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A2P(Application to Person) 메시징 : SMS, RCS 및 OTT 비즈니스 메시징(2019-2023년)

A2P (Application to Person) Messaging: SMS, RCS & OTT Business Messaging 2019-2023

리서치사 Juniper Research
발행일 2019년 03월 상품 코드 250496
페이지 정보 영문
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£ 1,990 ₩ 3,014,000 Web Access - Deep Dive Strategy & Competition (Enterprise Wide License)
£ 1,990 ₩ 3,014,000 Web Access - Executive Summary & Core Findings (Enterprise Wide License)
£ 2,990 ₩ 4,529,000 Web Access - Deep Dive Data & Forecasting (Enterprise Wide License)
£ 4,090 ₩ 6,195,000 Web Access - Full Research Suite (Enterprise Wide License)


A2P(Application to Person) 메시징 : SMS, RCS 및 OTT 비즈니스 메시징(2019-2023년) A2P (Application to Person) Messaging: SMS, RCS & OTT Business Messaging 2019-2023
발행일 : 2019년 03월 페이지 정보 : 영문

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A2P(Application to Person) 메시징의 에코시스템에 대해 종합 분석했으며, SMS, RCS 및 OTT 비즈니스 메시징을 포함한 기존 기술과 신기술의 기회를 평가하고, SMS/RCS 기술에 의한 향후의 오퍼레이터 매출 평가, OTT 비즈니스 메시징 및 그레이 루트(grey route)가 오퍼레이터 메시징 매출에 미칠 가능성이 있는 영향 예측 등의 체계적인 정보를 제공합니다.

제1장 A2P 메시징 : 시장 전망

  • A2P 메시징 : 시장 업데이트
  • 메시징 서비스의 범위
  • A2P SMS 트래픽 & 그레이 루트(grey route) 보급
  • A2P OTT 비즈니스 메시징 플랫폼
  • 향후 메시징에서의 RCS 허브와 역할

제2장 A2P 메시징 : 시장 평가와 전략 제안

  • 서론
  • 오퍼레이터에 대한 전략 제안
  • OTT 비즈니스 메시징 애플리케이션에 대한 전략 제안
  • Google 및 RCS의 미래

제3장 A2P 메시징 : 부문 분석과 시장 전망

  • A2P 메시징 : 부문 분석과 시장 전망
    • 뱅킹
    • 발권
    • 헬스케어
    • 컨텐츠 결제
    • 오퍼레이터의 참여
    • 광고
    • 소매

제4장 A2P 메시징 : 경쟁 구도

  • 벤더 평가 방법
  • 벤더 분류 : A2P 메시징 서비스 프로바이더
  • 제한과 해석
  • A2P 메시징 서비스 프로바이더 주요 기업
  • A2P 메시징 플랫폼 프로바이더 개요
    • 3CInteractive
    • BICS
    • CM.com
    • Comviva
    • GMS
    • Infobip
    • Interop Technologies
    • Kaleyra
    • LINK Mobility
    • Mavenir Systems
    • MessageBird
    • Messente
    • mGage
    • Mitto
    • Nexmo
    • OpenMarket
    • Route Mobile
    • Sinch
    • Syniverse
    • tyntec
LSH 19.03.13

Overview:

Juniper's latest ‘A2P (Application to Person) Messaging’ research provides a comprehensive analysis of the ecosystem; assessing the opportunities across established and emerging technologies including SMS, RCS and OTT Business Messaging. It provides an evaluation of future operator revenues from SMS and RCS technologies, and forecasts the potential impact of OTT Business Messaging and grey routes on operators' messaging revenues.

