I haven't paid attention. I would have to try it and see.
If he means speed of connection to the company, I'm don't think that happens any faster. It still travels over the same network (your wireless carrier) that the call does.
If by routing he means getting to a live human being, I think that would depend on how the company sets up the keyword to be used. Probably not yet, but some companies (if this takes off) could have special cues of reps that handle these calls. That's an operational change and one that might take time to adopt.
Time savings to me is in ease of use and whatever automaticity the system provides.
Just an example
Say Pizza Hut has a Go800 keyword and I'm in San Diego. I want to order a pizza from a local PH. If the Go800 number reads my area code and location (which some are saying it does), and routes my call to the nearest store to place my order that would be a HUGE time savings over having to call into an 800 number and waiting to place my order.
Think we would have to test these things to know for sure.
Ease of Use seems to me to be another time saver.
Ease in remembering Go800 (Keyword) vs. 1-800-555-1212 or Pizza Hut to 23684. That saves me time having to look up the 800 number or find their proprietary short code.
To me, this is why Go800 can be so big, if it can get on its feet. So much easier to remember Go800 + keyword than 800, 866, 877 numbers or a proprietary short code.
AI
