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New Acision Research Reveals UK Smartphone Owners Are 'Eclectic Communicators' With 76% Using a Mix of Messaging Services Today
MOBILE WORLD CONGRESS, BARCELONA, February 25, 2013 /PRNewswire/ --
- IM is the preferred service for many, with SMS the assured service for
all, with multiple service usage a common practise
- SMS is a necessity service, with 76% stating their dependency on it
- 78% are interested in an operator service such as 'joyn(TM)', which can
eliminate messaging fragmentation
- Acision encourages operators to act fast with unique service offering in the
evolving market to ensure relevance
Over the past few years we have seen consumers behaviours, expectations and overall
perceptions of messaging evolve, with mobile users now looking for a richer messaging
experience to communicate and connect. This evolution has been backed up by results of
Acision's latest mobile messaging research, which clearly demonstrates that consumers are
opting to use an ever-increasing range of services to communicate. Launched today, the
global messaging leader reveals that 80% of UK Smartphone owners are now using
Over-the-Top (OTT) or Instant Messaging (IM) services, with 76% of these using both SMS
and OTT/IM messaging services together. This indicates a nation of 'eclectic
communicators' with 76% of Smartphone owners using multiple messaging services
simultaneously each day, and 40% using them all the time.
The second edition of Acision's annual research, which analyses messaging behaviours
and requirements of Smartphone users in the UK, also confirmed that text messaging is
still the superior messaging service, with 96% using SMS today. In fact, dependence on SMS
is extremely high, with 76% stating they cannot do without SMS, and 41% stating they would
be lost without it. However, while SMS is clearly needed for the majority of mobile users,
IM/OTT apps are gaining ground, generating 61% of messaging traffic across the numerous
apps. With over half of survey respondents stating they don't mind using multiple
messaging services as they represent communities they have signed up for, 60% also claimed
they cannot do without OTT/IM messaging.
So, why are Smartphone owners using multiple messaging apps and what more can be done
to ensure consumers remain loyal to one service? Acision's research shows that consumers
set a combination of requirements across cost, rich features and service quality; with the
added assurance for all that they can reach anyone at any time. Today, no single service
on the market can provide this, so using SMS with OTT/IM services simultaneously is the
best way to cover all bases.
With the proven high dependency on SMS as the only universal service that will work
instantly across all phones at any time, the respondents claimed reliability (36%) and
reach (34%) as key service qualities which made it their preferred reason to use it.
However, reasons to use OTT/IM included speed (53%) and cost 47%. Furthermore, over one
third enjoy the rich features associated with IM, including 'sent/received' notifications
(39%), seeing a reply being written (34%) and sharing rich content, such as videos and
pictures (29%).
JF Sullivan, Chief Marketing Officer at Acision, commented: "We are seeing a trend
where today's consumers are messaging more over a number of different platforms and via
multiple devices. This proves consumers want something 'extra' - a combination of
universal reach, uncompromised reliability and enriched features - which can only be
fulfilled today by using multiple services concurrently. This so-called "schizophrenic"
messaging, shows consumer's hop from one service to another, depending on shifting trends
and usage of contacts, instigating a fragmented market. While text has been king for over
20 years, the difference between service usage is beginning to even out. However, while
the market is moving rapidly, there is a huge untapped opportunity for operators to launch
one consolidated messaging platform which combines all consumer requirements and can take
the messaging land grab."
Since the launch of the GSMA's consumer brand for its family of Rich Communications
Suite standards (RCS-e, RCS5), 'joyn(TM)', significant steps have been made by industry
players to formally bring a more robust messaging service to market which addresses all
these areas. While this is rapidly gaining the attention and investment of operators
worldwide, only 6% of users polled in the UK had ever heard of the 'joyn(TM)' initiative.
However, when described the service, 78% said they would try 'joyn(TM)' with the right
pricing, with only 5% saying they would not use it at all.
