[2022 latest version] What is short message service? We will also explain how to use it for business in the BtoB area!

Email and LINE are the mainstream means of sending messages between individuals using mobile phones such as smartphones, but there is also a short message service called SMS. Although it has a strong image as a messaging tool between individuals, in recent years it has been used for business purposes, such as companies sending messages to individual customers to deliver information, and sending messages from company to company in the BtoB field. Cases like this are becoming more common.

Therefore, this time, we will explain the basics of what a short message service is, as well as how to use it in business, such as in the BtoB area.

What is SMS (Short Message Service)?

SMS (Short Message Service) is a message service that allows you to send and receive short messages of up to 70 characters each over the Internet using your phone number. It is also commonly called “short mail”.

There are following types of short message services:

1.Smartphone SMS

This is a short message service that can be used on iPhone and Android smartphone devices. Previously, each major telecommunications carrier provided its services under its own name. NTT Docomo was offered something called “Short Mail,” KDDI (au) was offered something called “C-mail,” and Softbank was offered something called “Skymail.” At that time, it was not possible to send messages between carriers, but recently it has become possible to send messages between carriers, so even if you do not have an email address, you can easily send messages as long as you have a mobile phone contract. It becomes.

2. “+Message (Plus Message)”

+Message is a message service provided by major mobile carriers. It can be used on smartphones and tablets that have a contract with the company.

It is a little more advanced than traditional short message services, and in addition to text, you can also send and receive stamps and photos. In addition to sending and receiving messages one-on-one, you can also send and receive group messages with multiple people. There is also an “official account” function, where you can exchange messages with companies.

In order to send and receive messages using +Message, the recipient must also be using +Message.

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Applications of SMS (Short Message Service) in the business field

Short message services have also been used in the business field in recent years. Examples of uses include:

Inquiry reception

For example, short message services may be used as a mechanism for users to easily contact companies with inquiries. Telephone calls and e-mails have disadvantages, such as being time-consuming and having limited reception hours, but with short message services, you can easily send messages from your smartphone or other device at any time, which lowers the hurdles for inquiries.

Direction to member registration site

It can also be used to direct people to websites such as membership registration sites. For example, a company might ask a user to send a blank message using a short message service, and the company would return a URL for website membership registration on the short message service screen.

Identity verification

Since short message service uses phone numbers, it is often used for authentication purposes. For example, when registering as a member on the website, you will be asked to enter your phone number, and a 4-5 digit number will be sent to that phone number via short message service. You can then verify the user’s identity by asking them to enter their number.

Questionnaire survey

It is also used to send simple questionnaires to users on short message service screens, ask them to select options, and then send their responses. The hurdles can be lowered compared to emails etc.

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Advance notice

Short message service can also be used for advance notice. For example, it can be used as an easy way to notify customers in advance of product delivery or construction schedules.

Marketing/promotion

It may also be used for marketing and promotional purposes such as sending coupons. By providing a link URL that directs you to your own e-commerce site, we will guide you to make it easier for users to access your site.

Advantages of using SMS (Short Message Service) for business

Let’s take a look at the benefits of short message services when using them for business, comparing them with other communication methods such as email.

High delivery rate and open rate

Unlike email, short message services are said to have high delivery and open rates. This is because phone numbers change less often than email addresses, so there are fewer cases where emails go undelivered due to unknown recipients. Also, there is a risk that e-mails will be blocked or sorted into spam mail, but short message services do not have such risks. As a result, it can be said that this method has a higher delivery rate than email.

Additionally, the open rate of short message services is generally said to be over 90%, so they have the advantage of making it easier to deliver information to users.

Communication costs can be reduced

When using the short message service, you will be charged a packet communication fee when sending, but it will be cheaper than making a phone call. By the way, the receiving side of the short message service is free of charge, so the user does not have to bear the cost of receiving the service.

Send and receive using only your mobile number

The biggest attraction of all is that you can send it as long as you know the phone number. Even if you do not have information such as an email address or address, you can send information to the users you want to send using only phone number information.

You can confirm delivery

The Short Message Service allows you to check whether the short message was successfully delivered to the user. Messages are expensive to send, but you can avoid wasting the cost of sending messages to people who don’t reach you.

You can definitely send it to the person in question.

Short Message Service has excellent security. It has the advantage that it is rarely used by third parties as much as it is used for identity verification. This is the best transmission method for companies that place emphasis on security.

Disadvantages of using SMS (Short Message Service) for business

On the other hand, there are some disadvantages when using short message services for business:

There is a charge for sending

The disadvantage is that it costs money to send. Fees are charged per number of characters.

