NEW YORK—Mobile music and video may be sexier applications, but carriers looking to cash in on wireless data should focus on messaging applications, according to a report from eMarketer Inc.
The market research firm said text messaging, multimedia messaging, e-mail and instant messaging “are the success stories of mobile data,” gaining traction while more eye-catching offerings struggle to get legs. Such applications will only gain ground as mobile marketers deploy campaigns using wireless alerts, auctions and “scavenger hunts” that encourage users to send photos from their phones.
“The growing capability to tether rich media experiences with the long reach of messaging means that marketers just might be able to enjoy the best of both worlds,” said John Gauntt, senior analyst at eMarketer, “if they can leave well enough alone and listen to where the messaging market wants to go—instead of trying to force it in new directions.”
