The idea that by building a profiling database of customers personal preference information (PPI) and personal identity information (PII) for later use is "future proofing" is both inaccurate and short sighted.
Firstly building up data stores of PII & PPI collects historical information only, and in the CRM model referred to the traditional approach is for the organisation to claim ownership and therefore management responsibility for this information. People's preferences and indeed identity information changes and unless the management and privacy controls are placed back into the user's domain decay will render much of the information gathered useless.
Secondly the very notion of gathering information to try to build a data store in order to later profile users for targetting is rapidly being recognised as outdated and NOT what users want. Profiling does not work at all well when dealing with a segment of one.
Also as a note the SMS part of the MGM campaign described in this document IS a pull (reactive) model, not push (proactive) as claimed. The user is answering a "call to action" by MGM and requesting (pull).
That said it's a nice glossy brochure (hardly a whitepaper) for SMS campaigns which it just so happens mobileStorm can help one with.