To understand the opportunity for operators to offer richer features as part of their
rich messaging or RCS, 'joyn(TM)' service, Acision asked the attractiveness of the
following features. When introduced to a service which can reach anyone on any
application, 64% stated that they would find it attractive. 62% also stated a service
where they received the message on all their smart devices, so followed them as they moved
from one device to another, would also be valuable. SMS fall back, which guarantees
immediate delivery of a message via SMS when other applications are not available due to
the broadband connection was also deemed as very attractive by 59%. Additionally,
consumers stated that a service which reaches everyone from a single application (58%), as
well as provided a single conversation trail (52%) from all apps in a single view would be
an attractive service if it was available. "The requirement for SMS fall back demonstrates
that users want to continue interaction when offline or to reach users that are not part
of their communities. For this, the unique capability is SMS and MMS interworking which
can only be offered by mobile operators and can be a silver bullet their service
offering," stated Sullivan.
Because the vast majority of UK mobile subscribers are still reliant on SMS, Acision
also questioned interest in rich messaging features, which enhance the traditional SMS
experience and brings it more in line with the OTT user experience. Highly appealing
features included SMS notifications (59%), the ability to black- or white list contacts
(58%), to see a contacts presence (43%), and SMS forwarding (39%). This shows a clear
opportunity to improve the SMS user experience and bring rich features to non IM users,
especially feature phone owners.
"Operators have the power to enhance and enrich traditional messaging and improve
perception of speed by introducing notifications and presence, making content sharing more
attractive by interworking with MMS, as well as providing more contact control with black
and white listing. This combined with fast-tracking RCS based services, means operators
can create a new ecosystem where all users, whether on feature phone or Smartphone, get a
rich, ubiquitous experience breaking the fragmentation barrier and enabling monetisation
of services with new commercial models. The positive response to joyn(TM) and enriched
features, is a good gauge that Smartphone users want a single service at the right cost,
which provides reach, reliability, and richness. If operators act now, they can carve out
a niche service experience which improves user satisfaction and stickiness while leading
the IP messaging revolution," concluded Sullivan.
Notes to editors
Acision Research
Conducted by Vanson Bourne in January 2013, the research is Acision's second
comprehensive study on the mobile messaging landscape. It is based on interviews with 1000
Smartphone devices in the UK.
Acision Broadband Messaging Service Centre (BMSC):
Acision's Broadband Messaging Service Centre (BMSC) is a consolidated messaging
platform, which combines current messaging capabilities with future technology, to provide
a fully transparent communications service through a clever upgrade path. Working across
all networks from 2G to LTE, Acision BMSC provides the full set of messaging services,
including SMS, MMS, voicemail and the GSMA's Rich Communication Suite (RCS) of services
such as instant messaging, group chat, file transfer and video sharing.
As a unique value add to operators, Acision BMSC goes beyond RCS standards by enabling
a consistent user experience across all messaging services:
- 3rd parties and enterprises benefit from richer messaging services using
RCS capabilities as enhancements to the popular SMS / MMS services we know today.
- Value added personalized services (auto-reply, copy forward, parental control)
applied across SMS, MMS and RCS.
- Seamless interworking across mobile and internet messaging communities and
social networks.
For more information on Acision BMSC click here
[http://www.acision.com/Products-and-Solutions/Carrier-Infrastructure/Mobile-Messaging/Products/Acision-BMSC.aspx ]
.
About Vanson Bourne
Vanson Bourne, a specialist research-led consultancy, carries out user research within
a technology context. The company interviews senior decision makers from a variety of
functions, across a whole range of industries, in organisations from the smallest to the
largest, in markets around the globe. Vanson Bourne's clients range from start-ups to
well-known companies that need expert guidance, delivering robust and credible
research-based analysis.
