Synergy with net messaging ‘key for SMS success’
A research study conducted by LogicaCMG and STL amongst delegates at this year’s Telco 2.0 and IMS Services Forum in London has revealed that the future success of mobile messaging services is dependant upon much closer interaction between mobile operators and leading internet players.
The research, across 70 senior figures from the mobile industry, shows that in future successful mobile messaging will require operators and internet companies to work together to deliver successful integrated services which take advantage of each industry’s respective strengths.
The co-located Telco 2.0 and IMS Services Forum, held in London last week, was attended by senior business managers, strategists, marketeers and technologists from the major international operators, internet companies and key vendors.
During the show, LogicaCMG and STL asked delegates for their thoughts on the next five years of mobile messaging.
Nearly two-thirds (65 per cent) of those questioned said they believed that interoperability with internet instant messaging domains, such as Yahoo! Messenger, MSN Messenger, GoogleTalk and AOL Instant Messenger, was the most important factor for success of mobile IM.
In addition 28 per cent believe that interoperability with SMS and MMS is crucial to the successful introduction of mobile IM, and only 7.5 per cent believe low-price to be the key.
Delegates stressed that this integration needs to go beyond user experience and even include revenue share of the services offered.
Interestingly, 50 per cent of the audience felt that enhancing SMS with presence and conversational chat features will be the most effective way to improve profitability of today’s messaging services, enabling operators to introduce differentiated bundled tariffs and better price segmentation.
“With internet giants such as Microsoft, Google and MySpace moving into the mobile space, this research indicates a strong motive for operators to collaborate closely in order to achieve the best potential results for mobile messaging.
Ultimately the success of future mobile messaging strategies will be determined by the end-user, and if mutual relationships between mobile operators and internet players can lead to an increasingly fluent service then everyone will benefit.
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