The following is an exclusive guest contributed post from Tim Fujita-Yuhas, Director of Product Management and New Product Strategy, OpenMarket.
In 2011, influencers were predicting the end of SMS text messaging, greatly in part due to the app’s growth in the mobile marketplace. Now heading into 2017, industry analysts are reporting that SMS is set to grow from $55.49 billion to $71.60 billion by 2021. As for the mobile app? The average smartphone user in the U.S. is downloading zero apps per month.
While many marketers quickly jumped aboard the proposed app-first era and skimmed over the capabilities of SMS, a few experts saw the writing on the wall—or more accurately, the smartphone screen. With SMS’s convenience and ease of use, it shouldn’t come as a surprise that 2016 will go down in the books as the year millennials helped make