Translated by
2019/08/29 14:30:09

Short Message Service is the SMS the Short message service

The service of transfer of Sms began to gain popularity after development and deployment of a business model of service on prepayment. The Ericsson company was among the first who made possible collection of payment for transfer of Sms in real time therefore this service purchased mass character.


Development of a mobile commerce became the first step to creation of really interactive SMS services. If first services of a mobile commerce suggested to pay purchase of Java games, pictures or tunes for the SMS, then later using the SMS the user had an opportunity to manage the bank account, to make money transfers, to order and pay services, including state. The functionality of similar SMS services came very close to websites and mobile applications, and their demand confirmed it.

However the SMS is used not only in link quality of provision of services of a mobile commerce. Traditionally the SMS is applied as information channel. But availability of the SMS to each subscriber of cellular communication and obvious usability of service of short messages involved to this channel the interest from outside of providers of different services, access to which was possible only from the devices having connection to the Internet earlier.

Development of technology of transfer of short messages had an impact not only on communication between people, but also on language of communication. The service limit of one message in 160 characters was an incitement to emergence of new SMS language. Its influence was so serious that such reductions as:

  • LOL (laughing out laud),
  • OMG (oh my God),
  • IMHO (in my humble opinion) и
  • BFF (best friends forever)

were included in the Oxford dictionary of English.

Facts and digits

  • On December 3, 1992, in Great Britain the era of the SMS began. This day from the computer the first Sms - a congratulation on the coming Christmas (Merry Christmas) was sent to phone.
  • In 1995 the average user sent 0.4 Sms a month.
  • Implementation of payment in real time played crucial importance in growth of popularity of the SMS worldwide.
  • In December, 1998 the number of the subscribers using prepayment-based rates was about 45,000.
  • In 1998 the system of predictive text entering T9 appeared. The first phone supporting T9 appeared in the market in 1999.
  • In 2000 17 billion messages were sent.
  • According to Informa Telecoms & Media, in 2002 352 billion messages were sent.
  • The youth, especially girls used service of transfer of Sms generally.
  • According to Informa Telecoms & Media, in 2004 918 billion messages were sent.
  • There is a mailing of SMS reminders thanks to which users do not forget about the appointed visit, for example, to the stomatologist either in hairdressing salon any more, or that it is necessary to take away plane tickets.
  • In 2008 the number of the sent messages was 4.8 trillion.
  • In 2012, according to the research Ericsson ConsumerLab, users aged from 13 up to 17 years prefer Sms to calls and e-mail, especially when it comes about such questions as purpose of an appointment.
  • Own SMS service started even NASA: with its help fans of astronomy can receive notifications on the mobile phone every time when over their house the International Space Station flies by.

As the SMS works: short video

Jackson Roberts made this video as the school project. What occurs when you send the message? While you click a touchscreen in the place where the character is drawn "send", you change electric field under glass. This change is registered and processed; the driver processes the movement of your finger and interprets it as a command to turn on the radio transmitter. The transmitter sends a radio wave, it is picked up by the base station, the signal is transmitted to the satellite and back to Earth where it is accepted by other base station, the next to the addressee. From the station the signal leaves on the receiver in the addressee's smartphone — and on the screen the message appears.

SMS mailings


Any phone can be cracked with a simple Sms

In September, 2019 it became known that any phone can be cracked with a simple Sms. Announced the vulnerability which received the name Simjacker in the AdaptiveMobile Security company specializing in information security. Read more here.

Experts estimated savings of banks from canceling of SMS notifications

Economy of banks on clients who already passed from SMS to push-notifications can make from 25% to 80%, experts considered. Izvestia reports about it in August [1].

By calculations of experts, expenses of the financial sector on SMS notifications make about 20 billion rubles a year. Thus, cumulative economy can make 5 — 6 billion rubles. However if the Internet does not work for the user, the bank is obliged to send it SMS that acts as additional financial loading.

The Central Bank reported that under the law the bank is obliged to inform the client on commission of each payment card transaction. The order of such notification is established in the agreement with the client, emphasized in the regulator.

Banks confirmed that push-notifications cost considerably cheaper, than SMS. Also transition to push-notifications is especially profitable against the background of constantly raising quotations of mobile operators on service. At the same time only three banks from top-10 do not charge a fee for push-notifications: VTB, Alfa-Bank and Promsvyazbank. On average monthly both in SMS - and in a push-format, clients should spend 60 rubles for service of notifications. In some banks on certain rates this amount reaches 600 rubles. Rush-uvedomleniya cost credit institutions almost free of charge.

In Alfa-Bank the share of the new channel of informing in the total amount of notifications makes more than 50%, in Sovcombank — more than 30%, in Raiffeisenbank — 25%, in Citibank — 15%, told in credit institutions. About 80% of users of the application of the Moscow Credit Bank already passed from SMS to push-notifications, and in St. Petersburg bank — about 90%.

