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SUMMARY
Driven by the high consumer demand for low cost, ubiquitous communication
tools, mobile messaging has spearheaded non-voice revenues for operators
globally.
The huge success resulting from marketing picture-mail as a digital-camera
service, rather than an MMS service, proved to be an extremely valuable lesson
for major players; it is becoming increasingly apparent that MMS offers the
closest to a mass-market multimedia platform that operators are going to see
for a number of years.
By 2006, most mobile handsets offered in the US will incorporate IM software,
providing a direct link to consumers' ISP IM accounts and paving the way for
the take-off of mobile IM services. Bundling new messaging services such as
mobile e-mail into mobile data plans will also greatly increase take-up of
these services worldwide.
Mobile Messaging, a unique strategic research report from Informa Telecoms &
Media, provides all the business intelligence you need to take advantage of
new, profitable opportunities in the global mobile messaging industry of the
future.
This 150 page strategic report will enable you to:
- Discover the real opportunities for SMS & MMS - will MMS ever over take
SMS as the main revenue earner for operators? What applications are likely to
require MMS in the foreseeable future? How is SMS performing in different
markets across the world? In the face of slow 3G rollout and service take-up,
what is the real potential for MMS?
- Understand strategies adopted in the consumer and business markets by
major players; what approaches have operators like O2, T-Mobile and Sprint
taken to avoid cannibalisation of one service by another? How have operators
approached the implementation of mobile IM and e-mail in order to create a
successful revenue driving messaging portfolio?
- Evaluate the future of mobile e-mail and instant messaging as drivers for
the mobile messaging consumer market, analyse companies' activities to date,
relative successes and future opportunities. How have large IM companies such
as ICQ and AOL gone about investing in mobile and how have mobile operators
responded? What progress has been made towards standardising IM services?
- Examine key developments in the A2P consumer and enterprise market - have
multinational corporations' efforts to use premium SMS as a marketing tool
been successful? What is the potential of premium SMS in corporate
communications and CRM? Assess the future of mobile e-mail in the enterprise
sector - what are the latest developments and what is the potential for growth
in this market? How much of a threat do Nokia's and Microsoft's mobile email
solutions pose to established players and what are their relative pros and
cons? What are the different routes to markets for the various solutions and
what are the market barriers?
- Investigate the business case for Enterprise IM - What are the
interoperability issues involved? What companies are providing mobile IM to
enterprises?
Mobile Messaging contains case studies of major industry players across the
entire messaging market, including:
Oz Communications - discover O2's instant messaging service plans T-Mobile -
find out how this company is re-evaluating its strategy for SMS and MMS
Research in Motion - understand how this market trailblazer is trying to
broaden its scope China Mobile - investigate the challenges and opportunities
presented by China Mobile's rollout of its service delivery platform across
its regional subsidiaries Cingular - learn from Cingular's experiences with
American Idol Sprint - assess how has Sony's Picture Mail service has
performed to date and the reasons behind this PLUS The Philippines -
understand what has contributed to the staggering rise in operators' messaging
revenues
Who should buy this report?
The detailed coverage of the wide range of topics discussed in this report
makes Mobile Messaging an essential information source and management guide
for all senior decision makers involved in, or looking to exploit the
opportunities in the messaging market.
This includes business development/strategy managers, marketing managers,
CEOs and MDs for:
- Mobile operators - to identify opportunities for business expansion and
keep one step ahead of the competition
- Equipment and software vendors - to understand how the market will evolve
and plan ahead to develop successful, suitable products
- Content providers - to identify profitable areas of investment for your
business
- Investment banks - to gain a clear picture of the future of the messaging
market, and make successful decisions
- Consultancy companies - to understand the technology and access invaluable
5-year industry forecasts
TABLE OF CONTENTS
1 Executive Summary
2 Conclusions
3 Market Overview
- Main trends
- Europe
- Americas
- Asia Pacific
- Messaging Trends
- SMS
- MMS
- Push to Talk (PTT)
- Instant Messaging (IM)
- Cell broadcast
- Mobile e-mail
- Segmentation
- Consumer messaging person to person (P2P)
- Content messaging application to person (A2P)
- Enterprise messaging
- Forecasts to 2010
- Messaging users
- Traffic
- Global revenues
4 Technology
- Platforms
- Devices
- Security
- Spam
5 Consumer - P2P Messaging
6 Consumer - A2P Messaging
7 Enterprise messaging
- Enterprise mobile e-mail
- Market overview
- Pull versus push
- Different flavours of push
- Routes to market
- Market barriers
- Business models
- Mobile instant messaging
8 Strategic Issues and Business Models
- Interoperability
- Consolidation
- Pricing
- Value chain evolution
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