SMS Long Tail

The Mobile Weblog has a pretty interesting post about the SMS long tail…the idea of customers repeatedly using a premium SMS number. Here’s one of the examples given:

Publisher A implements the GTIP service in their game manuals, using the same customer support keyword for each game. Over time, customers buy the game, and see the keyword. If they need help, they have the option of calling the publisher’s telephone support line, or texting in their query secure in the knowledge their question will be answered (if it can), at a known, fixed cost. And every time a customer uses the text service, the publisher earns a few pennies without any additional support effort.

Once the customer tires of the game, she trades it in, and another customer buys the game. This new customer sees the text service, asks a question, and the publisher makes a few pennies. What’s different this time around is that the publisher is making money from the game after it enters the secondhand market.

This idea can be extended to more than just help — continuing the game idea players of console/computer games can get the opportunity to buy exclusive ringtones or wallpapers or videos, or text in for tips, or mobile mini-games…there’s plenty of ideas. The main benefit is the same as the help line — developers continue to receive an income from a game after they’ve sold it, and they can get an income from someone who buys the game second hand…even someone who obtains a pirated copy.

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