No one expected that text messaging—an internal testing feature included free with every cell phone—would have any commercial applications, let alone that it would become the most widely utilized data application in the world. And even now that text messaging services claim 4.6 billion subscribers, orders of magnitude more than any phone app, business is in danger of underestimating it once again. SMS is as essential for business and organizational users as it already is for individuals. Why? As the Internet and other new media technologies continue to destabilize our established ways of communicating—advertising, public relations, direct mail, customer service, internal corporate communications, and more—text-based mobile campaigns ...

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