A new report from analyst firm Juniper Research forecasts that global mobile messaging traffic will reach 28.2 trillion annually by 2017, nearly double the 14.7 trillion messages that will be sent this year, 2012. (“Mobile messages” = SMS, MMS, IM, email, RCS/RCS-e and social media messages.)
Growth in total traffic will be primarily driven by the use of instant messaging services, which will comprise over a quarter of all traffic annually in five years’ time according to Juniper’s analysts.
So-called OTT (over-the-top) services such as eBuddy, iMessage, Nimbuzz and Whatsapp are already having an impact on mobile network operators’ messaging businesses, as smartphone owners find instant messaging a cheaper alternative.
Nevertheless, revenues from traditional operator services — SMS and MMS — will continue to dwarf those of instant messaging. Many IM services are operated by hardware vendors and Internet brands driving consumers to their primary products, while those that are monetized directly are reliant on in-app advertising.
Other key findings:
>> RCS/RCS-e deployments face a number of challenges despite positive early movement.
>> SMS traffic will remain the largest type of messaging traffic as mobile subscribers continue to embrace its ubiquity, reach and reliability.
>> Social messaging and email will also add to the momentum toward IP messaging.
—Download whitepaper: www.juniperresearch.com/reports/mobile_messaging_markets