Exchange 2010 and SMS

I have an Exchange 2010 Standard installation for our company.  We have an external customer for whom we provide some "Help Desk" services.  I have set up a group mailbox in Exchange for the agents so that email requests will come to a single point.  The idea is that they check the mailbox at their appointed times for messages.  For some reason this is too difficult for them. Is there a way to set up that account so that when a message comes in that it blasts an SMS to their cell phones? I thought about unified messaging, but it seems that the solution is overkill for just one mailbox and it does not really seem to do what I want which is sms notification to a pool of phones when a message come in to a specific mailbox.
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If they don't read the e-mails, they could not whish to receive the SMS :)

Anyway I think the office 365 offers something like this, but I have't implemented it, see here:

Also here is a third party solution that might give you more insigt on this:

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Jamie McKillopIT ManagerCommented:

Does the telco these mobile phones are with provide an email to SMS gateway? Most telcos do so that you can email something like <phonenumber> and it will send that to SMS on the phone. If so, you could create contacts for each address in your GAL then add those contacts to a DL and have any messages sent to the mailbox also delivered to the DL.

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