This research suite includes:

  • Deep Dive Strategy & Competition (PDF)
  • 5-Year Deep Dive Data & Forecasting (PDF)
  • Executive Summary & Core Findings (PDF)
  • 12 months' access to harvest online data platform

Key Features:

  • Market Landscape & Trends Assessment: Extensive analysis of the A2P market, and the role competing technologies will play in the development of the market, including:
    • Impact of the RCS (Rich Communications Suite)
    • OTT (Over-the-Top) messaging applications
    • In-application Chatbots
  • Sector Analysis: Analysis of 7 key sectors for A2P messaging, including evaluation of the addressable market and primary use cases for:
    • Advertising
    • Banking
    • Content Payments
    • Healthcare
    • Operator Engagement
    • Retail
    • Ticketing
  • Benchmark Industry Forecasts: Juniper's 5-year forecasts provide a comprehensive view of the future of the A2P and business messaging ecosystem. These include operator revenues from SMS and RCS messaging traffic, aligned with potential loss of operator revenues owing to the OTT Business Messaging platform. These forecasts cover 8 global key regions and 19 key country markets:
    • Brazil
    • Canada
    • China
    • Croatia
    • Czech Republic
    • France
    • Germany
    • India
    • Italy
    • Japan
    • Poland
    • Russia
    • Saudi Arabia
    • Singapore
    • South Africa
    • South Korea
    • Spain
    • UK
    • US
  • Interviews with leading players across the value chain, including:
    • 3CInteractive
    • Sinch
    • CM.com
    • GMS Worldwide
    • Google
    • Infobip
    • Interop Technologies
    • Kaleyra
    • Mahindra Comviva
    • Mavenir Systems
    • Messente
    • mGage
    • Mitto
    • OpenMarket
    • Route Mobile
    • Syniverse
  • Juniper Leaderboard: 20 leading messaging platform and hub vendors compared, scored and positioned on the Juniper Leaderboard.

Key Questions:

  • 1. Which strategies will prove to be the most successful in maximising revenue from A2P messaging services?
  • 2. To what extent will RCS disrupt the current A2P messaging ecosystem?
  • 3. What are the monetisation opportunities for RCS Business Messaging?
  • 4. How much will grey route A2P traffic impact operator billed revenues?
  • 5. How much will operators lose to grey route messaging and OTT Business Messaging solutions over the next 5 years?

Companies Referenced:

  • Interviewed: 3CInteractive, CM.com, Comviva, GMS, Google, Infobip, Interop Technologies, Kaleyra, Mavenir Systems, Messente, mGage, Mitto, OpenMarket, Sinch, Syniverse.
  • Profiled: 3CInteractive, BICS, CM.com, Comviva, GMS, Infobip, Interop Technologies, Kaleyra, LINK Mobility, Mavenir Systems, MessageBird, Messente, mGage, Mitto, Nexmo, OpenMarket, Route Mobile, Sinch, Syniverse, tyntec.
  • Case Studied: Google.
  • Mentioned: 365squared, ABN Amro, Abry Partners, Adax, Adobe, Agder Energi Nett, Air Canada, Airbnb, Airtel, Allianz, Amazon, America Movil, AOL, Apollo Traffic Group, Apple, Aquto, Argyle Data, Avida Finance, Banca Mediolanum, Banca Monte dei Paschi di Siena, Banca Popolare di Milano, Banca Popolare di Sondrio, Banca Sella, Barclays, Barking, Bayer Pharma, Best Buy, Best Western, BlaBlaCar, BMW, Booking.com, Brocade Communication Systems, Casa Systems, Ceat, CEB, Cell Trust, Cellusys, Cimage, Compass Group, Cricket Wireless, CTIA, Deutsche Telekom, DHL, Dialogic, Doordash, EE, Eidsiva Marked, Etisalat, Express, Facebook, Federal Bank, Fineco, Flipkart, Frame Technology, Geva Group, Gobaba, Grandiosa, Groupon, GSMA, HailoCab, Halifax, Heineken, Hong Leong Bank, HP, Huawei, IBM, ICQ, Idea Cellular, IHG, Ikea, ING Bank, InterSport, Intesa Sanpaolo Group, ITU T (International Telecommunication Union), IW Bank, Johnson & Johnson, JYSK, KakaoTalk, LINE, Lloyds, Luminous Technology, Mahindra Group, Mastercard, McKesson, MEF, MegaFon, Millicom, Mitel, Mobey Forum, Mobi Solutions, Mobile Marketing Association, MTN, MTS, Nationwide, Network Solutions, Nexi, Zurich, Noetix, Northmill, NTT Docomo, NuGenesis Advertising, Olacabs, Onyx Software, Ooredoo, Openmind, Oracle, Orange, Panasonic, PayTailor, Pingdom, Polkomtel, Poonawalla Group, Proximus, Radware, Randstad, Red Hat, Renault, Salesforce, Samsung, SAP, SDL, Simfonics, Simplexity, SmartDisk, Solutions Infini, Sony, Sprint, Sunrise, Symsoft, Tata Communications, Tele2, Telecom Italia, Telefonica, Telegram, TeleSign, Trygg-Hansa, Tuborg, Twitter, UAE Exchange, Uber, Ubi Banca, Ubiquity, UniCredit Group, Unwire, Viber, VimpelCom, Virgin, Visma, Vivial, Vodafone, Walgreens, WeChat, WhatsApp, Wind Hutchinson 3G, Zoho Marketplaces, ZTE.