For reference, let’s check the price list for NTT Docomo’s short message service. The fee is 3 to 33 yen (tax included) per message, depending on the number of characters sent. The number of characters that can be sent at one time varies depending on the model or app used. If it is 70 characters or less, it will cost 3 yen.

Source: NTT Docomo “Usage Fees: Message sending and receiving fees”

https://www.docomo.ne.jp/service/sms/charge/

Images/videos cannot be sent

Images and videos cannot be attached to short messages. Since the number of characters is limited, the scope of use is quite limited. However, it is possible to paste the URL, so you can use it within that range. Also, if the ability to send images and messages becomes more widespread, one option would be to migrate to it.

Steps to send SMS (Short Message Service)

Here, let’s check the steps to send a short message service.

Here we will introduce the steps to send a short message using the commonly used Messages app on iPhone and Android smartphones.

iPhone

1. Tap the Messages app on the home screen.

2. When the message screen is displayed, the “pencil” icon in the upper right corner is the button to create a new message, so tap that icon.

3.The message creation screen will be displayed. Next, select the destination. Tap the “+” icon in the upper right corner and select the recipient from your contacts.

4.Enter the message you want to send and press the green “↑” icon to send.

5. Sending is complete when the “sent date and time” and “text” are displayed.

Android device

1. Tap the “Messages” app on the home screen or the app list screen

2.The “pencil” icon at the bottom right of the message screen is the new creation button, so tap on that icon.

3.The message creation screen will be displayed. Next, select the destination. Enter the recipient’s phone number manually, or open the phone book from the icon on the top right and select it.

4. Enter the message you want to send and tap the “paper airplane” mark send button to send it.

5. Sending is complete when the “sent date and time” and “text” are displayed.

In either method, if an exclamation mark “!” is displayed after sending, it is a “transmission error”, so please take measures such as sending it again.

How to send SMS (Short Message Service) for business

For business use, you may want to send short message services from businesses to individuals in BtoC and from businesses to businesses in BtoB. In that case, there are two ways to send Short Message Service:

Send from smartphone

This method allows you to send individual information from your smartphone to a company representative. This will be done using the sending method I introduced earlier. However, if there are many recipients to send information to, manual delivery is time-consuming and prone to errors.

Use SMS delivery system

Using an SMS delivery system is convenient when sending messages to many companies all at once. The SMS delivery system is a dedicated service for sending SMS that allows you to efficiently deliver short message services to many recipients and to check the delivery status on the management screen. MA (Marketing Automation) may also have the ability to send short message services.

Advantages of using SMS delivery system for business purposes

By using an SMS delivery system for your business, you can enjoy the following benefits:

Can be sent to customers all at once

A big advantage of using an SMS delivery system is that you can send to multiple customers at once. Sending messages to 10 or more people requires time and effort if done manually, but it can be done efficiently using a system.

Reduces the risk of sending errors

Sending documents manually is not only labor-intensive and time-consuming, but also carries the risk of sending errors. If you use an SMS delivery system, you can operate it all at once from the management screen, reducing the risk of sending messages by mistake.

Some also allow you to measure the number of clicks on the listed URL.

Depending on the system, there are various functions such as the ability to measure the number of clicks on shortened URLs posted in messages, which has the advantage of making it easy to measure effectiveness.

Some can be sent automatically

There are also systems that can automatically send short message services. For example, it is possible to instantly and automatically send identity verification and one-time passwords, etc., using a short message service when the user performs an operation.

Some messages can be sent along with voice guidance.

There are also systems that can send short message services along with voice guidance.

5 SMS (Short Message Service) Delivery Systems

There are many types of SMS delivery systems in the world that deliver short message services. Therefore, we will introduce five major domestic systems as examples.

1.KDDI Message Cast (Supership/KDDI)

https://biz.kddi.com/service/message-cast/

This service is an SMS sending service provided by KDDI and Supership, and allows you to send “+ messages” along with general short message services. By linking your in-house distribution system with KDDI Message Cast’s unique distribution system and API (*), you can easily distribute using the submission portal.

*API: “Application Programming Interface”. An interface that connects software or programs.

A common use case is for businesses to send short message services to their end-user customers. You can also use the function to prevent false delivery as an option.

Since it is provided by KDDI, it is reliable and has a solid maintenance system.

2.Media SMS (media4u)

トップページ

Media SMS is an SMS sending service for businesses. Our strength lies in the fact that we have all the performance and functions required by domestic corporations and businesses. Additionally, it is designed to connect directly to the equipment of all mobile phone carriers, including Docomo, au, Softbank, and Rakuten Mobile, creating a large-scale distribution platform. As a result, we have achieved an SMS delivery rate of 99.9%.

