1. Market Research
  2. > Internet Business Market Trends

Social Media: The Opportunity of Asynchronous Communications

  • June 2014
  • 9 pages
  • Frost & Sullivan
Report ID: 2162617

Summary

Table of Contents

Asynchronous communications methods are, by and large, over-the-top (OTT) and are accessed through broadband connections. OTT service providers such as Google and Facebook have built substantial empires providing such services; but now consumers are looking for more complete OTT packages. It may be time to consider combining the new asynchronous approaches with the tried and true synchronous modality of two-way voice communications. Doing so, may represent a substantial new revenue opportunity for the OTT players.

Introduction
Which is the largest consumer telecommunication company in the world? If one makes that determination on the basis of active subscribers, and without regard to the medium of communication, the answer may be surprising. It is Facebook. When the Internet was introduced to the general public, social media already had a fairly extensive following. Both of the early consumer networks, AOL and Compuserve, had primitive interaction pages where people of like mind could communicate with each other. By today’s standards these sites looked like chat sessions, but were in an ASCII text environment and generally delivered at 300 baud or less data rates. Nevertheless, they were popular; and so, when a critical mass of individuals had access to a browser and Internet connectivity, it was not surprising that, shortly thereafter, social sites like Yahoo and Facebook arose to support online interaction.

Yet, in the interval between the open chat sessions of AOL and Compuserve, and introduction of Facebook pages, a transformation had occurred. Where chat sessions are synchronous—two-way and in real-time—Facebook pages were asynchronous—not necessarily in real time or two way. The difference may seem trivial, but has actually been transformational.

Social media sites have seen phenomenal growth because they serve a need that has hitherto been ignored by more traditional telephone companies: people want to interact, but may not want or need to do so in real time. This dynamic has largely been overlooked by telephone companies who suffer from the same affliction that plagued railroad operators over a hundred years ago. Just as the railroads lost sight of the fact that they were in the transportation business, and believed they existed to run trains on time, so too have the telephone companies lost sight of the fact that they facilitate personal interaction, rather than providing telephone access. As people have changed their communication paradigm, telephone service providers have not changed theirs.

Social media acceptance, of course, does not mean that plain old telephone service (POTS) is dead; although subscriptions have seen a precipitous decline over time.2 It does mean, however, that the way in which such service is accessed will need to change; and it will need to blend with the new norm for telecommunications: asynchronous communications.

Asynchronous communications methods are, by and large, over-the-top (OTT) and are accessed through broadband connections. OTT service providers such as Google and Facebook have built substantial empires providing such services; but now consumers are looking for more complete OTT packages. It may be time to consider combining the new asynchronous approaches with the tried and true synchronous modality of two-way voice communications. Doing so, may represent a substantial new revenue opportunity for the OTT players.

Synchronous vs. Asynchronous Communications

Synchronous communications are duplex. That is, they occur between two or more people in real time and are two way (see Figure 1 below). Every person on the call can communicate to the other participants and receive an immediate acknowledgement or response. When telephones replaced telegraphs, this was their primary value proposition. In fact, advertisements from the early days of telephone emphasize the point that, telephones could speed up such businesses as farming and finance simply because one didn’t need to wait for a message to be delivered and a response to return: often by messenger.

In the initial days of the telephone, people were most comfortable with synchronous communications: life was slower and one wanted to look the other person in the eye, so to speak, when talking. Telephones, although they abstracted direct interaction, still allowed one to assess the other’s veracity through tone of voice, cadence and other prompts: communication by telephone wasn’t exactly intimate, but it was close enough. Although asychronous communications existed—telegraphs, letters, etc.—generally, they were relegated to more formal interaction.

Routine asynchronous telecommunications, which needn’t occur in real time, really began to resonate with consumers as emails, initially; and later, texting, chatting, and tweeting became commonplace. Largely a form of messaging adopted by technologists and by younger demographics for routine communications, asynchonous communications rapidly expanded to encompass business and general interactions. However, there are major differences between synchronous and asynchronous communications.

