Love is fickle. Short-lived celebrity marriages and the advent of speed dating are just some examples of modern romantic habits. But believe it or not, couples today are even dumping each other by text message.  This was the story that Hotwire developed for Swiss mobile software company Sicap, a company helping to drive the adoption of text and picture messaging services for GSM operators. The story about lovers dumping each other by text message was syndicated around the world.

Sicap had two strategic objectives. The first was to launch Sicap’s Multi-Media Messaging Service, MMS Bulk to mobile operators, a product designed to help increase picture messaging traffic. Its secondary objective was to establish Sicap’s credibility among operators by demonstrating that Sicap understands the mobile market and its major business issues.