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Mobile Messaging Market Report 2011-2016

Abstract

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Report Details

How is Mobile Messaging Evolving?

Mobile messaging is evolving due to the increasing use of mobile broadband by users to communicate with each other. The SMS and MMS platforms are facing intense competition from instant communication and email on many smart devices. The accessibility of 3G networks and the technical capabilities of smart devices are enabling ever-faster access to data. Visiongain expects global mobile IM users to grow from 311.2 million users in 2010, to over 1.6 billion by 2016.

The popularity of social networks is strongly influencing consumer behaviour and mobile service providers are countering by offering enhanced messaging applications. New messaging tools propose more intimate communication platforms, emulating a new class of social company, with mobility in mind from the start. Messaging applications based on location and group functions are gaining ground and users are beginning to expect mobile messaging platforms to be tailored to their particular needs.

New Market Opportunities

In parallel to the development of high-end messaging platforms, traditional applications such as SMS and MMS are expanding their reach and being employed in new ways. SMS provides a simple and cost-effective alternative where mobile broadband is not available or the cost of smart devices is prohibitive. This has prompted a growth in mobile services which leverage the universal nature of SMS.

Emerging markets especially are fostering strong markets in mobile payments and remittance services, which are opening up new revenue streams for operators. This is resulting in increased trust in messaging services and driving other industries such as mobile commerce, health and government. The Asia Pacific, African and Middle Eastern markets are showing particularly strong growth in value added services which leverage the mobile messaging platform. SMS traffic in those three regions accounts for almost 50% of total global SMS traffic in 2011.

Remaining Competitive in a Changing Market

Visiongain estimates that increased subscriptions to data plans for mobile broadband and the extensive use of traditional messaging platforms in emerging markets will drive global mobile messaging revenues to reach $305.5 billion by 2016. New market opportunities are opening up the space for entrance by players who can offer original content and innovative services for mobile messaging.

How can stakeholders remain competitive in a fast-changing market? Visiongain's mobile messaging market report investigates the value chain players, from infrastructure to service providers, including emerging trends and technologies supporting the industry. The report includes financial market forecasts and interviews with experts from Vodafone, Metahelix, Tekelec and Comverse.

Who needs to read this report?

  • Mobile Operators - Understand how the market is likely to change over the next five years and identify strategies to ensure you can compete with other operators and in different markets.
  • Content Publishers and Mobile App Developers - Discover opportunities that are available in the messaging sector, and identify new service offerings to grow your revenues.
  • OEMs & Network Vendors - Gain in-depth market knowledge to develop and offer platform and technology solutions to the mobile messaging market.
  • Service Providers - Learn ways to offer tailored services to operators and content providers, from back-end platform solutions to front-end customer service packages.
  • Brands and Advertisers - Gain insights into the market trends and learn how you can ensure a good ROI from mobile messaging business models.
  • Investment Companies - Increase your understanding of the mobile messaging segment and ensure you have the right strategies in place to benefit from the expected strong market growth in the coming years.

Table of Contents

Executive Summary

  • E.1 A Broadening Scope for Mobile Messaging
  • E.2 New Opportunities for Revenue Growth
  • E.3 A Catalyst for Development
  • E.4 Driving the Market with Emerging Technologies

1. Introduction

  • 1.1 Defining Mobile Messaging
    • 1.1.1 Short Messaging Service
    • 1.1.2 Multimedia Messaging Service
    • 1.1.3 Mobile Instant Messaging
    • 1.1.4 Mobile Email
  • 1.2. Mobile Messaging Rises to New Uses
    • 1.2.1 Group Chat
    • 1.2.2 Randomised & Localised Discovery
    • 1.2.3 SMS Replacements
    • 1.2.4 Relays
  • 1.3 Business Case for Mobile Messaging
  • 1.4 Key Players & Stakeholders
  • 1.5 The Aim & Scope of the Report
  • 1.6 Questions Answered by the Report
  • 1.7 Structure of the Report
  • 1.8 Methodology