MegaFon disputed in court the FAS decision on the case of SMS mailings

On August 21, 2019 it became known that the Arbitration court of Moscow satisfied the claim of MegaFon to the Federal Antimonopoly Service (FAS). A claim was submitted in connection with the FAS decision of May, 2019 in which the company was recognized as the violator of the antitrust law regarding value increase of SMS mailings and establishment of unequal conditions for the national and non-state banks.

"We consider that the court came to a valid conclusion about illegality of the made decision. In case papers there are all proofs that telecom operators do not hold a dominant position, rendering services of SMS informing. This position was earlier repeatedly confirmed during consideration of similar legal case by courts of all instances, up to the Supreme Court of the Russian Federation",

'the representative of MegaFon noted'

MegaFon disputed in court the FAS decision on the case of SMS mailings. Photo:

The FAS press service confirmed to the Rambler News Services (RNS) agency loss of matter in arbitration, having added that it expects the complete text of court's decision. FAS proceedings concern not only MegaFon, but also three other federal mobile operatorsVimpelCom (a trademark Beeline), "T2 of Mobile" (Tele2 trademark) and Mobile TeleSystems (MTS). Complaints to increase by these operators in the prices of SMS mailings in 2017 were filed bank by Russian Standard and "National Council of Financial Market (NCFM)" non-profit partnership (NSFR).

FAS obliged all four operators to eliminate violations, but it did not occur. After this FAS initiated proceedings in the relations of all four companies and in May, 2019 recognized all of them by violators of the antitrust law. VimpelCom, Tele2 and MegaFon did not agree with these verdicts and took with claims legal action against department. As of August, 2019 consideration of claims of VimpelCom and Tele2 is not completed yet.

As it appears from materials of FAS, the largest growth of quotations occurred at MegaFon. The company provides the relevant services using two services: "Mobile informing. FIX" and "Mobile informing". The first service assumes the identical cost of sending the SMS irrespective of their type.

In the second service differentiation of quotations depending on the SMS type is supposed: transactional, advertizing or service. Also this service allows to purchase packets of messages with the reduced price of sending of one SMS (so-called a step tariffing).

Till March, 2018 rate "Mobile informing. The FIX" assumed the cost of sending one SMS of 1.5 rub for numbers in MegaFon and 1.6 rub on numbers on other networks. In the Mobile Informing rate without connection of packets the cost of sending one advertizing the SMS made 1.4 rub, service - 0.92 rub, transactional - 0.3 rub. At connection of packets for sending service SMS the subscription fee made from 0 to 60 million rubles a month, volume included in a SMS package - from 0 to 300 million, the cost of one SMS over a packet - 0.92 rub up to 0.2 rub. At connection of a packet for advertizing messages the subscription fee made from 0 to 132 million rubles a month, volume included in a SMS package - from 0,300 million, the cost of sending one SMS over a packet - from 1.4 rub to 0.44 rub.

Since March 1, 2018 the cost of sending the SMS within a rate "Mobile informing. The FIX" made 1.9 rub for messages in MegaFon network and 2 rub for messages on other networks. So rise in price was 25 - 27%. In the Mobile Informing rate the cost of sending one advertizing the SMS made 1.8 rub, service 1.45 rub, transaction 1.1 rub. Respectively, for advertizing messages growth of the price was 29%, for service - 58%, for transactional - 267%. Banks send first of all transaction messages therefore increase in prices was especially sensitive for them. In case of connection of a packet for service messages the subscription fee made from 0 to 6 million rubles a month, the volume of the messages included in it - from 0 to 5 million, the cost of sending one SMS over a packet - from 1.45 rub to 1.2 rub. At connection of a packet for advertizing messages the amount of a subscription fee is from 0 to 7.5 million rubles a month, the volume of the messages included in a packet - from 0 to 5 million, the cost of sending one SMS over a packet - from 1.8 rub to 1.5 rub.

As came to a conclusion of FAS, earlier at application a step tariffing in MegaFon the cost of sending one service the SMS began from 0.2 rub, later the minimum cost was 1.2 rub So growth of a rate was 500%. For advertizing SMS when using a step tariffing the minimum cost of sending one message grew from 0.44 rub to 1.5 rub, i.e. growth was 241%. Besides, if till March, 2018 MegaFon applied 23 steps for a step tariffing, then since March, 2018 began to use only six.

VimpelCom till April, 2018 has a cost of sending one transactional the SMS made 0.25 rub, advertizing the SMS about a step tariffing - from 1.38 rub to 1.49 rub, one service the SMS from 0.89 rub to 1.36 rub. In April, 2018 the cost of sending service SMS about a step tariffing grew, depending on volume, from 46% to 194%. The cost of sending advertizing SMS about a step tariffing, depending on volume, grew from 46% to 194%.

