95% of Singaporean smartphone owners use multiple messaging services

See what this means for carriers.

New research from mobile messaging provider Acision revealed that of those surveyed almost all smartphone users (95%) in Singapore today utilise multiple messaging services, including SMS, MMS and IM/Over-the-top (OTT) applications, with most of those users (91%) stating they use multiple messaging services at least once each day.

"This huge adoption of new IM and OTT messaging services is a clear indication that consumers not only crave richer messaging solutions to fulfil all their messaging needs, but also demonstrates again the fragmentation in the messaging market today," said Acision.

"However, when presented with information about the GSMA’s Rich Communication Service (RCS), branded ‘joyn™’that is being rolled out by carriers globally, an overwhelming majority of those surveyed (85%), stated a strong interest in a single, unified messaging service, if packaged at the right price," it added.

Acision said the positive response to GSMA’s joyn™’ initiative represents 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, on a single platform.

Commenting on the research findings, Michael Frausing, Senior Vice President and General Manager of Acision Asia Pacific, stated: “The messaging habits of these Smartphone users combined with their interest in ‘joyn’, highlights a distinct opportunity for operators throughout the region. The chance to fast-track the deployment of a seamless rich messaging experience that works globally across all messaging communities, devices and networks is truly compelling for their customers. Today there is no single messaging service which does this. Combine this rich operator led messaging service with the analytics of user data and intelligence drawn from their networks, and operators can provide additional value to their subscribers underpinned by their own messaging platform to drive greater service monetisation and incremental revenue.”

The research revealed other key findings on Singapore smartphone usage habits.

The top three reasons why Singaporeans use OTT messaging services over SMS are because the ability send a message to more than one person or a group (a rich messaging feature) (54%), because of cost and the perception that these services are free (54%), and because of the ability to share files, images and videos (51%)

Singaporeans would also use SMS instead of an OTT messaging service because of three main reasons: Delivery of important messages (48%), reliability (46%) and delivery of business / work related messages (41%)

Reliability (40%) and reach (32%) are the two main reasons which put Singaporeans’ surveyed off using OTT messaging services at certain times.

Not being able to share files images and video (43%) and cost (40%), are the two main reasons that put Singaporeans’ surveyed off using SMS at certain times.

These factors illustrate the main reasons for using one messaging service over another and highlights that consumers have a combination of requirements across service quality, rich messaging features and cost; which can only be met through multiple service messaging.

Mike continued: “Acision’s second edition of its annual research confirms that while OTT messaging service usage is today meeting usage levels of SMS, particularly in the Singaporean market, SMS is still regarded as a reliable service by consumers when it comes to making sure critical messages are securely delivered. This uptake in multiple consumer messaging platforms through various devices is a global phenomenon, which is not only captured in our research but across other analyst and industry data sources."

"Tech-savvy consumers now want something ‘extra’– which can only be achieved by using multiple services concurrently. With these new trends rapidly emerging in the market, the technology is ready now for operators to launch a single consolidated messaging platform today. A service that delivers a seamless messaging experience for users and that allows them to take back control of this messaging revolution.”