2. The Mobile Messaging Ecosystem

  • 2.1 Mobile Messaging Value Chain
  • 2.2 Mobile Messaging Infrastructure
  • 2.3 Mobile Messaging Platforms
  • 2.4 Mobile Messaging Service Providers
    • 2.4.1 Back-end Vendors
    • 2.4.2 OEMS
    • 2.4.3 MNOs
    • 2.4.4 OTT & Content Providers
    • 2.4.5 Software Developers
  • 2.5 Mobile Messaging Content Providers
  • 2.6 Leveraging Mobile Messaging as Billing Business Models
    • 2.6.1 Using Premium SMS/USSD Billing for Mobile Payments
    • 2.6.2 Mobile Originated
    • 2.6.3 Mobile Terminated
    • 2.6.4 How Successful is Premium Rate Billing?
  • 2.7 SMS and MMS Marketing
    • 2.7.1 Short Codes
    • 2.7.2 Pull & Push Messaging
    • 2.7.3 An Uncontested Mobile Advertising Platform
    • 2.7.4 Mobile Coupons
    • 2.7.5 Location Based SMS/MMS Advertising
  • 2.8 IP Based Messaging
    • 2.8.1 Ping Messaging
    • 2.8.2 Barriers to Growth
  • 2.9 Converged IP Messaging
  • 2.10 Rich Communication Suite
  • 2.11 Message-oriented Cloud Middleware
    • 2.11.1 Enterprise Messaging
    • 2.11.2 Cloud Paths
    • 2.11.3 Business Case for the Cloud
  • 2.12 New Building Blocks for MNOs

3. Drivers and Challenges for Mobile Messaging

  • 3.1 Mobile Subscriber & Handset Growth
    • 3.1.1 Changing Consumer Habits
  • 3.2 Smart Device Growth to Drive Mobile Broadband Use
  • 3.3 A Market for Mobile Data Services
  • 3.4 Mobile Messaging in Enterprise
    • 3.4.1 How important is Mobile Email?
    • 3.4.2 An Increasingly Pervasive Business Tool
    • 3.4.3 Mobile Enterprise Messaging Solutions
  • 3.5 App Stores as the New Service Delivery Mechanism
    • 3.5.1 Growth of the App Market
    • 3.5.2 App Markets
    • 3.5.3 Impact on Messaging
  • 3.6 Social Networks as the New Messaging Platform
    • 3.6.1 Messaging at the Centre of Mobile Social Networks
    • 3.6.1.1 eBuddy Case Study
    • 3.6.1.2 MXit Case Study
    • 3.6.2 Monetisation Opportunities for MNOs
  • 3.7 Internal Barriers to IM Growth
    • 3.7.1 Censorship & Surveillance
    • 3.7.2 High SMS Pricing
    • 3.7.3 International Data Roaming Fluctuations for MMS
    • 3.7.4 The Drawbacks of Mobile Email
  • 3.8 Monetising Messaging Services

4. Trends and Emerging Applications

  • 4.1 Mobile Commerce, Payments and Banking
    • 4.1.1 Visa
    • 4.1.2 MOBIbucks
    • 4.1.3 M-Payments in Kenya
      • 4.1.3.1 M-PESA
      • 4.1.3.2 M-KESHO
      • 4.1.3.3 Orange Money
    • 4.1.4 Continued Growth of Mobile Banking, Payments and Remittance in Developing Markets
  • 4.2 Mobile Health
    • 4.2.1 Leveraging Technology in the Health Sector
    • 4.2.2 Sexual Health Campaigns
    • 4.2.3 Smoking Cessation Programs
    • 4.2.4 SMS as A Ubiquitous Tool for Cheaper Medicine in the Philippines
    • 4.2.5 Telemedicine System Using MMS
    • 4.2.6 Expert Interview: Vodafone
      • 4.2.6.1 Brief Overview of the Mobile Relationship Manager for Vodafone mHealth Solutions
      • 4.2.6.2 Implementation of Vodafone mHealth Solutions
      • 4.2.6.3 The Role of Mobile Messaging for Health Services in Emerging Economies
      • 4.2.6.4 The Evolution of Mobile Services in Telehealth
    • 4.2.7 Expert Interview: Metahelix
      • 4.2.7.1 Brief Overview of The M-DOK System
      • 4.2.7.2 M-DOK in The Philippines
      • 4.2.7.3 Mobile Messaging In Emerging Markets
      • 4.2.7.4 Evolution of Telehealth in Mobile Health
  • 4.3 Emergency Response
    • 4.3.1 Text Messaging for Disaster Relief
      • 4.3.1.1 Crisis Mapping
      • 4.3.1.2 Humanitarian Relief
      • 4.3.1.3 Changing User Behaviours
  • 4.4 Government
    • 4.4.1 M-government Value Chain
    • 4.4.2 M-government Delivery Models
    • 4.4.3 Education
    • 4.4.4 Law Enforcement
    • 4.4.5 M-Voting
  • 4.5 The Future of Mobile Messaging and VAS

