some people who will grow tired of a technology after a few years, whether it's text messaging or social media. (Remember when people were leaving Facebook a few years ago?) Text messaging continues to rise where it counts. Younger demographics, like 12-to-15-year-olds who represent the paying customers of tomorrow, continue to be text junkies.

Theory #2: New apps like Skype are eating into the texting market.
Skype poses more of a threat to traditional voice services - not surprising since that's what it was originally designed to displace. The Skype application has to be loaded on the device and active to have a conversation. Text messaging uses a standards-based protocol, so any device assigned a mobile number can send and receive text messages right out of the box.

Theory #3: Text messaging is getting too expensive.
Pay-per-use plans may have kept more people with their thumbs and cash in their pockets. Operators responded with fixed-price, unlimited-usage plans. In the U.S., you can get unlimited calling and texting for under $40 a month, making it affordable to practically anyone.

The fourth possibility is one I see in my own household. Texting is no longer constrained to communications between mobile networks. Many devices are able to send and receive text messages through an Internet connection. Apple's iMessage or Blackberry Messenger are great examples of this trend.

In fact, text messaging has never really stopped evolving. The idea of measuring the value of text messaging by the quantity of messages sent over the mobile network may ultimately sell the technology short.

Before we plot the future of texting, it's helpful to understand its history. Texting grew out of a technology known as Short Message Service (SMS). SMS originally allowed a person to send data-based communications to a mobile phone over the signaling channel rather than the more bandwidth-precious media channel. In fact, in the beginning, mobile phones could not send SMS messages. Nokia was the first manufacturer with a suite of GSM phones to support SMS messaging. Finally as the 20th century came to a close, you were able to send text messages between mobile networks, ushering in the any-to-any text messaging environment that we enjoy today.

In 2000, the average U.S. mobile phone user sent nearly 35 text messages per month. By 2007, text messages outnumbered phone calls. And in 2011, text eclipsed voice as the top application for mobile devices in the U.S. Despite the rapid rise in popularity, the underlying technology behind texting remained largely unchanged. Texts still relied on SMS and limited communications to the same 160-character confines established (somewhat arbitrarily) more than two decades ago. Innovation hasn't been the driver for the adoption of this communication method. Rather, texting's popularity can be traced to contributing market factors, few of which were imagined 20 years ago.

Smartphones, Social Media and Number Portability
Text messaging on a standard cellphone was hit or miss, which meant you hoped you hit the right key when typing your message. Then came BlackBerries and iPhones - smartphones that combined the elements of a laptop computer (complete with an operating system and independent keyboard) and a mobile phone. Suddenly, millions of people were finding a new use for those opposable thumbs. The convenience of texting combined with the constant presence of smartphones (unlike laptops, smartphones seldom leave our sides) made it a preferred choice over traditional email. Early studies proved that people were more likely to read a text rather than an email.

Social media platforms, notably Twitter, also played to the strengths of text messaging by encouraging short, frequent communications in favor of longer, fewer conversations. In fact, Twitter even found SMS to be a bit longwinded, trimming the maximum length of a tweet to a svelte 140 characters. People rediscovered their pithy side as vowels slowly began disappearing from the language, all the while fueling the legitimacy of texting as a form of creative and personal expression.

A less obvious but no less important factor in the rise of texting was the creation of the Telecommunications Act of 1996. This act allows consumers to keep their phone numbers when choosing a new Communications Service Provider (CSP) - even when switching from a wireline to a wireless provider. By allowing phone customers to move their phone numbers freely between CSPs, Americans had unprecedented freedom of communication. Mobile phones, once viewed as a supplemental service to a primary landline, instead became the primary phone service for many customers who found they could keep their identity and cut their costs by going mobile 24/7. In a world where smartphones have an average lifespan of two years, the ability to upgrade your phone and change your service without changing your phone number can't be undervalued.

Texting: The Next 20 Years
I don't believe texting is going away. Anyone with teenage children knows exactly what I mean. Rather, I think it's changing to become a more ubiquitous form of communication. You see, we live in a world where communications overload is a fact of life. We have RSS feeds at the bottom of our TV screens, we text while we talk, we carry phones with built-in video cameras. In a world where everyone is making noise, the challenge is to rise above the noise. And I think that's where texting fits in the future: as a way to cut through the noise.

