SMS text message marketing is obviously growing. M:Metrics (www.mmetrics.com) did a survey of U.S. mobile subscribers in 2007 and found that in September of 2007 more than 4.7 million Americans responded to an SMS ad. I am a big fan of the text message. But I for one am also a fan of tight regulation on the use of text messaging to market to me.

As a company that deals with the technical intricacies of text messaging, Smooth Fusion has become familiar with the strict compliance rules in place to keep marketers from abusing text messaging. So what are some great uses of text messaging?

Here are some I like:

1. Wouldn't it be cool if you could give your mobile number at a restaurant when there is a one-hour wait so that you don't have to worry about staying in range of the big pager-like thing from the host stand? Obviously, a reputable restaurant would not use your number to market to you unless you opted in.

2. I am a huge fan of the movie "Into the Wild". I would have loved to have been able to sign up online for a text message reminder on the day the DVD released instead of having to remember the date of its release.

3. I make regular use of the Google 411 service. Just text the name and city of the place or person you are looking for to 46645 (GOOGL) and in seconds listings that match or are similar to your message are returned with phone numbers and street addresses. I use that feature in conjunction with my GPS when traveling because the GPS doesn't always know about the latest restaurants and such.

4. How about jury duty? What if you could sign in online on the day of your jury summons and then have the option to be texted to be notified whether you are needed or not?

5. I have the Southwest Airlines application called Ding on my computer. It "dings" when a new online special is released. But what if I could ask Southwest Airlines to text me when a new special is released that involves one of the cities I specify? Then even if I am not at my computer I would know to go check out the specials.

I know my ideas are not all about marketing, but smart marketers can see opportunity in useful SMS applications--not just in SMS ads.

I'd like to know what other great ideas you have or have seen that utilize SMS technology. Send them my way.

Todd Knowlton

tknowlton@smoothfusion.com