5. The Global and Regional Markets for Mobile Messaging

  • 5.1 Mobile Revenue Shares by Type
  • 5.2 Global Mobile Data Revenues
  • 5.3 Global Mobile Messaging Market
  • 5.4 The SMS Market
    • 5.4.1 Global SMS Revenues
    • 5.4.2 Regional SMS Revenues
    • 5.4.3 Global SMS Traffic
    • 5.4.4 Regional SMS Traffic
  • 5.5 The MMS Market
    • 5.5.1 Global MMS Revenues
    • 5.5.2 Regional MMS Revenues
    • 5.5.3 Global MMS Traffic
    • 5.5.4 Regional MMS Traffic
  • 5.6 The MIM Market
    • 5.6.1 Global MIM Revenues
    • 5.6.2 Global MIM Users
  • 5.7 The Mobile Email Market
    • 5.7.1 Global Mobile Email Revenues
    • 5.7.2 Global Mobile Email Users

6. Selected Key Industry Players

  • 6.1 Original Equipment Manufacturers
    • 6.1.1 Research In Motion
    • 6.1.2 Apple
  • 6.2 OTT Service and Content Providers
    • 6.2.1 Google
    • 6.2.2 Facebook
  • 6.3 Platform Providers
    • 6.3.1 Synchronica
    • 6.3.2 Sybase & SAP
  • 6.4 Infrastructure Providers
    • 6.4.1 Acision
    • 6.4.2 Expert Interview: Tekelec
      • 6.4.2.1 Factors Driving the Market
      • 6.4.2.2 The Impact of IP Convergence
      • 6.4.2.3 The Role of Mobile Services
      • 6.4.2.4 The Role of Messaging in Mobile Services
      • 6.4.2.5 The Future of Mobile Messaging
      • 6.4.2.6 Tekelec Service & Product Overview
    • 6.4.3 Expert Interview: Comverse
      • 6.4.3.1 Factors Driving the Market
      • 6.4.3.2 The Impact of IP Convergence
      • 6.4.3.3 The Role of Mobile Services
      • 6.4.3.4 The Role of Messaging in Emerging Economies
      • 6.4.3.5 The Role of Messaging in Emergency Relief and Telehealth
      • 6.4.4.6 The Future of Mobile Messaging
      • 6.4.4.7 Comverse Service and Product Overview
  • 6.5 Niche Mobile Messaging Providers
    • 6.5.1 Whats App
    • 6.5.2 GroupMe
    • 6.5.3 Hurricane Party
    • 6.5.4 Burst SMS
    • 6.5.5 Global Relay

7. Conclusion 7.1 Revaluating SMS 7.2 The Rising MIM Platform 7.3 MIM Leads the Way: From Social to Business 7.4 Leveraging Value Added Services 7.5 Advancing Mobile Governance 7.6 Security Remains a Critical Element 7.7 SWOT Analysis 7.8 Key Findings

