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Maximising Mobile Messaging: The Dawn Of A New Age And Opportunity For Mobile Operators

READING, England, October 11, 2012 /PRNewswire/ --

Acision Broadband Messaging Service Centre (BMSC) - the one-stop-shop of messaging services over 2G, 3G and LTE

Based on its own consumer research and expertise in the mobile industry, Acision, the global leader in mobile messaging, today reveals why operators are presented with a major opportunity to enrich the mobile messaging experience and enhance applications and services in the 'smart' device world. As we move into a new era of communication and connectivity, where ever-richer IP-based services are now prolific, operators are in a unique position to set themselves apart from other messaging providers. By enabling seamless messaging across all networks (2G, 3G, 4G/LTE), devices, social networks and communities, operators can provide an unmatched user experience to boost loyalty, retention and revenue.

Marco Wanders, EVP Product Division at Acision, commented: "Today, operators' most significant messaging service, SMS, continues to prove popular and generates huge amounts of revenue. At the same time, a new breed of messaging services are taking the world by storm. These are rich, IP- based services with an enriched user experience, pioneered by Over-The-Top (OTT) messaging. Their market uptake has been augmented by user perception that these services are free and this has put increased pressure on operators' messaging revenue as users opt for 'free' solutions when online over other methods of communication.

"To combat these pressures, operators need to act now while the opportunity is ripe, by providing enriched messaging services which resonate with the user. As experienced service providers, with a solid customer base, reputation of trust and quality, as well as insight into user behaviour, they are in a unique position to leverage existing assets while integrating new messaging services into their offering, like those defined under the GSMA's Rich Communication Suite (RCS) initiative - providing an optimum user experience with ubiquitous availability regardless of handset, network or location."

To reinforce the significance of the operator opportunity, Acision's own messaging research indicates that there is a clear appetite for a rich, ubiquitous messaging service provided from operators.  Questioning 1250 Smartphone users about their messaging requirements (from the UK and US), respondents were asked about the attractiveness of a new operator-based service that provided SMS/MMS/IM/group chat and file/video sharing that reaches all mobile users. Over half of Smartphone users questioned (52%) stated they would use such a service, with just 5% stating they would not use it at all. Even in the younger age bracket of 18-34 years, where OTT apps are prevalent - 60% of Smartphone owners stated they were highly interested in such a service from their mobile operator.

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