US Mobile Messaging
Market - Growth and Opportunities
Industry Study Sponsored by
The US mobile data market has seen significant
growth in terms of revenue growth and consumer adoption. In
fact, the impressive data growth rate has made US the most
valuable mobile data market in the world with almost $55 billion
in data revenues in 2010 accounting for over 36% of the overall
service revenues for the year.
A significant portion of the mobile data revenues
comes from the most basic service of all – SMS (or TXT)
Messaging. While the US was late in getting hooked on the
texting craze that enamored most of the rest of the world,
during the last few years, the consumers in the US have more
than made up for the initial lag. The US is now the top texting
nation in the world in terms of total volume as well in terms of
per subscriber messages/day. This trend is much more pronounced
in the younger demographics.
However, for the most part, texting has been a
person-to-person (P2P) phenomenon with a smaller portion of the
traffic being attributed to premium and business-to-consumer
(B2C) SMS. With the decline of the ringtones and images
business, the premium messaging growth has slowed down and
migrated towards the standard B2C messaging which has grown over
50% in the last two years.
The business-to-consumer SMS has been taking off
significantly as businesses find the SMS channel to be quite
effective for communicating and engaging their customers and
employees. There is significant pent-up demand for taking
business-to-consumer SMS messaging to the next level by
streamlining ecosystem pricing as well as access to the SMS
infrastructure in a more user-friendly way.
This paper discusses the overall SMS ecosystem in
the US market, the market size and the industry value chain.
Further, it takes a look at the next phase of the ecosystem
evolution with open APIs and flexible pricing models that will
bring more businesses into the ecosystem and lead to higher
revenue growth in the coming years.
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Disclaimer: Some of the companies mentioned in this paper are