Much of the press reported the top-line metrics, that we now send more text messages than we do make calls on our phone. But deeper into the study we find some Nielsen estimates on the actual reach of some brand SMS campaigns. For instance, The My Coke Rewards loyalty program lets user accumulate points for the Coke products they buy, and the mobile component has them add to their account by texting in product codes. In Q3, Nielsen says that AT&T and Verizon networks alone saw 1.1 million unique users sending and receiving messages at a rate of 32 per month. Think of the CRM opportunity just within that kind of volume -- reminders, merchandising, tune-ins for special events. When a user's regular input of codes starts to flag, isn't that the time to send a mobile coupon?