MTN is taking group messaging to a new level with the introduction of SMS chat to South Africa. And, eBucks.com, FirstRand's R300m business to consumer e-commerce initiative and group-wide financial services portal, is cementing its new ties with the leading service provider by supporting the launch with a marketing drive during March. Cost effective, quick, user friendly and contagious - SMS chat, is an innovative service which will change the face of group text messaging in South Africa. The product enables MTN subscribers to communicate via short message service (SMS) with up to five people simultaneously in a so-called SMS chat group or chat room. The service is facilitated by interactive voice response (IVR) and SMS technology, and combines Internet and mobile space to deliver a unique communication experience.

"This is our first consumer initiative with MTN since Johnnic and MTN acquired a 40% stake in eBucks.com's customer appreciation programme (CAP) in January," says Jolande Duvenage , eBucks.com marketing strategist. "Not only is SMS chat an exceptionally innovative offering from MTN, but its techno savvy image has a great alignment with the typical eBucks.com customer." eBucks.com has developed a series of fun tag-on messages for MTNICE subscribers, with an incentive of earning 250 free eBucks on registering for an eBucks account, to create brand awareness. "Tag-ons such as 4 a gr8 site, c www.eBucks.com !; and Change the way u c money @ eBucks.com! are a different way to attract customers, and we are just scratching the surface. There is clearly massive branding and marketing potential with our future MTN partnership," says Duvenage.

Anyone wishing to form an SMS chat room simply sets it up via the MTNICE website www.mtnice.co.za , decides whom to invite and lets SMS chat do the rest. This includes automatically notifying the invitees of their option to join the room, via SMS; recording which subscribers become members of that particular SMS chat room; and then relaying SMS messages from any member of the group to all the others.

Shadowing international trends in group text messaging, the new product is the first of its kind in South Africa. MTN Group Executive: Marketing and Sales, Rob Reynolds , says that the design and development of SMS chat is the result of collaborative efforts between MTNICE and the division's technology and development partner, Leaf Data Industries. "It's a technologically advanced product that offers high-tech communication possibilities to our consumers," says Reynolds. "At the same time, it is extremely user-friendly: any MTN subscriber with access to the Internet can establish a chat group, while anyone who owns a cellphone can be a participant in one."

Importantly, SMS chat can be accessed using any standard cellphone - provided the instrument has SMS capability. It is also more cost-effective than traditional voice calls and text messages: the sender is charged standard SMS rates of 75 cents (incl. VAT) per SMS message - even though the same message is delivered to up to four handsets.

"The combination of convenience and price is certain to attract the interest of the market - especially among younger subscribers and early technology adapter users. These people are already making extensive use of SMS, so there's no real learning involved," says Reynolds. "We see SMS chat as a powerful communication tool for the mass market, one which enhances the total mobile experience and which has the potential to become to mobiles what e-mail is to the Internet. As such, we're confident that the product will drive increased usage of our network and other services - which translates into a stronger annuity stream."

As Reynolds points out, SMS chat can be used for a wide variety of applications - from coordinating social gatherings through to sharing opinions and commenting on current issues. There are also opportunities for SMS chat to facilitate business communication - both between colleagues and to transmit company announcements to specific people. The possibilities are virtually endless. "SMS chat is all about belonging to a mobile community," continues Reynolds. "It's a new and exciting experience and will pave the way for complete mobility among our consumers."

He concludes by saying that MTNICE SMS chat has put the world of quick and easy communication into the hands of MTN subscribers. "Now anyone, anytime, anywhere can 'chat' to one or more people simultaneously; and do so in a very personal, non-invasive manner," he says. "The concept of 'staying in touch' will never be the same again."

SMS chat is easy to use - its just a 'click on play' away

In keeping with the personality of MTNICE, SMS chat is easy to use:

1. To set up (or edit) a chat group, simply visit www.mtnice.co.za . Click on "play" and then select the SMS chat option.
2. If you're starting a new SMS chat group, give it a name then choose either the private (you select the invitees) or public option (open to anyone). Next you need to invite people to join the group (maximum five per SMS chat group) by entering their cellphone numbers, names or registered alias names.
3. Your invitees will receive an SMS on their handsets within seconds, inviting them to join your SMS chat group, along with instructions to telephone SMS chat on 083 123 2428 and to quote the unique security code allocated to your group.
4. Each member of the group has three identification options: either their name, their cellphone number or a self-chosen alias.
5. Upon calling SMS chat, invitees are voice-prompted to accept (by entering the unique code) or decline the invitation. There are also options regarding the utilisation of the service; as well as the terms and conditions which apply.
6. Once one of your invitees has accepted the invitation, the SMS chat group is active. Everyone within the group will be notified immediately another party joins or leaves the group. Likewise, everyone in the group will receive SMS messages sent by any of the other members, provided the messages are sent to SMS chat. Responding to the received messages is easy - simply select the "reply" option.
7. Anyone wishing to the leave the chat group merely calls SMS chat, and selects the "exit" option.
8. The chat group is terminated when you, the group's originator, choose to "exit

About eBucks:

eBucks, the rewards programme offered by First National Bank (FNB) and RMB Private Bank, is acknowledged as one of South Africa's leading rewards programmes with highly active members spending in excess of 80% of the eBucks earned in any given month.