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Wireless Data: A Mature Market? 24th September 2003

Explore the current state of the wireless data market in Belgium, with a focus on SMS usage. Learn about the growth of premium SMS and the potential of LBS and MMS as the market evolves. Discover the key success factors and profitable applications in this mature market.

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Wireless Data: A Mature Market? 24th September 2003

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  1. Wireless Data: A Mature Market?24th September 2003

  2. Wireless Data Market Today in Belgium • Today’s wireless data market today is driven mostly by SMS, despite the implementation of new protocols and services by the operators • About 9,5 million SMS are exchanged daily between users, representing a market of more than € 400 million per year for the mobile operators • Premium SMS: very high growth • 10 million premium SMS in 2001 • 30 million premium SMS in 2002 • 80 million premium SMS in 2003, representing about a € 60 million turnover • The premium SMSmarket allowed businesses to start profitable services in the following domains: • Interactive TV/Radio • Chat services • Entertainment services • Marketing services • Micropayments • Content/news services • WAP & MMS services are today marginal

  3. Short Term Evolution • SMS market growth will arrive soon at a maturity stage in the coming 18 months • New technologies and protocols will however maintain the market in the long term, but the killing apps are probably well known today • LBS will be the major improvement in terms of new applications, although coupled with existing apps • MMS will bring along more conviviality and content quality to existing apps • WAP over GPRS will provide a more convenient way to propose the same existing applications • We can say that the stage of maturity business wise, is not far from now • What will dramatically change, however, is the way users will consider their handset

  4. Characterstics of today’s profitable applications • Business model is based on shared revenue between the operators and the intermediaries. MMS and WAP will most probably follow the same scheme. • The average transaction amount is 0,7 € • The profitable apps generate high volumes. • The targeted segment is extremely responsive • Teenagers • Youg adults • Are based on immediate response/result

  5. Key Success Factors • Immediate consumption product • Simplicity of use/easiness of subscription • Take advantage of the impulsive reaction • Large marketing coverage • TV & Radio are the most effective media to generate immediate response by the end-user • Print is OK for entertainment and news services • Web advertising has not demonstrated a great efficiency so far

  6. Case: Interactive TV Call TV @ RTL

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