Google’s play in the messaging space is an intriguing one and certainly something that taps into the psyche of the 21st century eclectic communicator. Three quarters of all smartphone owners today use multiple messaging services simultaneously, alongside SMS, a subconscious strategy … Continue reading mobile marketing campaign
Over the last 12 months, we have witnessed the momentum build around the GSMA’s Rich Communication Suite of services (RCS), as operators around the world start to roll it out under the consumer brand ‘joyn’. Operator-led Rich Messaging and RCS services … Continue reading
Following a week where much focus was on RCS during Mobile World Congress, Deutsche Telekom announced the launch of joyn to its 35 million mobile users in Germany last week. This comes as somewhat of a surprise, as we last reported … Continue reading
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
During it’s Rich Communications Conference in Berlin last November, Informa surveyed operator delegates on their views on RCS (Rich Communication Services) and the impact these will have on the mobile market. After analysing the results, what was most interesting is … Continue reading
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
As business models for mobile Person-to-Person communication have been reset, most mobile operators are in the process of setting up some kind of rich content and value added services play, in order to tap consumer and enterprise revenue streams. Largely, … Continue reading