Market Overview

Survey of Global Operators Unveils Picture of the Mobile Subscriber of the Future


Despite the rising importance of advanced mobile applications like mobile social networking, SMS messaging and voice calls will continue to be among the most commonly used forms of communications by the mobile consumer of the future, reveals an independent survey of 31 leading global operators commissioned by Airwide® Solutions.

In the survey, conducted by wireless analyst firm mobileSQUARED, operators were asked to choose what they thought would be the top five most popular forms of communication in 2015. While 94% of operators believe that social networking will be the most popular form of communication by 2015, 87% and 81% of operators believe messaging and voice (respectively) will continue to play an important role in communications, predicting that they will remain in the top three most heavily used forms of communication in 2015. The study also revealed that these forms of communication will be complemented rather than replaced by rising mobile internet usage, particularly from mobile social networking. The results show that mobile social networking will not only be primarily responsible for the continuing rise in mobile internet usage in the future, but it will be elevated to one of the core forms of communication.

Clearly, this increased use of mobile internet-based services will add pressure to existing operator networks. As a result of this trend the survey also revealed that operators are keen to ensure increases in traffic do not negatively impact their networks. 74% of operators believe that network quality will be critical to fostering loyalty with subscribers.

Looking to the future of innovation, the survey also asked mobile operators what they felt would be key drivers of innovation in messaging. Entertainment led the responses with 65% of operators believing that entertainment-based applications and services would act as a catalyst for messaging growth. Following entertainment, 48% of respondents selected healthcare while 36% cited education and finance. In emerging markets, innovation in messaging is most likely to be driven by mobile financial services, mobile health and mobile education-based initiatives. It is in these regions, such as Africa and the Middle East, where mobile phones are being used not only as communications tools but also as catalysts for social change.

In addition, operators believe that in developed markets alternative forms of messaging will primarily be driven by enterprise services and machine-to-machine (M2M) messaging. 76% of operators feel enterprise services will be either important or extremely important, while 64% think the same is true for M2M messaging.

Jay Seaton, Chief Marketing Officer at Airwide Solutions commented, “The survey has shown that while the mobile subscriber of the future is changing, its core mode of communication (text and voice) is likely to remain the same. Traditional forms of messaging will not be replaced. In fact, services such as SMS are becoming an integral part of social networking, and they will also underpin future innovation, particularly in areas such as mobile entertainment, mobile financial services, mobile healthcare and mobile education.”

Key Survey Findings

  • 94% of operators believe that social networking will be the most popular form of mobile communication in 2015.
  • 87% and 81% of operators expect that messaging and voice (respectively) will follow social networking in the top three of most heavily used forms of communication in 2015.
  • The time users spend on mobile web sites is expected to increase from less than one minute per day to in excess of 10 minutes. This increase in mobile internet usage will place additional pressure on operator networks to guarantee excellent network quality for subscribers, with 74% of operators believing network quality will be key to fostering loyalty with their subscribers.
  • Innovation in messaging will be led by entertainment, with 65% of operators stating that the area will inspire the advancement of messaging.
  • Alternative forms of messaging will be primarily driven by enterprise services and machine-to-machine (M2M) messaging. 76% of operators believe enterprise services will be either important or extremely important to the growth of messaging. 64% think the same is true for M2M.

Airwide Solutions Meets Operator Needs

Airwide Solutions' suite of offerings helps operators serve the mobile subscriber of the future by enabling them to better align revenue with traffic while also protecting their existing subscriber base. Combining Airwide's AirGate MultiMessaging gateway with the power of Airwide's AirMessenger Router delivers significant cost savings for operators grappling with the traffic surge associated with increased mobile internet usage from mobile social networking, mobile financial services, mobile healthcare and other emerging initiatives. AirMessenger Router and AirGate MultiMessaging are complemented by Airwide's comprehensive portfolio of integrated products and solutions such as Airwide's Network & Personal Security Solution and AirGuard EIR, which offer operators the additional value of protecting their networks from mobile security threats such as mobile spam and viruses.


To read the full results of the survey please visit

For more analysis on the operator survey and future of mobile social networking, listen to an exclusive Mobile Messaging 2.0 podcast with Airwide CMO, Jay Seaton at:

About Airwide Solutions

Airwide Solutions is the leading provider of next-generation mobile messaging infrastructure, applications and solutions, including network and personal security solutions to protect mobile operators' brand, subscribers and revenues. Its products have helped more than 150 wireless operators worldwide drive mobile messaging usage and revenues and enable them to leverage multiple delivery channels and next-generation infrastructure in new and more powerful ways. With a history of industry firsts – including the first text message ever sent, the introduction of the first SMS router, the first A2P MMS push gateway and mobile service control which enables mobile context, personalization and profiling – the company continues to pioneer new technologies that provide the foundation for mobile solutions that enable mobile operators to meet their business objectives. Airwide's open, tiered architecture offers mobile operators advanced revenue options, a practical pathway to Mobile Messaging 2.0 and future messaging environments.

Airwide Solutions operates globally with offices in Europe, the Americas, Asia Pacific, India, the Middle East and Africa. For more information about Airwide Solutions, please visit

Airwide is a registered trademark of Airwide Solutions. All other trademarks are the property of their respective owners.

Photos/Multimedia Gallery Available:

Airwide Solutions
Brenda Suarez, 781-229-2406 ext. 2731
Mi liberty
Rufus Jay, +44 (0) 207-751-4444
PAN Communications
Kristin Conforti, 978-474-1900

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