Thursday, 30 August 2007

End of the summer Business SMS slump?

Summer is traditionally a quite time in many businesses, especially in France and Spain. Phones ring less frequently, inboxes are manageable, Out of Office replies are more prevalent and desks are empty as people enjoy holidays.

Normally this would be accompanied by a drop in traffic. Less people working, less to send. Not so this year, in the UK and Ireland at any rate, our traffic has barely dropped off.

I've excluded Australia from these observations because of the seasonal dfferences. They're deep in winter so must be getting loads done.

As Julian posted in Bad News is Good For Business!, we've had our fair share of extreme circumstance in the UK this summer which does drive usage for our customers. But the general base load of traffic is pretty consistent with previous months perhaps with just a slight reduction in the growth rate we normally experience.

I wonder if this is another indication of how entrenched SMS is becoming in the business communication mix. Business continues through the summer so communication continues. Where previously certain sectors were early adopters of the technology, a broader profile of business types now use SMS, ironing out those seasonal differences.

Alternatively, we've experienced such stellar growth in the lead up to the summer that this has swamped any seasonal variations we would expect to see. I guess we'll find out in September.

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