An Enhanced Messaging Service (EMS) provides enhanced sender and recipient features, such as an integrated address book, multiple attachment options, real-time status updates, and delivery confirmation. Multimedia messaging services (MMS) mostly replaced EMS. Even so, some organizations continue to use versions of it for business communications.
Enhanced Message Services allow users to access various multimedia content, such as audio and video files, within their text messages. They can then send this to other users or share it with an entire group. The underlying technology also allows for advanced features like automated delivery confirmation and real-time status updates.
Samsung and several other industry leaders in the early 2000s believed that EMS would rejuvenate the SMS industry. People had begun to send fewer texts following the boom of the dot-com area. So, they designed EMS to work on GSM, CDMA, and TDMA networks. Later, Samsung began to recommend WiFi for EMS to work properly.
Modern-day tech professionals consider EMS a middle ground between original SMS technology and the MMS capabilities that later followed. Most professionals also describe this technology as obsolete, but companies have even begun to use the term “enhanced messaging” more loosely. It generally describes any kind of SMS that makes rich data possible, such as Google and Samsung’s RCS technology.
SMS has become synonymous with texting, but modern-day texting features have far exceeded the initial capabilities of SMS. So, what are the benefits of using rich data in business communication?
Unfortunately, texting has become a common source of spam. Companies need to ensure that customers can trust their text messages when they receive them. Rich data makes it easier for them to brand their messages in a way that customers can recognize as legitimate and familiar.
Even when customers recognize legitimate text messages, they might not feel as drawn to them as other marketing tools. After all, regular SMS can be pretty dry. Rich data can improve this by allowing senders to add emojis, gifs, photos, and links.
Rich data also makes it easier for customers to add necessary details to text messages. For example, a utility company might allow customers to text photos of the damage to power lines after storms, allowing them to quickly assess the type of equipment needed to send for initial inspection and repair.
Companies can use special links to determine traffic sources and click-through rates. Messaging apps now handle these links by previewing them and showing the main website URL. This can make it easier for customers to confirm the legitimacy and follow through with clicking an offer.
Real-time status updates are also possible with enhanced messaging services, allowing companies to ensure their message reaches the intended recipient quickly and in a timely manner.
Using enhanced messaging services can be a great way to increase customer engagement and brand loyalty. However, there are some best practices companies should consider when using enhanced messaging for business purposes:
Mobile message capturing and archiving services can help companies ensure compliance with regulations that affect communications and documentation. These services generate an audit trail of all messages sent and received. Managers can use this information to review the data for accuracy and security and identify any client communication issues that may arise.
Regulated companies must ensure they use a record-keeping service that can capture and store client communications data. This ensures that nothing slips through the cracks, which would later become critical during investigations or a security review.
Our team at LeapXpert provides an automated solution that can handle data from SMS and instant messaging services. These include instant messaging communications and even voice. Are you ready to see what our software can do for your regulatory compliance effort? Book your demo to get started.