Strategy Analytics: third party messaging apps better than SMS
Consumers are becoming less social in person by becoming more social “virtually” through advanced messaging features, according to Strategy Analytics (www.strategyanalytics.com). Achieved through pre-installed RCS platforms and self-installed third party messaging apps, these platforms are providing a more consistent, expressive and compelling messaging experience for the sender, according to the research group.
Key findings from Strategy Analytics’ report include:
° Unlike SMS - a universal standard available across all phones - social messaging apps are run by third-party companies and need to be downloaded separately. This does mean however, that OTT messaging apps are consistent across all devices, regardless of operating system.
° Features that attract users are critical to the success of social messaging apps. Capabilities such as payment or game options within one app make it more compelling; but without anyone to communicate with - and this does mean that the app needs to be installed by both the sender and recipient - there is no motivation to use them.
° But trends are fleeting, and people will shift to whatever is new and popular without consequence; these kinds of apps are free and readily available.