About Acision
As the global leader in mobile messaging, Acision connects the world by powering
relevant, seamless messaging services, which enrich the mobile communications experience
and create new opportunities for carriers and enterprises across the world. For more
information, visit Acision at http://www.acision.com
Acision
CONTACT: Maria Hudson, Acision, Tel: +44 118 930 8826, Email: maria.hudson@acision.com
New Acision Research Reveals UK Smartphone Owners Are 'Eclectic Communicators' With 76% Using a Mix of Messaging Services Today
MOBILE WORLD CONGRESS, BARCELONA, February 25, 2013 /PRNewswire/ --
- IM is the preferred service for many, with SMS the assured service for
all, with multiple service usage a common practise
- SMS is a necessity service, with 76% stating their dependency on it
- 78% are interested in an operator service such as 'joyn(TM)', which can
eliminate messaging fragmentation
- Acision encourages operators to act fast with unique service offering in the
evolving market to ensure relevance
Over the past few years we have seen consumers behaviours, expectations and overall
perceptions of messaging evolve, with mobile users now looking for a richer messaging
experience to communicate and connect. This evolution has been backed up by results of
Acision's latest mobile messaging research, which clearly demonstrates that consumers are
opting to use an ever-increasing range of services to communicate. Launched today, the
global messaging leader reveals that 80% of UK Smartphone owners are now using
Over-the-Top (OTT) or Instant Messaging (IM) services, with 76% of these using both SMS
and OTT/IM messaging services together. This indicates a nation of 'eclectic
communicators' with 76% of Smartphone owners using multiple messaging services
simultaneously each day, and 40% using them all the time.
The second edition of Acision's annual research, which analyses messaging behaviours
and requirements of Smartphone users in the UK, also confirmed that text messaging is
still the superior messaging service, with 96% using SMS today. In fact, dependence on SMS
is extremely high, with 76% stating they cannot do without SMS, and 41% stating they would
be lost without it. However, while SMS is clearly needed for the majority of mobile users,
IM/OTT apps are gaining ground, generating 61% of messaging traffic across the numerous
apps. With over half of survey respondents stating they don't mind using multiple
messaging services as they represent communities they have signed up for, 60% also claimed
they cannot do without OTT/IM messaging.
So, why are Smartphone owners using multiple messaging apps and what more can be done
to ensure consumers remain loyal to one service? Acision's research shows that consumers
set a combination of requirements across cost, rich features and service quality; with the
added assurance for all that they can reach anyone at any time. Today, no single service
on the market can provide this, so using SMS with OTT/IM services simultaneously is the
best way to cover all bases.
With the proven high dependency on SMS as the only universal service that will work
instantly across all phones at any time, the respondents claimed reliability (36%) and
reach (34%) as key service qualities which made it their preferred reason to use it.
However, reasons to use OTT/IM included speed (53%) and cost 47%. Furthermore, over one
third enjoy the rich features associated with IM, including 'sent/received' notifications
(39%), seeing a reply being written (34%) and sharing rich content, such as videos and
pictures (29%).
JF Sullivan, Chief Marketing Officer at Acision, commented: "We are seeing a trend
where today's consumers are messaging more over a number of different platforms and via
multiple devices. This proves consumers want something 'extra' - a combination of
universal reach, uncompromised reliability and enriched features - which can only be
fulfilled today by using multiple services concurrently. This so-called "schizophrenic"
messaging, shows consumer's hop from one service to another, depending on shifting trends
and usage of contacts, instigating a fragmented market. While text has been king for over
20 years, the difference between service usage is beginning to even out. However, while
the market is moving rapidly, there is a huge untapped opportunity for operators to launch
one consolidated messaging platform which combines all consumer requirements and can take
the messaging land grab."
Since the launch of the GSMA's consumer brand for its family of Rich Communications
Suite standards (RCS-e, RCS5), 'joyn(TM)', significant steps have been made by industry
players to formally bring a more robust messaging service to market which addresses all
these areas. While this is rapidly gaining the attention and investment of operators
worldwide, only 6% of users polled in the UK had ever heard of the 'joyn(TM)' initiative.
However, when described the service, 78% said they would try 'joyn(TM)' with the right
pricing, with only 5% saying they would not use it at all.
