The rapid growth and use of smartphones has changed customer
behaviour and their expectations interacting with different
business providers. Embracing 'over the top' (OTT) services
such as instant messaging platforms offers operators one such
mechanism to engage with customers in a fast and convenient
manner.
People's use of mobile continues to expand and evolve
Each year the mobile phone becomes more ubiquitous and
pervasive. In many countries it is not just the typical
communications mode, it is also people's only personal
computing device – their only means of connecting with the
rest of the world.
Because of the increased availability and immediacy of
information digital and mobile technology has enabled, people
expect greater personalisation and agility from businesses, and
because personalisation breeds trust, this becomes an increasingly
critical factor in people's decision making; today's
consumers want all of the information – the good, bad and
ugly –
