The Truth About CMAS: Benefits and Limitations
The Commercial Mobile Alert System (CMAS) was activated nationwide this past weekend, enabling federal, state, territorial, tribal and local government officials to send 90-character, geographically-targeted text alerts to the public, warning of imminent threats to life and property. Here are some of the system’s pros and cons.
In an academic or corporate campus setting, another CMAS issue is the system’s geographical scope. While CMAS coverage can be restricted to specific counties or large cities areas, its initial deployment typically will not be focused tightly enough to alert only people located within a specific campus or building. CMAS also lacks the ability to supply detailed group-specific information to end users, such as updated work or study locations, schedule changes, equipment and uniform requirements and so on. Another limitation is that notifications can’t be segmented by classification, such as “occupation,” “title,” “classroom,” “parent” or “spouse.”
CMAS does not currently offer vital two-way communication features that enterprise emergency notification managers may desire. The service does not include a crisis collaboration tool, emergency information hotline, security feedback and other features that enterprises may need to ensure effective emergency communication, support and employee accountability.
Finally, it’s important to understand that CMAS is only designed to work with newer compliant mobile handsets. The first CMAS-compatible phones just became available for purchase in mid-2011. Many individuals will maintain mobile phones that may be several years old and will never receive alerts from CMAS. While wireless growth has skyrocketed in recent years, a significant number of people still rely on traditional landline or cable-connected VoIP telephones while in their homes or at work. CMAS will not reach these individuals unless they also happen to have a compliant mobile handset nearby.
Conclusion
By providing a fast and effective way to broadly convey important alerts sent by local, state and federal government officials, CMAS promises to become a useful adjunct to existing emergency alert systems. The technology is almost certain to become the linchpin of FEMA’s long-term electronic notification strategy.
While CMAS marks a major step forward in government-initiated emergency communications, the system wasn’t designed to meet the requirements of individual businesses, schools and other enterprises that need to communicate alerts directly to people associated with their organization. CMAS lacks the management control, geographic focus, operational flexibility and interactive support most non-governmental entities need to provide reliable and fast alerts and maintain essential communication channels throughout an emergency’s life cycle.
Benefits
- Fast and effective way to broadly convey important alerts sent by local, state and federal government officials
- Delivers notifications directly to end users’ mobile handsets
- There are no opt-in requirements
- Alerts can be targeted without “spillover” cov
erage to people in unaffected areas - Significantly improves government outreach during emergencies
Limitations
- Only FEMA authorized entities will be able to originate alerts
- Initial deployment typically will not be focused tightly enough to alert only people located within a specific campus
- Lacks the ability to supply detailed group-specific information to end users
- Alerts can’t be segmented by classification, such as “shift,” “title,” or “parent”
- Does not offer vital 2-way communication
- Does not include a crisis collaboration tool, emergency information hotline, security feedback & other features that enterprises may need to ensure effective emergency communication, support and employee accountability
- Only designed to work with newer compliant mobile handsets
- Not designed to meet the requirements of individual businesses, schools, hospitals, and other enterprises that need to communicate alerts directly to people associated with their organization
- Lacks management control, geographic focus, operational flexibility, and interactive support most non-governmental entities need to provide reliable and fast alerts and maintain essential communication channels throughout an emergency’s life cycle
This is a white paper written by Omnilert LLC. For more information on Omnilert, visit http://www.omnilert.com.
For more information on CMAS, visit FEMA’s Web site at http://www.fema.gov/emergency/ipaws/cmas.shtm.
Related Articles:
- CMAS: The End of SMS Text Alerting as We Know It?
- Definition of CMAS
- 2 Reasons Why Your Mass Notification System Should Be CAP Compliant
- Your Mass Notification Cheat Sheet
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