To understand the opportunity for operators to offer richer features as part of their
rich messaging or RCS, 'joyn(TM)' service, Acision asked the attractiveness of the
following features. When introduced to a service which can reach anyone on any
application, 64% stated that they would find it attractive. 62% also stated a service
where they received the message on all their smart devices, so followed them as they moved
from one device to another, would also be valuable. SMS fall back, which guarantees
immediate delivery of a message via SMS when other applications are not available due to
the broadband connection was also deemed as very attractive by 59%. Additionally,
consumers stated that a service which reaches everyone from a single application (58%), as
well as provided a single conversation trail (52%) from all apps in a single view would be
an attractive service if it was available. "The requirement for SMS fall back demonstrates
that users want to continue interaction when offline or to reach users that are not part
of their communities. For this, the unique capability is SMS and MMS interworking which
can only be offered by mobile operators and can be a silver bullet their service
offering," stated Sullivan.
Because the vast majority of UK mobile subscribers are still reliant on SMS, Acision
also questioned interest in rich messaging features, which enhance the traditional SMS
experience and brings it more in line with the OTT user experience. Highly appealing
features included SMS notifications (59%), the ability to black- or white list contacts
(58%), to see a contacts presence (43%), and SMS forwarding (39%). This shows a clear
opportunity to improve the SMS user experience and bring rich features to non IM users,
especially feature phone owners.
"Operators have the power to enhance and enrich traditional messaging and improve
perception of speed by introducing notifications and presence, making content sharing more
attractive by interworking with MMS, as well as providing more contact control with black
and white listing. This combined with fast-tracking RCS based services, means operators
can create a new ecosystem where all users, whether on feature phone or Smartphone, get a
rich, ubiquitous experience breaking the fragmentation barrier and enabling monetisation
of services with new commercial models. The positive response to joyn(TM) and enriched
features, is a good gauge that Smartphone users want a single service at the right cost,
which provides reach, reliability, and richness. If operators act now, they can carve out
a niche service experience which improves user satisfaction and stickiness while leading
the IP messaging revolution," concluded Sullivan.
Notes to editors
Acision Research
Conducted by Vanson Bourne in January 2013, the research is Acision's second
comprehensive study on the mobile messaging landscape. It is based on interviews with 1000
Smartphone devices in the UK.
Acision Broadband Messaging Service Centre (BMSC):
Acision's Broadband Messaging Service Centre (BMSC) is a consolidated messaging
platform, which combines current messaging capabilities with future technology, to provide
a fully transparent communications service through a clever upgrade path. Working across
all networks from 2G to LTE, Acision BMSC provides the full set of messaging services,
including SMS, MMS, voicemail and the GSMA's Rich Communication Suite (RCS) of services
such as instant messaging, group chat, file transfer and video sharing.
As a unique value add to operators, Acision BMSC goes beyond RCS standards by enabling
a consistent user experience across all messaging services:
- 3rd parties and enterprises benefit from richer messaging services using
RCS capabilities as enhancements to the popular SMS / MMS services we know today.
- Value added personalized services (auto-reply, copy forward, parental control)
applied across SMS, MMS and RCS.
- Seamless interworking across mobile and internet messaging communities and
social networks.
For more information on Acision BMSC click here
[http://www.acision.com/Products-and-Solutions/Carrier-Infrastructure/Mobile-Messaging/Products/Acision-BMSC.aspx ]
.
About Vanson Bourne
Vanson Bourne, a specialist research-led consultancy, carries out user research within
a technology context. The company interviews senior decision makers from a variety of
functions, across a whole range of industries, in organisations from the smallest to the
largest, in markets around the globe. Vanson Bourne's clients range from start-ups to
well-known companies that need expert guidance, delivering robust and credible
research-based analysis.
About Acision
As the global leader in mobile messaging, Acision connects the world by powering
relevant, seamless messaging services, which enrich the mobile communications experience
and create new opportunities for carriers and enterprises across the world. For more
information, visit Acision at http://www.acision.com
Acision
CONTACT: Maria Hudson, Acision, Tel: +44 118 930 8826, Email: maria.hudson@acision.com