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SMS TV Forecasts 2002-2007

Visiongain
February 1, 2003
SKU: VSG856658

Abstract Table of Contents Related Reports

Visiongain believes that 2004 will be the most successful year in terms of revenue for TV generated messaging, with global revenues reaching EUR9.4bn that year from TV alone. However, visiongain predicts that the number of premium SMS sent over the next five years' will increase to a peak in 2005 due to the increase of services being made available across the globe.

TV broadcasters must leverage the value of their content over SMS, rather than using text messaging as simply a feedback mechanism and a channel to sell electronic personalisation. That is the recommendation of visiongain's latest report, SMS and TV.

The report has found that increasingly TV companies are using SMS for a variety of applications such as voting and teletext chat to capitalise on the popularity of the medium. But which form is the most successful?

Discover how to increase revenue through integrating SMS and TV
Ensure you receive the maximum share from SMS TV revenue
Which type of content generates the most revenue?
Successfully develop improved SMS TV billing and payment systems
Formulate strategies for using SMS with other mediums - NOW

Using the SMS channel for voting has proved particularly popular in Europe. O2 UK revealed recently that on Saturday, 16 November 2002, more than 200,000 votes were cast via premium SMS in the space of one hour for TV show Popstars - The Rivals.

"There is no doubt about it, TV producers are very interested in the use of premium SMS as an interactive channel," said Adrian Hinchcliffe, author of the report. "We will start to see more and more quiz shows adopting an element of SMS interaction into the actual content of the show."

The report investigates the various models of SMS use by TV broadcasters across the globe, predicts which TV formats incorporating SMS will become more popular and looks at the various forms of interactivity and the issue revenue sharing. The report also forecasts the global value of MMS, SMS, premium SMS and TV generated SMS between 2002 to 2007.

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Section 1
SMS and TV - the key to future revenue for wireless operators

1.1 Introduction
Figure 1. Internet led technology convergence
1.2 The success of SMS
Graph 1. Worldwide growth of SMS over GSM (2000 - 2002)
1.3 Focus of the report

Section 2.
SMS- technical information

2.1 What is SMS?
Table 1. SMS evolutionary path
2.2 Store and Forward
2.3 Examining Network elements
2.3.1 SME
2.3.2 ESME
2.3.3 SMSC
2.3.4 HLR
2.3.5 VLR
2.3.6 MSC
2.3.7 Air interface
2.3.8 BSS
2.3.9 Devices
2.4 MO-SM and MT-SM
2.5 GSM and IS-41
2.6 SMS Delivery on GSM Networks
Figure 2. MO SM Architecture (GSM)
Figure 3. MT-SM Architecture (GSM)
2.7 SMS Delivery on IS-41 Networks
Figure 4. MO-SM Architecture (IS-41)
Figure 5. MT-SM Architecture (IS-41)
2.8 Alternative Sources and Destinations
Figure 6. SMS network infrastructure
2.9 Signalling System (SS7)
2.9.1 Service Control Point (SCP)
2.9.2 Signalling Transfer Point (STP)
2.9.3 Service Switching Point (SSP)
2.9.4 Signalling Gateway (SG)
2.10 The Mobile Application Part (MAP)
Table 2. Basic MAP Operations Employed to Provide End-to-end Messaging by GSM and IS-41 Networks
2.11 Identification of types of Messaging Service
2.12 Availability
Table 3. Availability of SMS over various network standards
2.13 National and International Interworking
2.14 SMS Over Nordic Mobile Telephone (NMT) System
2.15 Ringtones and Pcitures - the technical side
2.15.1 Nokia Smart Messaging Protocol
2.16 Other messaging protocols
2.17 GPRS (2.5G)
2.18 MMS

