Why Isn't There More Talk About PR Uses of SMS?

I've been pondering the lack of discussion about the potential PR applications for InfoWorld report

Smartmachine and its technology partner Skidata have developed a mobile ticketing system that allows customers to have a ticket sent to their mobile phone via SMS (Short Message Service) in the form of a 2D (two-dimensional) bar code. At the gate, they slide their mobile phone display showing the bar code by a bar code reader.

I'm already printing tickets from Ticketmaster on my computer; the printout includes a bar code that is read as I walk into a theater or concert hall. It's genius to shift this concept to a cell phone, and even greater genius to use SMS to deliver the goods.This week's

Let reporters subscribe to SMS messages alerting them to news updates on specific issues and subjects they cover

Residents who live near a manufacturing facility could subscribe to get updates about anticipated traffic jams and other facility-specific news

A crisis team could set up an SMS subscription service to provide news as it happens to interested individuals

Other uses should present themselves when we're engaged in projects - as long as we keep SMS in mind as a potential tool in the toolkit. What other thoughts do you have about how we might incorporate into SMS into communication planning - or what implementations have been been involved with? Holtz Communication + Technology which focuses on helping organizations apply online communication capabilities to their strategic organizational communications. As a professional communicator, Shel also writes the blog