IDC White Paper: Premium-message Profit Margins Can Be Several Times Greater. Operators are looking to increase average revenue per user (ARPU) from data services as ARPU from voice declines.

 

Immersion - Driving Mobile Messaging ARPU with Advanced Haptics

IDC White Paper: Premium-message Profit Margins Can Be Several Times Greater

Operators are looking to increase average revenue per user (ARPU) from data services as ARPU from voice declines. In addition to person-to-person messages, SMS and MMS alert services have emerged as the cornerstone of mobile data usage and revenue.

This IDC whitepaper gives messaging revenue and traffic data for Western Europe and the U.S. in 2007. Several case studies providing examples of premium messaging and alert services launched by major carriers in the U.S. and Europe are presented. Common characteristics of these services are that they're fun and entertaining, can be highly personalized, include user-generated content, and deliver rich multimedia experiences that help connect people in a powerful new way.

The potential for advanced haptics (touch feedback) as a standalone addition to messaging upgrades, or as a complement to other premium mobile messaging services, is studied. IDC research finds that most people are already familiar with and regularly use the vibration mode in their phones. In addition, millions more enjoy advanced haptics (rumbling force feedback) in their console videogame controllers. In addition to its entertainment value, however, haptics has been found to provide usability and productivity enhancements leading to higher user satisfaction. Examples and opportunities for providing more entertaining and satisfying data services to mobile consumers to increase ARPU are described.

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