Set to MTS in November, 2016 the differential tariffs for sending one SMS within services of corporate mailings: 1.15 rub when sending up to 100 thousand messages a month, 0.75 rub when sending from 100 thousand to 3 million messages and 0.6 rub when sending more than 3 million messages. But in a year, in November, 2017, MTS was set by a flat fare on sending one SMS - 1.5 rub. Respectively, growth of the price was up to 120%.

At Tele2 till March, 2017 the minimum cost of sending one SMS was 1.07 rub for transaction messages, 1.1 rub for information messages and 1.23 rub for advertizing messages. The operator uses a step tariffing, i.e. the rate for sending one message decreases at increase in total number of the sent messages. The maximum step a step tariffing — 20 million messages a month. When exceeding this volume the cost of sending one transactional the SMS made 0.49 rub, service - 0.51 rub, advertizing - 0.69 rub.

Since March 1, 2018 transactional the SMS, depending on volume, made the cost of sending one from 1.09 rub to 0.52 rub, one service message - from 1.21 rub to 1.01 rub, one advertizing message - from 1.55 rub to 1.25 rub. Respectively, for service Sms increase in prices was from 10% to 98%, for advertizing messages - from 26% to 81%. For transaction messages increase in prices was insignificant - from 2% to 6%.

Mobile operators tried to prove FAS that they do not hold a dominant position in the market of mailing of information messages. Taking into account a present status of development of communication networks commodity borders of this market, in addition to the SMS, include still e-mail, push-notifications and messengers.

However the Russian Standard bank objected that the most convenient method of informing for clients still is the SMS. Raiffeisenbank, Tinkoff Bank, Sovcombank, OTP Bank, and Renaissance Credit bank agreed with this position. FAS conducted own survey of consumers which results also confirmed the statement of Russian Standard.[2]

Banks spent 20 billion for the SMS and pass to push-notifications

In 2018 banks in Russia spent for mailing of Sms in total 20 billion rubles, counted in AC&M Consulting company which data were provided at the end of May, 2019. Against the background of growth of operator rates credit institutions more and more actively master push-notifications.

Main article Russian market of bank informatization

Banks pay the cellular companies for sending everyone the SMS. For the last few years the cost of one such message grew 0.03 to 0.7-1 rub, two market participants at the end of May, 2019 told RBC.

Mailing of the SMS in 2018 cost banks in Russia 20 billion rubles. They pass to push-notifications

For clients the service of push-notifications costs as much how many informing through the SMS (in some banks this service is free). At the same time mailing of messages through push channel costs banks cheaper.

The share of push-notifications from the total number of messages (about 30%) which the bank sends to clients appeared the highest at Alfa-Bank. Raiffeisenbank has a ratio of push-notifications and Sms makes 1 to 3, at Otkrytiye bank the share of push-notifications reaches 25%. At Sberbank the indicator is about 20%, the Moscow credit bank has 15%.

To advantages of this technology refer its free of charge (a number of banks saves from 15 to 25% of costs for the customer notification thanks to push-notifications) and also a possibility of transfer of bigger information volume thanks to adaptedness of service to mobile devices.

However completely banks will not be able to refuse SMS mailings, the analyst of AC&M Consulting Oksana Pankratova says. For sending push-notifications three conditions should be complied at the same time: the presence at the client of the smartphone installed on it the application of bank and connection to the Internet.

In Russia penetration of smartphones makes about 70%, and there are many places where the mobile Internet therefore the push channel does not give a 100 percent guarantee of delivery of the message does not work — the expert explained.[3]

FAS recognized VimpelCom, MTS and Tele2 by violators of the antitrust law

On May 15, 2019 it became known of what the Federal Antimonopoly Service (FAS) recognized mobile operators "Mobile TeleSystems" (MTS), VimpelCom and "T2 of Mobile" by violators of the Law "About Protection of the Competition". It is about establishment of discriminatory conditions when forming rates for SMS mailings for the state and commercial organizations which put consumers in unequal position.

As it was reported, in 2017 FAS received the complaint from the National Council of Financial Market (NCFM) because of increase in prices for SMS mailings. After that investigation on this fact began.

In the summer of 2018 of FAS issued the instruction to the specified mobile operators and also MegaFon, about elimination of a difference in rates for SMS mailings for commercial and national banks. The instruction was not eliminated in this connection FAS initiated proceedings against all four operators.

FAS found out that the difference in rates for SMS mailings for the state and private companies can reach 10 times. Such circumstance creates discriminatory conditions and contradicts the antitrust law.

