A new forecast from Informa Telecoms & Media claims SMS messages will remain a key revenue driver for the mobile industry in the next five years, despite growth in enhanced messaging services such as multimedia messaging (MMS), mobile email and instant messaging (IM).
According to Informa, person to person (P2P) messaging will continue to represent the main sector of the mobile business, although application to person (A2P) and interactive messaging will become increasingly important as new services using rich content become available.
Dan Winterbottom, author of Informa’s Mobile Messaging – 2005 strategic report, explained the forecast, stating: “We believe the messaging market has great potential. With total revenues approaching $120 billion globally by 2010, this is one of the key growth sectors in mobile services.”
Looking ahead, Informa claims the outlook for enhanced messaging, including mobile email, MMS and IM is promising. The key to success in each sector is consumer benefit, the analyst said, with flexibility also of paramount importance.
However, research released earlier this year by Harris Interactive and the Public Relations Society of America (PRSA) claimed that consumers are more receptive to traditional marketing techniques, with many regarding adverts in text messages and internet pop-ups as less acceptable ways of reaching them.
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