Group messaging – or so-called over-the-top (OTT) messaging – apps
have been featured a lot in the news of late, with big plans hailing
from China’s Weixin rebranding as WeChat in order to go global, to
WhatsApp standing accused of munching into the revenue pies of operators .
It is pretty evident that these messaging apps have become the ultimate
nemesis of operators across the globe, redefining the way we
communicate in text on our phones.
In the light of these events, it seems pretty timely for eBuddy XMS to
roll out its iMessage-like feature this upcoming summer, which will be
called eBuddy XMS-SMS. It’ll work sort of like the other OTT messaging
apps such as
WhatsApp and Line.
Difference is, besides allowing users to send ‘XMS’ messages (ie: group
messages using a 2G or 3G connection), they can also send and receive
conventional SMS messages from within the app. It works like Apple’s
iMessage, giving users a seamless experience between sending XMS as well
as SMS messages within one single app.
When we reached out to
Jonie Oostveen, director of strategic partnerships at eBuddy, for his
thoughts about WhatsApp’s defense against the accusations, he said:
Brian
Acton of WhatsApp is partially right that WhatsApp might stimulate data
usage, but WhatsApp is also pushing operators in the “bit-pipe” mode,
meaning that operators will become like providers of a commodity like
electricity, without any added value. A lot of operators have the
strategy to play a more important role in the value chain and want to
provide more value-added services (and get more margin and create better
customer lock-ins) than just providing data access. bad credit loans
In
fact, XMS-SMS could be used by telcos to counteract the influence of
the current batch of OTT messaging apps in the market and help maintain
SMS revenues for operators. The eBuddy product will be different from
other OTT messaging apps because it includes the sending and receiving
of SMS messages, which gives the operator the possibility to sell a
specific messaging bundle that includes both data and SMS.
A Feature for Feature-Phones
It
caters not just to smartphone users, but also to feature-phone users.
So, for example, when massive amounts of messages are being exchanged in
a group chat consisting of friends on smartphones and feature-phones,
the latter can still receive and reply via SMS when they’re offline. It
might drive up the SMS revenues of operators pretty significantly,
because people would be more inclined to take part in these
conversations.
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How will you tell if someone is using the XMS app
or not? According to Jonie, there will be one single contact list in the
app that combines both XMS as well as other phone contacts you have.
For those XMS contacts, they will be identified by a XMS logo behind
their names, so when you send the message it will use your data network.
Likewise, non-XMS contacts will have an operator logo behind their
names, so when you send a message across the GSM network will be used.
At present, there are around 250 million eBuddy chat users worldwide, with four million monthly active users (MAU) in India and two million MAUs in Indonesia.
For a start, the team at eBuddy is first targeting Indonesia and India
to roll out this XMS-SMS service. In fact, this service has been
introduced at the Mobile World Congress held in Barcelona earlier this
year, and has garnered much interest from operators – especially from
those in emerging markets. Their first operator launch will be later
this year in Indonesia. They are also currently in talks with other
operators in other APAC countries, as well as in the Middle East and
across Latin America.
Won’t
eBuddy be afraid that the other mobile
messaging apps would replicate its model? Jonie further explains that
this service is another ball game altogether. This service requires a
connection with the SMS router, and is not something that developers can
easily copy and roll out. This would mean they would need to work
together with mobile telcos – which eBuddy has already been doing,
giving it the first-mover advantage.
Will you ditch your WhatsApp to use the new XMS-SMS application? Throw us your thoughts in the comments below.