FAS recognized: VimpelCom, MTS and Tele2 set the different price of SMS mailings for the national and private banks One of examples where discrimination is observed, mailing of information, service and transaction SMS by banks is. The situation is aggravated with the fact that in 2018 the law obliging banks to inform borrowers on debt and a remaining balance of a crediting limit at commission of each card transaction was adopted.

To what state banks cellular operators do discounts for SMS mailings, is not reported. However it is known that from retail banks under control of the state there are Sberbank and VTB.

So far violators of the antitrust law recognize VimpelCom, MTS and Tele2. Consideration of the case concerning MegaFon will take place on May 16, 2019 Besides, one more separate violation was revealed at VimpelCom: the operator cancelled a possibility of a transliteration of Sms from Cyrillics on Latin.

As maximum is long Sms on Cyrillics twice smaller maximum messages in Latin are long, it led to rise in price of cost of mailing of Sms twice. At the same time VimpelCom did not prove action of this sort in any way.

MTS declared the disagreement with the FAS decision. The company does not hold a dominant position in the market as the SMS is not the only channel of informing subscribers. Customers of mailings have several methods of informing the clients, for example, via e-mail, push-notifications and applications.

In Tele2 declared disagreement with the charges which sounded in the press release of FAS. The decision on the appeal of actions of department the operator will make after obtaining the text of the instruction and FAS decisions. VimpelCom did not comment on a situation.

Also it was reported, it is not the first attempt of FAS to adjust the market of SMS mailings. In 2015 became effective the changes in the legislation obliging to fight mobile operators against SMS spam.

Most of customers, as a rule, connect mailings through SMS aggregators. Till that time operators exposed to discount aggregators proceeding from the total amount of the messages sent by all their customers. After changes in the legislation mobile operators passed to poakkauntny model of tariffing: each specific customer was identified, and proceeding from the volume of the messages sent by it the discount was exposed to it.

As the total amount of the SMS passing through one aggregator is more than the volume of the SMS sent to any of his client, the prices of SMS mailings considerably grew. So, in 2014-2015 the cost of mailings through MTS network grew by 177%, through MegaFon - for 116%.

FAS obliged to eliminate mobile operators this violation. However VimpelCom and Tele2 successfully appealed against the instruction of FAS in Arbitration court, and it was cancelled.[4]

J’son & Partners Consulting: revenue of the Russian market of mobile informing made 22.97 billion rubles

J’son & Partners Consulting provided short results of a research of the Russian market of mobile informing 2017-2021 in April, 2019. Today in mobile informing in an A2P (Application-to-Person) segment it is possible to select two big subsegments: SMS mailings and informing via messengers.

In general revenue of the market of A2P of mobile informing (through SMS mailings and messengers) according to the experts J'son & Partners Consulting companies in 2018 made 22.97 billion rubles. The market will continue to grow dynamically and will reach nearly 37 billion rubles by 2021.

SMS mailings are their one main, well proved methods of mobile informing and the instrument of mobile marketing. Unlike negative forecasts for development of the universal market of the SMS in Russia the service shows a steady tendency to growth.

Development of a segment of bank information mailings what growth of mobile audience and development of mobile payments influences will be the main driver. Retail, the visa centers, embassies, government institutions will also not unsubscribe the SMS as they provides information delivery reliability to the client.

A main competitor of SMS mailings in the market of client notifications in a segment of A2P are messengers that repeats a universal trend. In Russia, according to survey conducted by J'son & Partners Consulting in 2018 the five of the most popular mobile messengers and social networks included VKontakte, Whatsapp, Viber, Telegram and Skype).


Banks spent 20 billion rubles for the SMS and pass to push-notifications

In 2018 banks in Russia spent for mailing of Sms in total 20 billion rubles, counted in AC&M Consulting company which data were provided at the end of May, 2019. Against the background of growth of operator rates credit institutions more and more actively master push-notifications. Read more here.

FAS against "Big Four"

The Federal Antimonopoly Service (FAS) initiated in August proceedings against four largest Russian cellular operators — VimpelCom (a trademark Beeline), MTS, MegaFon and "T2 of Mobile" (Tele2). The reason of initiation of proceedings was the fact that operators set different service prices of bulk mailing of Sms for different banks. Hearing of cases will begin in September, 2018[5].

As well as other organizations, banks use the SMS to notify clients on operations with their accounts and also send information and service messages. Banks are obliged to inform clients on operations with cards according to the law "On the National Payment System".

Investigation of FAS showed that services of SMS mailing are provided to the organizations with the state equity participation on some conditions, and to completely private organizations — on others. Characterizes a difference in the conditions of FAS as essential.

The regulator came to conclusion that operators created discriminatory conditions, having put consumers of SMS mailing in unequal position. Their actions were qualified as violation of point 8 of Part 1 of Article 10 of the law "About Protection of the Competition", proceedings were initiated on the basis of Part 8 of Article 39.1 of the same law.


