Interesting, and alarming, interpretation of Verizon’s move to crank up their SMS rates by 3¢ per message:
https://tinyurl.com/48zy5h
Mobile Marketer predicts that Verizon’s rate hike could potentially bring down the domestic mobile marketing industry. I don’t feel educated enough to discredit this claim…but if it is true, then I scorn our country’s inability to take advantage of a marketing avenue most Asian nations have not only grasped, but made their primary marketing vehicle.
In Korea, for example, most retail outlets have a bluetooth transmitter that will pick up on the presence of an open mobile channel in their vicinity and use that channel to push a message to a person walking just outside their doors. So, a C-store, for example, can push a “Red Bull 99¢ today only” type message to me as I walk right past the entrance to the store.
I believe the issue is most likely a lack of regulation. Not that I am for MORE laws, but if the mobile marketing industry fell under some sort of regulation, it would be extremely difficult, even impossible, for a company like Verizon to deliver an industry-crushing blow like a 3¢ rate increase. It would enable mobile companies to focus more on creative solutions to marketing to its subscribers rather than making a few cents on each of text message.
Mobile-First Marketing: Why It’s Essential Today
Not long ago, mobile optimization was viewed as a competitive advantage—a forward-thinking enhancement for brands looking to stay ahead. Today, it’s the foundation. For most consumers, the mobile experience is the internet, shaping how they discover, engage with, and connect to brands every day.
October 17, 2025
