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There will be around 2.4 billion unique monthly active users of OTT by 2020

At WWDC 2016, Apple announced the introduction of the CallKit application programming interface (API) and the SiriKit software development kit (SDK) as well as an overhaul of iMessage.

The new products will facilitate a deeper integration between third-party communications apps and the iPhone and represent a clear move from Apple to strengthen its communications capabilities.

However, Apple is not alone in renewing its focus on communications. The past month has seen Google intensifying its efforts with the imminent launch of its new messaging and video calling apps Allo and Duo. Meanwhile Facebook is testing Facebook Messenger’s ability to become the default SMS service on its Android app – in much the same way that iMessage defaults to SMS when a data connection is not available.

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