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SUMMARY
Mobile operators across Europe and Asia are looking to deploy customised
(operator owned and branded) mobile IM (MIM) services by the end of 2006 in an
effort to cement their position in the value chain. This renewed interest is
being driven by perceived benefits such as increasing data ARPU, service
differentiation, churn reduction and building customer loyalty. The
announcement in February 2006 that a group of 15 mobile operators worldwide
plans to roll out interoperable mobile IM services shows that MIM is seen as a
significant potential revenue generator by the operator community. Are
operator-centric MIM services necessarily the best choice for operators in the
long-term? What are the available options and what are the benefits and
drawbacks of each approach? This report answers these questions.
It is critical for operators to diversify in messaging applications other than
SMS in order to sustain future growth. However, while SMS revenues will begin
to decline in 2008, text messaging still accounts for the bulk of mobile data
revenues, making it critical that MIM is priced and positioned in such a way
that is does not cannibalise SMS revenues in the short term. While some SMS
erosion will occur in the process, the right bundling of SMS and MIM as well
as other messaging services such as MMS, e-mail and push-to-talk - will
combine to boost overall ARPU. But by how much? And what are the strategic
options available to operators in implementing successful pricing strategies
and positioning MIM next to other mobile data services? Purchase this report
to find out.
Other factors that have to be taken into account include adopting the right
business model, interoperability, service coverage, marketing, customer
segmentation and handset usability. As shipments of handsets with embedded IM
clients increase, packaging MIM as an intuitive user interface, for example,
is difficult but imperative. Overcoming these barriers is critical to drive
MIM forward from its current niche role into a mass-market service. How can
these be overcome? This report will tell you.
This 150+ page report establishes the potential of MIM services in consumer
and corporate markets worldwide, providing subscriber and revenue forecasts.
Visiongain believes that if mobile operators play their cards right with
respect to pricing and marketing strategies, MIM holds significant potential.
In Europe alone, compelling MIM services will generate $1.39 billion in
service revenues by 2009. How will this grow by 2011 and compare to other
regions?
The report answers questions such as:
- What are the market trends for mobile IM, and the opportunities and
challenges facing operators?
- What are the strategic options and critical success factors for deploying
MIM services?
- What is the right business model for MIM services?
- How will the market evolve by 2011, including end-user uptake, revenue and
handset forecasts by region?
- How can device usability and the management of multiple end-user states be
improved to encourage service adoption?
- What can be learned from case studies of current MIM deployments?
- Why you should buy this report
Network Operators: Gain insight into the implications of the various
implementation strategies open to you. Discover which segments offer the
biggest opportunities and how they can be targeted effectively. Device
Manufacturers: Learn about the available solutions in the market and network
operators demands. The report will help you plan for the hardware/software
elements necessary to incorporate IM as a compelling user experience. IM
service providers: Find out what the opportunities are with mobile IM, and how
you can maximise revenues in this space through the right partnerships.
Application developers: Discover how to develop the solutions needed by
operators and how to package MIM as part of a wider service portfolio.
Consultants: Understand the dynamics of the MIM value chain and operators
plans in this area.
TABLE OF CONTENTS
E: Executive Summary
- E1: Mobile Instant Messaging Remains a Niche Application
- E2: MIM Market is Becoming Highly Competitive
- E3: MIM will Enhance Operator Revenues
- E4: Challenges in Introducing Ubiquitous MIM Services
- E4.1: Interoperability
- E4.2 Pricing Strategies
- E4.3 Handset Issues and Usability
- E5: Potential for MIM Services
- E6: Future Market Evolution
Chapter 1 Introduction
- Chart 1:Global SMS Revenues (2003-2011)
- Chart 2: SMS Traffic in Western Europe (2004-2011)
- 1.1MIM Popularity in the US
- Chart 3: MIM Traffic in the US (2003-2011)
- 1.2 Salient Aspects of MIM
- 1.3 Reasons for Slow uptake of MIM
- 1.3.1 Conflict of Interest
- 1.3.1.1 Proliferation of 3rd Party MIM Solutions
- 1.3.1.2 Revenue Sharing with Public IM Service Providers
- 1.4 Factors that will spur the Growth of MIM
- 1.4.1 Increasing Smartphone Penetration
- Chart 4: Smartphone Shipment as a Percentage of Total Handset Shipment
- 1.4.2 Embedded MIM Client in Mass Market Handsets
- 1.4.3 Maturity Lifecycle Stage of SMS
- 1.4.4 Growth of 3G Services
- Figure: 1File Size and Download Rates for Different Technologies
- Chart 5: W-CDMA Subscriber Growth Estimates (2002-2011)
- 1.4.5 Growth of Mobile Portals
- Chart 6:Growth of Portal Market (2005-2011)
- 1.4.6 Need for Always on Connectivity
- 1.4.7 Popularity of Fixed IM Services
- Chart 7: Fixed IM Users by Service Provider (2006)
- 1.5 Aim of this Report
- 1.5.1 What is the Importance of MIM?
