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Reader Forum: Mobile messaging trends to look for in 2013

Editor’s Note: Welcome to our weekly Reader Forum section. In an attempt to broaden our interaction with our readers, we have created this forum for those with something meaningful to say to the wireless industry. We want to keep this as open as possible, but we maintain some editorial control to keep it free of commercials or attacks. Please send along submissions for this section to our editor at: [email protected].

Here are four developments that will significantly impact the mobile ecosystem in 2013. Enterprises and mobile vendors alike are closely tracking these rising trends.

The explosive growth of mobile messaging over the last several years will continue in 2013 — even as the types and sources of messages evolve. Over-the-top messaging tools like Apple’s iMessage and WhatsApp Messenger will erode peer-to-peer message growth. Conversely, application-to-peer messaging volumes will grow as large enterprises opt for the ubiquity of traditional SMS messaging.

Juniper Research predicts that in 2016 revenue from A2P messages will reach $70.1 billion and overtake that of P2P SMS. The strategic focus within the mobile messaging ecosystem will shift from communication between individuals to sending and receiving service-enabling messages.

With text message open rates at 98% according to Frost & Sullivan, companies cannot ignore the impact of mobile messaging on critical day-to-day updates. Major enterprises are looking beyond app-focused mobile strategies to include SMS in a variety of operational and marketing functions. New use cases reduce operational costs and bring companies closer to their customers and staff. This includes using mobile messaging for product shipping notifications; airline reservation changes and confirmations; employee reminders to complete time sheets; and augmented staff scheduling for companies that have flexible staffing needs.

SMS, MMS and push notifications are mainstream communications channels alongside more traditional e-mail, print and broadcast mediums. Mobile messaging helps catch prospects during the buying cycle and convert them to customers as fast as possible. App analytics firm Flurry recently found that people spend 23% of their time on mobile devices — second only to TV at 40%. Yet mobile gets about 1% of ad spend, whereas TV captures 43%. Print, on the other hand, gets 29% of ad spend, but accounts for only 6% of leisure time. Marketing investment will continue to shift from print media to mobile in 2013 so that it more closely matches time spent on mobile devices.

Today, mobile represents more than just phones. Tablets are poised to become the primary device by 2016 as consumers and businesses gravitate toward convenience over computing power, according to Forrester Research. Increasing tablet consumption directly contributes to multi-channel messaging growth, allowing companies to easily communicate with their prospects and customers through one vendor relationship and platform. As we approach 2013, multi-channel mobile messaging will become the standard.

In an increasingly connected business world, these four trends will change interactions with colleagues, prospects and customers globally. SMS, MMS and push notifications will open the door to new, effective communication channels. The mobile ecosystem must work together to make substantial progress in 2013, and deliver on the promise of ubiquitous interaction and commerce.

ABOUT AUTHOR

Roberta Prescott
Roberta Prescott
Editor, [email protected] Roberta Prescott is responsible for Latin America reporting news and analysis, interviewing key stakeholders. Roberta has worked as an IT and telecommunication journalist since March 2005, when she started as a reporter with InformationWeek Brasil magazine and its website IT Web. In July 2006, Prescott was promoted to be the editor-in-chief, and, beyond the magazine and website, was in charge for all ICT products, such as IT events and CIO awards. In mid-2010, she was promoted to the position of executive editor, with responsibility for all the editorial products and content of IT Mídia. Prescott has worked as a journalist since 1998 and has three journalism prizes. In 2009, she won, along with InformationWeek Brasil team, the press prize 11th Prêmio Imprensa Embratel. In 2008, she won the 7th Unisys Journalism Prize and in 2006 was the editor-in-chief when InformationWeek Brasil won the 20th media award Prêmio Veículos de Comunicação. She graduated in Journalism by the Pontifícia Universidade Católica de Campinas, has done specialization in journalism at the Universidad de Navarra (Spain, 2003) and Master in Journalism at IICS – Universidad de Navarra (Brazil, 2010) and MBA – Executive Education at the Getulio Vargas Foundation.