Unless mobile companies develop integrated solutions so that the people can actually purchase the item which is advertised, this SMS advt would remain a hype and would not get converted into bottom line. I agree that this advt may improve the mind share of the brand and retention with the users but too much should not be read into this development. After a point of time people get used to and in fact may get irritated with these messages. Its very much like users subscribe to many news feeds sites but then they redirect them to junk box after sometime.