FAS could not force operators to reduce the price of SMS mailings

On December 18, 2017 the appellate instance confirmed a verdict of court of first instance about canceling of the instruction of FAS on the case of SMS mailings.

FAS required from VimpelCom, MTS, MegaFon and Tele2 to cancel poakkauntny model of tariffing which introduction led to sharp increase in prices for SMS mailings. But the court solved - antimonopoly department did not understand a question, and supported operators.

In this solution the court recognized illegal the instruction of FAS issued in the spring of 2017 obliging mobile operators - VimpelCom, MTS, MegaFon and Tele2 - to cancel poakkauntny tariffing of SMS mailings.

A complaint was filed FULL FACE "A national processing center" (NPS) and "Sogaz Honey insurance company. They specified that at the end of 2014 - the beginning of 2015 SMS aggregators which they use for SMS mailings - SMS Traffic Devino Telecom, "SMS Center" and Innovative technologies - multiply increased the cost of mailings to subscribers of the specified mobile operators. Reason for that change of tariff policy of operators.

Reasons of rise in price of SMS mailings

In 2014 became effective the amendments in the Law "About Communication" obliging to fight mobile operators against SMS spam. Including operators obliged to identify final customers of mailings, to check existence of consent of the subscriber to receiving mailing and to stop mailings upon the demand of users.

Usually customers of SMS mailings are connected to mobile operators not directly, and through intermediaries - SMS aggregators. Earlier mobile operator exposed to the SMS aggregator a discount, proceeding from the volume of the messages sent by all his clients. It allowed the aggregator to provide a discount to the clients and to receive a margin.

But after changes in the legislation, at first MegaFon and MTS, then VimpelCom and Tele2 entered poakkauntny model of tariffing: the discount is calculated individually for each customer of mailings. As through one SMS aggregator on average there pass 100 million messages, and through one customer - 30 thousand, the prices of SMS mailings grew:

  • MegaFon - 105-116%,
  • MTS - 167-177%,
  • VimpelCom - 77%,
  • Tele2 - 33%.

And SMS aggregators by force introduced the additional service fee.

Considering the complaint, the Commission of FAS established that the regional mobile operator "Yekaterinburg-2000" (Motive trademark) did not pass to poakkauntny model of tariffing and as result, increase in prices for SMS mailings to his subscribers was not observed.

According to the results of consideration of the case FAS recognized MegaFon, MTS, VimpelCom and Tele2 dominant positions, guilty in abuses, and tariffing obliged them to cancel poakkauntny, and to expose a discount proceeding from the total amount of all sent SMS through one aggregator.

VimpelCom and Tele2 did not agree with a verdict of FAS and took legal action. He took the part of operators. The court established that FAS rendered a verdict proceeding from the analytical report about market situation of SMS mailings. At the same time FAS broke rules of law and own explanations, without having specified the volume of the corresponding goods market and percentage shares which occupy economic entities in this report.

FAS recognized that VimpelCom, MTS, MegaFon and Tele2 hold a dominant position in the market of SMS mailings because they are engaged a dominant position in the market of cellular communication. However the court specified that it is two absolutely different markets, and services of access to a cellular network and SMS mailings are not interchangeable.

In the analytical report of FAS did not describe a role of SMS aggregators: they are not carried, neither to service providers (telecom operators), nor to consumers (customers of services).

According to court, the output that transition to poakkauntny model of tariffing is not profitable to customers of SMS mailings is not right. Such model of tariffing is necessary for mobile operators for fulfillment of requirements of the Law "About Communication" on identification of customers of mailings. Also with transition to poakkauntny model of tariffing mobile operators could enter service "Partner SMS services" which allows to create templates of Sms, to apply individual preferences, etc.

At last, the court specified that as buyers final customers therefore, from the point of view of the operator, it is more correct to stimulate them, but not aggregators, with discounts for increase in volume of mailings speak at the market of SMS mailings. Besides, as it was specified in the provided FAS and to court the report of TMT Consulting, final customers of mailings have a choice between different channels of implementation of mailings: messengers, e-mail, etc.

FAS did not agree with canceling of the instruction by court of first instance and filed the petition for appeal. Initiators of listenings FULL FACE - NPS and "Sogaz Honey insurance company joined it. Claimants - VimpelCom and Tele2 - objected to the satisfaction of the petition for appeal, MTS joined them.

As a result the appellate instance confirmed a verdict of Arbitration court of Moscow about canceling of the instruction of FAS, having agreed with outputs of court[6].

FAS issued the instruction because of SMS mailing value increase

The Federal Antimonopoly Service (FAS) of Russia issued the instruction to the Russian mobile operators because of value increase of mailing of SMS messages. The law was broken by MTS, MegaFon, VimpelCom (Beeline) and "T2 of Mobile" (Tele2).

