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Review of Developments in the Mobile Messaging Market

More than 16 years after sending the first commercial SMS, the mobile messaging industry has made advances that in the early 1990s would have seemed impossible. With global mobile phone subscriptions as of September 2008 reaching 3.8 billion, more people than ever before communicate by using some kind of messaging service. SMS, MMS, mobile e-mail, mobile Instant Messaging, voicemail and voice text messaging provide greater choice than ever before. Over the next few years, the implementation of IP-based infrastructure on a global scale means that user messages will be automatically directed through the most appropriate messaging channel. This will result in greater convenience and ease of use for consumers and greater efficiencies for operators, all of which will provide a higher level of service quality.

Whilst SMS has been the big success story of the mobile market, MMS has been seen as something of a disappointment. Figures from the past two years, though, show increasing uptake, and MMS has become an important element of an operator's messaging portfolio. The past two years have also seen an increased use of wireless e-mail in the consumer market and an enthusiastic welcome for the advent of Mobile Instant Messaging (MIM). The messaging market is buoyant and clearer pricing strategies, easier-to-use services and the increasing availability of smartphones in the consumer market have all contributed to the take-up of this wide variety of messaging services.

This report examines some examples of messaging product offerings from a variety of mobile operators, mostly in Europe, but also looks at some products from other markets such as Pakistan and the US, and compares how they are packaged and how they are priced. On the basis of these comparisons and data about market development, the report draws important conclusions about the future of the mobile messaging market overall and individual elements within it. Finally, recommendations to MNOs regarding areas to examine and prioritise are given.

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1
Overview
1
2
Introduction
2
3
Empowering the Channels
3
3.1
Overview
3
3.2
Call Centres
4
3.3
Stores
5
3.3.1
Commission Structures
5
3.3.2
The Independent Dealer Channel
6
3.3.3
Specialist Retailers
7
3.4
The Internet
7
4
Marketing Techniques for Effective POS Strategies
10
4.1
Customer Segmentation
10
4.1.1
Pre-pay customer segmentation
12
4.2
Inbound Marketing and Real-Time Marketing
12
4.2.1
Inbound Marketing
12
4.2.2
Real-time Marketing
13
4.3
Best Practice Operators
13
5
Customised Software Solutions
15
5.1
Overview
15
5.2
Data Mining and CRM solutions
15
5.2.1
'A Single Customer View'
16
6
Software companies
17
6.1
Overview
17
6.1.1
BeVocal
17
6.1.2
Chordiant Software, Inc
21
6.1.3
Idiro Technologies
23
6.1.4
Netonomy
25
6.1.5
Portrait Software/ Quadstone
26
6.1.6
SPSS
27
6.1.7
SSA Global/ Epiphany
28
6.1.8
Xiam
30
7
Appendix One
32