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 Jonsidering the Boots campaign:
 Jomprehensive and thought out design
 Based on not just gender and location rules but is also incorporating the importance of
timing
¶SMS were sent between 9 am and noon on a Saturday to coincide with the typical shopping trip timings
associated with X-mas period·

 Sometimes when such campaign are designed it is kept in mind that the users will
respond based on knowledge as well as accuracy, but this may not be the case.
 Responses that are required example the opt in stage of Y and N , the user either out of a
lack of knowledge OR out of stupidity may respond as ¶F· or ¶D· or ¶OK·, in such cases
the TIE architecture may be disturbed only IF such considerations are not taken into
account.
 On the other hand, Boots is based on rules that seem simple, but are too many and
could only add to complexity and at times the campaign might suffer.
 The TIE architecture needs to be extremely responsive and proactive so that the
campaign succeeds, in many cases it so happens that the user does not receive a follow up
even after an opt-in or later on in the campaign.

   
 2

Êery sophisticated TIE architecture is needed to run any
campaign, like in case of Boots Jampaign what if the TIE is
not well integrated with SMSJ and message are going to
those individuals who are not meeting the targeted criteria.

If operator·s SMSJ is not supporting the TIE then proper

execution of any campaign is not possible.

TIE should properly be integrated with the router so that

campaign can be run more effectively.
  
  
 pakistan·s environment for sms campaigns lacks the initiative as well as the level of
sophistication that a campaign like Boots needs.
 Keeping initiative aside, people in pakistan do not take SMS campaigns very seriously , very
few actually respond sincerely and the responses are inappropriate. E.G.( Responding Y/N as
Ok or Sure!)
 The TIE architecture cannot successfully implement unless all links of the value chain are in
place, in pakistan there is reluctance from telecom service providers to disclose phone
numbers and consumer information.
 Hence lesser connection between link 3 and link 5.
 Thus proper profiling can not take place, a campaign like Boots, That relies on profiling thus
can not be as successful here.
 Another factor is, for the campaign to be successful, it needs to be accepted by the cultural
boundaries of the country, Boots campaign may be questioned by most in pakistan.
 SMS campaigns are still on the emerging front, and such a campaign can fit in only after
sufficient establishment.
 Therefore the TIE architecture of the BOOTS campaign can be fully successful once pakistan
has developed that infrastructure that incorporates and considers all the challenges that SMS
campaigns face.

  
 Anum M. Jafri f070bba50008 (BBA MIS 7)

 Sidra Fariq

 Anum Tabani

 Mohsin