The life cycle of SMS has come to maturity and decline.

Generally speaking, the life cycle of SMS has come to maturity and decline period, operators can take the price means to obtain the benefits of SMS, at the same time to take the message of the business use groups, and gradually migrate to the new business operators.

What is the most subversive product on the mobile internet in the 2012? Of course, micro-letter, when the 2011 Tencent low-key launch of micro-letter, when millet rice chat big line, micro-letter is only Kik class application of the younger brother. But under the tree good shade, micro-letter occupies the vast market, quickly became Tencent to lay a wedge mobile client. The most subversive feature of micro-letters can be almost free to send text messages. So a large number of customers through the micro-letter to send text messages, operators of SMS revenue is a huge threat.

According to the Dcci Internet Data Center statistics, just the past 2012, the overall message volume of the national operators dropped 20% from 2011, MMS decreased by 25%, telephone business volume even decreased by 5%. The threat to the SMS business is not just micro-mail, but also a series of new communication tools, such as Weibo, mobile IM, etc. It's normal to look at this from the Internet. However, with the increasingly sophisticated mobile internet, the gradual popularization of mobile broadband, consumer habits will certainly continue to change. The history of the rise and fall of SMS is just an instant for the whole development of the Internet, so it is not surprising.

Why are we so concerned about the drop in SMS traffic? From the point of view of telecom operators, SMS is one of the killer business of telecom operators. Through the east wind of Super female voice, SMS business has become one of the most profitable business for operators. Telecom operators have since failed to find a second killer business following the SMS business.

Short message business is a clear reason to follow, first as a simple function, low unit charges business, SMS users are typical price-sensitive users, due to the market on the emergence of cheaper alternative products, of course, users will fall to cheaper products. At the same time, the use of text messages lack of freshness, the lack of an independent brand to bring value-added, as operators frequently in the brand of SMS traffic packaging makes the message quickly become a mass business, customer value is gradually diluted. For the current most fashionable group of people, SMS seems to have gradually outdated.

Operators for the SMS business should find a more appropriate positioning, the current message in part of the use of the form is not sensitive to middle-aged groups or have a market, operators can be the current customer brand to comb, the SMS business in response to this part of the customer's brand to adopt marketing means to motivate customers to send text messages.

To improve the form of text messages for young people, at present, a large part of the popularity of micro-credit is due to the use of fashion sense and can give the avatar and clear characteristics of the stranger to send information to the fashion sense, SMS can be improved on this feature, and the end of the cooperation to create a rich variety of SMS use forms, or the carrier and other products packaged to form a brand, find the stability of the message, send quickly, classic features such as publicity.

But generally speaking, the life cycle of SMS has come to maturity and recession, operators can take the price means to obtain the benefits of SMS, while taking the means to gradually migrate the SMS business use group to the operator's new business.