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

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?mass text messaging

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