According to FAS, the companies from October, 2014 to December, 2015 entered a new procedure of payments with SMS aggregators for services of mailing of messages according to which aggregators began to pay by SMS Traffic, proceeding from a tariff scale for the volume of each final customer.

Earlier the system of the calculation of cost of services in its total amount directed from all final customers of SMS mailings to network of the telecom operator via the SMS aggregator equipment worked. "It allowed to set for final customers of mailings a smaller rate for services of mailing of messages" — noted FULL FACE, having added that as a result of introduction of accounting of volume of SMS traffic of each client separately, rates for mailing of SMS messages for final customers of mailings considerably increased.

Earlier FAS began investigation concerning telecom operators on installation of the prices of roaming. In January the service initiated against MegaFon proceedings for establishment of exclusively high prices of calls, the SMS and the Internet at stay for [7].

2016: The number of SMS mailings in Russia decreased

In the Russian market the volume of the electronic messages sent for informing several and more users grew by 2.1 billion units during 2016 - from 150.3 billion in 2015 up to 152.4 billion in 2016. At the same time the share of e-mail grew slightly, the number of the SMS, on the contrary, decreased - against the background of the noticeable growth of mailing of messages via mobile messengers.

The main options of informing using electronic means:

  • SMS, free for the user,
  • the paid SMS (informing from banks, entertaining services and so forth),
  • e-mails,
  • messages via messengers and mobile applications,
  • voice informing (as specialists of call centers, and using the program answerphone).

The size of the market of mass bringing messages to consumers (informing) in the Russian Federation, 2015-2016, one billion messages

For 2016 the largest growth in % expression was received by messengers. This growth was formed thanks to more attractive cost and sufficient volume of messages. The number of connection of notifications (by means of the SMS on a paid basis) made about 35%, i.e. 87.5 million. They generate a part paid the SMS - traffic in number of 15.5 billion messages.

No more than a third of all options of mailings on the message traffic whereas 53% of all messages are the share of delivery of messages by e-mail that speaks about explicit domination of this option falls to the share of free mailing of the SMS.

Channels of receiving by the population of the Russian Federation of information and advertizing messages from the organizations


Subscribers receive more service messages, than advertizing

The number of the transaction SMS messages received by subscribers of cellular communication exceeds quantity of advertizing. Only 12% of the general incoming traffic of the subscriber are the share of advertizing messages. The volume of the incoming traffic of users of mobile phones was counted by Devino Telecom company.

48% of the total number of incoming messages are the share of transaction mailing (data on movement of cash). Another 40% are a share of service SMS (information on giving of the taxi, supplied about charge of bonuses, the information on readiness of the order).

At the same time much more often to subscribers SMS notifications from bank structures, information on giving of the taxi and the message connected with purchases in online stores come. It is remarkable that residents of megalopolises receive 3 times more Sms, than residents of towns.

On average, monthly to one resident of the megalopolis more than 25 information Sms of different type arrive. Such indicators are recorded at 44% of users of mobile phones. A third of subscribers monthly receives from 10 to 15 messages. From 15 to 25 SMS come to phone of 25% of users.

The flow of messages with illegal advertizing was reduced. According to analytical center Devino Telecom, in July moderators blocked 287,335 messages. Honor it 200,000 less, in comparison with the data recorded in June – 454,678 SMS.

Based on 2014, in TOP-5 the industries which use SMS marketing entered it according to Devino Telecom:

  • 1.267.420.024 SMS – Retail chain stores of federal level (all types of goods)
  • 94.380.497 SMS – Taxi and carriers (services of the order of the taxi and logistic companies)
  • 89.102.434 SMS – Realtors (companies and services for search/property sale)
  • 21.574.394 SMS – Car (technical centers, car dealers, thematic websites)
  • 13.790.493 SMS – Entertainments (restaurants, movie theaters, clubs)

The market of the SMS of informing for 60% consists of transaction SMS and, respectively, for 40% from information. Transactional is information on movement of money on the bank account of the subscriber. Information traffic is divided into service and advertizing. The messages caused by any actions of the receiver belong to service: the order of the taxi or the air ticket and the message about giving of the machine or change in armoring, purchase in online store and SMS c (is collected/is sent/is delivered) by order status information. Advertizing traffic - the messages advertizing goods or service.

The forecast the size of the market of SMS mailings till 2020

Single mobile platform of the city of Moscow (EMP)

One of striking examples of use of the SMS as the effective channel of providing various interactive services is the Single mobile platform of the city of Moscow (EMP). EMP represents the city mobile infrastructure providing interaction of the industry information systems and mobile services provided in the form of mobile applications or SMS/USSD of services. Within the platform more than 20 different SMS services allowing citizens to receive city electronic services among which there is an obtaining information on penalties of traffic police, making an appointment with the doctor, transfer of meter readings of water supply and the electric power, control of attendance of school students are implemented. The social nature of many city services defined need of providing the maximum scope of audience. Therefore the most part of services is equally available both to users of smartphones, and owners of the simplest mobile phones.

