Global Mobile Media - Messaging Services and OTT Messaging Apps Insights
Driven by the growing usage of smartphones and mobile broadband services, mobile messaging continues to gain popularity throughout the world. But the scene is changing. The traditional SMS market, which peaked in 2012 and is now gradually shrinking, is being replaced by Over-The-Top (OTT) social messaging and messaging apps. This decline in traditional SMS usage is particularly evident in countries and regions where there is high smartphone and mobile broadband penetration.
Despite some commentators spelling the death of email in favour of social media and other forms of messaging, there is yet no sign that our email boxes will lie empty anytime soon. In fact, the number of emails being sent worldwide continues to grow, and global revenues from email are forecast to almost double between 2014 and 2018. The biggest change is that almost half of all emails are being accessed from a mobile device globally. In some cases the mobile data used to access emails or social media apps is provided free by the mobile operators in a recent trend known as zero rating content.
This report provides a global overview of the key trends occurring for SMS, email, Mobile Instant Messaging (MIM), and Unified Communication (UC) sectors, including broad statistics, where available.
SMS has declined to less than 70% of global messaging revenues; It has become a popular practise for mobile operators to offer service bundles which include free data usage to access mobile apps such as social media, email or OTT messaging services. Known as zero-rated content; WhatsApp's user base has reached around a billion users in 2016; In March 2015, WhatsApp added mobile VoIP (MoIP) to its messaging app; Messaging app and MoIP provider Viber crossed 100 million concurrent active users in June 2014; In February 2014, WhatsApp was purchased by Facebook for $16 billion; Also in February 2014, Viber was acquired by Japan-based Rakuten for $900 million; Succumbing to competition, Samsung's ChatON was discontinued in February 2015.