Trends Report

Vendor Landscape: Mobile Messaging Platforms

March 16th, 2017
MF
Michael Facemire
LN
Laura Naparstek
With contributors:
Fiona Swerdlow , Ian Jacobs , Jennifer Wise , Jaclyn Galan , Peter Harrison

Summary

The features and functions of mobile apps are overkill for most mobile moments. By contrast, messaging rightsizes customer engagement through a combination of notifications and conversations in the form of text, sounds, images, videos, links, forms, and more. Engaging customers through messaging demands a technology stack that is connected to, yet distinct from, systems that support mobile apps or mobile sites. This report defines the eight types of mobile messaging vendors available to digital business professionals and how their capabilities differ.

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