Megaphone launched the UMS service (Unified Messaging Solution), and the beta version of the client on Google Play. New competitor Whatsapp, Joyn, and IMO.IM?

Yesterday Megafon launched a new service UMS (Unified Messaging Solution) for smartphone users. The service “ allows you to communicate through popular instant messengers, social networks and e-mail, to receive and send regular SMS and MMS through a single interface, ” which is reported by the uninformative news on the operator’s website.

The new service combines the capabilities of the Message Portal service (SMS + and MMS +) ; mobile messenger like Whatsapp , Viber , as well as a client for regular instant messengers and social networks, for example IMO.IM.
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It seems that this project is not related to Joyn, the international initiative of operators to launch a single competitor to independent (and most importantly - free) OTT-services.

What can UMS?

The news also states the following:

The UMS application will be distributed through the AppStore and GooglePlay for free. Beta testing service will last six months , during which the exchange of messages between users of UMS will not be charged .

Sending SMS and MMS messages, as well as the data transfer schedule when accessing the message tapes in social networks will be paid by the subscriber according to the tariff plan .

To use the service ( messages.megafon.ru - when you click, an error may occur, then copy the address into the browser line), you can install the client for Android . Interestingly, the site also offers to download the client for iOS, but the download button is inactive (and in the news it is reported that the client for iOS will appear in the near future).

Android app features

The following is indicated on Google Play:

"UMS" is a concept that involves working with any kind of messages.

The UMS service is a means of communicating with friends and acquaintances through a mobile application for smartphones and a web portal. The service combines the functions of working with SMS / MMS messages, Instant Messaging messages, social network chats (available only through the mobile application), and also allows you to work with news feeds and Email (only available through a web portal).

The text and / or multimedia message you send from a mobile application or web portal is a UMS message.

By connecting the Service and installing the application on your phone or using the web portal, you can:

• store and view SMS / MMS correspondence;
• send SMS and MMS messages;
• receive and send email;
• set auto answer to incoming SMS / MMS;
• set the forwarding of incoming SMS / MMS;
• set a signature to send SMS / Email;
• receive SMS-notification of incoming Email;
• configure filtering of incoming messages;
• view social network feeds;
• post messages on social networks;
• store phonebook contacts and social network accounts;

Full information on the service is available on the website: messages.megafon.ru

There is also a flash-video on the news page , which is intended to tell more about the service. The video is extremely vague, of poor quality (small resolution, the text is blurred), and uninformative. It simply does not correspond to the usually high quality of Megaphone promotional materials.

Within a few minutes, those interested can watch a quick slideshow of various pictures and headlines. For example, from the section “Tariffing” it is difficult to understand the details of the tariffing of a service. In the video there is little text, too many moving pictures. Due to the blurring, it is difficult to make out what is shown in the screenshots. Does it help to learn more about the service, or just confuses?

MegaFon marketers - if you read this - watch this video , it is made much better and more informative. As a request: as your client, I would like to see such videos in the future.

The service is already being discussed on the Megaphone forum:

“S_S old-timer Re:“ UMS ”service ?? (dated 10/12/2012 17:08:07) [353211]
And somewhere there is a detailed (with the conditions, with tariffs) description of this service at MegaFon? ps in the speaker as usual answered that they do not know anything, UMS services in MegaFon are not. "

What are the prospects?

Considering the recent news about the fact that, under the GSM Assosiation wing, operators unite to launch Joyn , a competitor to all independent applications for communication via the Internet (here you can include popular Whatsapp, Viber, IMO.IM, etc.), the appearance of UMS in Megaphone looks a bit strange. Wouldn't it have been better to run Joyn right away?

On the other hand, Megafon is known as an operator who is one of the first to launch truly innovative services (only the Megaphone has a VoIP service Multiphone with SIP connectivity, and the ability to control SMS via the Internet in the form of SMS + service, if not mistaken, also appeared first at the Megaphone). Another service certainly does not hurt anyone, and some may come in handy.

Here is some more information:
MegaFon starts playing in the OTT market. Running UMS

Will UMS be in demand?

Judging by the above quote, the beta testing phase will be completed in six months, and messages between UMS clients can start charging. Sending SMS messages through UMS and now is carried out for a fee according to the tariff plan, without any discounts. It is difficult to compare how the new application will use the battery - in particular, Skype for mobiles is known for its resource intensity.

In my opinion, simple services like Whatsapp still look more attractive.

What do you think? Service necessary? Was it worth it to run? What future awaits him?