Nearly 40% of all new network digital display platform installations will employ SMS for interactivity by 2012, according to Scottsdale, Ariz.-based MultiMedia Intelligence. This represents an 8-fold increase over 2007.

Although other wireless technologies such as Bluetooth, RFID and Wi-Fi can provide the same level of interactivity, the research firm predicts no other alternative will find the success of SMS. It also predicts a return to 1-on-1 marketing.