SMS wasn’t able to evolve quickly enough to suit the complex and changing needs of users, because it was too far down the stack, tied to a slow-moving layer. Native notifications are likewise part of the OS, also a relatively slow-moving layer.
On the other hand, messages in apps are part of the software features layer, a fluid substrate that can move and adapt much more quickly. Just as messaging apps were able to adopt the carrier’s own cellular infrastructure to deliver a better solution than native messaging, they may be able to co-opt the operating system’s notification system to deliver better real time functionality.
Notifications clearly need to get smarter and richer. But as it went with SMS, so it may with notifications: an OTT solution moving much more quickly and eating it’s lunch.
Great post on Intercom.io's blog. Note that Intercom is the Irish start-up where it's "one place for your entire business to see and talk to customers. Have live conversations and send targeted messages to website visitors and users of your app."