Wired for OpenMarket

March 3, 2014

The following statement could cause side effects including shock, confusion, anxiety or panic: The most effective engagement channel that enterprises will leverage over the next year is SMS messaging. Mobile apps appear to have reached the “peak of inflated expectations” on Gartner’s hype cycle. Enterprise executives are realizing that the resources invested into building and maintaining a mobile app is not providing the expected return on investment. This is compared with SMS or MMS, which in many use cases can achieve the same goals with lower costs, while utilizing distribution channels preferred by consumers and employees alike. By the end of 2014, expect the mobile app frenzy to fade as global enterprises increasingly rely on SMS due to its ubiquity, mobile phone interoperability, ease of use and global reach.

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