IM is the preferred service for many, with SMS the assured service for all, with multiple service usage a common practise
SMS is a necessity service, with 76% stating their dependency on it
78% are interested in an operator service such as 'joyn™', which can
eliminate messaging fragmentation
Acision encourages operators to act fast with unique service offering in
the evolving market to ensure relevance
MOBILE WORLD CONGRESS, BARCELONA, Feb. 25, 2013 /CNW/ - Over the past
few years we have seen consumers behaviours, expectations and overall
perceptions of messaging evolve, with mobile users now looking for a
richer messaging experience to communicate and connect. This evolution
has been backed up by results of Acision's latest mobile messaging
research, which clearly demonstrates that consumers are opting to use
an ever-increasing range of services to communicate. Launched today,
the global messaging leader reveals that 80% of UK Smartphone owners
are now using Over-the-Top (OTT) or Instant Messaging (IM) services,
with 76% of these using both SMS and OTT/IM messaging services
together. This indicates a nation of 'eclectic communicators' with 76%
of Smartphone owners using multiple messaging services simultaneously
each day, and 40% using them all the time.
The second edition of Acision's annual research, which analyses
messaging behaviours and requirements of Smartphone users in the UK,
also confirmed that text messaging is still the superior messaging
service, with 96% using SMS today. In fact, dependence on SMS is
extremely high, with 76% stating they cannot do without SMS, and 41%
stating they would be lost without it. However, while SMS is clearly
needed for the majority of mobile users, IM/OTT apps are gaining
ground, generating 61% of messaging traffic across the numerous apps.
With over half of survey respondents stating they don't mind using
multiple messaging services as they represent communities they have
signed up for, 60% also claimed they cannot do without OTT/IM
So, why are Smartphone owners using multiple messaging apps and what
more can be done to ensure consumers remain loyal to one service?
Acision's research shows that consumers set a combination of
requirements across cost, rich features and service quality; with the
added assurance for all that they can reach anyone at any time. Today,
no single service on the market can provide this, so using SMS with
OTT/IM services simultaneously is the best way to cover all bases.
With the proven high dependency on SMS as the only universal service
that will work instantly across all phones at any time, the respondents
claimed reliability (36%) and reach (34%) as key service qualities
which made it their preferred reason to use it. However, reasons to use
OTT/IM included speed (53%) and cost 47%. Furthermore, over one third
enjoy the rich features associated with IM, including 'sent/received'
notifications (39%), seeing a reply being written (34%) and sharing
rich content, such as videos and pictures (29%).
JF Sullivan, Chief Marketing Officer at Acision, commented: "We are
seeing a trend where today's consumers are messaging more over a number
of different platforms and via multiple devices. This proves consumers
want something 'extra' - a combination of universal reach,
uncompromised reliability and enriched features - which can only be
fulfilled today by using multiple services concurrently. This so-called
"schizophrenic" messaging, shows consumer's hop from one service to
another, depending on shifting trends and usage of contacts,
instigating a fragmented market. While text has been king for over 20
years, the difference between service usage is beginning to even out.
However, while the market is moving rapidly, there is a huge untapped
opportunity for operators to launch one consolidated messaging platform
which combines all consumer requirements and can take the messaging
Since the launch of the GSMA's consumer brand for its family of Rich
Communications Suite standards (RCS-e, RCS5), 'joyn™', significant
steps have been made by industry players to formally bring a more
robust messaging service to market which addresses all these areas.
While this is rapidly gaining the attention and investment of operators
worldwide, only 6% of users polled in the UK had ever heard of the
'joyn™' initiative. However, when described the service, 78% said they
would try 'joyn™' with the right pricing, with only 5% saying they
would not use it at all.
To understand the opportunity for operators to offer richer features as
part of their rich messaging or RCS, 'joyn™' service, Acision asked the
attractiveness of the following features. When introduced to a service
which can reach anyone on any application, 64% stated that they would
find it attractive. 62% also stated a service where they received the
message on all their smart devices, so followed them as they moved from
one device to another, would also be valuable. SMS fall back, which
guarantees immediate delivery of a message via SMS when other
applications are not available due to the broadband connection was also
deemed as very attractive by 59%. Additionally, consumers stated that
a service which reaches everyone from a single application (58%), as
well as provided a single conversation trail (52%) from all apps in a
single view would be an attractive service if it was available. "The
requirement for SMS fall back demonstrates that users want to continue
interaction when offline or to reach users that are not part of their
communities. For this, the unique capability is SMS and MMS
interworking which can only be offered by mobile operators and can be a
silver bullet their service offering," stated Sullivan.
Because the vast majority of UK mobile subscribers are still reliant on
SMS, Acision also questioned interest in rich messaging features, which
enhance the traditional SMS experience and brings it more in line with
the OTT user experience. Highly appealing features included SMS
notifications (59%), the ability to black- or white list contacts
(58%), to see a contacts presence (43%), and SMS forwarding (39%). This
shows a clear opportunity to improve the SMS user experience and bring
rich features to non IM users, especially feature phone owners.
"Operators have the power to enhance and enrich traditional messaging
and improve perception of speed by introducing notifications and
presence, making content sharing more attractive by interworking with
MMS, as well as providing more contact control with black and white
listing. This combined with fast-tracking RCS based services, means
operators can create a new ecosystem where all users, whether on
feature phone or Smartphone, get a rich, ubiquitous experience breaking
the fragmentation barrier and enabling monetisation of services with
new commercial models. The positive response to joyn™ and enriched
features, is a good gauge that Smartphone users want a single service
at the right cost, which provides reach, reliability, and richness. If
operators act now, they can carve out a niche service experience which
improves user satisfaction and stickiness while leading the IP
messaging revolution," concluded Sullivan.
Notes to editors
Conducted by Vanson Bourne in January 2013, the research is Acision's
second comprehensive study on the mobile messaging landscape. It is
based on interviews with 1000 Smartphone devices in the UK.
Acision Broadband Messaging Service Centre (BMSC):
Acision's Broadband Messaging Service Centre (BMSC) is a consolidated
messaging platform, which combines current messaging capabilities with
future technology, to provide a fully transparent communications
service through a clever upgrade path. Working across all networks
from 2G to LTE, Acision BMSC provides the full set of messaging
services, including SMS, MMS, voicemail and the GSMA's Rich
Communication Suite (RCS) of services such as instant messaging, group
chat, file transfer and video sharing.
As a unique value add to operators, Acision BMSC goes beyond RCS
standards by enabling a consistent user experience across all messaging
3rd parties and enterprises benefit from richer messaging services using
RCS capabilities as enhancements to the popular SMS / MMS services we
Value added personalized services (auto-reply, copy forward, parental
control) applied across SMS, MMS and RCS.
Seamless interworking across mobile and internet messaging communities
and social networks.
For more information on Acision BMSC click here.
About Vanson Bourne
Vanson Bourne, a specialist research-led consultancy, carries out user
research within a technology context. The company interviews senior
decision makers from a variety of functions, across a whole range of
industries, in organisations from the smallest to the largest, in
markets around the globe. Vanson Bourne's clients range from start-ups
to well-known companies that need expert guidance, delivering robust
and credible research-based analysis.
As the global leader in mobile messaging, Acision connects the world by
powering relevant, seamless messaging services, which enrich the mobile
communications experience and create new opportunities for carriers and
enterprises across the world. For more information, visit Acision at http://www.acision.com
For further information:
Maria Hudson, Acision, Tel: +44 118 930 8826, Email: email@example.com