DIMOCO Mobile Messaging Market Special Poland

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Together with the leading market research companies, Juniper Research and Portio Research, this time DIMOCO has analyzed trends on the Polish A2P SMS market.

 

Poland belongs to a focus market

for A2P Messaging. 16.8bn text messages were sent in 2013, according to Portio Research. DIMOCO supports top industry companies in reaching a mobile subscriber base of 57.76m in Poland. Reach, quality, delivery time and service are named as the key messaging drivers.

 

Information updates, payment notifications, password resets – these are various examples of putting the high potential of A2P messaging to use in Poland”, Gerald Tauchner, DIMOCO President & CEO, offers insights into the new DIMOCO publication. “Our forecasts indicate that the contribution of A2P will increase over the next five years. One quarter of all SMS messages will either originate from or terminate at an application server by end of 2018,” says Karl Whitfield, Portio Research Commercial Director.

 

 

151020 Poland Poster

 

 

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Market Special: A2P Wholesale Messaging in Germany

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In co-operation with Portio Research, DIMOCO published a new mobile messaging market special. This time the German A2P text messaging market has been analyzed. According to Portio Research, 11.4 billion A2P- and P2A-text messages were measured in Germany in 2013. In 2018 1.76 billion 1 and 2-way messages are expected worldwide.

 

“The German 1 and 2-way messaging market can be classified as a mature market. The contribution of A2P traffic is above worldwide average,” says Karl Whitfield, Research Director, Portio Research. “Our internal analyses confirm this as well. Aggregators as well as corporate customers use our 0-hop connection to the German mobile network operators,” says Gerald Tauchner, DIMOCO President & CEO.

 

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DIMOCO´s and Juniper´s White Paper: The 5 drivers of Direct Carrier Billing

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Given mobile’s ubiquity – and the lack of such ubiquity amongst credit/debit cards – direct carrier billing already has an advantage over cards in its mass market appeal. However, it also offers content stakeholders other benefits, which are outlined below.

 

 

a. Direct Carrier Billing is Optimal for Impulse Purchases
b. Opportunity to Reach/Monetise Target Demographic
c. High Conversion Rates
d. Uplift in Transaction Volumes and Values
e. Direct Carrier Billing Enables MNOs to Retain Foothold in Content Value Chain

 

If you are interested in more details you can download DIMOCO´s White Paper here

DIMOCO´s and Juniper´s White Paper: What is Direct Carrier Billing in Europe

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It is arguable that the key assets of the network operator are, firstly, its network; and, secondly, its billing relationship with the end user. As its direct role as a content retailer has diminished, direct carrier billing opens up the possibility of generating a revenue stream which, while it will not necessarily provide a wholescale solution to the underlying problems, may at least deliver revenue streams which equal or even exceed MNO content revenues pre-storefront.

 

Furthermore, there is the opportunity for content monetisation not merely for content delivered to the handset, but across an array of devices. Direct carrier billing may be simply defined as ‘making a payment for goods or services which is charged to the customer’s phone account, either to the monthly phone bill (for contract customers) or as a debit from prepaid credit.’In this section we explore the way in which billing for content has evolved, from the initial PSMS deployments to the more recent emergence of direct carrier billing solutions, with content providers now able to capitalise on the consumer desire for digital content across all platforms by providing a ubiquitous (and straightforward) mechanism to monetise that content. ”

 

If you are interested in more details you can download DIMOCO´s White Paper here

 

Mobile Messaging Market Special

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DIMOCO publishes a mobile messaging market special and shows the development, the usage and the opportunities on the European Application-to-Person- and Person-to-Application-market. An increase from 184 billion text messages in 2012 to 283 billion text messages in 2017 is forecasted by the research company Portio Research. France, United Kingdom, Italy, Germany and Turkey are the top 5 European A2P- and P2A-markets. Companies from various industries use mobile messaging for all enterprise areas. Speed, reliability, price and direct reach are the key drivers of this enormous growing business.

“SMS is and will remain an important market in the future. When we think about companies communicating with their customers and vice versa, there are many possibilities to use the mobile messaging channel. The application-to-person and the person-to-application segment is a strong growth market”, Gerald Tauchner, DIMOCO CEO.

 

According to Portio Research France (32.9 billion A2P- and P2A-SMS in 2012), United Kingdom (26.6 billion A2P- and P2A-SMS in 2012), Italy (17.4 billion A2P- and P2A-SMS in 2012), Germany (11.5 billion A2P- and P2A-SMS in 2012) and Turkey (10.5 billion A2P- and P2A-SMS in 2012) are the top five European Application-to-Person- and Person-to-Application markets.

 

“With the increasing focus on mobile banking, mobile payments and mobile health, we believe that the contribution of the A2P/P2A-category will increase over the next years. According to our forecasts, close to a quarter of total text messages will either originate from or terminate at an application server by the end of 2017”, says Karl Whitfield, Portio Research Managing Director.

