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Mobile Data - SMS - Overview and Statistics - Australia


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Australia - Mobile Data - SMS - Overview and Statistics

For many years SMS was a cash cow for mobile network operators, given the cost of transmitted data for customers compared to network capacity use. As a result, service revenue accounted for a large proportion of overall mobile data revenue. The service remains population since the cost of an SMS is generally up to a third the cost of a phone call, while many recipients prefer the convenience of messages rather than the interruption of calls.

The preponderance of value plans which include a large number of texts and voice minutes has made messaging more popular, but has also reduced SMS revenue for operators, contributing to the decline in overall ARPU.

As has been seen in a number of international markets, the volume of SMS in 2014 has come under pressure from other messaging services, commonly from within social media platforms, or from services such as WhatsApp and Skype. This trend is likely to continue into 2015.

This report provides an overview of the mobile data SMS market in Australia, including SMS usage statistics, and analysis of key market trends.

For information on premium SMS, where messages are sent between content providers and subscribers, see separate report: Australia - Mobile Media - PSMS Portals and Apps.

Key developments:

Short Messaging Services (SMS), PSMS, MMS, regulations, iMessage, OTT services, increases in sexting causing concern, revenue

Companies covered in this report include:

Telstra, Optus, Vodafone, VHA.


1. Synopsis
2. Background information on SMS
3. SMS market overview
3.1 Mobile network operators a brief look
3.2 Forecasts and analysis
3.3 SMS versus instant messaging
3.4 SMS regulation
3.5 Reporting spam SMS
3.6 SMS technology not safe
4. Overview of SMS services in Australia
4.1 Background information
4.2 SMS advertising
4.3 Business SMS
5. Usage statistics
5.1 Analysis of market trends
5.2 Statistical trends
6. Premium SMS (PSMS) (separate report)
7. Related reports
Table 1 Estimated numbers of SMS sent 2003 - 20014
Table 2 Number of Telstra sent SMSs 2005 - 2013
Table 3 MMS and SMS numbers SMS sent (historical) 2008 - 2011

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