However, when described, the GSMA’s Rich Communication Service (RCS), being rolled out by carriers globally and branded ‘joyn’, an overwhelming majority (75%), stated a clear interest if packaged at the right price.
This positive response to joyn could represent a big opportunity for carriers to quickly deliver a ubiquitous, richer messaging experience that combines SMS, MMS, IM, social messaging, group chat, media file and video sharing, all on one platform.
Russell Grahame, senior VP and general manager of Acision North America, commented: "Despite dramatized media headlines indicating the death of SMS, our research confirms that while OTT messaging service usage is on the rise, SMS is still regarded as a key service by many consumers in the US.
"However, as consumer behaviours and expectations evolve and they look for richer messaging services to communicate and connect, time is of the essence for carriers to fast-track the launch of their own rich messaging and RCS based services, in order to create a new communication ecosystem."
The second edition of Acision’s annual research, which analyses messaging behaviour and requirements of Smartphone users in the USA, demonstrates that while 92% of respondents use SMS on their Smartphones, nearly three quarters (72%) use multiple messaging services every day, with 42% of all respondents using them all the time.
SMS is still a dominant messaging force, with 72% of respondents stating they depend on it, of which 53% said they would be lost without it.
MMS messaging is also on the rise, with 58% of respondents stating they have increased usage because their friends use it, primarily to send something funny (84%), send something festive (53%), and send pictures while on vacation (40%). A significant number of survey respondents (69%) claim they also have unlimited MMS in their service package, which also encourages uptake and showcases cost as a big factor in usage.
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With IM/OTT messaging services also gaining ground, generating 89% of messaging traffic across the numerous apps, over half of survey respondents stated they don’t mind using multiple messaging services, and this could be because they represent communities they have signed up for. The survey also found that 57% claimed they cannot do without OTT/IM messaging.
