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ValueFirst Enters Direct To Consumer Business Via SpotOn Media; What Of MocoLife Keywords?

Enterprise Mobility company ValueFirst (VFirst), a part of Rajesh Jain's Emergic Ecosystem, has entered into the direct-to-consumer business via its subsidiary SpotOn Media, with a service called SMSMEON (i.e. SMS-me-on) Free Keyword On Short Code SMSMEON gives consumers their own keyword on ValueFirsts short code - 56070. Users can set their status message, and their friends can pull the same information by SMSing the keyword to 56070. Users can also set up sub-keywords like Location, Plans etc, which they can update to provide their "followers" with requisite information. While the prospect of having their own keyword on the mobile might excite some, I do believe this particular pull based service has its limitations because of two reasons: -- User Behaviour: A pull based service required users to take an initiative to actively seek out information. This is often on an…

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