Despite warnings of turmoil throughout the global economy, growth in mobile messaging shows no signs of slowing, according to a new study from comScore M:Metrics.
With some marketers predicting that 2009 will be the year of mobile, the study shows that the number of people sending text messages (SMS) across the EU is growing 3.3 per cent year-on-year, a figure only beaten by MMS which is growing by 9.2 per cent.
Growth will be fuelled by a combination of mobile operators introducing a greater number of personalised services such as out-of-office, auto-forward and storage/back-up capabilities along with a continued uptake in mobile marketing and advertising – a development which in 2009 will see the introduction of location based mobile advertising.
The UK is faring particularly well with over 25 million text messages sent each day.
Growth is driven in particular by people who earn over £30,000 as those sending SMS messages every day is increasing 16.9 per cent year-on-year.
However, it is not only Europe which is seeing a continued growth in SMS and MMS.
Mobile firm Airwide predicts a worldwide growth in mobile messaging over the next few years, particularly in less economically developed and newly industrialised regions such Asia and Africa where fixed lines are expensive and difficult to set up.
It is in these regions, where mobile phones are being used not only as a communications tool but also as a driver for social change, making communications easier, cheaper and much less time-consuming.
Jay Seaton, chief marketing officer at Airwide Solutions, said, “While an increase in mobile messaging traffic is certainly good news for the industry, it also underlines the need to ensure that an operator’s underlying infrastructure is efficient and equipped to support the increase in traffic volumes over the years ahead.
“With most people now relying on their text and picture messages being delivered instantaneously, mobile operators cannot afford for their infrastructure to become congested. As the volume of messaging increases, they also need to be able to protect their networks and subscribers from potential security threats such as mobile fraud, spam and viruses.”
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