One thing that we constantly see is that businesses are clamoring to include mobile messaging as part of their consumer outreach. As has been stated many times, many places, an SMS message is typically read within the first few minutes of receipt, by over 90% of the recipients. That includes Person-to-Person (or P2P) as well as Application-to-Person (or A2P). To reach consumers and encourage them to engage, businesses are increasingly turning to mobile messaging as their primary channel.
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).
It has been well-reported in the industry media over the past few months about the continued, explosive growth of mobile messaging – especially SMS and, in many markets, MMS. Either as a result, or despite this success, there are a few gray clouds trying to obscure this success with short-sided improvements and changes.