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European Fixed Messaging Markets
Frost & Sullivan, April 2005
Fixed Messaging drives Mobile Convergence
Fixed line carriers fought back against the mobile onslaught, by developing fixed text messaging services. This showed a bag of mixed results with fixed short message service (SMS) demanding commitment to ensure that it is a revenue generating service. PC SMS that was launched had limited success due to the reluctance of billing subscribers to set up a billing arrangement in order to send text messages from the PC.
Various developments in the European fixed messaging markets suggest that it is becoming an important application within the broader trend towards fixed-mobile convergence, says the analyst of this study. Fixed and mobile service providers are required to position themselves within the fixed messaging market to realise the broader market implications.
This Frost and Sullivan research service provides insights into the European fixed messaging markets and takes an in-depth look into the market segments such as fixed SMS, fixed multimedia messaging system (MMS), PC SMS and PC MMS.
MMS Likely to Become Key Offering in Fixed-Mobile Non-Voice Communication
In the fixed market, non-voice communication is dominated by e-mail, while in the mobile world, it is SMS. There is pent up demand for non-voice fixed-to-mobile communications, which MMS, with its graphical, video and audio capabilities is well positioned to fulfil. MMS has the potential to be the messaging technology of choice for non-voice communications between fixed and mobile networks.
The PC MMS market is also in the development stages, but already, most mobile operators have enabled subscribers to send MMS to an e-mail address. PC MMS has been better received than fixed MMS due to its ease of viewing photos, videos or other visual content or messages. Also the creation of MMS messages is simplified, availability of Internet content to add into the message is ample and it has high storage capability for photos, videos and other visual content. A good range of innovative devices, robust services and focused marketing strategies will increase the revenue potential of the fixed MMS segment. Overall, PC MMS will be the big winner whereas fixed MMS will remain a relatively niche market.
Multiple Drivers Spur Growth of the Fixed Messaging Market
The telecommunications market is beginning to move away from a siloed structure with fixed, mobile, Internet and wireless LAN service providers, to a horizontal approach, with the end user at the forefront, explains the analyst. This shift will enable the consumer to use and access any service irrespective of the device or network, thereby driving fixed mobile convergence.
Other than the alteration in the telecommunications sector, there are a number of factors driving growth in the fixed messaging market including continued fixed-to-mobile substitution, slowing growth in mobile service revenues, sustained growth in messaging markets and additional convenience to end user due to integration of devices and networks. These benefits combined with PC MMS are likely to have a significant part to play in driving MMS to a mass market multi-billion Euro service.
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