Mobile operators across Europe and Asia are looking to deploy customised (operator owned and branded) mobile IM (MIM) services by the end of 2006 in an effort to cement their position in the value chain. This renewed interest is being driven by perceived benefits such as increasing data ARPU, service differentiation, churn reduction and building customer loyalty. The announcement in February 2006 that a group of 15 mobile operators worldwide plans to roll out interoperable mobile IM services shows that MIM is seen as a significant potential revenue generator by the operator community. Are operator-centric MIM services necessarily the best choice for operators in the long-term? What are the available options and what are the benefits and drawbacks of each approach? This report answers these questions.

It is critical for operators to diversify in messaging applications other than SMS in order to sustain future growth. However, while SMS revenues will begin to decline in 2008, text messaging still accounts for the bulk of mobile data revenues, making it critical that MIM is priced and positioned in such a way that is does not cannibalise SMS revenues in the short term. While some SMS erosion will occur in the process, the right bundling of SMS and MIM ? as well as other messaging services such as MMS, e-mail and push-to-talk - will combine to boost overall ARPU. But by how much? And what are the strategic options available to operators in implementing successful pricing strategies and positioning MIM next to other mobile data services? Purchase this report to find out.

Other factors that have to be taken into account include adopting the right business model, interoperability, service coverage, marketing, customer segmentation and handset usability. As shipments of handsets with embedded IM clients increase, packaging MIM as an intuitive user interface, for example, is difficult but imperative. Overcoming these barriers is critical to drive MIM forward from its current niche role into a mass-market service. How can these be overcome? This report will tell you.

This 150+ page report establishes the potential of MIM services in consumer and corporate markets worldwide, providing subscriber and revenue forecasts. Visiongain believes that if mobile operators play their cards right with respect to pricing and marketing strategies, MIM holds significant potential. In Europe alone, compelling MIM services will generate $1.39 billion in service revenues by 2009. How will this grow by 2011 and compare to other regions?

The report answers questions such as:

? What are the market trends for mobile IM, and the opportunities and challenges facing operators?

? What are the strategic options and critical success factors for deploying MIM services?

? What is the right business model for MIM services?

? How will the market evolve by 2011, including end-user uptake, revenue and handset forecasts by region?

? How can device usability and the management of multiple end-user "states" be improved to encourage service adoption?

? What can be learned from case studies of current MIM deployments?

Why you should buy this report

Network Operators: Gain insight into the implications of the various implementation strategies open to you. Discover which segments offer the biggest opportunities and how they can be targeted effectively.

Device Manufacturers: Learn about the available solutions in the market and network operators? demands. The report will help you plan for the hardware/software elements necessary to incorporate IM as a compelling user experience.

IM service providers: Find out what the opportunities are with mobile IM, and how you can maximise revenues in this space through the right partnerships.

Application developers: Discover how to develop the solutions needed by operators and how to package MIM as part of a wider service portfolio.

Consultants: Understand the dynamics of the MIM value chain and operators? plans in this area.