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We pontificated Monday on what we perceived as the reluctance of the big Email Service Providers to hop aboard the SMS marketing train.  We pointed to ExactTarget as a prime example.  Boy, are our faces red.

Read Our Bad: ExactTarget in the SMS Biz After All »

One of the questions that we ponder daily at the Istobe HQ is why oh why email service providers (ESPs) like ExactTarget haven’t really jumped on the SMS marketing bandwagon. After all, it seems as though SMS marketing would logically be the next email and that the ESPs would be uniquely positioned to capitalize on this new market by leveraging their customer base to help establish the new marketing channel. Alas, it still hasn’t happened for major players like ExactTarget. Just the opposite. It seems that ExactTarget is actually trying to downplay the effectiveness of newer technologies (witness their new white paper that claims “Email Works Better than Social Networks”). But there are other ESPs out there that aren’t just trying to milk their lead in the email space and are instead embracing technological changes that are already afoot. Let’s take a look at two companies who are taking the ESP model and moving it into SMS marketing.
Read The Beginning of SSPs: SMS Finally Getting the Email Treatment »