- Table 1: List of Operators Planning to Launch Interoperable MIM Services
- 1.6 Report Structure
- 1.7 Scope of this Report
Chapter 2 Strategic and Technical Overview
- 2.1Defining MIM
- 2.1.1 Client-Server Architecture
- 2.2MIM Service Options for Network Operators
- 2.2.1 MIM on Wireless Application Protocol (WAP)
- 2.2.2 SMS based MIM Solutions
- 2.2.3 Service Provider Driven MIM Model
- Table 2: Generic IM
- 2.2.3.1 Benefits of Service Provider Driven MIM Model
- Table 3: Benefits from Simple PC based MIM Model
- 2.2.4 Operator Driven MIM Services
- Table 4: Operator Branded MIM
- Figure 2:MIM Access Point and IP Service Interface
- 2.2.4.1 Benefits of Operator Driven MIM Service Model
- Figure 3: MIM service Options for Network Operators
- 2.2.5 Basic MIM Services
- 2.2.6 Advanced MIM Services
- 2.2.7 MIM Service Quality
- 2.3 MIM Infrastructure and Software needed by Operators
- Figure 4:MIM Service Solution
- 2.3.1 Internet Messaging Gateways
- 2.3.1.1 Connectivity to Public IM Service Providers
- Figure 5: Connectivity to Public IM Services
- 2.3.1.2 Interoperability between Operators
- 2.3.2 Messaging Clients
- 2.3.2.1 Embedded MIM Clients
- 2.3.2.2Preloaded MIM Client Solution from Operators
- 2.3.2.3 Downloadable MIM Clients
- 2.3.3 MIM Servers
- 2.4Access Method for Operator Enabled MIM
- 2.4.1 Handset Compatibility
- Chart 8: Availability of MIM Handsets in Western Europe
- 2.5 Features that make MIM different from other Messaging Services
- 2.5.1 Contact list management
- 2.5.2 One-to-one and multi-participant chat
- 2.5.3 User database search
- 2.5.4 Presence Management
- 2.5.4.1 Availability
- 2.5.4.2 Location
- 2.5.4.3 Device Details
- 2.5.4.4 Communication Preferences
- 2.5.4.5 User's Mood
- 2.6 Fixed IM
- Table 5: Active Users Of Fixed IM Services for Different Service
Providers (August 2005)
- Chart 9: Percentage of Fixed IM users from the US and Rest of the World
- 2.6.1 Shortcomings of Fixed IM
- Table 6: Protocols used in Fixed IM Services
- 2.6.1.2 Interoperability
- 2.6.1.3 Security
- 2.6.2 Players in the Fixed IM Domain
- Table 7: List of Key Fixed IM Service Providers
- 2.6.2.1 AOL's AIM Service
- Figure 6: AOL Messenger
- 2.6.2.2 Microsoft's MSN Messenger
- 2.6.2.3 Yahoo Messenger
- Figure 7: Yahoo Emoticons
- 2.6.2.3.1 Yahoo and Microsoft's Partnership
- 2.6.3 Revenue Model in Fixed IM
- 2.6.4New Opportunities to Fixed IM Service Providers
- Table 8: Key Partnerships between Fixed IM Service Providers and
Operators
- 2.7 Revenue Model for MIM
- 2.7.1 Traditional Revenue Model
- Table 9: Traditional Revenue Models
- 2.7.2 Innovative Revenue Model
- Table 10: Innovative Revenue Models
- 2.8 Other Messaging Services that Network Operators are offering
- Chart 10: Percentage Data Revenues Generated by Different Data
Applications (2011)
- Chart 11: Global MMS Revenues
- 2.8.2 EMS
- 2.8.3 SMS
- 2.8.3.1 Difference between SMS and MIM
- Figure 8: Difference between SMS and MIM Services
- Chart 12: Western European SMS Revenues (2004-2011)
- 2.8.4 Email
- 2.8.4.1 Difference between MIM and Email
- 2.9 MIM Market Analysis
- 2.9.1 MIM Market in the US
- Chart 13: MIM Handset Shipment as a Percentage of Total Handset Shipment
in the US
- Chart 14: Growth of Fixed IM, Email and Cellular Services in the US
- Chart 15: MIM Subscriber Growth in the US (2003-2011)
- 2.9.2 MIM Market in Europe
- Chart 16: Messaging Revenues in Western Europe (20011)
- Chart 17: MIM Revenue Growth in Western Europe
