Mobile Engagement Market by latest Key Players: Urban Airship, Marketo, Swrve, Smartfocus, Oracle, IBM, Adobe, Accengage, Leanplum, Selligent, Vibes, Tapjoy, and Webtrekk
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Mobile Engagement Market size is likely to grow at a steady rate over the coming years owing to the increasing use of applications in mobile devices. Smartphone owners make use of their devices for a range of purposes such as educational services, payment and banking, media and entertainment, job searching, and shopping to enhance their lifestyles. Furthermore, the rising awareness of the benefits and applications of mobile devices is impacting the consumption behavior patterns and is influencing the mobile engagement market.
The availability of various apps designed specifically for smartphone usage helps in the efficient quick completion of tasks and is making consumers adopt smartphones at a fast rate. For instance, in 2016, India surpassed 1 billion mobile phone subscribers. Additionally, the cost of smartphones has declined steadily over the years, allowing consumers with lower incomes to avail connectivity at any time and location. At present, it is essential for businesses to engage their customers and build a strong relationship to promote their products or services and retain their customers. Businesses are moving to the online platform and reaching out to their customers via various touch-points through the rising penetration of the internet.
Issues in monetizing various mobile apps and the high initial investment to set up campaigns to promote the apps are the major factors hampering the growth of the mobile engagement market. The lack of knowledge of digital advancements and their advantages is also anticipated to impact the industry.
The segmentation of the mobile engagement market by product offering includes in-app messaging, push notifications, SMS and MMS, app/web content, and e-mails. Push notifications are anticipated to be the largest share and experience the highest growth during the forecast timespan as they are ideally suitable for time-sensitive data & information. The SMS sub-segment of the mobile engagement market is an important channel for businesses for use in mobile engagement. MMS offers rich multimedia experiences, which include video and audio. Unlike SMS, it does not have a character limit.
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Asia and North America are exhibited to see a significant rise in the number of adopters while the mobile consumer landscape is expected to remain stable over the coming years owing to the domination of highly engaged users governing the regional consumer segmentation. Furthermore, the Asia Pacific mobile engagement market growth is attributed to the increasing use of smartphones and the development and the expansion of the mobile and telecommunication infrastructure. South Asia is likely to undergo a major transition in the mobile consumer behavior. The growth of the e-commerce industry and the rising trend of big data are projected to influence companies to adopt these technologies. The adoption of 4G and smartphone and the regionalization of online content are the driving factors for the increase in the number of users and the mobile engagement market in the North America region.
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Major players in the mobile engagement market are Appboy, Followanalytics, Urban Airship, Marketo, Swrve, Smartfocus, Oracle, IBM, Adobe, Accengage, Leanplum, Selligent, Vibes, Tapjoy, and Webtrekk. Rising competition among major players to sustain mobile engagement market growth is leading to an increase in the undertaking of strategies such as the provision of technologically-advanced solutions and mergers & acquisitions. In June 2017, Swrve announced substantial enhancements to its mobile engagement tools. These enhanced features aid organizations in delivering highly personalized and contextual multi-channel experiences.
Market share calculation in this report is not done based on companies covered in it. The calculation of Mobile Engagement Market share is done based on a regional approach and countries covered. On request, additional companies can be covered as well as regional data for particular country / countries can be provided.
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