Skip to main content

Mobile Messaging is Growing in Emerging Markets

Mobile SMS has proven to be a significant success ever since it started to show its first signs of adoption in the early 1990s. So much so that next year, according to ABI Research estimates, more than seven trillion SMS messages will be sent worldwide, from nearly 4.2 billion mobile subscriptions.

Messaging is also more prevalent among younger mobile phone service subscribers, and as they replace older subscribers, messaging will get a further boost.

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 ABI 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."

Email has the advantage of familiarity for many consumers, and, says Markkanen, "Due to relatively low PC penetration in emerging regions, for many consumers across Latin America, Africa, and south Asia mobile devices will provide the primary screen for accessing email. This won't be restricted to smartphones -- many companies are developing solutions to allow more basic handsets to handle email."

Messaging is, increasingly, a tool for the enterprise as well as for individuals. 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.

However the rate of mobile phone adoption generally will gradually decline over the next five years, and growth in number of new customers starting to use messaging will likewise slow gradually.

Popular posts from this blog

How GenAI Transforms Mobile Messaging

Mobile communications applications continue to evolve in response to new technology use cases. Telecom service providers and software vendors are now exploring applications for Artificial Intelligence (AI) capabilities. Generative AI (GenAI) is a type of artificial intelligence that can create new content, such as text, images, audio, and video assets. Applications of GenAI within the communications sector include generating personalized messages for each customer, chatbots that can answer customer queries, and creating targeted marketing campaigns to generate leads and sales for brands and enterprises. Telecom GenAI Market Development According to the latest worldwide market study by Juniper Research, enterprise spending on GenAI over mobile messaging channels will grow by 1,250 percent over the next four years -- that's from $830 million in 2024. Juniper predicts that the ability to automate the personalization of content, including marketing efforts and customer interactions ov