Airtel launches Seychelles’ first SMS promotional service.

It came unannounced and unexpectedly: an SMS from local singer, Sheila informing Airtel clients that her second solo album Mon Enfant II, is now available on the market.

Reminiscent of the Minority Report saga in the US, whereby complaints were registered about promos sent to mobile phones to promote the 2003 Tom Cruise’s movie, not every Airtel consumers were happy.

“The service provider should have sought their clients' consent first. Now they’re proposing that consumers should inform them if they do not want such promotional service. Yet we know even if we response by a phone call or a SMS we still have to pay,” says the National Consumers’ Forum (NATCOF)'s Director Rachel Marie.

Airtel says the decision to launch this service came after being approached by many companies and individuals who realised the potential of advertising on SMS.

“Being a young innovative company, Airtel is always striving to introduce news services where technology allows,” says Retha D’offay, a marketing officer of Airtel.

“NATCOF welcomes such an initiative as consumers are given the opportunity to have information at their finger tips, but at the same time consumers must be in a position to make the right choice and not have the service provider thinking for them,” according to Ms Marie.

SMS has proven to be an extremely effective advertising media. Through Airtel alone 24,000 customers (both postpaid and pre-paid) can be reached instantaneously.

“Due to mobile phones being part of almost everyone’s daily lifestyle, it seldom leaves its owner’s side. Unlike a phone call, sms can be read at the owner’s convenience, reducing inconvenience during advertising,” remarks Ms D’Offay.

To send a promotional SMS to the whole subscribers’ based; it costs Rs2, 000 per message or Rs5, 000 for four messages.

“Such scheme should heighten local artisans’ creativity, as they now have another opportunity to share information with the general public on SMS,” says the Small Enterprise Promotion Agency (SEnPA)’s Public Relation Officer Mastura Shah-Clarisse.

Since the launch of its new advertising media, Airtel says it has received many inquiries. The most important potential of SMS would be seen in the case of an emergency. SMS can be used to warn people of the oncoming natural disaster, like tsunamis, or social messaging for example HIV/AIDS awareness, etc….