Blended Messaging: Straddling The Silos
Ovum, March 2008, Pages: 26
Although the range of mobile messaging services available has become richer and more diverse during the 2000s, ‘messaging’ is still overwhelmingly dominated by a single, 15-year old service: SMS. Blended messaging refers to platforms and technologies that allow operators to evolve mobile messaging by presenting users with a single environment for all messaging - the handset and network transparently decide which technologies should be used to transport the message, according to its payload and the properties of its destination. We examine what blended messaging means, how it has developed so far, and analyse the pros and cons of blended messaging from the perspective of operators and end-users. We also consider the likely role of blended messaging in the development of mobile messaging during the next few years.
Table of contents
Key messages
Various blended messaging solutions, but limited uptake so far
Blended messaging: what and why?
Away from ‘the next big thing’ and towards ‘making this big thing bigger’
Mobile messaging development: standards and silos
Couldn’t this all just be ‘messaging’?
The potential benefits of blended messaging
Obstacles to blended messaging
End users and blended messaging
Cross-industry initiatives in blended messaging
Common concepts, but multiple competing platforms
Case studies: blended messaging in platform vendors’ product ranges
724 Solutions: Seamless Messaging
Acision: Intuitive Texting and Converged Messaging
Airwide: Mobile Messaging 2.0
Comverse: Converged Messaging and Instant SMS
Ericsson: Enriched Messaging
Openwave: Converged Communications Solution
Mobile operators’ messaging concerns
Various operator needs to meet
Mobile operators and blended messaging
Blended messaging has achieved limited traction so far
SMS maturity has not provided much impetus for blended messaging
O2: looking for ways to sustain a leading position in messaging
Blended messaging and fixed-mobile convergence
Table of figures
Figure 1 Mobile messaging takes place in silos
Figure 2 Mobile messaging silos: some unique strengths and some overlap
Figure 3 Blended messaging hides the distinction between messaging types
Figure 4 Growth rates in SMS have been sustained over seven years in the UK
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