”Mobile messaging was profitable long before it became sexy for marketing purposes,” says John du Pre Gauntt, eMarketer Senior Analyst and author of the new report Mobile Message Marketing. “The ubiquity, ease of use and low-cost of mobile messaging caused it to rocket in usage wherever it was introduced—even in the bastion of voice traffic, the US.”
Various research studies show that users give a thumbs-up to messaging. In fact, it’s among the top reasons for buying a mobile handset
”After voice calls, messaging typically ranks second or third in the order of user desires,” says Mr. Gauntt. “Most important to marketers, messaging, especially short messaging services (SMS), is now part and parcel of youth culture everywhere.”
In terms of general use, SMS ranks with voice as one of the standard mobile services. In Europe, Forrester Research reported that nearly 100% of mobile users ages 12 to 24 sent SMS messages on a daily basis while a little more than one-half (55%) used its more robust cousin, multimedia messaging services (MMS).
”Now, SMS and other mobile messaging flavors such as MMS, mobile instant message (MIM) and mobile e-mail are in the midst of a make-over by marketers,” says Mr. Gauntt.
eMarketer projects that the global market for ad-supported mobile messaging will rise from $1.5 billion in 2006 to $12 billion by 2011.
”As the speed and sophistication with which marketers integrate other mediums such as outdoor, radio, television and the Web with SMS call to action, an ad-supported model for mobile messaging charges cannot be far off,” says Mr. Gauntt.
Amid the excitement over mobile messaging, however, there remains a sticking point regarding who should pay the network delivery charge, especially as it applies to communication between a mobile subscriber and a marketer.
”Interactive content experiences such as television voting or polling have seen success with consumers paying the freight for the network,” says Mr. Gauntt. “But it defies logic for mobile marketing to achieve its promised growth with the consumer consistently picking up the tab for various types of interactive sessions with brands or content properties.”
To see more of what’s coming up for the future, read the new eMarketer report, Mobile Message Marketing, today.