SWOT Analysis – Incumbent Carrier Messaging Services
- User Friendly: With pre-build in with mobile handset, user does not require any self installation/configuration for the SMS/MMS, easy to use.
- Strong with service availability and coverage: with the benefits of great coverage area by GSM/CDMA/3G network, user could access SMS/MMS in all mobile network covered network.
- Immediacy: With the nature part of mobile network, SMS/MMS could be delivered with immediate when receiving party covered by the network, could be immediately re-delivered when receiver get back to the coverage or power up.
- Strong with inter-connection with global Telecom Carriers: With globally standardized by 3GPP/3GPP2, user could send/receive SMS/MMS domestically and internationally.
- Strong with security and privacy: with benefits of encrypted mobile access network, the mobile messaging provided high standard of security and privacies.
- Customer base: As the communication infrastructure, telecom carriers have the biggest customer base, which offered with SMS/MMS services by default.
- Cost: the Carrier messaging service normally comes with cost, either covered in the monthly cap or per-message charge.
- Inter-connect with internet/SNS based messaging services.
- Device and Access: normally the services is bundled with mobile handset, has limitation on access from other devices, e.g. web portal, etc. Note: some service provider could provide web access for SMS/MMS.
- Functionality: only supported certain features, which include text, photo, video messages, but do not support group chat, threaded messaging.
- With LTE network roll-out, carrier’s network infrastructure change could allow new messaging solution provided through carriers, which could improve the inter-connection issue, access issues. But this will take time.
- Standardization of Future Messaging Solution: 3GPP/GSMA/OMA has defined framework of next generation messaging solutions, which is well defined with inter-connections solution and rich communication services.
- Serious competition comes from smart phone vendors, which controls user messaging client on the device and cloud/internet based messaging service, like Apple + iMessage, Google Android + Google Talk, Microsoft Phone + Skype, these service model could allow user send messages among themselves for free and easily fall back to SMS/MMS when internet service is not available.
- Internet/SNS messaging moving into smart phone devices, which get more internet/SNS messages users with better coverage and could exchange messages through their network instead of SMS/MMS.
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