Increased smartphone penetration and OTT apps provide a large number of people a new primary means of communication, hurting traditional SMS revenue. Many OTT apps now offer rich messaging features that are more fun and addictive, while being free or less expensive than traditional services.
Instant messaging (IM) apps will generate more than $3 billion by 2018 (Juniper) with stickers as the next-generation feature in the messaging, world following the global success of emoticons. The content is engaging and easy-to-use, transforming the user messaging experience.
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