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Rising Penetration of Smartphones to Shape Future of Premium Multimedia Messaging Services (PMMS) in Premium Messaging Market, says TMR
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Increasing Application of Premium Messaging in Marketing to Augur Well for Market Growth
“Premium messaging is an attractive tool for customers to gain access to a pool of entertainment and information services,” says a TMR analyst. The rising demand for mobile data services such as ringtones, games, and videos is likely to fuel the growth of the premium messaging market. Moreover, increasing adoption of premium messages by companies as a key channel to promote their products and services to reach and influence a wide customer base is augmenting the growth of the market. Furthermore, the declining prices of premium SMS are leading to a growth in the number of customers accessing the value added services through these messages.
Lack of Consumer Awareness to Dent Demand for Premium Messaging Services
There is a lack of consumer awareness regarding the tariff structures for premium SMS and availability of content. Network operators are more focused on customer acquisition rather than making customers aware of value-added services. Moreover, the offerings of value added services are not in tune with customer preferences. This factor influences the growth of the global premium messaging market negatively.
Application stores including iTunes and Google Play are increasingly taking over premium messaging for delivery of entertainment services. Credit card payments are more viable for customers than phone based payments. As a result, the customers are losing trust in accessing value-added services through network operators. Furthermore, the traffic volumes increase beyond the capacity of the system during rush hours causing congestion in the system. These factors, collectively, are resulting in revenue loss for mobile operators, thereby impeding the growth of the market.
However, coverage expansion in rural areas by network operators will facilitate the positioning of premium SMS as a multipurpose tool for entertainment, information and communication owing to which the revenues will also increase. Moreover, increasing initiatives by content developers such as rising partnerships with handset manufacturers and marketing are likely to propel the growth of the global premium messaging market in the near future.
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