Marketing via text messages, already widely done in some areas of the world, provides a big opportunity for companies in the U.S., according to a white paper released Monday by a technology vendor.

"Wireless technologies offer all companies a very attractive medium for anyone looking to broadcast a message," Andrew Henderson, director of wireless solutions for Capita, the technology service provider that issued the white paper, said in a statement.

"For the first time, it's possible to send content directly to an individual audience member -- and to do so at costs significantly less expensive than more traditional media. As markets become saturated with handset users, the value proposition becomes more compelling each day."

Henderson noted that the U.S. lags behind other markets in this area, but that it is catching up, despite anti-spam legislation. However, Henderson cautioned that the marketing efforts must be deftly handled.

"If used properly, an audience will view wireless content as value-added rather than as advertisements," Henderson said. "For example, a movie studio that sends discounts for a film along with a schedule of viewing times to a phone base may be viewed as providing a service. This form of marketing has implications across a variety of industries including fast food, packaged goods, services, entertainment, and retail, among others."