Section 3.
SMS business models

3.1 Models of SMS use by TV broadcasters
3.2 Premium priced return channels
3.2.1 Billing
3.2.1.1 Reverse billing
Figure 7. How reverse billing works
3.2.1.2 Mobile originate billing
3.2.2 Revenue sharing
Graph 2.Typical revenue sharing percentages
Figure 8. CCRTV revenue sharing experience
3.2.3 Premium priced tariffs
Table 4. Sample end user premium tariffs
3.3 Additional feedback methods
3.3.1 Postal response
3.3.2 Telephone feedback
3.3.3 Fax
3.3.4 E-mail and web forms
Table 5. Strengths and weaknesses of response communication for TV broadcasts
3.3.5 SMS
3.3.6 iTV
3.3.7 IVR vs SMS
Chart 1. Revenue share on 0.3 EUR tariff gained from IVR and SMS
3.3.8 The success of IVR in practice
Table 6. Voting statistics from Pop Idol finals in UK & US
3.4 TV formats to use interactive communication
Table. 7. Strengths & weaknesses of forms of communication for TV formats
Chart 2. Differeneces in sector uses for SMS
3.5 Voting
3.5.1 MTV
3.5.1.1 Videoclash
Figure 9. Screenshot from Videoclash
3.5.1.2 TXT Request
3.5.1.3 Pull information
3.5.2 Voting with Big Brother 3
Chart 3. Change in popularity of voting channels for BB3 UK
Chart 4. Popularity of SMS voting in UK's BB3
Chart 5. Voting as a percentage of SMS transactions
3.5.2.1 Lessons learnt from BB3
3.5.3 Position X
Figure.10. Winners of Position X
3.6 Quizzes and competitions
3.6.1 Quiz channels using SMS
3.6.2 Examples of how quiz show formats have welcomed the use of SMS
Table.8. Mobile WWTBAM contracts
3.6.2.1 Who wants to be a Millionaire?
Figure.11. Screenshot from mobile WWTBAM
3.6.2.2 Contestant selection
Table 9. UK revenue generation from contestant lines for Millionaire
3.6.3 No Tinc Paraula
Table.10.Balance sheet from a series of No Tinc Paraula
Table.11.Estimated balance sheet (25/7/02)
Graph 3. Audience vs SMS for series of No Tinc Paraula
3.6.4 Game Ka Na Ba
Table.12. Top operators for data as % of APRU
3.6.4.1 Game Ka Na Ba format
3.6.4.2 Becoming a text partner
Figure 12. Sample ABS-CBN icons
Figure 13. Sample entry message
Figure 14. Screenshots from Game K N B?
3.6.5 Showdown interactive
3.6.6 MTV Blingo
Figure 15. Previous results from Blingo
3.6.7 Trouble TV - Text God
3.6.8 Every second counts
Figure 16. Jede sekunde zahlt logo
3.7 Teletext chat
3.7.1 Service scheduling
3.7.2 Competition from other chat technologies
3.7.3 Teletext chat in the UK
3.7.3.1 Instructions on how to use Teletext chat
3.7.3.2 Pricing model for UK Teletext chat
3.7.4 Teletext chat in Germany
Table.13. Teletext chat popularity in Europe
Figure 17. RTL teletext chat
3.7.5 Teletext chat in the Netherlands
3.7.6 MTV's chat credentials
3.7.7 Lessons to be learnt from Trouble TV
3.7.8 The future for teletext chat rooms
3.7.8.1 Minick
Table.14. Commonly used emoticons
3.7.8.2 Flextech
3.7.8.3 visiongain analysis
3.8 Fun and Games
Chart 4. Growth of wireless gamers in EU
3.8.1 Current SMS games
3.8.1.1 Role play
3.8.1.2 Text action - Txting with dinosaurs
Table 15. Beasts from the game
Table 16. Moves to play the game
3.8.1.3 Virtual pets - Pet Rivals
3.8.1.4 Quiz show - Family Feud
3.8.1.5 Text word game - Big Brother
3.8.2 The future of stand alone games
3.8.2.1 Digital Bridges
3.8.2.2 Codetoys
3.8.3 Using TV broadcast for pure SMS interaction
3.8.3.1 Joy of Text
3.8.3.2 Water War
Figure 18. Screenshot from Water War
Figure 19. Instructions how to play Water War
3.8.3.3 Txtme TV
Figure 20.Gold miner screenshots
3.8.3.4 TX1 - mobile gaming
3.8.3.5 The Dating Channel

