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Protecting Revenues From MNO Voicemail

Voicemail has traditionally been a cash cow for many Mobile Network Operators. It initially offered the dual benefits of improved call completion rates for the operator on its network and provided a useful value added service (VAS) for customers, which together added up to good news for service profitability. However, not all geographical markets and segments have had the same reliance on voicemail for varying cultural and economic reasons and penetration in new emerging markets has not been as high as in Western Europe and the US. Voicemail has, more recently, encountered competition from services such as SMS, MMS and now newer communications channels such as Instant Messaging, VoIP based services and the concept of unified messaging or communications (UC). These new competitive forces combined with a possible decline in the perceived value of a voicemail service that has been largely unchanged since it first developed (barring a few relatively minor alterations) mean that this potentially profitable VAS needs to have its approach re-thought if the revenue and profitability it provides is to continue with the next generation of mobile services. Building on an analysis of the market structure and trends, MMD has produced a set of conclusions and identified several practical recommendations that MNOs should consider when looking at ways to prevent erosion of their own traffic levels by the increasing availability of solutions that are not resident on the MNO network but provide functionality that threatens to render MNO voicemail obsolete.

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Table of Contents


1
Overview
1
2
Introduction
2
2.1
Background
2
2.2
Report Content
2
3
Mobile Voicemail Environment
3
3.1
Definition
3
3.2
Comparative Offerings
3
3.3
The Value of Voicemail
4
3.4
Development of Voicemail
7
3.4.1
Retrieval
7
3.4.2
Storage
8
4
MNO Messaging Solutions
9
4.1
Standard Voice Messaging Options
9
4.2
Competitive Solutions
10
4.2.1
Short Messaging Service (SMS)
10
4.2.2
Caller ID
11
4.2.3
Voice-to-text Services
11
5
Unified Messaging
14
5.1
Defining Unified Messaging
14
5.2
Market Potential
14
5.3
MNO Competitors for Unified Messaging
18
5.3.1
Apple iPhone
18
5.3.2
Skype
19
5.3.3
Internet Service Providers
21
5.3.4
Platform Providers
22
6
Messaging Growth Opportunities
27
6.1
Messaging options
27
6.1.1
SMS
27
6.1.2
MMS
27
6.1.3
E-mail
28
6.1.4
Instant Messaging
28
6.2
Overall Market Opportunity
29
7
Conclusions & Recommendations
30
7.1
Overall Findings
30
7.2
Recommendations
31
7.2.1
Promote Unified Communications Services
31
7.2.2
Exploit Handset Advances
31
7.2.3
Enhanced Voicemail Services
32