Trends Report

Mobile Messaging Update: Pervasive Consumer Use Offers Unique Engagement Opportunities

Broad Reach And Usage Among Consumers Demands That Mobile Messaging Is In The Mix

July 30th, 2014
Julie Ask, null
Julie Ask
Douglas Roberge, null
Douglas Roberge
With contributors:
Reineke Reitsma , Patti Freeman Evans , Laura Naparstek

Summary

Twenty years ago, the only form of mobile messaging was SMS, and it offered the only pragmatic mobile data service: it had broad reach, standardization, and carrier interoperability. That's a far cry from where messaging is today. With smartphones representing the majority of mobile phones in many geographies and on the rise in all of them, messaging capabilities are expanding and delivering content that is immediate, contextual, and serves customers right in their moment of need. This report gives eBusiness professionals guidance on why organizations should keep messaging as part of their mobile mix when trying to reach mobile phone owners in both the US and other regions. It is an update to the "Text Messaging (SMS) Overview: The Workhorse Of Mobile" report originally published on March 7, 2012. We revised it to factor in new data and interviews as of July 2014.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.