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BizReport : Mobile Marketing : November 14, 2008


Forecast: Mobile messenging spend will continue to grow

The world markets may be hurting economically but one forecast expects marketing to continue pushing mobile ads; specifically mobile messenging revenue. According to a recent report from ABI Research, the mobile messenging revenue will reach $212 billion by 2013.

by Kristina Knight

In 2008, mobile messenging is expected to reach $151 billion; that is an increase of more than 70% by 2013. Currently messenging services account for about 85% of all data service revenue.

Why the increase when so many are cutting back? Researchers predict that, although the economic outlook is not great in any part of the world, subscribers are looking at messenging services as necessary. In fact the report surmises that many mobile consumers feel messenging is more important and more effective that voice services. Consumers also look at their mobiles as another way of finding work should their jobs be downsized.

Mobile providers can take advantage of the trend by giving consumers breaks for increasing their messenging services; providers could also partner with advertisers to offer ad-based services. For instance, offering an ad in return for a free message or sending coupons for use at local businesses after consumers send a relevant text message.

Mobile coupons are a fast-growing place of interest for consumers; so coupons should also be considered by marketers. According to research from Juniper Research, mobile coupons are heavily used in the Far East and are becoming more widely used in North America and Western Europe.






Tags: ABI Research, mobile coupons, mobile messenging, mobile revenue








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