Road rage drives into the SMS age
Published: 19 Oct 2001 09:10 BST
Have you ever been stuck behind a 'Sunday driver' and wished you could alert them to the accident they may have if they don't move out of your way -- soon? Ever pulled up at a set of lights and noticed the driver next to you and wished you could grab their details? A new Australian SMS service may grant your wishes -- for free.
DriverSMS, a division of Australian-owned WAM Communications Group, has released a service that allows vehicle-owners to contact one another via their mobile phones. The service uses registration numbers as a unique means of identification, and enables its customers to receive and send email and real-time SMS messages to any registered vehicle-owner in Australia.
The service was developed and released in Australia, and according to technical director, Jeff Ayling, is the "first of its kind in the world".
Drivers simply register at the Driver SMS Web site, listing their car registration number and mobile phone number. Once registered, they are then able to contact any registered vehicle-owner in Australia.
The service is accessible across all Australian carriers, and is built on a robust, scaleable system that increases the feasibility -- and ease -- of roll-outs in other countries.
DriverSMS uses an opt-in system to ensure the service complies with privacy and email spam standards. It also ensures that customer details will not be passed on to other parties without permission.
Since the patent has been approved, and DriverSMS has gone to market, over 400 Australian vehicle-owners have registered with the service. Ayling expects this number to grow as DriverSMS expands its marketing and attempts to take the concept overseas.
"At the moment, the number of people (registering) is doubling daily, and this is only happening through word-of-mouth, as we have yet to start our marketing campaign," said Ayling. "We are also approaching vendors for sponsorships to help us get our name out there."
Restaurant-chain McDonald's is one organisation that has been approached. Driver SMS has stated that it is in discussion with McDonald's over a potential sponsorship agreement that could see its marketing messages included in text messages sent using the DriverSMS service.
According to Ayling, the sponsorship will be a "good fit", as it would complement the SMS marketing campaign McDonald's has embarked upon recently.
Sponsorship dollars are also the sole external-revenue source of DriverSMS, given that -- for the moment, at least -- it is offered as a free service. According to the Driver SMS Web site, this price structure may change within the next year, and a paid subscription element may be introduced.
DriverSMS also intends to approach companies within the motor industry -- insurance companies, motor vehicle manufacturers and accessories-suppliers -- for sponsorship deals.
DriverSMS would appear to be a prime target for legal focus, given the recent introduction of Australian laws that prohibit speaking on mobile phones while driving. Ayling suggests this is not the case, as DriverSMS customers are not actively encouraged to use the service while driving.
"Drivers can wait until they pull in somewhere, leave the car, or ask a passenger to send the message. We are certainly not encouraging people to (text-and-drive)."
He also refuted claims that this service will increase the number of road rage incidents, claiming that it may, in fact, lessen the number physical confrontations that have come to be associated with such incidents.
"The problem with road rage is that people get out of the car and cause a violent scene. Using the DriverSMS service means people can remain in their cars, (which) lessens the opportunity for physical (violence)."
See the Mobile Technology News Section for full coverage.
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