Another day, another IM ? Does it have a chance given its a closed community and you already have your social graph on one or another of the existing communities.
Telefonica's retort to the third party messaging apps like WhatsApp, Skype and Viber that are threatening operator business models. The TU Me application enables rich communications between users on any network, mimicking the functionality of OTT applications and tying them to the subscriber’s phone number.
Whats missing -
- Closed community - Can only communicate with other Tu Me users
- Ability to call circuit switched lines and so all communication is within the boundaries of the application itself
- No video communication
OTT messaging services like WhatsApp, Facebook Messenger, etc. are estimated to take almost 4% of voice and messaging revenues from the mobile operators in 2012. And while the operators can’t afford to lose this money, they also can’t afford to lose the relationship they have with their customers.
A compelling user experience is essential but making the service cost free is also likely to be important as this is what consumers already get from OTT players. This makes Telefónica’s hint at some kind of ‘TU premium’ a potentially tricky issue.
Its fair for carrier to think of a monetisation model going forward. While the service as it stands does not have any unique attributes, there is scope to differentiate via integrating it with other operator run cloud services such as storage facilities.
Press Release
Telefónica Digital unveils TU, a new umbrella brand for its direct to consumer services and launches its first globally available product
09 May 2012– Telefónica Digital today announces the launch of TU Me, a mobile app that enables communication and sharing via smartphones, keeping a record of every interaction through a simple, searchable timeline. TU Me offers one of the best integrated communications experiences on a smartphone and is now available to download from the Apple App Store. Free to use at launch, the service will continue to be developed with added value functionality.
TU Me is the first service from Telefónica Digital to launch directly to consumers and the first time Telefónica has launched a product worldwide, regardless of its operating markets.
Telefónica is committed to innovating in its core business of communications. Over the coming months, it will also use the TU brand to launch a number of enhanced communications services which its O2, movistar andVivo businesses will make available to customers as part of their bundles.
TU Me is designed to make it as easy as possible for people to communicate with their friends and family using their smartphone. Users of TU Me can exchange text messages, make calls, leave voice messages, share photos and location information. Interactions are stored in a timeline format, making it easy to view, scroll through and keep a history of conversations.
TU Me has been developed to offer the best communications experience in an app and is built to rigorous phone industry standards. It is the only app of its kind that stores your content in the Cloud so that it is always available whenever you log into the app, even if you lose your device. It is also the only app that lets you make calls, send voice messages, instant messages, photos and location from one control within one screen, with no need to switch apps or tabs.
TU Me is initially available for iOS users with the Android version to follow shortly. The service is available for free to anyone with an iPhone worldwide, regardless of their network operator, and works via their mobile data plan or over Wi-Fi.
TU Me is the first product from Telefónica Digital to launch under the new TU brand and reached the market less than six months from the formation of the unit.
'We’ve seen the growing popularity of communications apps on smartphones but we believe we’ve gone one better with TU Me using our knowledge and insights of how people use their devices,' said Stephen Shurrock, Chief Commercial Officer at Telefónica Digital. 'TU Me puts all your communications needs into one place, for free, and is a great way for people to stay in touch with those close to them. It’s also a testament to the innovation, speed and agility within Telefónica Digital.'
TU Me is available as a free download in Apple’s AppStore or visit www.tumeapp.com for more information or to sign up to receive information about upcoming releases for other operating systems.
About Telefónica Digital
Telefónica Digital is a global business division of Telefónica. Its mission is to seize the opportunities within the digital world and deliver new growth for Telefónica through research & development, venture capital, global partnerships and digital services such as cloud computing, mobile advertising, M2M and eHealth. It is also driving innovation in over the top communications services under a new umbrella brand called Tu. Telefónica Digital will deliver these new products and services to Telefónica's 300 million customers as well as leveraging the power of the internet to enter new markets. It is headquartered in London with regional centres in Silicon Valley, Sao Paulo, Spain and Tel Aviv. Jajah, Terra, Tuenti, Media Networks Latin America, 48 and giffgaff are all part of the Telefónica Digital group of companies.
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