Premium messaging service enables users to cater to services of third-party messaging programs that charge fees standard text messaging rates. These fees are either for the content that is sent to the user’s phone or for participation in a program. Text or multimedia messages are sent to or received from programs using shortcodes in place of phone numbers.
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Primary stakeholders constituting the premium messaging market include mobile network providers, mobile content developers, telecommunication regulatory bodies and authorities, software developers, and message integrators & aggregators. Increased mobile marketing initiatives by mobile marketers and enterprises have been responsible for the transition of premium messaging into a key market for the Mobile Network Operators (MNOs), content providers, and SMS aggregators. MNOs use premium messaging as a value-added service, which helps in increasing their Average Revenue per User (ARPU).
On the basis of product, the market can be segmented into Premium SMS (PSMS) and Premium MMS (PMMS). On the basis of origin and termination, premium messages are classified into Application to Person (A2P) and Person to Application (P2A).
Key application segments include Banking, BFSI, media & entertainment, hospitality applications, the service is beneficial for informing customers about promotional schemes of hotel, travel and tourism companies and also sends the booking details.
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Three major U.S. players, namely AT&T, T-Mobile, and Sprint have stopped billing customers with premium SMS in 45 states.
The premium messaging market is characterized by aggregators bundling their services and forming collaborations and agreements with each other in order to gain a competitive advantage. Smaller companies operating at low volumes offer the ability to pay-by-message, usually by purchasing batches of credits. Established companies such as mBlox, OpenMarket, and Sybase 365 generally charge a monthly service fee of a few thousand dollars regardless of usage. However, the per-message fee they charge is considerably lower. Other market players include AMD Telecom SA, Infobip Plt., Dialogue Communications Ltd., Mobicage NV, Symsoft AB, and V3Mobi Communications Pvt. Ltd.
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