The latest Netsize Guide focuses on France

It’s our 10th edition of The Netsize Guide – can you believe it? Ten years of showering insight on the mobile industry and sharing our views.

We have previously looked at mobile CRM and how it is affecting brands and retailers, and investigated the notion of Truly Mobile courtesy of interviews with global brands such as Coca-Cola, Yahoo! and ARM. This edition focuses on France as a mobile hub.

France boasts many great things, from the Eiffel Tower to great cuisine and idyllic romance – but did you know that it is also leading the field in NFC adoption? Or that one of its largest mobile network operators is introducing mobile payments over the Internet?

Mobile usage in France is diversifying, and rightly so, given the technological advances we are seeing all around the world. However, as our Netsize Guide covers, recent research has also shown that SMS volume is increasing in France, having grown by 30% over the last year.

I know some of you will be thinking, “SMS? Isn’t that a bit dated in this age of smartphones, apps and new-fangled services you can use your mobile phone for?”

Well, actually, no. The only way to reach the majority of a population is by SMS, which is why it is still so popular for marketing engagement and communication outreach. Even smartphone users still prefer SMS offers, and, as predicted by analyst house Informa Telecoms & Media, SMS will remain more popular than mobile messaging apps for the next five years.

So, France isn’t behind the curve. If anything, it has its finger on the mobile pulse and it may be worth keeping a close eye on developments in the near future. Alors, allez-y!

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