Marketers should develop strategies specific to instant messaging, Juniper recommends, with 84% of smartphone owners using communication apps this year. Apps like Tencent's WeChat that is popular in China demonstrates how messaging can be transformed to offer a broad range of services including digital payments, shopping, travel booking, and food delivery, among others. WeChat lets marketers create "mini-programs" that work inside the app, expanding the capabilities of Android phones that have limited to SMS or MMS text services.
It is stated that marketers should not wait for RCS to hit the mainstream — despite it being a major upgrade to messaging services on Android phones — to expand beyond its current limited user base before developing a marketing strategy for instant messaging. While RCS isn't supported by Apple, which has its own media-rich messaging app for iOS devices, the technology is likely to become more popular on Android devices with the support of the mobile industry. Mobile marketers need to prepare for the possibility that RCS may become more popular among consumers, opening up a sales channel that supports digital transactions and media-rich communications. With all this said, I found this study to be really amazing as we turn more and more to mobility and chat to communicate not only with friends and associates but through business as well.
Tags: #mobility, #messagingapps, #socialmedia, #marketing, #business, #apps