Service providers, particularly carriers, are missing out on potential revenue streams from messaging services. Messaging services, particularly advanced messaging as part of an integrated communications platform, could be offered as a value-added service. Higher levels, such as presence awareness, IP telephony, voice chat, and video IM, could be offered as premium services for a monthly fee. The more a customer's communications are tied through a particular service, the greater the hold a service provider has on that customer and the lower the chances the customer will change to another provider. Advanced messaging services also offer additional revenue opportunities, including electronic commerce.
Service providers can earn revenue from retail partnerships and for handling payment.
Advertising can be used to subsidize the service so customers receive more services without paying extra fees. With presence-awareness capabilities, customers could be targeted with advertising messages on mobile devices when they are in a place where they could act on the advertising information. Because customers have the opportunity to set their own profiles and preferences, they receive only information they have said they want to receive. The advertising information then is a service rather than an annoyance. For example, a customer who likes coffee could be notified when she is near a coffee shop.