The Research On Competitive Relationship Of Instant Messaging With Traditional SMS And Voice Service

In recent years, Instant Messaging (IM) has been developing at the irresistible speed in the field of communication, with gradually expanding user scale. Thus, plentiful business traffic of traditional Telecom Service is losing owing to the new-type of IM. Operators put attention to the increasing competition issue. While, relative empirical studies nearly remain empty now. Consequently, the main contents and fruits of this study are shown as follows:1. Compare the theories and methods about research of competitive relation in the field of communication.From the review on competitive relation of cellphone with BP, voice service and the Internet service, this paper concludes the different study theories and methods against different objectives, of which the fitness to the study is discussed further. And find micro research methods based on the niche theory having been adopted by media showing better reference value. Therefore, three measurement models, namely, niche breadth, niche overlap and niche superiority for the paper are determined.2. Make a study on the gratification factors affecting users’ choice of services.The design of measurement scale is the key to the study, relative literatures indicate the scale based on the use and gratification, gratification opportunity will work well. So synthesizing the relevant study about kinds of media and personal communication media, this paper sums up seven gratification factors, which are Relationship Maintenance, Entertainment, Task Accomplishment, Social Relationship Pressure, Multi-function, Convenience and System Quality. However, Multi-function is finally deleted.3. Through the empirical research, the paper analyses the niche and competitive relationship of the three services from the perspective of users.Based on the fruits of Part two, five research questions are proposed, and240effective responses are got by questionnaire survey. The findings from the three models are showed as follows:(1) Voice Service has the highest niche breadth, belonging to general service, indicating Voice is strongest in satisfying user’s need. But IM’s breadth is slightly lower than Voice, so larger impact on Voice from IM would occur possibly. SMS’ breadth has greater gaps with that of IM, showing IM has much more powerful gratification abilities in need.(2) On Entertainment factor, IM’s superiority significantly exceeds Voice and SMS; Competing with Voice, IM’s absolute value of niche superiority is greater on Relationship Maintenance, but not significantly, which indicates future increasing in threat to Voice. However, Voice’s superiority on factor of Task Accomplishment, Convenience and System Quality is significantly higher. Competing with SMS, IM’s superiority on Task Accomplishment is not significant, but the absolute value is greater, forecasting future increasing impact on SMS, for the other factors, IM has significant advance over SMS except System Quality. What’s more, in addition to Entertainment, Voice’s superiority is all bigger than SMS, and for Relationship Maintenance and Task Accomplishment, SMS presents the least overlap, so, as a following service, SMS has found its niche, and complements and cooperates with Voice.4. Provide operators with the revelation and coping strategies.Based on the study above, in terms of market development and future development tendency, this paper puts forward market strategies and advice of guiding significance.