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option, were so reluctant to embrace
texting. But now they have adopted the technology with enthusiasm.
What happened?
America s apathy towards texting was easy to explain. Voice calls on
mobile phones are cheaper than in other countries, which gives cost-
conscious users less incentive to send texts instead; several different and
incompatible wireless technologies are in use, which made sending
messages from one ne fuel dispenser twork to another unreliable or impossible; and
texting was often an additional service that subscribers had to sign up
for. As a result, the number of messages sent per subscriber per month
was just over seven in December 2002, compared with a global average
of around 30.
But things have since changed, with that figure rising to 13 in December
2003, 26 in December 2004, and 38 in June 2005, the most recent date
for which figures are available from the Cellular Telecommunications Industry Association, an industry body. So
America has now overtaken Germany, Italy and France in its enthusiasm for texting.
There are several reasons for this. “We ve had that penetration of the youth market,�says Brian Modoff, an analyst
at Deutsche Bank. “We didn t have that until a couple of years ago.�Family calling plans and other new tariffs have
put phones in the hands of more young people, who are more likely to adopt texting. There have also been
technical changes GSM, the text-friendly wireless technology used in Europe, has become far more widespread in
America as operators have switched customers to it from older technologies, notes John Tysoe of The Mobile
World, a consultancy. Interconnections between networks have improved too.
But perhaps the most surprising factor is the role of reality television—and in particular, “American Idol� a talent
show in which viewers phone in to vote f fuel dispenser fuel dispenser