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SUMMARY
For several years, mobile operators in mature markets have had to deal with a
heavy deceleration in their voice revenue growth. They have satisfied that
objective, in part, by setting targets for growth in the percentage of their
revenues that come from data services. However, 'data' is a widely
encompassing term. In the consumer market it includes such diverse services as
downloading games, accessing traffic reports and watching TV. There is,
however, a clear distinction between data services that are basically about
content and those that are basically about communications: in other words,
messaging.
Mobile operators are moving to build up their content revenues, but the
process is a very challenging one. It requires them, in effect, to become
media companies, and to build the organisational structures, business
relationships and marketing strategies that the media business demands. By
contrast, messaging is an easier line of business for operators to develop,
because they are already communications companies. Messaging demands some
adaptation of an operator's traditional business, but it does not require them
to enter an entirely new business.
This report provides an overview of the mobile messaging market, and examines
the current status and prospects for MMS, mobile email and mobile instant
messaging.
TABLE OF CONTENTS
Key messages
Mobile messaging: old generation matures; new generation still in the nursery
- Vendors are pushing back the boundaries of messaging
- Messaging 'applications': what do users actually do?
- With all this technology choice, why does SMS still dominate?
The state of play: MMS
- The upshot
- Critical mass is a prerequisite for high traffic volumes
- Many more obstacles in the road for MMS
- MMS's early woes have had a lasting effect
The state of play: mobile instant messaging
- The upshot
- Mobile IM has been held back...
- ...but now the grip is loosening
- Mobile IM: not one service, but two
- Mobile operators' IM services
- The prospects for mobile IM
The state of play: mobile email
- The upshot
- Consumer demand for mobile email
- Options for implementing mobile email
- The prospects for consumer mobile email
Development of the mobile messaging market
- Development of SMS
- Development of MMS
- Mobile instant messaging
- Mobile email
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