发布时间：2008.5

摘要

Countries covered: North America

This Frost & Sullivan research service titled North American Mobile Messaging Markets provides an overview, market size, share, and a forecast of the greater mobile messaging market along with drivers, restraints, and challenges as well as technology trends and strategies for all mobile value chain players. In this research, Frost & Sullivan's expert analysts thoroughly examine the following markets: mobile, mobile devices, wireless networks, mobile device management, and mobile messaging.

Wireless E-mail and Instant Messaging to Replace Short and Multimedia Messaging Services at the Top of the Usage Charts

The North American mobile messaging market is in the middle of a purple patch, with the volumes of short message service (SMS) and multimedia messaging service (MMS) having more than doubled in the last four years. In fact, almost half of all North American mobile users use SMS, generating billions of dollars in revenue for mobile carriers. Although this trend is likely to persist in the short term, wireless e-mail and wireless instant messaging (IM) are slowly closing the gap with SMS and MMS. This phase of transition will test mobile carriers’ ability to continue generating substantial revenue from SMS and MMS, while promoting the adoption of e-mail and IM.

Mobile carriers can sustain SMS usage by slightly modifying their business plans to lower per message charges or offer monthly SMS rate plans. "Reductions in SMS pricing will increase revenue because SMS use continues to double every year in terms of volume," says the analyst of this research. "A small decrease in SMS per unit price will help to drive larger message volumes, increasing total messaging revenue."

Mobile Operators to Tap the Lucrative MMS Segment by Encouraging Greater Use of MMS

As MMS trails the SMS segment in terms of volume and number of subscribers, it has greater untapped revenue potential than the latter. Currently, the MMS segment’s year-on-year growth rate has outstripped that of the SMS segment and it more than doubles every year. This remarkable expansion of subscriber base is the primary reason why MMS is tipped to outrace SMS in terms of subscriber percentage, revenue, and unit growth rates.

MMS usage could also get a leg up with the advances in camera functionality in the latest mobile devices, as it provides users with enhanced-quality pictures and video. "These pictures and video are excellent opportunities for mobile operators because they can educate their subscribers on ways to turn pictures and video into MMS messages and send them through the carrier’s mobile network," notes the analyst. "Camera handsets with more mega pixels, increasing carrier libraries of content, and e-mail convergence are all strong drivers of MMS usage in North America."

目录及图表

1. Executive Summary

1. Market Background and Segmentation

1. Messaging Overview

2. Introduction to Messaging

3. Summary of Key Findings

2. Key Market Factors

1. Market Drivers, Restraints, and Challenges for the North American SMS and MMS Market

1. Market Drivers

2. Market Restraints

3. Market Challenges

3. Market Segments Size and Share

1. North American SMS and MMS Market Size and Share

1. U.S. and Canada SMS Market Share

2. U.S. and Canada MMS Market Size

4. Future Market Prospects

1. North American Messaging Market Forecasts and Key Conclusions

1. Market Forecast

2. Key Market Conclusions

List of Figures

Chapter 1

Mobile Messaging Market: U.S. and Canadian Mobile Subscribers, Penetration, Revenues, and Data Revenues (North America), 2004-2007

Mobile Messaging Market: U.S. and Canadian SMS Messages, Revenue, Users, Average Cost, and Use (North America), 2004-2007

Mobile Messaging Market: U.S. and Canadian MMS Messages, Revenue, Users, Average Cost, and Use (North America), 2004-2007

Chapter 2

Mobile Messaging Market: SMS Vertical Market Drivers Ranked in Order of Impact (North America), 2008-2014

Mobile Messaging Market: MMS Vertical Market Drivers Ranked in Order of Impact (North America), 2008-2014

Mobile Messaging Market: SMS Vertical Market Restraints Ranked in Order of Impact (North America), 2008-2014

Mobile Messaging Market: MMS Vertical Market Restraints Ranked in Order of Impact (North America), 2008-2014

Mobile Messaging Market: SMS Vertical Impact of Top Eight Industry Challenges (North America), 2008-2014

Mobile Messaging Market: MMS Vertical Impact of Top Five Industry Challenges (North America), 2008-2014

Chapter 3

Mobile Messaging Market: U.S. and Canadian Wireless Penetration Rates, SMS Subscribers, SMS Volume, SMS Average Price, and SMS per Mobile User per Day (North America), 2004-2007

Mobile Messaging Market: U.S. Mobile Operator Subscribers, Market Share, Total Revenue, and ARPU (North America), 2007

Mobile Messaging Market: U.S. Mobile Operator Data Revenues, Data Percentages, SMS Volume, and SMS Price (North America), 2007

Mobile Messaging Market: U.S. Mobile Operator SMS Market Share, SMS per Subscriber per Day, SMS ARPU per Day, and SMS ARPU per Day (North America), 2007

Mobile Messaging Market: Canadian Mobile Operator Subscribers, Market Share, Total Revenue, and ARPU (North America), 2007

Mobile Messaging Market: Canadian Mobile Operator Data Revenues, Data Percentages, SMS Volume, and SMS price (North America), 2007

Mobile Messaging Market: Canadian Mobile Operator SMS Market Share, SMS per Subscriber per Day, SMS ARPU per Day, and SMS ARPU per Day (North America), 2007

Mobile Messaging Market: U.S. and Canadian Wireless Penetration Rates, MMS Subscribers, MMS Volume, MMS Average Price, and MMS per Mobile User per Day (North America), 2004-2007

Chapter 4

Mobile Messaging Market: U.S. Forecast for Mobile Subscribers, Mobile Penetration, Mobile Revenues, and ARPU (North America), 2004-2014

Mobile Messaging Market: U.S. Forecast of Mobile Revenues, Data Revenue, Percent of Data Revenues, and SMS Revenues (North America), 2004-2014

Mobile Messaging Market: U.S SMS Volume, SMS Revenues, SMS Average Price, and SMS Users (North America), 2004-2014

Mobile Messaging Market: U.S. Forecast of SMS per Mobile User per Day, SMS per SMS User per Day, and SMS Revenues as a Percent of Data Revenues (North America), 2004-2014

Mobile Messaging Market: U.S. Forecast of MMS Volume, MMS Revenue, MMS Average Price, and MMS Subscribers (North America), 2004-2014

Mobile Messaging Market: Forecast of U.S. Percent of MMS Revenues, MMS per Mobile User per Day, MMS per MMS User per Day, and MMS Revenues as a Percent of Data Revenues (North America), 2004-2014

Mobile Messaging Market: Canadian Forecast for Mobile Subscribers, Mobile Penetration, Mobile Revenues, and ARPU (North America), 2004-2014

Mobile Messaging Market: Canadian Forecast of Mobile Revenues, Data Revenue, Percent of Data Revenues, and SMS Revenues (North America), 2004-2014

Mobile Messaging Market: Canadian Mobile SMS Volume, SMS Revenues, SMS Average Price, and SMS Users (North America), 2004-2014

Mobile Messaging Market: Forecast of Canadian SMS per Mobile User per Day, SMS per SMS User per Day, and SMS Revenues as a Percent of Data Revenues (North America), 2004-2014

Mobile Messaging Market: Canadian Forecast of MMS Volume, MMS Revenues, MMS Average Price, and MMS Users (North America), 2004-2014

Mobile Messaging Market: Forecast of Canadian Percent of MMS Revenues