OFCOM Report Proves SMEs Reliant on SMS Messaging
Last year OFCOM conducted a survey to assess how SMEs are doing with their communications. The research report, called “The SME experience of communications services” primarily focused on telecoms, contracts, and issues. It had some interesting data though, on SMS messaging and how these companies are using their mobile phones.
SMS Messaging
When asked how they use smartphones for business, 96% of SMEs replied “Sending and receiving texts”. Now it’s important to know the question was specifically about business use, not personal. Texts, or SMS messages, was the second highest rated activity, with voice calls coming in first at 97%. You can see the data in the chart below.
The third most common activity was sending and receiving emails at 82%. Clearly sending texts is a much more common activity than emails, even with a smartphone.
Another interesting fact from the chart is at the far right (with the squiggly lines). Each of those lines represents the number of employees the SME responding had. The company sizes ranged from 1-4 employees, all the way up to 50-249 employees. The data points in the red box are all clustered together showing that all companies, regardless of size, used SMS messaging.
Later in the report, the companies were asked how many had smartphones or standard (basic) mobile phones. It’s quite interesting that 21-38% were using standard mobiles. You can see the numbers in the chart below.
The first four columns indicate the size of the companies, and the last three are the locations of the companies. We don’t know if the mobiles are personal or provided by the employer. The data in the table above shows that the larger the company, the more standard mobiles were in use. Given the cost difference between the two types of phones, I’m tempted to say that the larger companies were providing standard mobiles for employees since the ratio was so high. But I won’t give into the temptation, as there isn’t enough information in the report to say that conclusively.
The real takeaway is that a significant portion are still using standard phones. That generally means no apps and limited or no Internet access. But they can still all receive SMS messages, which may be why SME’s rely so heavily on them for business communication.
Embracing SMS Messaging
Since the report didn’t focus on SMS messaging, it is hard to say how the companies are using it. We only know they are using it a LOT. I can’t help but imagine workers texting away on their phones because it is the most practical way to connect with people quickly. But it also makes me wonder whether or not the companies have embraced it as a standard practice, or if individuals are using it out of necessity.
Here are the ways companies can incorporate it into their operations:
Employee communications – SMS can be used for mass communications for things like policy updates (time sensitive ones especially) or emergency notifications such as power outages, closures, or other important information. It could also be used for one-to-one messages. This could be reminders for required training, deadlines, or meetings.
Logistics – Coordination between employees can be challenging in certain industries. Any SME that has a distributed workforce could leverage a company SMS plan to provide regular updates on locations, status, travel times, or changes. Even if everyone is co-located, SMS can enhance the communication between department or co-workers.
Payroll – SMS can be used to notify employees when their checks have been deposited or if there were changes to their deposits. Some companies have also used SMS for time card reporting, or for reminders to employees to enter hours worked.
IT status – Most companies these days rely on some sort of IT infrastructure. SMS messages can be used to alert employees of outages, or the IT department of issues that need attention. The quick nature of SMS can mean issues will be resolved faster, with less downtime.
Looking at the OFCOM data, it just makes sense for SMEs to take a serious look at how to incorporate more SMS messaging into their workflow. They’re already using it, but perhaps not to its full potential.
Visit our SMS guides page to see if we have a report on using SMS in your industry. If not, we’d be happy to talk to you about using it for your company specifically. You can reach our account experts via our live chat, email or phone.
Related Articles
5 SMS Myths You Shouldn’t Believe
SMS messaging is a popular topic. The growth of mobile has everyone jumping on board the SMS waggon and they all have something to say. I've compiled a list of five topics that I've seen written about that just aren't true, or at the very least are potentially misleading enough to be called myths. I'm going to try and offer some insight into why these myths exist and what the truth is, as I see it anyway!
Do You Ever Unplug From Your Mobile?
While it’s undeniable technology is a growing part of our everyday lives, it may be surprising how few of us ever turn it off. Or leave it behind. Most people rarely 'unplug' from their mobile devices. This provides unparallelled opportunities for marketing, especially via SMS text messaging.
3 Reasons SMS Messaging is Good For The Environment
Many organisations are looking to operate in a more environmentally friendly way. This includes everything from their office supplies, materials used in creating their products, and also choosing suppliers and vendors that are also environmentally aware. And now, SMS.
Proof SMS Messaging Gets Results: Opt-Ins
SMS messaging is one of the most effective mobile marketing channels. The proof is in the data, of course. In this blog post, you’ll discover how many opt ins businesses get, and how quickly they get them once they give SMS messaging a go.
A2P SMS Messaging Market is Complex, But Growing
I came across an interesting article regarding the A2P market. It’s entitled “Growing Employment Rate to Benefit BFSI A2P SMS Market in Switzerland.” The contents summarise a new report from Transparency Market Research about the A2P market in Switzerland, specifically how it relates to BFSI or Banking, Financial Services, and Insurance (BFSI). You might be thinking that sounds boring rather than interesting, but what drew my attention was the relationship of employment to A2P SMS messaging.
3 Facts about SMS Messaging in the UK
Do people really like getting SMS messages? Is it true they’re using Apps like WhatsApp instead? A recently published survey reveals those answers, and a few more. Find out the details on how SMS messaging is used and viewed in the UK in this blog.
Why Using SMS for Customer Service is a Good Thing
Customer service is arguably one of the most important parts of any organisation. Happy, loyal customers spend more and ultimately bring you more business through positive comments and referrals. Here's why SMS is crucial to maintaining high levels of support now and for the future.
12 Reasons Mobile Messaging is “A Beautiful Thing”
Beauty is in the eye of the beholder. But could text messaging really be considered beautiful? You might argue that it depends on the messages you get! That’s a valid approach, but I recently found a description of mobile messaging that made me believe it is indeed beautiful, so I thought I’d share it with you.
Older Generations and SMS Messaging
50% of people between 55 and 64 own a smartphone and 18% of people over 65 do too. If you’re trying to reach out to these older demographics, it might be time to consider mobile marketing. But what kind should you choose?
Marketing Review for 2015 Holiday Season
Comparing SMS and email marketing results for the 2015 holiday season, this article taps into reports from Expedia and Adobe to share important insights.