SnapShot 51 analysising the trends for messaging services are mixed, with an overall decline in SMS volumes offset by an increase in OTT usage.
Published: Sat 2 May 2015
Messasging is on the decline in may markets with Vodafone having reported a decline year by year (Italian messaging voluems are shown for a 9-month period) by:
- 49% Germany
- 23% Spain
- 17% Italy
- 13% Spain
- 7% UK
Below we list some of the main trends in messaging we found:
1. Mobile users continue to use MNO SMS services as well as using OTT messaging services - Customers are using multiple messaging services including SMS and OTT services together.
2. Although SMS volumes are declining overall, the trend is not uniform - With some MNOs seeing much higher falls than others, but with Africa seeing an increase in SMS volumes.
3. European MNOs are offering “unlimited” messaging services – European MNOs in particular are providing unlimited SMS as standard across a wide range of price points. Price points can be as low as Euro €10 per month, with SIM-only plans offering a range of bundles.
4. North American MNOs also offer unlimited plans – In the USA, MNOs are offering integrated packages with unlimited calls, messaging & various mobile data allowances as standard plan.
5. In the Middle East & Latin America unlimited messaging plans are less common – By contrast, in the Middle East & Latin America MNOs offer limited SMS bundles.
6. OTT Messaging Apps are being offered in Emerging Markets – Emerging Market MNOs areoffering a range of OTT messaging Apps, including WhatsApp. But the number of MNOs offering OTT messaging Apps is limited, but MNOs are now offering OTT services in return for Pre Pay Top Ups.
This SnapShot including many examples across the globe is available for GBP 195.00 or alternatively you can subscribe to the 2015 series for the price of GBP 995.00 including 20 SnapShots.
Operators covered include: 3 (Hong Kong), CSL 1010 (Hong Kong), Etisalat (UAE), qb Communications (Cambodia), Movistar (Mexico), Reliance Communications (India), TIM (Brazil), Telcel (Mexico), Telkomsel (Indonesia), Turkcell (Turkey), Warid Telecom (Pakistan), XL (Indonesia) & Zong (Pakistan).