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Innovative and Compelling Features Drive Shift Towards OTT Forms of Mobile Communication
出 版 商：Strategy Analytics
出版日期：2012/10/31
頁 數：30頁
文件格式：PDF
價 格：
USD 1,999 (Single-User License)
SMS will continue to remain the most dominant form of mobile messaging over the next five years. However, existing and emerging over-the-top messaging and voice applications are providing users with greater choices and features for communication using their mobile phones, and therefore creating an evolving change in user messaging and voice calling behaviors. Users are primarily drawn to these alternative forms of communications because they offer more useful features and allow them to communicate with a wider range of contacts across a multitude of devices and platforms – all from their smartphones. Strategy Analytics believes that these developments represent a significant threat to both mobile operators’ SMS and voice calling revenues.
1 Executive Summary
2 Introduction and Methodology
2.1 Methodology
2.1.1 Quantitative Survey
2.1.2 Focus Groups
3 SMS and Voice Calling Most Preferred Method of Mobile Communication
4 Mobile Messaging Behaviors
4.1 Why do People Send Messages?
4.2 Choosing a Messaging Service to Use
4.2.1 Who the Message is Being Sent To
4.2.2 Where the Recipient of the Message is Located Geographically
4.2.3 What Type of Device Brand or Operating System the Recipient Has
4.2.4 What Messaging Services are Being Used by Their Friends/Family
4.2.5 Ability to Include Media Content
5 OTT Messaging Services Provide More Compelling Features than SMS
5.1 Ability to Connect with People without Knowing All Contact Details
5.2 Status Indicators
5.3 Indication of "Active" Messaging
5.4 Enhanced Group Messaging
5.5 Ability to Seamlessly Communicate Across Multiple Devices
5.6 Importance of Mobile Messaging Features
5.7 Consumers Want Choice in a Unified Messaging Inbox
6 Emerging OTT Voice Services Creating Enhanced Mobile Voice Calls
6.1 Video Calling Makes for a More Personalized Experience, but Quality Remains Inconsistent
6.2 OTT Calling is Perceived to be Free
7 Existing Issues with OTT Communication Applications
7.1 Usability Issues
7.2 Privacy Concerns
7.3 Further Feature Integration
8 Conclusions
9 Analyst Contacts
10 Participant Demographics
10.1 Quantitative Survey
10.2 Focus Group
2 Introduction and Methodology
2.1 Methodology
2.1.1 Quantitative Survey
2.1.2 Focus Groups
3 SMS and Voice Calling Most Preferred Method of Mobile Communication
4 Mobile Messaging Behaviors
4.1 Why do People Send Messages?
4.2 Choosing a Messaging Service to Use
4.2.1 Who the Message is Being Sent To
4.2.2 Where the Recipient of the Message is Located Geographically
4.2.3 What Type of Device Brand or Operating System the Recipient Has
4.2.4 What Messaging Services are Being Used by Their Friends/Family
4.2.5 Ability to Include Media Content
5 OTT Messaging Services Provide More Compelling Features than SMS
5.1 Ability to Connect with People without Knowing All Contact Details
5.2 Status Indicators
5.3 Indication of "Active" Messaging
5.4 Enhanced Group Messaging
5.5 Ability to Seamlessly Communicate Across Multiple Devices
5.6 Importance of Mobile Messaging Features
5.7 Consumers Want Choice in a Unified Messaging Inbox
6 Emerging OTT Voice Services Creating Enhanced Mobile Voice Calls
6.1 Video Calling Makes for a More Personalized Experience, but Quality Remains Inconsistent
6.2 OTT Calling is Perceived to be Free
7 Existing Issues with OTT Communication Applications
7.1 Usability Issues
7.2 Privacy Concerns
7.3 Further Feature Integration
8 Conclusions
9 Analyst Contacts
10 Participant Demographics
10.1 Quantitative Survey
10.2 Focus Group
