Even though it's entrenched in our daily lives, mobile is still a relatively new technology that's suffering from growing pains. People and businesses are finding new and different ways to use smartphones which keeps everyone involved on their toes.
One trend in particular is the growth of instant messaging (IM) apps. It was big news when Whatsapp sent more daily messages than were sent over SMS. Some called it the death knell of SMS messaging.
Others said mobile was all about apps and notifications. They claimed the only way to engage customers is to get them into an app. SMS messaging was old technology and couldn't keep up.
In reality though, SMS...