A Worcestershire company is taking the trend for text messaging to a new level with an innovative service being used to co-ordinate large public events.
Gold Arrow Systems, an IT consultancy based in Droitwich, trialled the service at this year's Notting Hill Carnival and Glastonbury Festival.
St John Ambulance bosses at the two events used the service to convey messages to large numbers of volunteers at one time.
The system, called "reactext", enables organisations to contact its workforce, volunteers or clients by text message which can be sent using a simple keyword from a desktop PC.
Customers can also use the technology to gain tailored information.
Estate agents are using the technology to provide house-hunters with property details over the mobile phone.
By tapping in a code displayed on For Sale boards clients can receive property information through a text message.
David Pride, Gold Arrow's UK manager, said: "Businesses can use this service to send out information immediately to those people that request it or to co-ordinate their workforce."