8. Glossary

Appendix A - About Visiongain

Appendix B- Visiongain report evaluation form

List of Charts

  • Chart 2.1 Global Mobile Advertising Market Share & Revenues by Type 2011
  • Chart 2.2 US Consumer Mobile Coupon Spending 2011 - 2016
  • Chart 2.3 Global Location Based Advertising Revenues 2011 - 2016
  • Chart 3.1 Global Mobile Subscribers 2010 - 2016
  • Chart 3.2 Global Handset Shipments 2010 - 2016
  • Chart 3.3 Global Smartphone, PC & Tablet Shipments 2011- 2016
  • Chart 3.4 Mobile Penetration and Internet Access Worldwide and by Market 2010
  • Chart 3.5 Global Mobile Broadband Subscriber Growth 2011 - 2016
  • Chart 3.6 Top Drivers of Future Phone Choice 2011
  • Chart 3.7 Global Mobile vs. Total Workforce Forecast 2011 - 2016
  • Chart 3.8 Types of Mobile Devices Supported Within Organisations
  • Chart 3.9 Global Mobile Apps Downloaded 2011 - 2016
  • Chart 3.10 Global Market Share of Mobile App Stores 2011 - 2016
  • Chart 3.11 Growth of Mobile Social Networking vs. Other Mobile Segments Q1-Q2 2011
  • Chart 3.12 Growth of Mobile Social Networking User Numbers 2011-2016
  • Chart 3.13 Roaming price of 100 KB picture MMS sent - average price by country of origin of the traveller - USD PPP (2011)
  • Chart 3.14 Email Viewing by Platform 2011
  • Chart 5.1 Global Mobile Revenues 2010 - 2016
  • Chart 5.2 Global Mobile Revenue Share by Type 2011 %
  • Chart 5.3 Global Mobile Revenue Share by Type 2011 USD
  • Chart 5.4 Global Mobile Data Revenues 2010 - 2016
  • Chart 5.5 Global Messaging Revenues 2010 - 2016
  • Chart 5.6 Share of Global Messaging Revenues by Type 2010 & 2016
  • Chart 5.7 Global SMS Revenues 2010 - 2016
  • Chart 5.8 SMS Revenues by Region 2010 - 2016
  • Chart 5.9 Global SMS Traffic 2010 - 2016
  • Chart 5.10 SMS Traffic by Region 2010 - 2016
  • Chart 5.11 Global MMS Revenues 2010 - 2016
  • Chart 5.12 MMS Revenues by Region 2010 - 2016
  • Chart 5.13 Global MMS Traffic 2010 - 2016
  • Chart 5.14 MMS Traffic by Region 2010 - 2016
  • Chart 5.15 Global Mobile IM Revenues 2010 - 2016
  • Chart 5.16 Global Mobile IM Users 2010 - 2016
  • Chart 5.17 Global Mobile Email Revenues 2010 - 2016
  • Chart 5.18 Global Mobile Email Users 2010 - 2016
  • Chart 6.1 RIM Revenues 2005 - 2013
  • Chart 6.2 Apple Revenues 2005 - 2013
  • Chart 6.3 Google Revenues 2005 - 2013
  • Chart 6.4 Estimated Facebook Revenues 2006 - 2013
  • Chart 6.5 Synchronica Revenues 2005 - 2013
  • Chart 6.6 Sybase & SAP Revenues 2005 - 2013
  • Chart 6.7 Tekelec Revenues 2005 - 2013
  • Chart 6.8 Comverse Revenues 2005 - 2013
  • Chart 6.9 GroupMe Text Messages per Day

List of Tables

  • Table 1.1 Categorisation of Mobile Messaging
  • Table 1.2 Mobile User Agents
  • Table 1.3 Mobile Group Chat Examples
  • Table 1.4 Mobile Randomised & Localised Discovery
  • Table 1.5 SMS Replacement
  • Table 1.6 Mobile Messaging Relays
  • Table 1.7 Key Players & Stakeholders in the Mobile Messaging Industry
  • Table 2.1 Selected Mobile Messaging Infrastructure Vendors
  • Table 2.2 Selected Mobile Messaging Platform Vendors
  • Table 2.3 SMS & MMS Advertising Units
  • Table 2.4 Benefits of RCS/RCS-e
  • Table 3.1 Global Handset Shipments CAGR 2011 - 2016
  • Table 3.2 Key Findings of the iPass Mobile Workforce Survey April 2011
  • Table 3.3 Popular MIM Apps by Platform Q4 2011
  • Table 3.4 Growth of Mobile Social Networking vs. Other Mobile Segments Q1-Q2 2011
  • Table 4.1 SMS Banking Push & Pull Services
  • Case Study 1: SMS For Health Supply Chain Management And Disease Tracking
  • Case Study 2: SMS for Life Managing The Malaria Medicine Supply Chain
  • Table 4.2 Selected M-government Projects in Africa & Asia
  • Table 5.1 Global Messaging Revenues CAGR 2010 - 2016
  • Table 5.2 SMS Revenues CAGR by Region 2010 - 2016
  • Table 5.3 SMS Traffic CAGR by Region 2010 - 2016
  • Table 5.4 MMS Revenues CAGR by Region 2010 - 2016
  • Table 5.5 MMS Traffic CAGR by Region 2010 - 2016
  • Table 7.1 SMS SWOT Analysis
  • Table 7.2 MMS SWOT Analysis
  • Table 7.3 MIM SWOT Analysis
  • Table 7.4 Mobile Email SWOT Analysis

