Synchronica, an international provider of mobile messaging services, and Korean device manufacturer KC Mobile, have today introduced MessagePhone, a new low-cost messaging device. The result of eight months of extensive collaboration, the new MessagePhone is said to provide an integrated device and service solution that delivers smartphone-like functionality and messaging services at lower total cost of ownership (TCO) than competing solutions.
MessagePhone enables operators in emerging markets to bring mobile data services to the mass market and to combat churn. MessagePhone, which is available in two models, is distributed by Brightstar, a multi-billion dollar global innovator in demand generation distribution and integrated supply chain solutions in the converging wireless and IT industries.
The new MessagePhones offer advanced features, such as push email and synchronization services, mobile instant messaging, a full HTML web browser, and access to social networking sites. The Java-enabled MessagePhone handsets feature a full QWERTY keyboard, large color LCD screen, MP3 and MPEG4 player, camera, SD memory expansion, a robust personal information manager (PIM), optional Bluetooth connectivity, USB connector, and a built-in FM radio. MessagePhone is sold as a turnkey, integrated solution with an all-inclusive price as low as USD 99.
MessagePhone comes bundled with a complete suite of infrastructure services said to provide a comprehensive and affordable mobile messaging and internet experience for users across Africa, Latin America, Eastern Europe and Southeast Asia. Powered by Synchronica Mobile Gateway, the devices provide push email and synchronization, as well as instant messaging and access to social networking sites, complemented by a full HTML browser licensed from award-winning mobile browser vendor Bolt. MessagePhone has been designed to become the primary internet device for users who don't have frequent access to a PC, offering special features, such as a built-in mobile signup wizard: Users simply type in their email address and password and instantly start receiving email.
The underlying Mobile Gateway messaging services are also said to be designed to easily integrate with the operator network. Mobile Gateway connects the MessagePhone to enterprise and consumer mail servers, social networking sites, IM communities, and RSS web feeds. Unlike messaging solutions of leading smartphone vendors, the Mobile Gateway platform uses open industry standards and supports virtually any device from any manufacturer, enabling carriers to extend the service to other devices and across their entire subscriber base.
As a white label solution both the handsets and the mobile messaging platform can be branded and customized to operator requirements, providing a clear differentiation from competitors' offerings. The bundled services empower the operator to own the relationship with the end-user and create stickiness – imperative in the battle by operators to avoid being relegated to bit pipes.
Commenting on MessagePhone, Nick Jotischky, Principal Analyst, Informa, said: "The MessagePhone solution provides operators in emerging markets with a significant addressable market that can help them to win the battle for identity management. The device-centric solution provides benefits to operators desperate to offset falling voice revenues by increasing the size of revenues generated from data services and to retain existing customers at a time when users are becoming more fickle."
According to data collected by Informa, monthly churn in Africa averaged approximately 4.8 percent in September 2009, with churn rates in Kenya and Tanzania having reached an astonishing 9.2 percent and 11.4 percent respectively.
Carsten Brinkschulte, CEO of Synchronica commented: "With MessagePhone, we have created a device and service bundle that provides an answer to key challenges faced by operators and delivers affordable aspiration for customers in emerging markets. For the operators, we have delivered a messaging-centric handset that puts them back in control of their subscriber base – they can brand the product and use the services to reduce churn. For subscribers, MessagePhone can become their first and primary internet device – a great phone with a large screen and full internet access without breaking the bank, potentially replacing the trek to the internet cafe."
J. Jung, CEO at KC Mobile, added: "The MessagePhone has been designed from the ground up to provide operators in emerging markets with a low-cost, yet high-quality, full-featured next-generation messaging device. With two significant operators already having signed contracts, we are confident that MessagePhone will appeal to a broad cross section of operators in emerging markets."