Shanghai Fengzhong Information Technology Company has developed a new communications product called SMS Real Name that ties someone's name to their mobile phone.

With SMS Real Name, users do not have to send a short message directly to a mobile phone. Instead, the sender only needs to send it to the name obtained earlier when the short message was displayed on the receivers' mobile phone. In this way, the sender only needs to remember the name, instead of the long mobile phone number. Chinese GSM and CDMA mobile phone numbers typically have 11 digits.

According to a senior engineer from Shanghai Fengzhong, wireless service providers who provide this Real Name feature charge fees from high-end users, while low-end users only pay regular short message fees to the operators.

The service has been launched this week by Shanghai Fengzhong, in cooperation with China Mobile and China Unicom.