Mobile messaging services will create traffic of 7.5 trillion mobile text, picture and video messages worldwide in 2011, analyst Ovum has claimed.
According to the latest predictions from the analyst, the number of mobile messages being sent globally will rise by 12.5% from the 6.7trillion sent in 2010, whilst the revenue generated will also increase by 8% to $153bn.
Meanwhile, Ovum also warned that an ultimate decline of the messaging market is inevitable as more service providers, handset manufacturers and social networks cut into mobile operators’ SMS revenues with their alternative messaging solutions.
In its The Future of Mobile Messaging study released today (15 September), the analyst claims that manufacturers such as RIM have been particularly successful with their messaging services to rival the SMS. RIM's BlackBerry range remains the most popular smartphone amongst under 25s, driven primarily by its USP (Unique Selling Point), Blackberry Messenger. Recent research by analyst firm GfK revealed that over a third of consumers were influenced by BlackBerry Messenger (BBM), when purchasing a smartphone.
Ovum analyst Neha Dharia said: ‘While over the next four years the mobile messaging market will continue to grow, it is fast approaching an inflection point. Consumers will increasingly choose to send messages via the growing list of internet-based messaging services that have entered the market, rather than the traditional text message.
‘The trend is intensifying due to the growing presence of smartphones, low-cost data plans, and the prevalence of third-party messaging service providers on the mobile phone. To continue to drive revenues from messaging, mobile operators will need to be innovative in their approach to both the services they offer and their business models
According to Ovum, in order to regain market share lost to other key players, mobile operators must expand their messaging portfolio and add their own internet-based messaging option whilst also making sure to differentiate themselves from what is already on the market.
Dharia added: ‘Simply replicating a popular third-party service won’t result in success for an operator-branded service. Operators must offer over and above a basic service, by leveraging exclusive information they hold on consumers, such as frequently called contacts.’