More than half of smartphone owners worldwide are already active users of over-the-top (OTT) messaging apps, and there are no signs of the market slowing, according to a new study from Analysys Mason. Technological enablers and widespread adoption of mobile internet access have lowered the barriers to entry in communication services markets. OTT messaging services, in particular, have proved popular and adoption levels soared in many countries in 2012 and 2013. For mobile operators, their weakening role in the messaging value chain suggests that it is only a matter of time before SMS services are dislodged from their current default position on smartphones, the research company commented. It is therefore crucial that they reassess their role in the messaging market and adopt approaches that in some respects would see them playing more of a supportive role. Report