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A guide to Social Messaging for Mobile Operators
Strategies to remain relevant in the messaging eco-system
Produced by Ovum in association with Mahindra Comviva

Social messaging is becoming more pervasive, and Ovum expects it to cannibalize up to $54bn of SMS revenues by 2016. Operators have therefore come under pressure to drive revenues from the non-voice parts of their communications businesses in an attempt to ward off the social messaging threat. Ovum believes that there are short term and long term strategies that operators can use to sustain messaging revenues and keep up with changing consumer messaging preferences. The current phase is critical for operators seeking to remain relevant and competitive in the messaging industry, and that refreshing their messaging strategies with IP-based social messaging is a crucial step.

It is imperative that operators understand the impact of social messaging apps on consumer behavior, both in terms of changing communication patterns and the impact on SMS revenues. This guide enables operators to assess the social messaging landscape, assess their business propositions and guide operators on the various options available to remain relevant in an ever changing messaging eco-system.

Table of Contents:

In a nutshell.........1
Ovum view .......1
Impact of Social Messaging
Impact on revenue of SMS .......2
Change in expectations of consumers.......2
Changing messaging ecosystem....2
Move towards social communications......3
Disruption within OTT players......4
Continuity and ubiquity of SMS.....4
Smart pricing will be key in the interim .......4
Recommendations for players......5
Compete....... 6
Compensate ....7
About Mahindra Comviva.....8
Ovum Consulting .......8

Social messaging research reports and update services...... 9

Figure 1: Reasons for using social messaging services.....3

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