Penalties of Traffic Police service

One of the most popular Moscow city services is the Penalties of Traffic Police service. Using this service users can how independently check existence of unpaid penalties, and to subscribe for interactive SMS notifications which will timely inform on receiving a new penalty. During contrastive analysis of data it turned out that, despite the given opportunity to users of smartphones to browse penalties through the application and to receive notifications in the form of push-notifications, the majority prefers to obtain information on new penalties in the form of the SMS: more than 300 thousand SMS requests to service are monthly fixed, and the total number of users exceeded 160 thousand.

Evakuation service

It is possible to estimate interactive opportunities of the SMS on the example of other popular city service – Evacuation. Thanks to this service the Moscow drivers have an opportunity to obtain information on the fact of evacuation of the car: evacuation time, reason, auto pound address. As well as in a case with Penalties of Traffic Police service, the overwhelming number of users of this service uses the SMS for obtaining information: more than 19 thousand SMS requests to service are monthly fixed, and the total number of users exceeded 50 thousand. "Efficiency" of the SMS, independence of communication quality or availability of Internet connection were defined by considerable dominance of SMS subscriptions over push-notifications.


According to the report of J'son & Partners Consulting analytical company, the market of SMS mailings in Russia in 2013 grew by 1.7 times — to 101 million dollars against 60 million dollars in 2012. As analysts note, the most part of all volume of SMS mailings — or 70% — made SMS notifications of banks to the clients. Other traffic of mailings was made by advertizing messages of retail chain stores, online stores, haulers, enterprises of services, electronic payment systems. At the same time a considerable part of advertizing traffic fell on spam.

Price range on mailings is very wide and varies from 4 kopeks for one SMS (at "black" aggregators for a case of large volume of mailings) up to 1.35 rubles (at the low volume of mailings at one of operators of "the big three"). Until the end of 2013 SMS mailings were performed according to the scheme which did not require the conclusion of direct agreements with the operator. So the SMS-rassylki customer company could use services not of operators, and intermediaries who did not sign agreements with mobile operators directly. Since the end of 2013 the largest mobile operators took a number of measures for prevention SMS spam mailings to the subscribers. So, MegaFon, MTS, Tele2 began to block the entering SMS mailings from short and alphabetic and character numbers of the sender or the SMS aggregator which has no direct agreement with the operator. As a result the volume of spam began to decrease.

According to mobile operators, SMS spam volume after implementation of measures for its suppression decreased by 3-4.5 times. According to the forecast of J'son & Partners, growth rates of the market of SMS mailings in Russia will slow down owing to the taken measures for fight against spam. It is expected that in 2016 the volume of this market in the country will be 137 million dollars.

SMS mailings in Belarus

The project of Council of Ministers about changes in Rules of rendering the services of telecommunication approved by the resolution of Council of Ministers of Republic of Belarus of August 17, 2006 is submitted for public discussion, the head of department of telecommunication of the Ministry of Communications and Informatization Olga Fedoreeva told in February, 2017 to the correspondent of BELTA. The draft resolution also sets parameters of quality of the rendered services for networks of cellular mobile telecommunication, land digital TV broadcasting and CATV systems[8].

First of all media became interested in the idea to arrange SMS mailings. "It is offered to settle an operations procedure of operators when mailing messages. These adjustments are connected with a flow of messages, including advertizing character which subscribers would not like to receive", - madam Fedoreeva commented on an initiative.

The draft resolution suggests to make to Rules of rendering services of telecommunication additions regarding fixing of an obligation of operator of telecommunication to send the SMS in network of other operators of telecommunication only in the presence of the agreements signed with such operators on acceptance and mailing of the SMS. The operator of telecommunication will be obliged to do mailing of the SMS only with indication of directory number or the unique code of identification, and according to the written application of the subscriber to stop transfer of Sms. The exception becomes only for messages of the operator about services of telecommunication and messages, "transfer of which is performed by the operator according to the legislation".

In the project the technical performances characterizing availability of network, the continuity of communication, transmission quality of the speech, service quality of data transmission are also defined. Parameters of quality rendered by operators should be not worse than the parameters stated in the application.

For land digital TV broadcasting and CATV systems the technical performances which are directly influencing perception of quality, the image and a sound are defined. These parameters will become control at elimination of disagreements between the operator of telecommunication and subscribers. "At emergence of disputes between the operator and the subscriber these indicators will be measured by specialists. If they do not correspond to what is stated in documents - the operator renders low-quality service", - Olga Fedoreeva gave explanations. The project considers such indicators as bit error rate after the external decoder, a deviation from center frequency, the difference of voltage levels of radio signals of the image and a soundtrack in a distribution channel, error rate of modulation and other parameters.

