Content owner and distributor hue and cry have temporarily caused Verizon to back away from its 3 cent/per message price increase for MT messages.
The company says that the statement they issues was just a draft, a work in progress, nothing they really intended to push forward on. While a major content owner I just spoke with and which has a close connection with Verizon, did not receive any indications from Verizon that this price increase was going to take place, I have also spoken with a significant messaging aggregator and they received the contract from Verizon requiring signature and the November 1st start date.
We have not heard the last of this from Verizon, nor from the other carriers. As the content owner said, if any price increase takes place, this will cause a change in their pricing (from free to premium), cause their advertising rates to increase, and/or cause a shift in what they offer and how they do business. Companies pushing MT messages need to be vigilant and continue to pressure the carriers not to increase fees, and at the same time, these same companies need to take a hard look at their business models and prepare to adjust to and find solutions for a cost increase in the current way they do business.
We'll keep an eye out for what comes next...