At the time of Facebook’s $19 billion acquisition of
WhatsApp in 2014, the sheer enormity of the transaction caught many observers
off-guard. At the most basic level, the mobile messaging app provides an alternative
to SMS text messaging that, to the unschooled, may not seem all that groundbreaking.
Yet over the past several years, hundreds of millions of users have flocked to messaging
apps such as WhatsApp, Facebook Messenger, WeChat, Line, Viber and Kik, many of
which are dominating time spent on mobile devices. In the first quarter of
2015, messaging apps comprised six of the top 10 global apps by usage, and the daily messaging volume of WhatsApp alone has likely eclipsed
that of the entire global SMS system.
Young users have been an early driving force behind the
popularity of mobile messaging, whose intimate, real-time, short-form and often
rich-media-laden messages are defining the next phase of mobile communication.
For travel companies, mobile messaging in all its forms, from dedicated
messaging apps like WhatsApp, to in-app messaging and even conventional text
messages (SMS), will transform how travel brands engage with and service
travelers. This article explores the rise of mobile messaging, including top
messaging apps and providers, the prospects for messaging-as-a-platform and
applications to travel.
- Messaging Matters
- A Massive, Engaged Audience
- Messaging With a Capital ‘M’: A Shifting Paradigm
- Messaging as a Platform
- Beyond General Messaging Apps
- Got the Message?