Emerging Issues In Mobile Phone Service Providers’ Promotional Messages In Nigeria

Scholars have noted that the emergence of the mobile hype around wireless access protocol (WAP) followed by the launch of third-generation (3G) network/Universal Mobile Telecommunications System (UTMS) has created debate over the role of the mobile medium in promoting goods and service especially as a topic of consideration magnitude that echoes across different academic disciplines. Based on this observation, this paper using a multi-method approach of observation, trend analyses and qualitative textual analyses, argues along two potential issues; language barrier and illiteracy among the semi-urban and rural mobile phone users as main obstacles towards effective utilization of short message service (SMS) for the promotion of goods and services in a developing nation, Nigeria as a case. The paper presents implications of the trends and policy recommendations for the concerned stakeholders in the Telecommunications sector of the country and advertisers, who consider it imperative to explore SMS feature of mobile communication for promotional and advertising purposes. Specifically, the writer establishes the imperatives of having adequate analysis of demographic variables of mobile phone users before sending SMS to them, and seeking their consent probably through voice call.