According to Ovum, the importance of industry-wide collaboration cannot be underestimated as operators look to a Rich Communication Suite (RCS) platform to provide consumers with features such as file sharing, video calls, and IP-based messaging. However, RCS is not expected to reach the mass market before 2014, so for the time being, operators will have to rely on innovative pricing strategies, partnerships, and launching operator-branded IP messaging services to keep up with the changing demand.

"In order to take advantage of RCS when the time comes, operators will have to have a strong market presence. This means that they need to move to social messaging now in order to make sure OTT players are not in a better position to take advantage of future opportunities," concludes Dharia.