The TRAI effect on the advertisers
Recently the Telecome Regulatory Authority of India (TRAI) implemented the 100 SMS ban i.e. no more than 100 messages can be sent form one number in one day. This has put the telemarketers, who are required to send almost 300-400 or even more in a day in a huge dilemma. The deactivation of the bulk SMS system has brought many advertisers to re-think their strategies for business propagation.
Bulk SMS had almost revolutionised the SMS services. With bullk SMS we were able to receive movie tickets on our mobiles, get directions to a location, know the whereabouts of our children when in school, receive distress requests from blood banks and many other things. But with the ban coming in place, things will change. The decision, which actually has been taken to restrict millions of messages sent by telemarketing companies, was formally implemented from 27th September onwards. However, a look at the copy of the TRAI directive shows many ambiguities in it.
The TRAI has maintained that many essential services including banks, airlines, financial institutions and even schools and colleges have been exempted from this ban. Thus emphasising that this ban is not a carpet ban but only on ones which have created a nuisance with the usage of the bulk SMS services. With the bulk SMS services in vast demand, many individuals have abused these privileges. We all must have received text messages of advertisers and promoters repeatedly reminding us of their services and products. Once in a while is fine, but when the same message is sent everyday, it can be exasperating.
This situation faced by many individuals all over India has what lead the TRAI to take this step. Even though it will be a relief from the always disturbing messages received everyday, but this also means loosing on some of the important messages. Even though the essential services are being excluded, but the complete impact is yet to be gauged. The ban as it is said is still under the review panel. Market analyst are said to keeping a close watch on the outcomes of this ban. Most of the cellphone service providers were not ready to comment on the issue. The Cellar Operations Association of India would rather wait and watch now and may approach them in another three to four weeks depending on the circumstances and situations.
The college SMS generation have also expressed regret over this situation. For most of them, text messaging being their main channel of communication, they are now forced to look for other options. Bulk SMS is not the only way of communicating with students however. Perhaps the use of social networking websites as well as Google or Yahoo groups can help find a solution this problem.