 

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You can download the poster here

DIMOCO´s and Juniper´s White Paper: The European Digital Content Market

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We can see that the European market for digital content is expected to increase from an estimated €15.8 billion in 2012 to just under €29 billion in 2017. As might be expected, the largest proportion of spend occurs in Western European markets throughout the forecast period, rising marginally from 89.5% in 2012 to 90.4% in 2017.

 

In both regions, revenue growth is being driven primarily by the consumption of content on a rapidly expanding installed base of smartphones and tablets; indeed, for streamed music and full-track downloads, we also envisage significant migration of content monetisation from the desktop to

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the mobile device, with the result that PC revenues for music – in Western Europe at least – will diminish over the forecast period.

 

Throughout the forecast period, the largest contributor to digital content is expected to be Games. Here PC revenues are expected to be fuelled both by a continued transition from physical copies to downloads, allied to the increased monetisation of ‘casual’ games throughout the game lifecycle. Valve’s Steam platform (which distributes games and media online) and EA’s digital sales platform Origin have both attracted over 50 million users worldwide, including significant user bases across Europe. Meanwhile, adoption of casual gaming has soared – in large part catalysed by the emergence of gaming across social networks – and in-game purchases, for several years a cornerstone of gaming revenues in markets such as Japan and South Korea, has increasingly been exploited in Western Europe and North America. On smartphones and (particularly) tablets, the greater device performance levels and graphical capabilities has resulted both in the development of new revenues and – to an extent – of cannibalisation of a plateauing dedicated gaming handheld market.
Video comprises the second-largest revenue

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stream, and is expected to experience particularly strong growth given the increased trend towards VOD from players such as Lovefilm and Netflix at the expense of DVD. We would also anticipate that, over the course of the forecast period, online VOD services will been deployed (and gain traction in) most European markets which had yet to introduce them. While the majority of smartphones are still perceived as possessing screens which are too small for the viewing of a full-length movie, that is not the case with phablets/tablets which are increasingly becoming used as a primary viewing device. (Nevertheless, as we observe below, smartphones – in addition to their increasing usage as a video ‘snacking’ tool, are also utilised within a home multiscreen experience to an ever greater extent).
While total digital music revenues are expected to see steady growth, bolstered by greater adoption of subscription-based streamed services – particularly on smartphones and tablets – the content sector which is expected to experience the strongest increase is eBooks. In most European markets, eBooks currently account for well under 3% of net sales – the UK is a notable exception, at 12% – but the percentages are rising sharply. Increasingly, adoption is occurring on tablets, rather than on dedicated eReaders. Indeed, given that the value of annual Western European book sales (physical and digital) is currently around €28.5 billion, and assuming the overall value of the market remains broadly flat, then we do not believe that our assumption that eBook sales in the region will reach just over €3.2 billion by 2017 (or 11% of the total) is in any way excessive. In Central/Eastern Europe, where tablet adoption remains relatively low, the market is much more modest, with sales not expected to exceed €50 million annually until after the end of the forecast period.

 

If you are interested in more details you can download DIMOCO´s White Paper here

A2P SMS growth in 2013, 2014 and beyond

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At the end of 2012, 83 percent of worldwide SMS traffic was P2P messaging, and A2P/P2A traffic made up the remaining 17 percent. Although P2P still dominates global SMS markets, it is a diminishing segment of the total market, whereas A2P SMS represents a strong growth market, in all regions worldwide, with a strong future. With the increasing focus on mobile banking, mobile payments and mobile health etc., we believe that the contribution of the A2P/P2A category will increase over the next five years. According to our forecasts, close to a quarter of total text messages will either originate from or terminate at an application server by the end of 2017.

Currently, around the world, we seem to be witnessing an uptake in enterprise use of SMS, as a customer service tool, a customer engagement tool, a service delivery function and as an activation and authentication mechanism.

 

The more Enterprise SMS services I hear about, the more I am prompted to look into the growing world of A2P SMS use cases. For MNOs, carriers, aggregators, service providers and service enablers in all sectors, it stands to reason that if a company has a relationship with an enterprise customer to provide even just one service using SMS, then there will likely be further use cases within that same enterprise.

Carriers, service providers, messaging vendors and aggregators can deepen relationships with existing customers, building on trust and selling in further SMS-based services to that enterprise.

Here at Portio Research we have been looking at an ever-increasing number of enterprise uses for SMS. Most people in this industry can list a few, but increasingly there are more and more use cases for A2P SMS in the enterprise sector. Now let’s take a look at what’s been going on in 2013 and 2014.

 

Increasingly, SMS is being utilised as a communications tool at all stages of the enterprise communications cycle.

