Welcome!

AJAX & REA Authors: Liz McMillan, Yeshim Deniz, Elizabeth White, Michael Jannery, Plutora Blog

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.

@CloudExpo Stories
CloudBees, Inc., has announced a $23.5 million financing round, led by longtime CloudBees investor Lightspeed Venture Partners. Existing investors Matrix Partners, Verizon Ventures and Blue Cloud Ventures also participated in the round. The latest funding announcement follows earlier rounds of $4 million, $10.5 million and $10.8 million, bringing the total investment in CloudBees to just under $50 million since the company’s inception in 2010. Previous venture investment rounds were led by Ma...
“We are strong believers in the DevOps movement and our staff has been doing DevOps for large enterprise environments for a number of years. The solution that we build is intended to allow DevOps teams to do security at the speed of DevOps," explained Justin Lundy, Founder & CTO of Evident.io, in this SYS-CON.tv interview at DevOps Summit, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
SYS-CON Media announced that Splunk, a provider of the leading software platform for real-time Operational Intelligence, has launched an ad campaign on Big Data Journal. Splunk software and cloud services enable organizations to search, monitor, analyze and visualize machine-generated big data coming from websites, applications, servers, networks, sensors and mobile devices. The ads focus on delivering ROI - how improved uptime delivered $6M in annual ROI, improving customer operations by minin...
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...
Puppet Labs on Wednesday released the DevOps Salary Report, based on salary data gathered from Puppet Labs' industry-recognized State of DevOps Report. The data confirms that market demand for DevOps skills is growing, and that DevOps engineers are among the highest paid IT practitioners today. That's because IT organizations today are grappling with how to be more agile and responsive to the business, while maintaining the stability of their infrastructure. DevOps practices, such as continuous ...
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...
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...
Cloud computing started a technology revolution; now DevOps is driving that revolution forward. By enabling new approaches to service delivery, cloud and DevOps together are delivering even greater speed, agility, and efficiency. No wonder leading innovators are adopting DevOps and cloud together! In his session at DevOps Summit, Andi Mann, Vice President of Strategic Solutions at CA Technologies, explored the synergies in these two approaches, with practical tips, techniques, research data, wa...
Software AG and Wipro Ltd. have announced a joint solution platform for streaming analytics that provides real-time actionable intelligence for the Internet of Things (IoT) market. “The key to successfully addressing the IoT market is the ability to rapidly build and evolve apps that tap into, analyze and make smart decisions on fast, big data”, said John Bates, Global Head of Industry Solutions and CMO, Software AG. To address the huge market potential created by streaming analytics in conj...
Appcore deploys cloud for service providers based on the Apache Cloud set. In this demo at 15th Cloud Expo, Nate Gordon, Director of Technology at Appcore, shows their new product that's coming out in January - Appcore Atlas, which is focused on deploying private clouds based on CloudStack in 15 minutes or less. Our upcoming June 9-11, 2015, event in New York City will present a total of 10 simultaneous tracks (the largest conference content in the world) by an all-star faculty, over three days...
In this scenarios approach Joe Thykattil, Technology Architect & Sales at TimeWarner / Navisite, presented examples that will allow business-savvy professionals to make informed decisions based on a sound business model. This model covered the technology options in detail as well as a financial analysis. The TCO (Total Cost of Ownership) and ROI (Return on Investment) demonstrated how to start, develop and formulate a business case that will allow both small and large scale projects to achieve...
IBM has announced a new strategic technology services agreement with Anthem, Inc., a health benefits company in the U.S. IBM has been selected to provide operational services for Anthem's mainframe and data center server and storage infrastructure for the next five years. Among the benefits of the relationship, Anthem has the ability to leverage IBM Cloud solutions that will help increase the ease, availability and speed of adding infrastructure to support new business requirements.
Today, IT is not just a cost center. IT is an enabler and driver of business. With the emergence of the hybrid cloud paradigm, IT now has increasingly more capabilities to create new strategic opportunities for a business. Hybrid cloud allows an organization to utilize multi-tenant public clouds, dedicated private clouds, bare metal hosting, and the associated support and services for the right use cases through an on-demand, XaaS model. This model of IT creates tremendous opportunities for busi...
The term culture has had a polarizing effect among DevOps supporters. Some propose that culture change is critical for success with DevOps, but are remiss to define culture. Some talk about a DevOps culture but then reference activities that could lead to culture change and there are those that talk about culture change as a set of behaviors that need to be adopted by those in IT. There is no question that businesses successful in adopting a DevOps mindset have seen departmental culture change, ...
In a world of ever-accelerating business cycles and fast-changing client expectations, the cloud increasingly serves as a growth engine and a path to new business models. Dynamic clouds enable businesses to continuously reinvent themselves, adapting their business processes, their service and software delivery and their operations to achieve speed-to-market and quick response to customer feedback. As the cloud evolves, the industry has multiple competing cloud technologies, offering on-premises ...
Connected devices and the Internet of Things are getting significant momentum in 2014. In his session at Internet of @ThingsExpo, Jim Hunter, Chief Scientist & Technology Evangelist at Greenwave Systems, examined three key elements that together will drive mass adoption of the IoT before the end of 2015. The first element is the recent advent of robust open source protocols (like AllJoyn and WebRTC) that facilitate M2M communication. The second is broad availability of flexible, cost-effective ...
SYS-CON Events announced today that that Innodisk, the service-driven provider of industrial embedded flash and DRAM storage products and technologies, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Innodisk is a service-driven provider of industrial embedded flash and DRAM storage products and technologies. With satisfied customers across the embedded, aerospace and defense, cloud storage markets an...
"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.
The Internet of Things will put IT to its ultimate test by creating infinite new opportunities to digitize products and services, generate and analyze new data to improve customer satisfaction, and discover new ways to gain a competitive advantage across nearly every industry. In order to help corporate business units to capitalize on the rapidly evolving IoT opportunities, IT must stand up to a new set of challenges. In his session at @ThingsExpo, Jeff Kaplan, Managing Director of THINKstrateg...
Eighty-five percent of companies store information in some sort of unstructured manner. In this demo at 15th Cloud Expo, Mark Fronczak, Product Manager at Solgenia, discussed their enterprise content management solution, which was created to help companies organize and take control of their digital assets.