One principle difference between the two forms of interaction is that, while synchronous communications demand an immediate response on the part of communicating parties, asynchronous communications allow a certain amount of reflection and consideration. Such reflection can be a good thing in the case of an emotional exchange; allowing the parties to filter out otherwise hurtful or contentious language. In the case of business communications, this can be essential.

Get Industry Insights. Simply.

  • Latest reports & slideshows with insights from top research analysts
  • 60 Million searchable statistics with tables, figures & datasets
  • More than 25,000 trusted sources
  • Single User License — provides access to the report by one individual.
  • Department License — allows you to share the report with up to 5 users
  • Site License — allows the report to be shared amongst all employees in a defined country
  • Corporate License — allows for complete access, globally.

Ahmad helps you find the right report:

Testimonials

The research specialist advised us on the best content for our needs and provided a great report and follow-up, thanks very much we shall look at ReportLinker in the future.

Kate Merrick

Global Marketing Manager at
Eurotherm by Schneider Electric

We were impressed with the support that ReportLinker’s research specialists’ team provided. The report we purchased was useful and provided exactly what we want.

Category Manager at
Ikea

ReportLinker gave access to reliable and useful data while avoiding dispersing resources and spending too much time on unnecessary research.

Executive Director at
PwC Advisory

The customer service was fast, responsive, and 100% professional in all my dealings (...) If we have more research needs, I'll certainly prioritize working with ReportLinker!

Scott Griffith

Vice President Marketing at
Maurice Sporting Goods

The research specialist provided prompt, helpful instructions for accessing ReportLinker's product. He also followed up to make sure everything went smoothly and to ensure an easy transition to the next stage of my research

Jessica P Huffman

Research Associate at
American Transportation Research Institute

Excellent customer service. Very responsive and fast.

Director, Corporate Strategy at
Ingredion

I reached out to ReportLinker for a detailed market study on the Air Treatment industry. The quality of the report, the research specialist’s willingness to solve my queries exceeded my expectations. I would definitely recommend ReportLinker for in-depth industry information.

Mariana Mendoza

Global Platform Senior Manager at
Whirlpool Corporation

Thanks! I like what you've provided and will certainly come back if I need to do further research works.

Bee Hin Png

CEO at
LDR Pte Ltd

The research specialist advised us on the best content for our needs and provided a great report and follow-up, thanks very much we shall look at ReportLinker in the future.

Kate Merrick

Global Marketing Manager at
Eurotherm by Schneider Electric

Purchase Reports From Reputable Market Research Publishers

E-retail in the UK - 2017

  • $ 8600
  • Industry report
  • July 2017
  • by GlobalData

E-retail in the UK - 2017 Summary Online channel is forecast to account for 15.8% of total retail spend in 2017, rising to 18.5% by 2022. Clothing & footwear is driving much of this growth, with online ...

Future of B2B Online Retailing

  • $ 8500
  • Industry report
  • August 2017
  • by Frost & Sullivan

Connected Marketplaces Transition from Transactional Hubs to Assistive Selling Online B2B retailing is at an inflection point and is going through major shifts in technology and business models. The B2B ...

Social Media Analytics Market by Application, Component, Analytics Type, Deployment, Organization Size, Industry Vertical And Region - Global forecast to 2022

  • $ 7150
  • Industry report
  • August 2017
  • by MarketsandMarkets

Increased focus on the market and competitive intelligence is expected to propel the social media analytics market growth The global social media analytics market size is expected to grow from USD 2.71 ...


Download Unlimited Documents from Trusted Public Sources

E-Commerce Markets in Bangladesh

  • September 2017
    11 pages
  • E-Commerce  

  • Bangladesh  

View report >

E-Commerce Industry in Indonesia

  • September 2017
    12 pages
  • E-Commerce  

    Internet Servic...  

  • Indonesia  

    Asia  

    Singapore  

View report >

Retail Markets in China, Weekly Update

  • September 2017
    7 pages
  • Retail  

    Retail  

  • China  

    United States  

    Asia  

View report >

Marketing Markets

5 days ago

ref:plp2014

Reportlinker.com © Copyright 2017. All rights reserved.

ReportLinker simplifies how Analysts and Decision Makers get industry data for their business.