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.
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.
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