- 2.9.3MIM Market in China
- 2.9.4 MIM Market in South Asia
- Chart 18: Spending in Asia Pacific by Youth on Data Services (2004-2011)
- Chart 19: Subscriber Growth in India (2003-2011)
- 2.10 MIM Customer Segmentation
- 2.10.1Early Adopters
- 2.10.2Youth
- 2.10.2.1 Teenagers
- 2.10.2.2 Young Professionals
- 2.10.3 Enterprises
- 2.10.3.1 MIM Provides an alternative to making a phone call
- 2.10.3.2 Quick Response
- 2.10.3.3 Experts on Demand
- 2.10.3.4 Challenges in Implementing Enterprise MIM
- 2.10.3.5 Industries where MIM will Prove Useful
- Table 11: MIM will drive growth of other applications
- 2.10.4 New Value Added Applications that can fuel the Growth of MIM
- 2.11 Questions Surrounding MIM Deployment
- 2.11.1 Will MIM Cannibalise SMS Revenues?
- 2.11.2 Are subscribers willing to pay for MIM?
- 2.11.3 Do operators lose control over subscribers if they allow access
to 3rd party portals?
- 2.11.4 How Operators can position MIM in the mobile ecosystem?
- 2.11.5 What will be the best business model for MIM?
- 2.11.6 What is the interest of ISPs and Internet Portals in MIM?
- 2.11.7 Does MIM pose a threat to Voice calls?
- 2.11.8 Is an IMS-based MIM Solution available and how does it work?
- 2.11.8.1IMS
Chapter 3 MIM Value Chain Analysis
- Figure 9: MIM Value Chain
- 3.1 MIM Middleware Vendors
- Table 12: Key Vendors offering End-to-End MIM Solutions
- Table 13: Key Vendors offering MIM Client Solutions
- Table 14: Key Vendors offering MIM Server Solutions
- Table 15: Key Vendors offering MIM Gateway Solutions
- 3.1.1 Agile Mobile
- 3.1.1.1 Agile Messenger
- Figure 10: Agile Messenger
- 3.1.2 Colibria
- 3.1.2.1 Colibria's IMPS Enabled Servers
- 3.1.2.2 Colibria's Internet Messaging Gateways
- 3.1.3 Commontime
- 3.1.4 Comverse
- 3.1.4.1 Comverses Mobile IM Client
- 3.1.4.2 Mobile IM Platform
- 3.1.5 Ecrio
- 3.1.6 Fastmobile
- 3.1.7 Followap Telecommunications
- 3.1.7.1 iFollow Interconnect Platform (ICP)
- Figure 11 Followap Interconnect Platform
- 3.1.7.2 Interconnectivity in the French Market
- 3.1.8Intellisync
- 3.1.9 Jabber
- 3.1.10 Jataayu Wireless
- 3.1.11magic4
- 3.1.12 IXI
- 3.1.13MessageVine
- 3.1.13.1 Key Customers
- 3.1.1.3.2 MessageVine and GoogleTalk
- 3.1.14 Openwave
- Figure 12: IM Client Architecture (Openwave)
- 3.1.14.1 Openwave and Thumbspeed Agreement
- 3.1.15 OZ Communications
- Table 16: Key Clients of OZ Communications
- 3.1.1.5.1 OZ's MIM Strategy
- 3.1.16 Thumbspeed
- 3.2 Service Providers
- 3.2.1 Yahoo
- 3.2.2 AOL
- Table 17: AOL's Operator Partners
- 3.2.3 Microsoft
- 3.2.3.1 MSN Portal in South Asia
- 3.2.4 Google
- 3.2.5Service Providers' Strategies in Western Europe
- 3.3 Handset Manufacturers
- 3.3.1 Changing Demands
- 3.3.1.1Multi Functional or Specialised Devices
- 3.3.1.2 Innovative Devices on the Market
- 3.3.1.2.1 Ogo Devices
- Figure 13: Ogo Devices
- 3.3.1.2.2 Java handsets
- 3.3.1.3 Nokia
- Table 18: Nokia Handsets that Support IM
- 3.3.1.4 Motorola
- Table 19: Motorola Handsets that Support MIM
- 3.3.1.5Samsung
- 3.3.1.6 Sony Ericsson
- 3.4 Network Operator
- 3.4.1 Vodafone
- 3.4.1.1 Vodafone's MIM Pricing Strategies
- 3.4.1.2 Vodafone and MSN IM Deal
- 3.4.1.3 Vodafone and Followap
- 3.4.2 Beijing Mobile
- 3.4.3 Cingular Wireless
- Figure 14: Cingular Wireless IM Offering
- Table 20: Cingular's Pricing for Text/Messaging Package
- 3.4.4 Orange
- 3.4.5 Dobson
- 3.4.6 True Corporation
- 3.4.7 Bouygues Telecom
- 3.4.8 O2
- 3.4.9 Turkcell
- 3.4.10Telefonica Moviles
