I think that is one very real possibility. As I've looked at the market you have other companies who are using short codes (that are hard to remember) and you have companies creating, paying for, and getting their own short codes provisioned with the telecoms.
Both, to me, are prime candidates for Go800. The ability to remember a code when you need it is a key selling point for the keyword concept.
As for companies doing it themselves, they too have an issue with customers being able to remember it when it counts. Plus they have to employ staff and resources away from their core business to implement and manage the system, whereas Go800 is an out of the box solution.
On top of that, companies doing anything like this are still a tiny minority leaving the market wide open.
I've worked in industries like this before. Remember back in the 1990s when messages on hold came to prominence. I was consulting for a company that was one of the first to sell it. The first six months everybody wanted it because almost nobody had it.
The second six months there was still plenty of market, but you started to encounter more competitors who saw it was a hot idea (whi execution is critical early for Go800 because guarantee competition once proven success).
About 18 months out you reached saturation. Everyone had messaging on hold. Then the game became saving people money or improving the service over what was in place.
Every market experiences this -- called a mature market. The service becomes a commodity and without innovation prices and margins come down.
Go800, in my mind, is entering a relatively untapped market with a great concept. If execution is there early after implementation they will be tripping all over as much revenue as they can handle.
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