2014 Prediction: SMS Steals Spotlight from Apps | OpenMarket

10 Mobile Tech Predictions for 2014
By Al Sacco, CIO

Steve French, VP of product management at OpenMarket, a mobile messaging and payments company, thinks the mobile “app frenzy will begin to fade” and “more enterprises in 2014 will increase usage of SMS, especially given consumer and employee familiarity with it.” French says many CIOs will decide mobile apps are too expensive to build and maintain. French also thinks global businesses will rely more on SMS in 2014 due to its ubiquity and ease of use. “Consumers and employees actually prefer the quick and easy communication provided by SMS — both to receive information from brands or to respond or inquire to brands themselves,” French says.