Section 4.
The use of SMS by other media

4.1 Radio
4.1.1 BBC Radio 1
4.1.2 Capital Radio
4.1.3 Radio Donna
4.1.4 Today FM
4.1.5 The future of radio and mobile interactivity
Figure 21.Virgin Radio's hybrid model
4.2 Print
4.2.1 Newspapers and magazines
4.2.1.1 NME
4.2.1.2 Bargain pages
4.2.2 Books
4.2.2.1 The Bible
4.2.2.2 The Guinness Book of Records

Section 5.
Personalisation

5.1 Electronic personalisation applications: ringtones and icons
5.1.1 Ringtones
5.1.2 Logos
5.1.3 Handset capabilities for ringtones and logos
5.1.4 Ringtone and logo revenues
Chart 5. Estimated logos and ringtones revenue split
Chart 6. Ringtone and logo pricing across Europe
5.1.5 The ringtone and logo market
5.1.5.1 Revenue sharing
Chart 7. Revenue share from logo/ringtones
Chart 8. Ringtone and logo percentage usage of SMS transactions
Table 17. West European revenues from logos and ringtones (EUR bn)

Section 6.
What other reasons are there for broadcasters to get involved with SMS?

6.1 Customer Relationship Management
6.1.1 News updates
6.1.2 Using the subscriber database for promotion
Table 18. Types of SMS advertising
6.1.2.1 Generating a database
6.1.2.2 Response rates for SMS advertising
6.2 Third party advertising
6.2.1 Example of third party advertising
6.3 Advertising incorporating SMS feedback
6.4 Bulk pricing
Table 19. Costs for sending bulk SMS

Section 7.
Future for messaging and TV

7.1 Using the TV to send SMS
Figure 22. Screenshot from TVGate solution
Figure. 23. Sample screenshot of the SMS portal
Chart 9. Interest in mobile to TVSMS messaging
Chart 10. Average price willing to pay to send SMS from TV
Chart 11. Overall interest in iTV messaging package
Chart 12. Average price users would be willing to pay for incoming SMS to TV
Table 19. TVGate's predicted subscriber base
Table 20. TVGate's predicted usage
Table.21. TVGate's predicted subscriber base
Table 22. TVGate's predicted revenues
Table 23. Number of TV to mobile SMS sent per month in Spain
7.2 Using the TV to write SMS
7.3 Future mobile technologies
7.3.1 MMS
7.3.1.1 MMS as an interactive tool
Figure 24.Screenshot from Sofia Digital's MHP
7.3.1.2 MMS-based competitions
7.3.1.3 Problems with MMS interaction
Chart 13. MMS & cameraphone shipments 2001 - 2007
7.3.1.4 MMS as an advertising tool
7.3.2 Implications of third generation
Graph 4. 3G take up as % of worldwide subscribers

Section. 8
Analysis

8.1 Findings
Chart 14. SMS as a significant revenue generator
8.1.1 Revenue sharing
8.1.2 Premium SMS market
Graph 5. Global premium SMS sent
Graph 6. Global SMS vs MMS
Chart 15. Global premium SMS revenue
Chart 16. Global revenues from SMS, premium SMS & MMS
Chart 17.TV generated SMS messages vs MMS (billion)
Chart 18. Regional spread of TV generated SMS
Chart 19. Global SMS generated by TV (billion)
8.1.3 Market predictions
Chart 20.Total SMS generated including those by TV (billion)
Chart 21.Global TV generated SMS vs revenue (billions)
8.1.4 Analysis of TVformats profiled
8.1.4.1 Voting
8.1.4.2 Quizzes and competitions
8.1.4.3 Teletext chat
8.1.4.4 Fun and Games
8.1.5 TV Formats of the future
8.2 Recommendations

Appendix A. Network Operators and SMSC suppliers
Appendix B. European operators and payments to content partners
Appendix C. About visiongain

SMS TV Forecasts 2002-2007

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