The Use of Unified Message System as a Vehicle for Effective Mobile Business Communication: The Case of Morpheus Message

Abstract

Objectives: Message integration has played a crucial role in executing a delivery of more relevant and meaningful business messages in the cluttered communication environment. This paper introduces Morpheus Message, a unified message system developed by Uracle, and illustrates its operational characteristics. This paper also presents conceptual discussions on how Morpheus Message can facilitate effective business communications. Methods: The main focus of message integration in both academia and practice has shifted from a company-driven perspective to a customer-driven one. This paradigm shift suggests that the main motive for well-coordinated/integrated messages is message relevance and meaningfulness to the target customer audience, not managerial convenience gained through a centralized message distribution. This paper forwards not only the conceptual justifications for the key operational characteristics of Morpheus Message, but a practical example of how it successfully serves as a platform of mobile message integration. Results: The practical application of Morpheus Message shows that the client company who switches to it from a legacy message distribution system enjoys a 50% reduction in annual delivery costs despite the steady growth of its customer base. The use of Morpheus Message also enables the client company to supply its target audience with more demanded and relevant information, thereby reinforcing existing service channels and/or establishing new ones. Conclusions: The case of Morpheus Message described in this paper sheds light on how the use of a unified message system can facilitate more effective business communications and expand new service opportunities in the mobile business environment.