Mobile Groove

In episode #9 of M-Pulse I examine a recent report from analysis firm Ovum that claims social messaging applications cost mobile network operators US$13.9 billion in lost SMS revenue last year.

Ovum expects the decline (nearly 6 percent of total messaging revenue in 2010 and 9 percent in 2011) to continue as the popularity of messaging apps continues to grow. Ovum warns operators to rework their legacy services if they want to secure their future position in the messaging market.

How can mobile operators hold their ground? Neha Dharia, consumer analyst at Ovum and author of the report tells us collaboration, not competition is the way to succeed.

Mobile is fast becoming the device we reach to for advice and assistance throughout our daily routine, so it’s little wonder that verticals such as Health & Fitness and Finance ­ are stepping up mobile advertising activities and spend.

It’s a massive mobile advertising trend that marked 2011, and sure to gain additional momentum in 2012, according to the 2011 Year In Review SMART report (Scorecard for Mobile Advertising Reach and Targeting).