Comments for Mobile Messaging Reaches Record-Breaking Numbers

Mobile Messaging Reaches Record-Breaking Numbers

2008-11-18T14:45:29Z

Mobile messaging is experiencing a period of record growth, according to some figures released from VeriSign earlier this week. Looking at the numbers more closely, some interesting trends emerge. Those include the use of messaging for social and political change, marketing, such as that done by U.S. President-elect Barack Obama's mobile campaign, and the use of mobile messaging for charitable donations. Other sectors experiencing significant increases are the enterprise and financial institutions. In those two areas alone, mobile messaging has seen a 115% increase in only a year's time, and much of that is thanks to the financial industry's adoption of the medium for business to consumer communication. ]]> According to new numbers being released by VeriSign, Inc., mobile messaging is a fast-growing trend worldwide. The medium experienced a surge here in the U.S. thanks to the recent presidential elections as Obama utilized the platform for making announcements, but that isn't the only reason for the growth.

Explosive Growth

In Q3 2008, VeriSign Messaging and Mobile Media Divison's mobile messaging networks enabled more than 58.3 billion messages per day to travel through their pipes...10% more than in the previous quarter and up from 280 million per day in Q3. Based on these record-breaking numbers, VeriSign projects that their mobile messaging networks will enable close to 200 billion total messages by the end of the year.

Enterprises and financial institutions have seen growing numbers of mobile messages sent, too. From Q3 2007 to Q3 2008, the total number of messages delivered rose from 129 to 227 million - a 115% increase.

Much of that activity comes from SMS's new position as the preferred platform for mobile banking. VeriSign's Mobile Banking platform, which includes seven of the top ten banking brands and three of the top five credit card companies, has grown 35% since last quarter alone.

Mobile messaging, as defined by VeriSign, isn't just SMS, though. They take into account a number of different types of messages, including the following:

• SMS - Short Message Service. SMS is the most common form of mobile messaging, also referred to as "text" messaging.
• ICSMS - Inter-carrier Short Message Service. ICSMS messages are text messages exchanged between carrier networks.
• MMS - Multimedia Messaging Service. MMS allows users to send multimedia messages that include images, video and audio.
• ICMMS - Inter-carrier Multimedia Messaging Service. ICMMS messages are multimedia messages exchanged between carrier networks.
• P2P Messages - Person to person messages, or messages sent from one mobile user to another.
• A2P Messages - Application to person messages, or application-generated content such as news alerts, ring tones, promotional video clips, and enterprise messages that are sent to mobile users.

It's interesting that even as the iPhone and other app-filled devices grow in popularity, when it comes to getting information quickly, we're still turning to the mobile message - and now more than ever before. Will this trend ever level off as more people switch over to the smartphones whose "real internet" experiences no longer require text-based workarounds for getting the information needed? By the looks of these numbers, it doesn't appear that will be the case.

Image credit: enV by Nesster

Comment from Craig on 2008-11-18

2008-11-18T15:37:40Z

I don't know if the numbers are that surprising though. As cell phone usage has increased and the age at which people first start having cell phones lowers, the numbers will always rise. It is so fast, easy, and now with less expensive unlimited plans, there is no reason why this trend will decrease. Even with different apps for communicating, there is still something about receiving and sending quick txt that is very appealing to everyone.

Craig
https://www.budgetpulse.com//

Comment from colin on 2008-11-18

2008-11-18T16:34:44Z

Sarah - interesting piece. Wonder how voice-to-text message providers will affect these kinds of numbers. Could it increase the number of messages once thumbs are taken out of the equation.? What do others think? I'm trying to get a handle on this market.

Comment from scott kline on 2008-11-19

2008-11-19T11:28:52Z

It is very clear that consumers are driven by promotions in the physical world to use the mobile device as a RESPONSE MECHANISM TO INTERACT WITH BRANDS!

At Adheadz.com, we continue to see Mobile Response rates higher than 15% when Brands run radio, TV and traditional advertising with their Mobile Tag like "Text BMW to 95613 for More Information".

The increase of Mobile Tagging, where marketers add their brands’ Keyword and Short Code (like 'BMW to 95613 for More Information") onto their brochures, collateral and marketing outreach, is similar to the use of URL tagging which happened at the onset of the Internet.

All the best - Scott

Comment from ID Security on 2008-11-19

2008-11-19T11:39:03Z

I'm surprised at the rapid growth of this mode of communication.......it appears it will not slow down in the near future.

Comment from Jeff Tupholme on 2008-11-19

2008-11-19T15:55:50Z

Firstly, I think a correction is required - 58.3 billion messages per QUARTER, not per day!

Secondly, the "real Internet" doesn't adequately cover the same primary use case as messaging - instant alerts. The only thing that currently comes close is first-class push email but that can only replace SMS as a platform if and when it becomes ubiquitous, which I'd say is some way in the future and certainly behind mobile Web adoption.

Comment from mirc hazır kod on 2008-11-24

2008-11-24T13:14:00Z

I'm trying to get a handle on this market.

Comment from Mike Elliott on 2008-11-29

2008-11-30T02:56:27Z

I can see why SMS is popular due to its convenience. However the whole SMS thing doesn't really tap into the growing popularity of social networking so I wonder how its growth will be effected in the future as use of devices like the iphone spread.

I have applications for Twitter, Facebook, LinkedIn, Pownce, etc. on the iphone and can instant message and chat with a much larger network instantaneously. I often find myself checking messages on these applications more than my email. Since I've become accustomed to using these types of apps my use of SMS (other than getting grocery list updates from my wife, which Zenbe Lists is quickly replacing) I don't use it at all. Just a thought. Anybody else experiencing the same thing?