This study analyzes the opportunity of mobile messaging in Western Europe. In particular, the study focuses on SMS, MMS, and IM. Can SMS revenues be sustained, given the introduction of new messaging services, and equally, how successful will IM and MMS be? What services can we expect to see and what will be the main challenges to the take-up of these new services?
According to Paolo Pescatore, research manager for IDC's European Wireless and Mobile Communications service, "Mobile messaging will continue to play a key role in the industry for many companies, not just mobile operators. Each of the three services (SMS, MMS, and MIM) addressed serve a specific and different purpose and operators need to find out how best to serve their target markets. If not, they may lose out on any opportunities to third-party companies."