OTT messaging app users set to soar as platforms turn into CRM tools

OTT

The number of people using OTT messaging apps is set to hit 4.2 billion in 2021, according to new forecasts, as the companies who make them look set to add new AI-based capabilities.

A report from Juniper Research said the customer base of the likes of WhatsApp and Snapchat would grow 82 percent from the 2.3 billion users who were signed in 2016, at a CAGR of 12  percent.

The research firm also said Facebook, Snap and others would look to reposition their messaging platforms as customer relationship management (CRM) tools, through the launch of automated chatbots.

It predicted that the number of chatbots on mobile devices would exceed two billion globally by 2021.

Service providers must view the introduction of chatbots as an opportunity to expand their in-app offerings, beyond a mere messaging service, Juniper said.

Sam Barker, Research Analyst at Juniper Research, commented: "Successful chatbots will increase audience engagement, maintain customer satisfaction and generate repeat business.”

Recent research from Gartner has shown that 72 percent of users use OTT messaging apps at least once per day.

However, there may be regulatory hurdles to using OTT apps for marketing and CRM.

In January, the European Commission (EC) proposed new measures that will extend existing telecoms regulation to all electronic communication providers.

The proposals cover the privacy of internet users, requiring content and metadata in electronic communications to be anonymised or deleted if users have not given their consent, unless it is being used for billing purposes.

In addition, unsolicited electronic communication would be banned if users have not consented.

More News

Nokia CEO “cautiously optimistic” as business improves in first quarter Nokia CEO “cautiously optimistic” as business improves in first quarter Nokia CEO Rajeev Suri said he was cautiously optimistic about the year ahead as he unveiled improving Q1 financials. More detail
Orange CEO says strategy is bearing fruit as he unveils Q1 figures Orange CEO says strategy is bearing fruit as he unveils Q1 figures Orange continued to improve its financial performance in the first quarter as sales and earnings rose. More detail
Vodafone and Proximus extend Belgium, Luxembourg agreement to 2022 Vodafone and Proximus extend Belgium, Luxembourg agreement to 2022 Vodafone and Proximus have renewed a strategic partnership that will see the two operators continue to offer joint products and services in Belgium and Luxembourg. More detail
Telia lowers Uzbek fine expectations, finally sells Tcell, as it reports Q1 numbers Telia lowers Uzbek fine expectations, finally sells Tcell, as it reports Q1 numbers Telia has said it hopes to pay less than anticipated for alleged corruption in Uzbekistan, as it finally sold off its opco in Tajikistan. More detail
KPN sees wholesale problems add to its business woes in Q1 KPN sees wholesale problems add to its business woes in Q1 KPN’s wholesale arm registered a double-digit decline in sales in the first three months of the year, although the operator made headway on improving its profits. More detail
    

@eurocomms