The global access and billing services provider, One World Interactive, in a joint initiative with US Cellnet, has announced that it is to launch non-adult SMS Premium Rate Services in the USA.

The Premium Rate Short Messaging Service has become a favourite platform for voting, for competitions, and for direct marketing initiatives.

Nigel Tatlock, Chief Executive Officer of One World Interactive, based in London, England, says: "I am delighted to announce today that, in conjunction with our partner US Cellnet Information, we are launching Premium Rate SMS Services across America.

This is a massive market, which presents huge opportunities, and there is now no doubt that the USA is ready for this technology."

Anne-Marie Fahrenkrug-Ortiz, Chief Operations Officer of US Cellnet Information Inc, says: "All our research indicates that the US market wants this technology, and it wants it now.

We have been working closely with One World Interactive on a robust model that will deliver high quality services to a wide and growing range of users."

While One World Interactive itself will provide the technical platform and the applications, it has secure billing agreements with four of the major US carriers through US Cellnet. One World Interactive is already in talks with the major publishing houses and broadcast groups.

"In Europe it has already been established that you can get between three and four times the revenue yield using Premium Rate SMS as you can for standard advertising space," says Tatlock.

"You can also build invaluable databases with SMS campaigns which can be sold to clients, ensuring precision marketing, and gaining accurate feedback on customer reactions to products and services."

And, with European broadcast media already enjoying major successes with Premium Rate SMS campaigns based around vote-in programmes like Big Brother, Pop Idol and Fame Academy, the US market will be eager to use the new platform for its own versions of the formats like American Idol and Temptation Island.

Tatlock says: "We have spent many months preparing for the launch of these services over here in the US. We are now touring the States to position the offer. Our hope is we can take some exciting news back to Europe."

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