Korea’s SK Telecom signs up 1m users in 50 days to RCS “joyn” service - mass text messaging service

Following news that , the question should be asked what have they done to achieve this? Could it be that SK Telecom enabled its subscribers to send joyn messages to contacts that are not signed up to the service or are off network, through SMS interworking, or was it the aggressive marketing activity around the service or other the rich features offered that made the service so attractive?

Recent messaging research conducted by Acision* found SMS/MMS interworking to be a key features consumers want from a messaging service to enable ubiquitous communication, on top of the other rich messaging functionality such as delivery notifications, presence, seeing a reply being written and sharing rich content, such as videos and pictures.  Additionally, SMS/MMS interworking provides operators with a unique capability that OTT providers like WhatsApp, Facebook and KakoaTalk can never offer.

The other key factor here is customer value.  As almost all people mis-perceive OTT messaging services to be free thanks to data bundle pricing models, one way operators can compete with new messaging entrants is to follow a similar route as SK Telecom and other European operators.  SK Telecom, for example, is offering unlimited, free-for-life joyn.T SMS/IMS services to its smartphone subscribers on flat-rate plans. Data fees incurred from sending/receiving messages are not deducted from subscribers’ data allowances.

The operator is also offering open APIs to developers for games, social networking and mobile commerce, as well as having the ability to mine the usage data to provide targeted promotions to users. All services SK Telecom can monetise, while also adding value and building loyalty.  We believe by demonstrating value for money with the added richness to the experience is key to successful service uptake.

*The full results from Acision’s latest consumer research, will be released next week on and theartofmessaging.com

Is the death of SMS greatly exaggerated?

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Telecom TV Executive Insight: The death of greatly exaggerated?

Watch Simon Dumbleton VP of Business Strategic Development at , discuss his views about the exaggerated reports of the demise of SMS with Telecom TV. While SMS may eventually be phased out in the long term, the key he believes, is to avoid sudden and catastrophic expiry due to OTT competition. How? Bundle simple messaging withiin a package and then evolve richer messaging services like Joyn that will hold customers’ attention.

Acision reveals incredible spike in global MMS usage over seasonal holiday period

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Since the festive season, there have been many reports from operators and messaging providers about the number of messages exchanged during this time; France’s four mobile networks reported to have carried 1.4 billion SMS on the 1st and 2nd January, Australia experienced … Continue reading

Telefonica Digital taking OTT to the extreme?

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While Vodafone is putting some of its money on RCS as a network based rich services platform with open APIs to enable premium content and service developers (see this blog’s post on Vodafone’s recent investment in Jibe Mobile), Telefonica Digital (Telefonica … Continue reading