- 3.4.11KPN
- 3.4.12Alltel
- 3.5 Details on some Competing and Complementary Solutions in the Market
- 3.5.1 Free Solutions
- 3.5.1.1 QuickIM MSN Messenger for Smartphones
- 3.5.1.2 Yamigo
- 3.5.1.3 Crickee
Chapter 4 MIM Standards
- 4.1 OMA's IMPS
- 4.1.1 OMA IMPS Client
- 4.1.2 IMPS Feature Description
- 4.1.3 OMA IMPS Version 1.3
- 4.2 GSMA Initiative for Personal IM
- 4.3 SIMPLE (SIP for Instant messaging and Presence leveraging extension)
- 4.3.1 Comparison between IMPS and SIMPLE
- 4.4 Jabber's IMPS Solution
Chapter 5 Strategic options and implications
- 5.1 Network Operators
- 5.1.1 Operator Benefits
- 5.1.1.1 Virtuous cycle of messaging
- 5.1.1.2 Increased customer Loyalty
- 5.1.1.3 Often MIM conversation ends up in voice calls
- 5.1.2 Operator Strategies
- 5.1.2.1 Capitalise on Brand Value
- 5.1.2.2 Form Partnerships with other Players
- 5.1.2.3 Offer Connectivity to Existing IM Communities
- 5.1.2.4 Promote person-to-person Communication
- 5.1.2.5 Promote Chat Groups with MIM
- 5.1.2.6 Provide Intuitive User Interface
- 5.1.2.6.1 Rich User Experience
- 5.1.2.6.2 Improved Operator Control
- 5.1.2.7 Fierce Marketing
- 5.1.2.8 Pricing Strategies
- Table 20: Pricing Options for Network Operators
- Table 21: MIM Pricing Strategy Comparison.
- 5.1.2.9Selecting the Right Vendor for an MIM Solution
- 5.1.2.10 Follow the Integrated Messaging Approach
- 5.1.2.11 Analyse Customer Requirements
- 5.1.2.12 Interoperability Strategies
- 5.1.3.12.1 No interoperability
- 5.1.3.12.2 Interoperability with other Fixed IM
- 5.1.3.12.3 Interoperability with other Operators
- 5.1.3.12.4 Full Interoperability
- Table 22: MIM Interoperability Scenarios
- Table 23: Comparison of Popular Messaging Solutions
- 5.1.2.13 Service Positioning
- Table 24: Service Options for Operators
- 5.1.2.13.1 PTT and MIM
- 5.2 Handset Vendor Strategies
Chapter 6 IM Market Dynamics
- 6.1 Critical Success Factors
- 6.1.1 MIM With Intuitive User Interface (UI)
- 6.1.2 Handsets and Usability
- 6.1.2.1 Screen Size
- 6.1.2.2 Text Input
- 6.1.2.3 Usage Scenario and User Experience
- 6.1.2.3.1 Delay in Delivery of Instant Messages
- 6.1.2.4 Some Innovative Solutions in the UI Market
- 6.1.2.4.1 MSX
- 6.1.2.4.2Digit Wireless
- 6.1.3 Interoperability Issues
- Table 25: MIM Interoperability Option For Operators
- Figure 15: Interconnectivity between Operators
- Table 26: IM Statistics (US Market)
- 6.1.4 Pricing Strategies
- 6.1.4.1Service Bundling
- 6.1.4.2 Revenue Model
- 6.1.5 Product Differentiation
- 6.1.6 Network Reliance
- 6.1.7 Network Security
- 6.1.8 Improved Mobile Devices with MIM Capabilities
- 6.1.9 Improved MIM Clients
- 6.1.10 Aligning the MIM Value Chain
- 6.2 Complementary Technologies
- 6.3 Current MIM Market Trends
- 6.3.1 Drivers of MIM technology
- 6.3.1.1 Push to Talk (PTT) Will Drive MIM Uptake
- 6.3.2 Inhibitors
- Table 27: Barriers to MIM
- 6.4 Future of MIM
- 6.4.1 Global Subscriber Growth
- Chart 20:Global Mobile Subscriber Growth
- 6.4.2 Global Handset Shipment Forecasts
- Chart 21: Global Handset Shipments (2003-2011)
- Chart 22: Revenues from Voice/Data Services (2011)
- Chart 23: Global MIM Traffic in 2005
- 6.4.5 Messaging Revenue Share for MIM
- Chart 24: Global MIM Services Revenues (2004-2011)
- Chart 25: Global Messaging Revenues (2004-2011)
- Chart 26: Percentage of Revenue Contribution from Different Messaging
Services (2011)
- 6.4.6 Market Penetration For MIM
- 6.4.6.1 In which Markets MIM will be Successful?
