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Publication: Battling Messaging Bottlenecks
Publication Date: 01-APR-05
Format: Online
Delivery: Immediate Online Access

Article Excerpt
Orange UK has already adopted Empower's routing system to manage some of its own traffic issues. Vodafone, meanwhile, has gone so far as to launch its own platform to handle traffic.

Called the Big Mobile platform, Vodafone's system uses long numbers instead of shortcodes, which means it is...

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...generally suited to on-page or on-pack promotions, where users have time to get the entire number. These types of promotions are not subject to the same peaky traffic as shortcodes, which are meant to be easy to remember and therefore ideal for spontaneous and instantaneous voting--on TV or radio, for instance, or at events.

By splitting...

NOTE: All illustrations and photos have been removed from this article.



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