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BizReport : Mobile Marketing : November 11, 2008


Forecast: Mobile messaging revenues to rise

Even though recession may be just around the corner, there's one communication channel that's set to experience continued growth over the next few years, according to a new forecast issued by market analysis firm ABI Research.

by Helen Leggatt

The research found that a growing number of consumers view mobile messaging, defined for the study as text, multimedia messages, voicemail, instant messaging, and e-mail, as a more efficient means of communication than voice services. A recent survey from Nielsen found that text messaging, which overtook voice calls at the beginning of the year, has grown by 450% over the last two years.

abi research logo.gifIn light of their findings, the recent ABI Research forecasts that revenues from mobile messaging will grow from $151 billion in 2008 to more than $212 billion globally by 2013.

Despite instant messaging and e-mail becoming increasingly popular on mobile phones, text messaging is still expected to be the biggest earner. "Mobile messaging ARPUs are 85 percent-plus of all handset data services revenues regardless of region and will remain so for many years," said ABI Research principal analyst Dan Shey.

"As messaging involves all the biggest players in the mobile industry there will be incentives for all mobile messaging suppliers to work cooperatively to serve customers well and propel all parties through these rough economic waters."

In particular, the report points out the need for displaced workers to remain mobile while seeking employment as a driver of mobile messaging use. Marketers should also consider consumers who are tightening their belts this holiday season and increasingly look to their mobile devices for bargains, promotions and coupons while on-the-go.






Tags: ABI Research, email, instant messaging, mobile messaging, mobile phone, revenues, text messaging








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