- Chart 27: MIM Revenues by Market (Percentage of total Global MIM revenues)
2011
- Chart 28: Number of MIM Messages Send Per Subscriber Per Month in
Europe(2007-2011)
- 6.4.7 MIM Client Market Share
- Chart 29: MIM Client Market Share (2005)
- Chart 30: MIM Client Market Share (2011)
- 6.4.8 MIM Server Market Share
- 6.4.9 MIM Customer Growth
- Chart 31: Global MIM Services Uptake (2006-2011)
- Chart 32: Personal IM Services Subscriber Growth (Global 2006-2011)
- 6.4.10 ARPU Growth with MIM
- Table 28: Western European Revenues Potential Per Subscribers per
month from MIM
- 6.4.11Operators Revenue Share with IM Service Providers
- 6.4.12 Market Share of Top Public MIM Service Providers
- Chart 33: Market Share of Public IM Service Providers (2011)
- 6.4.13 Regional Forecasts for MIM
- Chart 34: MIM Subscribers in the US( 2005-2011)
- Chart 35: MIM Revenues in the US( 2005-2011)
- Chart 36: MIM Revenue Growth in Western Europe
- Chart 37: MIM Messages per Subscriber per Month in Western Europe
- 6.4.14 Corporate MIM Revenues
- Chart 38: Global Corporate MIM Users (2006-2011)
- 6.4.15 Embedded MIM Client Handset Shipment
Chapter 7 Conclusions
- 7.1 Presence Feature will drive MIM Adoption
- 7.2 Personal IM will be Successful
- 7.3 USA and Asia will be the Key Market for MIM Growth
- 7.4 Need for Killer MIM Applications
- 7.5 Key Report Findings
List of Companies mentioned in the report
- Agile Mobile
- America Online
- AOL
- AT&T Wireless
- Beijing Mobile
- Bouygues Telecom
- Cellular One
- China Mobile
- Cingular
- Colibria
- Commontime
- Comverse
- Crdit Agricole
- Crickee
- Dobson
- Domino's Pizza
- Ecrio
- Fastmobile
- Followap
- Gadu Gadu
- Google
- GSMA
- Guidant
- IBM
- ICQ
- IEFT
- Intel
- Intellisync
- IXI
- Jabber
- Jataayu Wireless
- KPN
- Macromedia
- Magic 4
- Message vine
- Microsoft
- mm02
- Motorola
- MSX
- Nokia
- NTT DoCoMo
- Open Mobile Alliance
- Openwave
- Oracle
- Orange
- OZ Communications
- PeopleSoft
- Pew Internet & American Life Project
- Pfizer
- QQ
- Samsung
- SavaJe
- SFR
- Siemens
- SingTel
- Skype
- Sony Ericsson
- Sprint
- Star Hub
- Symbian
- Synovate
- Target
- Tata Indicom
- Telefonica
- TeliaSonera
- Telus Mobility
- Tencent
- Thumbspeed
- T-Mobile
- True Corporation
- Union Pacific
- USA Cell
- Verizon Wireless
- Vivo
- Vodafone
- Wanadoo
- Wind
- Yahoo
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