Mobile World Congress (MWC) is the record-breaking annual get-together of over 108,000 attendees in Barcelona, Spain, interested in mobile, 5G, connected cars, devices, augmented reality, virtual reality, cloud computing, IoT, and much, much more. As I do most years, I attended (I believe this might have been my ninth). MWC is the most important event for the mobile-focused industry. This year, the theme was “Mobile: The Next Element.”   The idea of this theme was to “reflect the elemental role of mobile in the lives of billions of people around the world.”  While I was quite busy with over 15 meetings and discussions in our massive (and popular) SAP stand, I was able to walk around occasionally during the 4 days to try to get a better understanding of this year’s major themes.

Here we go once again: another 2015 prediction article.  This is my 8th annual predictions blog posting and I can say it never has been more difficult to prognosticate on where this industry is headed.  Mobile in the context of an operating environment has never been more important to consumers and businesses, worldwide. Today, if a business or enterprise does not include mobile engagement as a priority, then I believe they are behind before they even begin.

Over the past couple of years, people have asked me both publicly and privately if I thought SMS was dying or is a non-viable communications channel.  My answer has always been emphatically that SMS is and will continue to be a viable choice for text-based communications – both for enterprises and brands as well as person-to-person (P2P).