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foreign [Music] welcome to UC today Im senior editor Tom Wright and Im delighted to be joined by Kieran from NEC Enterprise Solutions hows it going Kieran yeah good thank you Tom how are you yeah very well thank you its great to have you um Im going to be talking about SMS today and um I think Im right and saying youre seeing a big demand for or an increase in demand for SMS engagement between customers and businesses I wonder if you can just kind of talk through whats driving that at the moment yeah no absolutely so I think ultimately SMS is a tether-free low-cost method for customer and Company engagement basically so so as we know you know voice queuing can result in holding times even in efficiently deployed contact centers um and queuing time ultimately leads to frustration and also the fact that customers are being tied to a device um there was recently a study that actually found that 81 of people find it really frustrating being tied to a phone or a laptop for a custom