Data & Interactive Forecast:

Juniper's ‘A2P Messaging’ forecast suite includes:

  • A2P SMS & RCS Business Messaging segment splits, including:
    • Advertising
    • Banking
    • Content Payments
    • Healthcare
    • Operator Engagement
    • Retail
    • Ticketing
  • OTT A2P segment splits, including:
    • Advertising
    • Banking
    • Content Payments
    • Healthcare
    • Retail
    • Ticketing
  • 5-year benchmark forecasts are key metrics by 8 key regions and 14 country level splits including
    • Brazil
    • Canada
    • China
    • Croatia
    • Czech Republic
    • France
    • Germany
    • India
    • Italy
    • Japan
    • Poland
    • Russia
    • Saudi Arabia
    • Singapore
    • South Africa
    • South Korea
    • Spain
    • UK
    • US

Interactive Excel Scenario tool allowing user the ability to manipulate Juniper's data for 10+ different metrics.

  • Access to the full set of forecast data of 147 tables and over 29,400 data points.

Juniper Research's highly granular interactive Excels enable clients to manipulate Juniper's forecast data and charts to test their own assumptions using the Interactive Scenario Tool, and compare select markets side by side in customised charts and tables. IFxls greatly increase clients' ability to both understand a particular market and to integrate their own views into the model.

Table of Contents

1. A2P Messaging: The Future Market Outlook

  • 1.1. A2P Messaging: Market Update
    • Figure 1.1: ShareA2P Messages Delivered per Annum (%) Split by A2P SMS, OTT Business Messages & A2P RCS in 2023; 3.5tn Messages
  • 1.2. The Reach of Messaging Services
    • Figure 1.2: Total Number of Messaging Service Subscribers (m) Split by 3 Services in 2019 & 2023
  • 1.3. A2P SMS Traffic & Grey Route Prevalence
    • Figure 1.3: Total Operator Revenues from A2P Messaging Traffic ($m) 2018-2023 Split by SMS & RCS Technologies
    • 1.3.1. The State of A2P SMS Grey Route Messaging
      • i. Spam Messaging
      • ii. SMS Spoofing
      • iii. SMiShing
    • 1.3.2. Grey Route Traffic Forecast Analysis
      • Figure 1.4: Global Number of A2P Messages Per Annum (m) Split by Directly Connected Traffic & Grey Route Traffic 2018-2023
  • 1.4. A2P OTT Business Messaging Platforms
    • Figure 1.5: Total Number of Mobile IM Users (m) Split by 4 Key Regions 2018-2023
    • Figure 1.6: Most Popular OTT Messaging App by Country
  • 1.5. RCS Hubs & Their Role in the Future of Messaging