Other functions have been developed to meet needs, such as sending long messages, two-way SMS that can be exchanged like a chat, and creating original domains for shortened URLs that can be inserted into the text.

3.Cuenote SMS (Ymir Link)

https://www.cuenote.jp/sms/

Cuenote SMS has the functionality of a general SMS sending service for businesses, and has an open rate of over 90% because it is directly connected to all domestic carriers such as Docomo, au, Softbank, and Rakuten Mobile. . The provider, Ymir Link, operates a separate email distribution system, and it is characterized by its distribution technology and high-level security system.

4.SMS sending service (Telephone Broadcasting Corporation)

https://www.dhk-net.co.jp/service/sms-web/

This is an SMS sending service provided by a telephone broadcasting station that has been working on automating call center operations for many years. Convenient for use in conjunction with call center services. For example, information that is difficult for operators to convey over the phone can be conveyed through short message services.

In addition, call centers may have a function to receive inquiries, but in order to alleviate the congestion of frequently asked questions, it is also possible to send URLs such as FAQ pages using short message service to encourage self-resolution.

5.WEBCAS SMS (WOW WORLD Co., Ltd.)

https://www.webcas.jp/sms/

This is an SMS sending service for the communication system WEBCAS. WEBCAS is a communication system that can send emails, create questionnaires, share emails, etc., and is used by many companies for marketing purposes.

Suitable if you want to use a short message service at the same time as conducting email marketing.

After sending an email, you can extract only the recipients with errors and send them SMS, and you can also use the segment delivery function and effect analysis function.

Points to consider when selecting an SMS sending system service

There are many SMS sending system services like those mentioned above. In order to choose the one that is most suitable for your company, it is a good idea to check the following selection points.

Direct connection with domestic carrier?

Domestic carriers are mobile phone operators such as Docomo, au, Softbank, and Rakuten Mobile. Check to see if you can connect directly with these carriers to send Short Message Service. This can be expected to improve email deliverability and security.

If it is not a direct connection, the most common method is to connect to an overseas line.

Is it possible to send all at once?

Especially when using for marketing purposes such as campaigns, it is essential to have a bulk sending function. You can quickly send short message service to many customers.

Does it have an automatic call function and API linkage function?

If you want to use a short message service to confirm your identity or send a one-time password, your system must have an automatic dialing function. To do this, you need an API function that links with customer information, etc. in your company’s system.

Key points when sending SMS (Short Message Service) for business purposes

When sending short message services for business purposes, be sure to keep these points in mind. Here we will introduce the key points.

1. Obtain consent from sender

When advertising using short message services, the prior consent of the recipient is required, just as with e-mail. According to the “Act on the Proper Transmission of Specified E-mails”, commonly known as the Special Telephone Act, it is first necessary to obtain consent in advance to send a message using a short message service.

However, since this applies to e-mails for advertising or promotion purposes, it is not relevant when sending reservation confirmation messages or identity verification messages.

When using short message services for advertising and promotions, please check the laws for detailed regulations. The main steps are to obtain the consent of the recipient (opt-in), to keep a record of consent received, to include the sender’s contact information in accordance with the display obligation, and to allow the recipient to refuse reception (opt-out). It is necessary to make it possible.

2. Be careful about distribution fees

We mentioned that the short message service requires a delivery fee for each message sent to the sender. It doesn’t cost much to send just one or two emails, but if you have to send them to hundreds or thousands of people, you will incur a lot of delivery charges. Please note that there is no per-delivery fee for email, but there is a charge for short message service.

However, compared to paper DM (direct mail), short message services are likely to be cheaper.

3. Use shortened URLs when sending URLs

Short message service has the disadvantage of being limited in the number of characters that can be sent at one time. Therefore, if you write a long URL with text, it will be difficult for the recipient to read. Therefore, shortened URLs are often used. A shortened URL is a system in which a long URL is literally shortened and converted into a shorter URL, and when a user clicks on that short URL, the user is redirected to the original long URL.

However, you need to be careful when using shortened URLs. This is because these days, it is often used in phishing scams to send malicious emails to steal personal information, so when a message with a shortened URL is seen, people may suspect that it is a phishing message and may not click on it. This is because of gender.

Therefore, the ideal way to shorten the URL is to use your own domain and make it as short as possible, rather than using a shortened URL service like the one used in phishing scams. This is because it makes it look more reliable.

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