ROCKVILLE, MD — (Marketwire) — 03/20/12 — MarketResearch.com has announced the addition of the new report “Mobile Messaging Futures 2012-2016” to their collection of Wireless market reports. For more information, visit
In 2011, the worldwide mobile messaging market was worth USD 202 billion. A market of such impressive value encourages heated competition and breeds innovation, making it both exciting and testing times for the mobile messaging space.
One of the biggest themes under discussion in the mobile messaging industry in the second half of 2011 and now in early 2012 is this issue of -the end of SMS- and the booming rise of Over-the-Top (OTT) messaging services (or -next generation- messaging services, to offer just one of a great many aliases). But is the -SMS doom- scenario accurate, and — in reality — is the feared cannibalization actually happening?
In addition to informed analysis of SMS, MMS, mobile e-mail, and mobile IM — and new sections on SMS Hubbing, and Mobile Marketing and Advertising — the report includes five-year OTT User and Traffic forecasts.
Within the mobile space, messaging is the biggest revenue generator after voice. Within messaging, SMS is king and yielded the highest revenue for mobile network operators (MNOs) in 2011. And so fevered interest about changing market dynamics is understandable and relevant.
With these largely free or -almost free- OTT messaging services seeing uptake, it is proper to assess precisely how pressing the concern is that the highest margin messaging service for operators (SMS) is being cannibalized by OTT services that are overwhelmingly yet-to-be monetized, and with usage thereof being largely beyond the control and influence of MNOs.
But, does a boost to one messaging type have to equate to a usage drop in another? Does it have to mean cannibalization of SMS? What about synergy? Side by side traffic growth? And what of the other messaging mediums of MMS, mobile e-mail and mobile IM? While messaging users love to communicate seamlessly, popular modes of communications do vary — and maybe OTT isn-t a replacement, but rather just one more segment of the messaging mix.
For more information, visit
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