When asked what this messaging service should look like, top requirements were related to service characteristics rather than features. Price, already identified as the main driver to OTT service uptake, was also the number one requirement for adoption of a new rich messaging service, including lower price compared to the existing service (63%) and service included in package (57%). The second most important requirements all relate to Quality of Service, and corresponded to strengths of SMS including reliability (50%), instant delivery (45%) and ability to reach everyone (42%). Finally, there was also a clear need for enhanced messaging features including: support for multiple devices (35%); content sharing (32%); 'is-typing' indication (24%); conversational view (24%); group chat (18%) and status sharing (14%). For further insight or to download our report on "Seizing the Opportunity in Mobile Messaging", please click here.
Wanders continued: "Our research clearly demonstrates that key user requirements are twofold. A need for universal reach with the uncompromised Quality of Service they expect from their operator, as well as the rich features, such as file share and group chat. With this in mind, many operators are well positioned to carve out a clear role in the new mobile messaging ecosystem, as they compete with internet players to serve user demand. To remain the messaging provider of choice, operators can provide a one-stop-shop, which offers the rich features of IP messaging, combined with the reliability and ubiquity that consumers have grown to appreciate in SMS. In particular, the reach of SMS is an extremely powerful enhancement that operators can exclusively offer as part of IP messaging services, setting them apart from other players. Acision is completely committed to helping operators make IP messaging services a global success by leveraging our unique expertise and market-leading technology in messaging."