Saw this and thought it was worthy of note http://www.mediaburst.co.uk/news-2007-06-18.htm. The guys at MediaBurst are running training days to help companies make the most of SMS marketing campaigns.
Seems like a really good idea. When you're deep within an industry, it can be very hard to see it from outside. This kind of initiative should be a great way of spreading the word as well as the benefits of using SMS as a communication channel.