The problem is that many brands and organizations are settling for and choosing to use mobile partners that offer a substandard targeting and delivery method.
Data capture and CRM integration should be expected from any mobile partner that a brand chooses to work with, along with robust analytics and messaging capabilities. And in many cases, price isn't the issue, lack of understanding seems to be. We wouldn't let an email vendor slide by on those kinds of deals, certainly not direct mail. Demand the same from your mobile vendor. If they can't give it to you call someone who can.
Just say NO to bad mobile!