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Telcos should combine the strengths of OTT services and SMS

Nurdianah Md Nur | June 25, 2013
Key factors driving the adoption of OTT messaging services in the UK and US include service quality, cost and rich features, according to Acision’s recent research.

Smartphone users in the United Kingdom and United States prefer IP and over-the top (OTT) messaging services, according to research from global mobile messaging provider Acision.

The second edition of Acision's annual research analyses messaging behaviours and requirements of smartphone users in both countries.

Speed (50 percent of US users and 53 percent UK users) was cited as the main factor for the users' preference for OTT messaging services over SMS.

Other top reasons include rich features such as the ability to see when a message is delivered (36 percent of US users), reliability (35 percent of US users) and cost (47 percent of UK users).

Keeping it simple
Seventy-six percent of UK's and 72 percent of US' smartphone users today were found to be using multiple messaging channels daily, including SMS, MMS and IM/OTT applications.

As it can be quite a hassle to switch between messaging channels, 76 percent of US teenagers and 61 percent of UK teens would like a messaging service where they can reach everybody regardless of the messaging app used.

The same percentage of UK teens would also be interested in a messaging service that guarantees immediate delivery of all messages regardless of the messaging app used. This highlights the need for SMS and MMS interworking and fall back in any rich messaging service.

Acision's joyn, a single unified messaging service that will be rolled out by carriers globally, was thus received warmly by the respondents. Seventy-five percent of the US respondents and 78 percent of the UK respondents indicated their interest in joyn if it is pegged at the right price.

Michael Frausing, senior vice president and general manager for Asia Pacific at Acision, said that mobile operators have the capability to adapt and tailor their existing messaging services to meet the changing needs of the consumer.

By understanding the consumers' demands and using RCS, operators can provide services that offer the strengths of SMS while leveraging enhanced features of OTT services, he added.


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