List of Figures

  • Figure 1.1 Mechanism for SMS Delivery on the Same Network
  • Figure 1.2 Mechanism for SMS Delivery on a Different Network
  • Figure 1.3 MMSC Reference Architecture
  • Figure 2.1 Mobile Messaging Value Chain
  • Figure 2.2 SMSC/MMSC Vendor Considerations
  • Figure 2.3 Mobile Messaging Platforms
  • Figure 2.4 Mobile Coupons
  • Figure 2.5 Location Based Advertising
  • Figure 2.6 Fundamentals for MNO Revenue Growth
  • Figure 4.1 Mobile Commerce Solutions Using Messaging Applications
  • Figure 4.2 Overview of the M-PESA Service
  • Figure 4.3 Filipino Telemedicine System Mechanism for Drug Database
  • Figure 4.4 Vodafone mHealth Solution - Mobile Relationship Manager
  • Figure 4.5 mGive Survey on Mobile Donations
  • Figure 4.6 M-government Value Chain
  • Figure 4.7 M-government Delivery Models
  • Figure 6.1 Comverse VAS 3.0 IP Messaging and Service Enablement Middleware
  • Figure 6.2 Whats App Mobile Screenshot
  • Figure 6.3 GroupMe Mobile Screenshot
  • Figure 6.4 Hurricane Party Mobile Screenshot
  • Figure 6.5 Burst SMS Web Screenshot
  • Figure 6.6 Global Relay Messaging Platform
  • Figure 7.1 Mobile Messaging Applications

Companies Listed

  • Acision
  • AdMob
  • Airtel Money
  • Airwide Solutions / Mavenir Systems
  • Alcatel
  • Amaze Mobile Media
  • Anam Mobile
  • Apple
  • AT&T Mobility
  • BeeJiveIM
  • BlackBerry
  • Blyk
  • Brightkite
  • BuddyWise
  • Burst SMS
  • BuzzCity
  • ChompSMS
  • Clickatell
  • Comverse
  • Comviva
  • Convore
  • Critical Path
  • Deutsche Telekom
  • eBuddy
  • EMT
  • Ericsson
  • Eskadenia Software
  • Evistel
  • Facebook
  • Fast Society
  • Foursquare
  • Global Relay
  • Go SMS
  • Google
  • GroupMe
  • Handcent SMS
  • HeyWire
  • Homisco
  • HTC
  • Huawei
  • Hungama Mobile
  • Hurricane Party
  • IM+
  • IMO
  • Incentivated
  • Info2mobi
  • Interop Technologies
  • Jinny Software
  • Jubaloo
  • Kik
  • LDMobile
  • Lets Lunch
  • LinkedIn
  • Linxter
  • LiverProfile
  • Mango Mobile
  • Marketron
  • mBlox
  • MediaBurst
  • Meebo
  • Meffy
  • MessageParty
  • Metahelix
  • mGive
  • Microsoft
  • M-KESHO
  • MOBIbucks
  • Mobikash African
  • Mobile Giving Foundation
  • Mobisolv
  • Movistar
  • M-PESA
  • MXit
  • NewNet Communication Technologies
  • Nimbuzz
  • Nokia
  • Nokia Siemens Network
  • Nordic Messaging
  • O2
  • Open Market
  • Openmind Networks
  • Openwave
  • Orange
  • Palringo
  • PingChat
  • Plastic Mobile
  • RIM
  • Ruxter
  • Safaricom
  • Samsung
  • Sitter Pals
  • Skzpe
  • SMS Global
  • SMSJock
  • Soprano
  • Sponge
  • Stop N Text
  • Sybase
  • Symsoft
  • Synchronica
  • Tango
  • Tekelec
  • Telcel
  • Telecom Italia
  • TeleCommunication Systems
  • Telefonica
  • Telenity
  • TeliaSonera
  • Text2Teach
  • TextMarketer
  • textPlus
  • TextSlide
  • TIM
  • Twitter
  • Txtlocal
  • txtNation
  • tyntec
  • Ushahidi
  • VeriSign
  • Verizon
  • Vibes Media
  • Visa
  • Vodafone
  • Wavelength
  • WhatsApp
  • Yahoo
  • Yobongo
  • yuCash
  • Zapme
  • ZTE
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