2. A2P Messaging: Market Assessment & Strategic Recommendations

  • 2.1. Introduction
  • 2.2. Strategic Recommendation for Operators
    • 2.2.2. Providing Enterprise Validation for A2P RCS Traffic
    • 2.2.3. International Cooperation between Operators
    • 2.2.4. Increasing the Value of RCS Technologies
  • 2.3. Strategic Recommendation for OTT Business Messaging Applications
    • 2.3.1. Consider Chatbot Functionality to Compete with Impending RCS Launches
    • 2.3.2. Integration with CPaaS Platforms is Essential as they Offer Fallback onto SMS
  • 2.4. Google & the Future of RCS
    • 2.4.1. Failed OTT Messaging App Launches
    • 2.4.2. Potential Loss of Mobile Advertising Revenues
      • Figure 2.1: Net Spend on Smartphone Internet Search Advertising ($m) Split by 8 Key Regions 2018-2022
      • Case Study: Google in the RCS Ecosystem

3. A2P Messaging: Sector Analysis & Market Prospects

  • 3.1. A2P Messaging: Sector Analysis & Market Prospects
    • Figure 3.1: Global A2P Traffic (m) Split by Messaging Technology 2018-2023
    • 3.1.1. Banking
      • Figure 3.2: Total A2P Messages Used for Banking in 2023 (m), Split by Service (170bn)
    • 3.1.2. Ticketing
      • Figure 3.3: A2P Messages Used for Mobile Ticketing in 2023 (%), Split by Service; 27.6bn
    • 3.1.3. Healthcare
      • Figure 3.4: Total Operators Revenues from Messaging Services Used for Banking Services ($m), Split by Service 2018 & 2023
    • 3.1.4. Content Payments
      • Figure 3.5: Total A2P RCS Content Payments Messages by 2023
      • Figure 3.6: Total Operators Revenues from Messaging Services Used for Content Payments Services ($m) Split by SMS and RCS 2018 & 2023
    • 3.1.5. Operator Engagement
      • Figure 3.7: Total Number of Mobile Subscribers (m) Split by 4 Key Regions 2018-2023
    • 3.1.6. Advertising
      • i. Operators Entrance to the RCS Ecosystem will Open up New Revenue Streams
    • 3.1.7 Retail
      • Figure 3.8: A2P Messages Used for Retail Services in 2023 (%), Split by Service (381bn)

