San Jose, Calif.-based Dejima Inc. said today it has enabled the launch by
Orange France of what is believed to be the world's first SMS "keyword free"
directory service.
The service is called 2 12 12 and uses the Dejima Direct Mobile Messaging
platform. Dejima says Orange France subscribers can send an SMS in their own
words and language to access more than 150 directory service categories, ranging
from auto repair shops to restaurants.
SMS messages can use abbreviations, colloquiums, slang or "SMS speak," Dejima
said. The company said an example might be someone interested in buying flowers
could send an SMS request that might say "any florists near here," or "flwr
shop" or "buy flowers." The network determines the subscriber's location and
responds with the nearest florist.
With the current economic climate, wireless operators face shrinking marketing budgets and reduced consumer spending.
Globally, the credit crunch is very much alive, and operators will be tightening their belts into the foreseeable future by putting off capital purchases.
