Unified Short Code Launched in the UK

The UK's MX Telecoms says that is has launched the world's first unified short code, linking SMS, MMS, Voice and Video on all of the UK networks. The Short Code will be used to gather breaking news and other content from Sun newspaper readers, who will be invited to use the code as a primary contact mechanism.

SMS and MMS messages sent to 63000 are delivered in real time to The Sun news team, whilst voice calls made to the number are routed directly to the news desk. An application built in the MX Telecom Video Gateway allows video callers into 63000 to also record and submit live 'as it happens' video clips.

The mobile channel, as witnessed during last years London bombings where the first images from the scene were transmitted via a camera phone, is the perfect medium for enabling 'Citizen Journalism', the immediacy and intimacy achieved being unsurpassable by other means. Furthermore, using the same memorable Short Code for SMS, MMS, Voice and Video is exceptionally well suited in allowing broadcasters and media companies to harness the growing trend of User Generated Content.

"In launching a service which allows readers to engage directly with its brand via a single Short Code activated for SMS, MMS, Voice and Video, The Sun can lay claim to being the first to market with a truly Unified Short Code," commented Nick Ris, Head of Sales at MX Telecom. "This is undoubtedly the highest endorsement of the Unified Short Code concept to date".

MX Telecom says that it has been lobbying the UK networks for Unified Short Codes for many years."

Posted to the site on 7th November 2006