We are seeing A2P SMS now rolling out within all areas of the enterprise:

–       Internal communications and logistics

–       Supply chain and supplier communications

–       IT and security

–       Orders and passwords

–       Customer confirmations

–       Operations and delivery logistics

–       Customer service

–       Service appointments and reminders

–       Relationship management

–       Upsell and marketing

 

SMS is now used in way more enterprises that we might have imagined just a few years ago. Even small companies now use SMS as a tool to communicate with their customers. We’ve seen taxi companies sending ‘Your taxi is arriving in 1 minute’ alerts to customers, and we’ve seen theme park operators offering ‘find the shortest queue for a ride’ SMS alerts. SMS use is widespread in travel and tourism, for reservations, ticketing, bookings, airport boarding cards, itinerary changes and security notices.

SMS is common place for TV voting on game shows, SMS is now being used for political campaigning, for delivery of booking confirmations, theatre tickets, dinner reservations and online order confirmations. Friends and family can follow their loved ones running a marathon with text alerts telling them as runners pass certain check points and city landmarks, and SMS is broadly used by OTT messaging apps (and many other apps) as a channel for order confirmation, to invite friends to join and to authenticate and activate a download.

 

The ubiquity of SMS

In many markets worldwide, including most of Europe, the US and Canada, Australia, New Zealand, Japan and many other countries in Asia, in Mexico, South Africa and markets in all regions, A2P SMS seems to be rapidly gaining acceptance as a key enterprise communications tool. The sheer ubiquity of SMS, now in the hands of around 6 billion human beings, means enterprises have a cheap, quick, simple communications option that is broadly acceptable to all consumers in all markets.

Consumers are very comfortable with using SMS, it’s been around for over 21 years now and it’s widely accepted as one of the cornerstones of mobile device use. We expect A2P SMS to continue growing over the next few years, as more and more enterprises switch on to the many possible uses of SMS within the organization.

 

Karl Whitfield is the Founder and Managing Director of Portio Research Ltd, a UK-based boutique research agency and the market leader in mobile messaging research. He focuses on SMS, MMS, OTT messaging apps and the ‘battle of our time’ between SMS texting and OTT messaging apps, such as WhatsApp, Pinger, Viber, iMessage, LINE, WeChat, KakaoTalk, Skype, Facebook and Kik messenger. 

Karl has been leading Editor and Contributing Writer on the Mobile Messaging Futures annual research report for the last 8 years, and as such he is widely regarded as a world-class authority on SMS, OTT messaging apps, MMS and the competing markets between SMS and OTT messaging services. 

Additionally, Karl has knowledge of handset markets, smartphone adoption, mobile apps usage, mobile payments markets and regional subscriber growth around the world. Karl has been actively tracking these markets for 16 years, and Portio Research has been publishing research on mobile messaging markets since 2003.

DIMOCO and Juniper´s White Paper: Paying for digital content

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140508 DIMOCO Trend Update-01 At the present time, the overwhelming majority of digital content is billed via credit card. This is now almost as true on the mobile as on the desktop: the emergence of a content ecosystem centred around app storefronts rapidly eroded the pre-eminence of PSMS (Premium SMS) billing. However, this reliance on credit card billing in turn means that opportunities for content monetisation are being missed. In Figure 2, we have listed the proportion of adults in selected European markets who own credit or debit cards. We can see that, while in several major European markets (Germany, Netherlands, Sweden, UK), the percentage with debit cards approaches or exceeds 90%, in others (Italy, Poland, Romania, Russia, Serbia, Ukraine) less than half of adults are in a position to pay for digital content via

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a debit card. Credit card ownership is even lower: only in two European markets (Sweden and the UK) do more than half of adults own credit cards.   When these percentages are applied to the adult population, the limitations of credit/debit card billing are exposed: more than 283 million adults across Europe do not own a debit card. While the majority (66%) of individuals without debit cards live within Central & Eastern Europe – with four markets all having in excess of 20 million adults without such cards – this still means that more than 90 million Western European adults are unable to pay for digital content via cards, of whom more than one-third live in Italy.   If you are interested in more details you can download DIMOCO´s White Paper here

DIMOCO and Juniper´s White Paper: The Multiscreen Opportunity

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140508 DIMOCO Trend Update-01 Due to the ubiquity of Wi-Fi in the home – and increasingly in restaurants, retail outlets and on public transportation – together with the ongoing deployments of 4G LTE networks, connectivity is becoming seamless. These developments – occurring in tandem with the surge in adoption of consumer smartphones and tablets – mean that those consumers are now in a position to purchase content on one device (eg the smartphone) and then access that content on a host

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of other connected devices: tablet, laptop, PC, TV. With content increasingly stored in the cloud, that content can be synched across (and pushed to) multiple devices. Indeed, in the case of some content (such as an eBook, or some video content) consumers can now begin reading/watching on one device and pick up where they left off on another.   If you are interested in more details you can download DIMOCO´s White Paper here

DIMOCO Trend-O-Meter result

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