SYS-CON MEDIA Authors: Sean Houghton, Glenn Rossman, Ignacio M. Llorente, Xenia von Wedel, Peter Silva

News Feed Item

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™', 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™', 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™' initiative. However, when described the service, 78% said they would try 'joyn™' 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™' 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™ 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.

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

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
The cloud is becoming the de-facto way for enterprises to leverage common infrastructure while innovating and one of the biggest obstacles facing public cloud computing is security. In his session at 15th Cloud Expo, Jeff Aliber, a global marketing executive at Verizon, discussed how the best place for web security is in the cloud. Benefits include: Functions as the first layer of defense Easy operation –CNAME change Implement an integrated solution Best architecture for addressing network-l...
Leysin American School is an exclusive, private boarding school located in Leysin, Switzerland. Leysin selected an OpenStack-powered, private cloud as a service to manage multiple applications and provide development environments for students across the institution. Seeking to meet rigid data sovereignty and data integrity requirements while offering flexible, on-demand cloud resources to users, Leysin identified OpenStack as the clear choice to round out the school's cloud strategy. Additional...
DevOps Summit 2015 New York, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that it is now accepting Keynote Proposals. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long development cycles that produce software that is obsolete...
“DevOps is really about the business. The business is under pressure today, competitively in the marketplace to respond to the expectations of the customer. The business is driving IT and the problem is that IT isn't responding fast enough," explained Mark Levy, Senior Product Marketing Manager at Serena Software, in this SYS-CON.tv interview at DevOps Summit, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
“We help people build clusters, in the classical sense of the cluster. We help people put a full stack on top of every single one of those machines. We do the full bare metal install," explained Greg Bruno, Vice President of Engineering and co-founder of StackIQ, in this SYS-CON.tv interview at 15th Cloud Expo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Mobile commerce traffic is surpassing desktop, yet less than 20% of sales in the U.S. are mobile commerce sales. In his session at 15th Cloud Expo, Dan Franklin, Segment Manager, Commerce, at Verizon Digital Media Services, defined mobile devices and discussed how next generation means simplification. It means taking your digital content and turning it into instantly gratifying experiences.
“In the past year we've seen a lot of stabilization of WebRTC. You can now use it in production with a far greater degree of certainty. A lot of the real developments in the past year have been in things like the data channel, which will enable a whole new type of application," explained Peter Dunkley, Technical Director at Acision, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
SYS-CON Events announced today that Windstream, a leading provider of advanced network and cloud communications, has been named “Silver Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9–11, 2015, at the Javits Center in New York, NY. Windstream (Nasdaq: WIN), a FORTUNE 500 and S&P 500 company, is a leading provider of advanced network communications, including cloud computing and managed services, to businesses nationwide. The company also offers broadband, p...
The major cloud platforms defy a simple, side-by-side analysis. Each of the major IaaS public-cloud platforms offers their own unique strengths and functionality. Options for on-site private cloud are diverse as well, and must be designed and deployed while taking existing legacy architecture and infrastructure into account. Then the reality is that most enterprises are embarking on a hybrid cloud strategy and programs. In this Power Panel at 15th Cloud Expo (http://www.CloudComputingExpo.com...
Verizon Enterprise Solutions is simplifying the cloud-purchasing experience for its clients, with the launch of Verizon Cloud Marketplace, a key foundational component of the company's robust ecosystem of enterprise-class technologies. The online storefront will initially feature pre-built cloud-based services from AppDynamics, Hitachi Data Systems, Juniper Networks, PfSense and Tervela. Available globally to enterprises using Verizon Cloud, Verizon Cloud Marketplace provides a one-stop shop fo...
The Internet of Things is not new. Historically, smart businesses have used its basic concept of leveraging data to drive better decision making and have capitalized on those insights to realize additional revenue opportunities. So, what has changed to make the Internet of Things one of the hottest topics in tech? In his session at @ThingsExpo, Chris Gray, Director, Embedded and Internet of Things, discussed the underlying factors that are driving the economics of intelligent systems. Discover ...
The move in recent years to cloud computing services and architectures has added significant pace to the application development and deployment environment. When enterprise IT can spin up large computing instances in just minutes, developers can also design and deploy in small time frames that were unimaginable a few years ago. The consequent move toward lean, agile, and fast development leads to the need for the development and operations sides to work very closely together. Thus, DevOps become...

ARMONK, N.Y., Nov. 20, 2014 /PRNewswire/ --  IBM (NYSE: IBM) today announced that it is bringing a greater level of control, security and flexibility to cloud-based application development and delivery with a single-tenant version of Bluemix, IBM's

"Our premise is Docker is not enough. That's not a bad thing - we actually love Docker. At ActiveState all our products are based on open source technology and Docker is an up-and-coming piece of open source technology," explained Bart Copeland, President & CEO of ActiveState Software, in this SYS-CON.tv interview at DevOps Summit at Cloud Expo®, held Nov 4-6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
SYS-CON Media announced today that Aruna Ravichandran, VP of Marketing, Application Performance Management and DevOps at CA Technologies, has joined DevOps Journal’s authors. DevOps Journal is focused on this critical enterprise IT topic in the world of cloud computing. DevOps Journal brings valuable information to DevOps professionals who are transforming the way enterprise IT is done. Aruna's inaugural article "Four Essential Cultural Hacks for DevOps Newbies" discusses how to demonstrate the...