Take for example a technology like Common Short Codes (CSCs), which can replace a standard phone number with a four-digit number for the purpose of sending text messages. You've seen these used on television programs that encourage audience voting (e.g., American Idol, Dancing with the Stars), but CSCs are increasingly being purchased by businesses to aid in text-based marketing efforts. Right now, you're probably thinking - Great, more marketing, just what the world needs. In fact, text-based marketing is exactly what the world needs. This form of marketing allows businesses and their customers to have meaningful conversations based on customer-selected criteria. In other words, you're not just another name on an email distribution list. With CSC-based marketing, consumers select the kind of communications they receive, how they receive them and engage businesses on their own terms.

For the time being, text messaging has a distinct advantage over other forms of communication when it comes to consumer marketing. On the one hand, they're less intrusive than voice calls, which are often perceived as cold (in the case of pre-recorded calls) or overly aggressive live calls. And, because the industry has set guidelines for the use of text messaging, issues like spamming have so far proven to be limited.

When I talk to CSPs, I hear excitement in their voices when they talk about the future of text messaging. They see texting as a real revenue driver, especially from business customers who are just beginning to explore the value of mobile communications. These CSPs understand that communication isn't about which service you use the most (texting, voice, video) but how you use those services to stay connected to the world around you.

Is texting over the hill at 20? Doubtful. As a society, we are hooked on the direct and real-time communication enabled by texting. Our mobile devices unlock a world of possibilities and the deciding factor is typically convenience. In the first 20 years of SMS, we went from a simple intra-network "Merry Christmas" to accessibility on any network. It is possible that the next 20 years will bring us ubiquitous texting across many applications including personal communications, opt-in business uses and a burgeoning machine-to-machine environment.

More Stories By Gary Zimmerman

Gary Zimmerman is Senior Director of Marketing at Neustar. He and his team deliver the educational and outbound marketing efforts for Carrier Services. He has over 30 years of experience in telecommunications management in both the carrier and enterprise setting.

Gary spent twenty years at AT&T where he developed ordering, billing, and international clearinghouse systems. He has successfully launched and managed products including international data services for global 500 companies, a software-as-a-service offering in Japan, and data networking / security offerings for the mid-market.

Prior to joining Neustar, Gary was a Vice President and founding member of an enterprise software company that grew into a $30 million dollar concern during his tenure.

Comments (0)

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.


