SMS TV Forecasts 2002-2007

Published by: Visiongain

Published: Feb. 1, 2003

Table of Contents

• 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

Abstract

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.

A single user license is only GBP£1299, and multi user licenses (giving full, unlimited company access) are available at only GBP£6495 (allow your whole company to have access to the report for only the price of 5 users).

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