Mobile penetration across the world has soared in recent times. In developing countries alone, mobile subscriptions are increasing at an amazing rate. While voice calls and text are incredibly useful the real benefits will come from more sophisticated digital technologies for emerging economies. Mobile banking and mobile health assistance technologies have already taken off. According to ABI Research estimates, more than seven trillion SMS messages will be sent worldwide, from nearly 4.2 billion mobile subscriptions. Messaging has been more prevalent among younger subscribers, according to the report.
Messaging includes four types of communication: SMS, MMS, mobile email and Instant Messaging. SMS is being increasingly regarded as something of a commodity by users, due to falling delivery costs and high competition. According to industry analyst Aapo Markkanen, “When these trends towards commoditization are combined with the wider adoption of mobile email and IM services, the revenue proportion of SMS and MMS against the market total is expected to decline.”
ABI Research believes that the future of mobile messaging will increasingly be in unified toolkits that mash up and converge text and multimedia messages, IM chats, emails and voicemails. Messaging is, increasingly, a tool for the enterprise as well as for individuals. Practice director Neil Strother notes that, “Mobile messaging has distinct advantages for companies communicating with their customers. It is universal, cost-effective and reliable, and most people have their phones with them and switched on most of the time.”