WhatsApp and Snapchat being simple and ubiquitous are now the perfect crossroads of mobile and social media. A new study suggests that in spite of forcing the top five global digital platforms namely Google, Apple, Facebook, Amazon and Microsoft to evolve. Apps like Line and WhatsApp have still not been able to reach a massive scale yet. Mobile and social strategies of majority marketers being immature are being unable to utilize the growing opportunities properly and bring a clear return. In reality these messaging apps at the cross road of mobile and social only complicate the challenge according to Thomas Husson. New developments are being made recently to have a frictionless mode of communication but the idea is still new and yet to be successful. Read more at: http://www.cio.com/article/2454370/social-media/are-messaging-apps-the-future-of-social-networking.html