Income of telecom operators from the SMS and MMS in the world


World income of telecom operators from services of transmission of messages of the SMS and MMS in 2013 for the first time was in the history reduced — by 4% to 104 billion dollars after achievement of a pica in 2012, data of Strategy Analytics demonstrate.

By 2017 revenue of operators from the SMS and MMS will be reduced by 20%, analysts predict. The reason of decrease in total revenue of global operators from the SMS and MMS is the active growth of popularity of so-called over-the-top (OTT) of the services using the Internet for transfer of instant text and voice messages, for example WhatsApp.

In the developed regions where the level of use of smartphones is especially high, decrease in revenue from transfer of the SMS and MMS by 2017 will be even more noticeable — for 38% in North America and for 28% in Western Europe, Strategy Analytics reports.

SMS spam

Main article: SMS spam

SMS fraud


Within several years hackers used the equipment known as a phishing. With its help they sent to the victims e-mails allegedly from bank therefore fraudulently tried to obtain registration data for access to the bank account. Since people became more informed and better began to recognize phishing letters therefore the victims of a phishing became less, hackers changed the tactics and focused the attention on our phones.

The Smishing is conceptually very similar: instead of sending e-mails hackers began to send to the victims text Sms. Each of such messages is developed to deceive people for the purpose of receiving from them extremely important personal information, for example, the PIN code for access to their online bank. Some smishingovy messages will direct the victims to the false website or will ask to download the necessary application which is actually infected with the malware.

In more detail about a phishing in the SMS you watch this publication.

Information on the blocked card

The minimum amount of a loss from SMS swindlers makes 100 rubles, and maximum is calculated by tens of thousands and limited only to a limit of the bank account of the victim.

According to Devino Telecom company which is engaged in the SMS-informirovaniya organization, texts of all fraudulent messages are similar at each other:

  • Your card is temporarily suspended. The reference by ph. *****
  • Your card is blocked. Info by ph. of ***** UB of the Central Bank.
  • Good afternoon. I accidentally translated to you 300r I will be grateful if you put money for the ***** phone Alexander
  • The card of Master Card is blocked. For the order new send the SMS with the word "card" to number *****

The SMS set, sent by swindlers, quite standard. So, for example, according to the statistics federal Tele2 cellular operator, receivers of SMS mailings complain of false addresses from banks about blocking of plastic cards (53% of messages), SMS information on a prize (18%), advertizing messages with links to fraudulent websites (18%), requests to return mistakenly transferred funds or to refill balance of this or that phone (2%).

On whatever tricks there were swindlers, to avoid deception not so difficult – enough not to write response messages and not to call by specified in SMS telephones. However from cellular operators and service providers not to do without acceptance of the controlling measures.

For solution of the problem of SMS fraud and also fight against spam, it is necessary to treat more responsibly the maintenance of the extended Sms, consider in Devino Telecom. For this purpose two-linear pre-moderation of traffic is entered into the companies. Monthly, moderators of the company block about half a million messages of illegal contents.

It is considerable fixing of a name of the sender for the customer of mailing on all telecom operators – creation of the register of names of senders, by analogy with the register of domain names will allow to reduce the volume of fraudulent mailings. It will exclude a possibility of sending messages from others name, for example from a bank name, and considerably will simplify process of tracking of spammers and swindlers. It should be noted that fraudulent mailings on behalf of Sberbank were recorded in Kirov earlier.

Fixing of a name of the sender is made separately on each cellular operator. At the same time, operators do not compare the data which are available for them specified by customers of mailing at registration. Thus, by the right of superiority, the name of the sender of the known brand can be occupied that allows then to perform fraudulent mailings.

Creation of the unified register of names of senders will allow to minimize a possibility of implementation of fraudulent mailings from a bank name or the known companies.

Multifactor (two-factor) authentication

Основная статья: Multifactor (two-factor) authentication

RCS (Rich Communication Services)

RCS (Rich Communication Services) is a data exchange protocol between cellular operators and also between operators and devices, developed by GSM association in 2008. Unlike obsolete the SMS – for the first time that was tested in 1992 – RCS allows not only to exchange separate messages, but also to conduct chats on two and more users, to exchange files and content, to make audio-and video calls, to exchange location-based data, to send audiomessages, to keep the black list.

5G Messages

On April 9, 2020 it became known that in China the technology of message exchange of a 5G Messages using possibilities of cellular networks of fifth generation is developed. Three largest mobile operators of China – China Mobile, China Telecom and China Unicom work on it, and it is positioned as replacement of SMS technology.

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