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    Mobile Instant Messenger: The Power of Presence  
   

October 2005- Alicia Wanless 416-413-3036, IGB Grant 514-849-3508 & Brian Sharwood 416-413-9381

 
    KEY HIGHLIGHTS:  
   
  • SeaBoard predicts that Mobile Instant Messaging will be Canada’s single most successful wireless-data application. SeaBoard believes that mobile instant messaging represent over $100M p.a. to Canadian wireless carriers within the next 24 months as MIM clients are rolled-out.
  • PC-based Instant Messaging adoption has been an important example of viral marketing success. Usage has doubled in 3 years: The number of active instant messaging users in the U.S. has nearly doubled in the past two years (from some 47.1 million in 2002 to 86 million and growing in 2005 (see exhibit 1)).
  • The inclusion of presence information is probably the most important feature of IM. In a presence-based world the user decides and publicizes when and with whom they will communicate – likewise, users also see with whom and by what means they may communicate with others.
  • We believe that the average revenue for per message will drop post introduction - due to competitive pressures and bundling (especially from mobile instant message bundles) – additionally, by the end of 2007 over 45% of all IM messages will be sent will be through mobile IM clients – and furthermore that this may even be a conservative estimate.
  • IM represents both opportunity and threat to the wireless carrier. The opportunity lies in a significant new revenue stream — yet MIM is a threat in that it offers users an alternative communications modality -- an alternative to a phone call. We note that most PC-based IM clients have already embedded voice services into IM client software. This functionality will work its way too to the mobile handset.

 


  • For Canadian carriers we encourage adoption of three tenets for mobile instant messaging success:
    1. Adopt simple pricing schemes. Allow for flexibility to increase or decrease in the future. We suggest that you avoid dizzying arrays of bundles.
    2. Deploy handsets which encourage messaging (ideally with QWERTY keyboards)
    3. Encourage and market multi-portal clients on handsets. Your customers are used to choice, they already have multi-client habits – the quickest road to success is to mirror existing habits.
    4. Avoid leaving mobile instant messaging to junior marketing personnel. MIM is an important application, don’t leave it to amateurs, however gifted. Put muscle behind your bet.
 
   


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Thursday, 13 December 2018

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