We’ve acquired Video Game Insights (VGI)!
Sensor Tower · Abraham Yousef · March 2024
A Look at the Telecom Business App Landscape
The rise in small businesses in the US has driven the adoption of telecom business apps like OpenPhone, My Verizon For Business, and Comcast Business per Sensor Tower data. OpenPhone has shown significant growth in downloads and users, outperforming legacy apps, while international services such as Vodafone have experienced a decline in mobile app downloads and usage.
Key Takeaways:
Telecom apps catered towards business have exhibited impressive growth in both downloads and active users over the past few years. Per ST data, OpenPhone and My Verizon For Business app downloads in 2023 were up 435% and 145% compared to 2020, respectively. On the other hand, Comcast Business downloads in 2023 were down -13% compared to 2020 as the company’s business arm struggled to gain momentum
OpenPhone saw the strongest growth in MAUs across the studied set of apps with MAUs between 1Q23-4Q23 up an average of 96% YoY, per quarter, compared to 41% for My Verizon For Business and 9% for Comcast Business. Also, on an absolute basis, OpenPhone MAUs were nearly 5x that of both My Verizon For Business and Comcast Business in 2023
Per ST data, OpenPhone saw higher levels of user engagement growth over the past few years compared to My Verizon For Business and Comcast Business. OpenPhone total time spent and session counts increased an average of 82% and 75% YoY, respectively, per quarter, from 1Q23-4Q23, compared to My Verizon For Business (+54%, +44%) and Comcast Business (Flat, +9%) through the same period
Overall, PM by ST data shows that Comcast outspent Verizon by 38% on digital advertising in the US in 2023, yet it saw weaker growth in app downloads for the Comcast Business app at -2% YoY, compared to +28% for My Verizon For Business, which suggests that the company’s advertising efforts either didn’t resonate well with consumers or that Verizon was simply a more appealing option for business customers during the year. Alternatively, OpenPhone didn’t leverage much digital advertising in 2023
On an absolute basis, both download and MAU growth for Vodafone Business have fallen, down 21% and 11% YoY, respectively, in 2023, after robust growth of 25% and 31% YoY, respectively, in 2022. The greatest impact came from the declines in downloads and MAUs in Eygpt (-21% and -11% YoY, respectively, in 2023), though it's clear that Vodafone Business’s attempts to grow in other markets have been difficult as well
For more information, request the full report from reports@sensortower.com.
