New opportunities for operators to ensure messaging relevance and
revenue by providing new services which consumers want and are willing
to pay for
95% of UK consumers polled actively use SMS
93% of Smartphone owners communicate with SMS, despite access to Instant
Messaging (IM) services
3 out of 4 Smartphone owners (74%) said they need SMS, of which 51%
state they would be lost without it
68% of Smartphone owners are willing to pay for RCS type services
MOBILE WORLD CONGRESS, BARCELONA, Spain, Feb. 27, 2012 /CNW/ - According
to new research launched by Acision at Mobile World Congress, SMS still
dominates the mobile messaging market when compared to other messaging
services such as 'Over the Top' (OTT) Instant Messaging (IM) services.
95% of all respondents questioned stated they actively use texting,
significantly more than the Smartphone owners actively using OTT/IM
services such as Facebook Chat (37%), Skype (20%), Twitter (17%),
Blackberry Messenger (17%) and WhatsApp (16%) - the five most popular
OTT/IM services today.
The research, which was conducted by Vanson Bourne and examines consumer
messaging habits and preferences, is the most comprehensive study to
date on the mobile messaging landscape. Based on interviews with 1000
mobile device users in the UK across smartphone (63%) and feature phone
(37%) owners, the research revealed that SMS proves most popular with
smartphone owners - 93% of this demographic reported using SMS. In
fact, Smartphone owners appear to appreciate SMS the most, with 3 out
of 4 stating a clear need for SMS (74%) - 51% of which say they would
be lost without it, despite the ability to access different OTT/IM
messaging services on a Smartphone. This highlights the immense value
and dependence of text messaging in consumers' lives today.
When asked about their preference to SMS or OTT/IM mobile messaging
services, smartphone owners cited they preferred SMS because of its
reach (42%); reliability (42%); price (38%), speed of delivery (37%)
and the ability to send to groups (28%). Only 4% of smartphone users
said that IM is more reliable and faster than SMS, with 35% saying that
they find SMS to be more reliable and faster.
Commenting on the research, Jorgen Nilsson, Chief Executive at Acision,
said: "Reports that suggest that SMS is on its deathbed, it seems, have
been greatly exaggerated. In fact, it appears that smartphone and
feature phone owners alike are united by their affection for text
messaging. What is interesting is that SMS seems to excel on devices
that have been more commonly associated with IM services. Based on
these results, we can see a long and healthy future for SMS, the first
and still the greatest of mobile applications."
While the research shows there is a continuing appetite for SMS, users
are also interested in enhanced messaging services. When asked about
SMS based personalised services, a significant number of respondents
said they would be like to use: message delivery notifications (47%),
black/white listing (40%); message copy (37%); message search (37%) and
reminder services (35%). This is evidence that there is an opportunity
for operators to extend the functionality and life span of text,
increase customer loyalty and generate premium revenues.
In order to test the appetite for Rich Communication Suite type services
(RCS and RCS-e), respondents were asked to rate a service offered by
their operator that would include IM, file transfer, group chat and
video sharing, and allow them to exchange messages with all SMS and MMS
users. Only 5% of UK Smartphone users said they would not use such a
service and 68% said they would be happy to pay for such services,
highlighting the revenue-generating potential messaging still has to
Nilsson concluded, "After looking at these results it is clear that
while IM is growing in popularity it still has a long way to go to
catch up with the reach, reliability and ubiquitous nature of SMS.
Analysts are predicting that Mobile IM will exceed 1.3 billion users
by 2016*, compared to over 5 billion users with access to SMS today.
"Mobile IM does have its advantages but the market is currently
fragmented as services cannot communicate with each other, and relies
on a smartphone or tablet device with a mobile broadband connection.
As experts in delivering both SMS and IP messaging services, we are
excited about the new opportunities in IP messaging services but
believe SMS will still play a leading role in our messaging backbone,
not only as a connectivity tool but particularly for brands wanting to
reach the 5 billion consumers with access to SMS today."
This research is part of a wider messaging study conducted by Acision,
with further results for regions including the US being announced over
the coming months. To find out more about Acision's mobile messaging
research and its role in messaging, please visit Acision on stand A93
in Hall 8 or visit us at the GSMA's RCS Showcase on stand C118 in Hall
*Juniper Research (June 2011): Mobile IM users will exceed 1.3 billion by 2016
NOTES TO EDITORS
About Vanson Bourne and the research
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.
Acision's mobile messaging research was conducted in January 2012 with a
sample of 1,000 adults in the UK.
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
SOURCE Acision UK Ltd
For further information:
Maria Hudson, Acision, Tel: +44-(0)7894-604-040, Email: firstname.lastname@example.org; Elcin Kurtulus, Hotwire PR, Tel: +44-(0)7743-072-322, Email: email@example.com