@MicroservicesExpo Stories
SYS-CON Events announced today that the "Second Containers & Microservices Expo" will take place November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities.
The Software Defined Data Center (SDDC), which enables organizations to seamlessly run in a hybrid cloud model (public + private cloud), is here to stay. IDC estimates that the software-defined networking market will be valued at $3.7 billion by 2016. Security is a key component and benefit of the SDDC, and offers an opportunity to build security 'from the ground up' and weave it into the environment from day one. In his session at 16th Cloud Expo, Reuven Harrison, CTO and Co-Founder of Tufin,...
Container technology is sending shock waves through the world of cloud computing. Heralded as the 'next big thing,' containers provide software owners a consistent way to package their software and dependencies while infrastructure operators benefit from a standard way to deploy and run them. Containers present new challenges for tracking usage due to their dynamic nature. They can also be deployed to bare metal, virtual machines and various cloud platforms. How do software owners track the usag...
Our guest on the podcast this week is JP Morgenthal, Global Solutions Executive at CSC. We discuss the architecture of microservices and how to overcome the challenge of making different tools work together. We learn about the importance of hiring engineers who can compose services into an integrated system.
Alibaba, the world’s largest ecommerce provider, has pumped over a $1 billion into its subsidiary, Aliya, a cloud services provider. This is perhaps one of the biggest moments in the global Cloud Wars that signals the entry of China into the main arena. Here is why this matters. The cloud industry worldwide is being propelled into fast growth by tremendous demand for cloud computing services. Cloud, which is highly scalable and offers low investment and high computational capabilities to end us...
You often hear the two titles of "DevOps" and "Immutable Infrastructure" used independently. In his session at DevOps Summit, John Willis, Technical Evangelist for Docker, covered the union between the two topics and why this is important. He provided an overview of Immutable Infrastructure then showed how an Immutable Continuous Delivery pipeline can be applied as a best practice for "DevOps." He ended the session with some interesting case study examples.
One of the ways to increase scalability of services – and applications – is to go “stateless.” The reasons for this are many, but in general by eliminating the mapping between a single client and a single app or service instance you eliminate the need for resources to manage state in the app (overhead) and improve the distributability (I can make up words if I want) of requests across a pool of instances. The latter occurs because sessions don’t need to hang out and consume resources that could ...
Microservices has the potential of significantly impacting the way in which developers create applications. It's possible to create applications using microservices faster and more efficiently than other technologies that are currently available. The problem is that many people are suspicious of microservices because of all the technology claims to do. In addition, anytime you start moving things around in an organization, it means changing the status quo and people dislike change. Even so, micr...
"We've just seen a huge influx of new partners coming into our ecosystem, and partners building unique offerings on top of our API set," explained Seth Bostock, Chief Executive Officer at IndependenceIT, in this SYS-CON.tv interview at 16th Cloud Expo, held June 9-11, 2015, at the Javits Center in New York City.
SYS-CON Events announced today that HPM Networks will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. For 20 years, HPM Networks has been integrating technology solutions that solve complex business challenges. HPM Networks has designed solutions for both SMB and enterprise customers throughout the San Francisco Bay Area.
Digital Transformation is the ultimate goal of cloud computing and related initiatives. The phrase is certainly not a precise one, and as subject to hand-waving and distortion as any high-falutin' terminology in the world of information technology. Yet it is an excellent choice of words to describe what enterprise IT—and by extension, organizations in general—should be working to achieve. Digital Transformation means: handling all the data types being found and created in the organizat...
JavaScript is primarily a client-based dynamic scripting language most commonly used within web browsers as client-side scripts to interact with the user, browser, and communicate asynchronously to servers. If you have been part of any web-based development, odds are you have worked with JavaScript in one form or another. In this article, I'll focus on the aspects of JavaScript that are relevant within the Node.js environment.
Approved this February by the Internet Engineering Task Force (IETF), HTTP/2 is the first major update to HTTP since 1999, when HTTP/1.1 was standardized. Designed with performance in mind, one of the biggest goals of HTTP/2 implementation is to decrease latency while maintaining a high-level compatibility with HTTP/1.1. Though not all testing activities will be impacted by the new protocol, it's important for testers to be aware of any changes moving forward.
This week, I joined SOASTA as Senior Vice President of Performance Analytics. Given my background in cloud computing and distributed systems operations — you may have read my blogs on CNET or GigaOm — this may surprise you, but I want to explain why this is the perfect time to take on this opportunity with this team. In fact, that’s probably the best way to break this down. To explain why I’d leave the world of infrastructure and code for the world of data and analytics, let’s explore the timing...
Learn how to solve the problem of keeping files in sync between multiple Docker containers. In his session at 16th Cloud Expo, Aaron Brongersma, Senior Infrastructure Engineer at Modulus, discussed using rsync, GlusterFS, EBS and Bit Torrent Sync. He broke down the tools that are needed to help create a seamless user experience. In the end, can we have an environment where we can easily move Docker containers, servers, and volumes without impacting our applications? He shared his results so yo...
Auto-scaling environments, micro-service architectures and globally-distributed teams are just three common examples of why organizations today need automation and interoperability more than ever. But is interoperability something we simply start doing, or does it require a reexamination of our processes? And can we really improve our processes without first making interoperability a requirement for how we choose our tools?
Cloud Migration Management (CMM) refers to the best practices for planning and managing migration of IT systems from a legacy platform to a Cloud Provider through a combination professional services consulting and software tools. A Cloud migration project can be a relatively simple exercise, where applications are migrated ‘as is’, to gain benefits such as elastic capacity and utility pricing, but without making any changes to the application architecture, software development methods or busine...
The Internet of Things. Cloud. Big Data. Real-Time Analytics. To those who do not quite understand what these phrases mean (and let’s be honest, that’s likely to be a large portion of the world), words like “IoT” and “Big Data” are just buzzwords. The truth is, the Internet of Things encompasses much more than jargon and predictions of connected devices. According to Parker Trewin, Senior Director of Content and Communications of Aria Systems, “IoT is big news because it ups the ante: Reach out ...
At DevOps Summit NY there’s been a whole lot of talk about not just DevOps, but containers, IoT, and microservices. Sessions focused not just on the cultural shift needed to grow at scale with a DevOps approach, but also made sure to include the network ”plumbing” needed to ensure success as applications decompose into the microservice architectures enabling rapid growth and support for the Internet of (Every)Things.
Our guest on the podcast this week is Adrian Cockcroft, Technology Fellow at Battery Ventures. We discuss what makes Docker and Netflix highly successful, especially through their use of well-designed IT architecture and DevOps.