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BizReport : Mobile Marketing : April 23, 2015

How mobile will change in 2015

Some experts are saying the Year of Mobile is finally upon us. That, of course, will be determined later. What we know right now is that mobile is changing how consumers, brands and publishers interact. One expert believes messaging will change in three ways over the coming year.

by Kristina Knight

First, we will see mobile messaging services growth.

"As more users reach for mobile messengers to connect with people and businesses, we'll see new growth coming from messaging services that actually live inside a brand's mobile app. Essentially, we think that businesses will add messaging as a layer on top of their digital properties, much like they added websites to their brick-and-mortar stores and print catalogues in the 1990's and 2000's," said Steve Chung, CEO, Frankly.

Second, global messaging services will 'catch up' to Asian services.

"In the next year, I also believe we'll see messaging services around the world make an effort to catch up to Asian messengers that successfully monetized by morphing into powerful platforms for e-commerce and other transactions. Their users can book taxis, order groceries, and buy tickets right within the chat app. Snapchat and Facebook Messenger have already followed suit with peer-to-peer payments. This monetization shift will happen in concert with the migration of chat to individual brands' apps, so that these brands will have the option to offer highly contextualized paid services, utilities, entertainment, and digital goods right in their chat dialogs. They'll reap the benefits of additional revenue from increased sales, kickbacks from partners, or advertising revenue," said Chung.

Third, chat apps will open communication lines.

"Frankly's early consumer users would show us their phones with 8-12 different messaging apps lined up on the screen, and these companies aren't going away anytime soon; there's too much money invested. Users simply don't need another standalone, silo'ed chat app that does the same thing as its predecessors. Messaging is becoming a dominant form of communication, and we believe users can never have too much messaging functionality available to them. We see messaging moving into many, many apps that previously didn't have chat functionality. What they do have is a passionate user base or fan base united around a brand. Messaging will simply create smoother lines of communication between parties that already want to talk to one another. It augments user engagement and strengthens these communities, right in the context where users are already doing things they're passionate about. When you start with a fan base united around interest-based conversations, having all your friends on the app is no longer a prerequisite to a fantastic experience," said Chung.

Image via Shutterstock

Tags: Frankly, mobile commerce, mobile marketing, mobile trends

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