I heard a great story from Adam Bird the CTO and co-founder of one of our customers - Esendex. They're also one of our key suppliers. Adam referred to the origins of their tag line "Every message matters!". In the very early days of Esendex a mere, single text message DID NOT arrive at one of their customers. This text message was in-fact very important and destined for the Chairman of a large UK retail store. You can image the aftermath.

Adam and Esendex learnt a strong lesson. From the 10's million of text messages Esendex transfers every year each one of these transaction may contain a critical piece of information. Their customers  maybe waiting on a SMS text to make a decisive decision or need to act quickly.

Another of our first Aware Monitoring customers Darren Ramowski from Golfshake.com told me recently how our SMS texts are much more important than emails to them. Darren said: "The Aware Monitoring SMS text service is key to Golfshake. The beauty of SMS's is that it by passes the clutter of your email box and it's generally important news".  We have come to rely on SMS texting as a service. Today SMS texting is mature and robust service which can be trusted.

This idea of "Every message matters!" also applies to providers of SaaS and web applications. But in this case the message might be a key CRM sales deal, a group workspace document or a vital invoice being sent out by a SaaS provider. Customers put (outsource) their trust in SaaS and web apps for increasingly important tasks.

Many SaaS providers are now providing services for 1000's or millions of users. But each user sees their needs as the most important in the world. That's why every message or transaction matters. As an industry if we are to continue to provide a valued service we must take every precaution to protect our industries reputation through systems resilience and constantly monitoring performance. Because unlike on-premise software just one single outage or breakdown could affect 1000's or millions of users.