A new age has dawned, an age which spells opportunities for mobile operators to enrich the mobile messaging experience and enhance applications and services in the 'smart device' world. Acision (News - Alert), the global messaging company conducted research and explains the sudden availability of operator opportunity.
The Acision messaging research was carried out in 2012 by Vanson Bourne, a specialist research-led consultancy with a sample of 1,000 adults in the U.K. and 1,000 adults in the U.S.
Acision Broadband Messaging Service Centre (BMSC) - the one-stop-shop of messaging services over 2G, 3G and LTE (News - Alert), stated that today operators are uniquely positioned to provide seamless messaging and rich, IP- based services with Over-The-Top (OTT) messaging across all networks.
The research highlighted the significance of this operator opportunity. Customers have a huge appetite for a rich, ubiquitous messaging services and would choose them over the 'free solutions,' which they normally preferred, if these new services could be seamlessly integrated into their individual offerings and also be made available across all networks, handsets and locations.
This seems to be borne out by the results obtained by questioning 1,250 smartphone users about their messaging requirements and how a new operator-based service that provided SMS, group chat and file/video sharing that reaches all mobile users, would impact them. Such a service would apparently be highly popular according to Acision.
Top requirements that users would look for in a messaging service would be price, the primary driver to OTT service uptake and for the adoption of a new rich messaging service, followed by quality of service included in the package and other factors like, reliability, deliverability and offering SMS as part of the IP messaging services.
Of course, enhanced messaging features that included multiple devices, content and status sharing, group chat and conversational view were also very popular with users.
"Our research clearly demonstrates that key user requirements are twofold. A need for universal reach with the uncompromised 'quality of service' they expect from their operator, as well as the rich features, such as file share and group chat,” said Marco Wanders, EVP product division at Acision.
Acision, which is completely committed to helping operators, noted that its Broadband Messaging Service Center (BMSC) provides the full set of IP messaging services, including SMS, MMS, voicemail and the GSMA's (News - Alert) Rich Communication Suite (RCS) of services that would help them take the lead and differentiate..
As they compete with other players in the market, Acision noted that it would do operators good to remember that to remain the messaging provider of choice, operators need to provide a one-stop-shop, which offers the rich features of IP messaging, combined with the reliability and ubiquity that consumers have grown to appreciate in SMS and other features that would be considered as value add.
Edited by Brooke Neuman