4. A2P Messaging: The Competitive Landscape

  • 4.2.1. Vendor Assessment Methodology
    • Table 4.1: A2P Messaging Service Provider Scoring Criteria
    • Figure 4.2: Juniper Leaderboard - A2P Messaging Service Provider
    • Table 4.3: Juniper Heatmap Results - A2P Messaging Service Provider
  • 4.2.2. Vendor Grouping A2P Messaging Service Providers
    • i. Established Leaders
    • ii. Leading Challengers
    • iii. Disruptors & Emulators
  • 4.3. Limitations & Interpretations
  • 4.4. A2P Messaging Service Providers Movers & Shakers
  • 4.5. A2P Messaging Platform Provider Player Profiles
    • 4.5.1. 3CInteractive
      • i. Corporate
      • ii. Geographic Spread
      • iii. Key Clients & Strategic Partnerships
      • iv. High Level View of Offerings
      • v. Juniper View: Key Strengths & Strategic Opportunities
    • 4.5.2. BICS
      • i. Corporate Information
      • ii. Geographical Spread
      • iii. Key Clients & Strategic Partnerships
      • iv. High Level View of Offerings
      • v. Juniper View: Key Strengths & Strategic Opportunities
    • 4.5.3. CM.com
      • i. Corporate
        • Table 4.4: CM.com Acquisitions 2012-present
      • ii. Geographical Spread
      • iii. Key Clients & Strategic Partnerships
      • iv. High Level View of Offerings
      • v. Juniper View: Key Strengths & Strategic Opportunities
    • 4.5.4. Comviva
      • i. Corporate
      • ii. Geographical Spread
      • iii. Key Clients & Strategic Recommendations
      • iv. High Level View of Offerings
      • v. Juniper View: Key Strengths & Strategic Opportunities
    • 4.5.5. GMS
      • i. Corporate
      • ii. Geographical Spread
      • iii. Key Clients & Strategic Partnerships
      • iv. High Level View of Offerings
        • Figure 4.5: GMS's Hyber Multi-channel Messaging Platform
      • v. Juniper View: Key Strengths & Strategic Opportunities
    • 4.5.6. Infobip
      • i. Corporate
      • ii. Geographical Spread
      • iii. Key Clients & Strategic Partnerships
      • iv. High Level View of Offerings
      • v. Juniper View: Key Strengths & Strategic Opportunities
    • 4.5.7. Interop Technologies
      • i. Corporate
      • ii. Geographical Spread
      • iii. Key Clients & Strategic Partnerships
      • iv. High Level View of Offerings
        • Figure 4.6: Interop Technologies' End--to-End RCS Solution
      • v. Juniper View: Key Strengths & Strategic Opportunities
    • 4.5.8. Kaleyra
      • i. Corporate
      • ii. Geographical Spread
      • iii. Key Clients & Strategic Partnerships
      • iv. High Level View of Offerings
      • v. Juniper View: Key Strengths & Strategic Opportunities
    • 4.5.9. LINK Mobility
      • i. Corporate
        • Table 4.7: LINK Mobility Acquisition History 2016-present
      • ii. Geographical Spread
      • iii. Key Clients & Strategic Partnerships
      • iv. High Level View of Offerings
      • v. Juniper View: Key Strengths & Strategic Opportunities
    • 4.5.10. Mavenir Systems
      • i. Corporate
        • Table 4.9: Mitel Selected Financial Information ($m) 2015-2017
      • ii. Geographical Spread
      • iii. Key Clients & Strategic Partnerships
      • iv. High Level View of Offerings
      • v. Juniper View: Key Strengths & Strategic Opportunities
    • 4.5.11. MessageBird
      • i. Corporate
        • Table 4.10: MessageBird Acquisitions 2011-present
      • ii. Geographical Spread
      • iii. Key Clients & Strategic Partnerships
      • iv. iv. High Level View of Offerings
      • v. Juniper View: Key Strengths & Strategic Opportunities
    • 4.5.12. Messente
      • i. Corporate
      • ii. Geographical Spread
      • iii. Key Clients & Strategic Partnerships
      • iv. High Level View of Offerings
      • v. Juniper View: Key Strengths & Strategic Opportunities
    • 4.5.13. mGage
      • i. Corporate
      • ii. Geographical Spread
      • iii. Key Clients & Strategic Partnerships
      • iv. High Level View of Offerings
      • v. Juniper View: Key Strengths & Strategic Opportunities
    • 4.5.14. Mitto
      • i. Corporate
      • ii. Geographical Spread
      • iii. Key Clients & Strategic Partnerships
        • Figure 4.11: Mitto's Global Operator Reach
      • iv. High Level View of Offerings
      • v. Juniper View: Key Strengths & Strategic Opportunities
    • 4.5.15. Nexmo
      • i. Corporate
        • Table 4.12: Vonage Select Financial Information (2015-2017)
      • ii. Geographical Spread
      • iii. Key Clients & Strategic Partnerships
      • iv. High Level View of Offerings
      • v. Juniper View: Key Strengths & Strategic Opportunities
    • 4.5.16. OpenMarket
      • i. Corporate
        • Figure 4.13: OpenMarket's A2P Coverage
      • ii. Key Clients & Strategic Partnerships
      • iii. High Level View of Offerings
      • iv. Juniper View: Key Strengths & Strategic Opportunities
    • 4.5.17. Route Mobile
      • i. Corporate
      • ii. Geographical Spread
      • iii. Key Clients & Strategic Partnerships
      • iv. High Level View of Offerings
        • Figure 4.14: Route Mobile's SMS Firewall
      • v. Juniper View: Key Strengths & Strategic Opportunities
    • 4.5.18. Sinch
      • i. Corporate
        • Table 4.15: Sinch Selected Financial Information ($m) 2015-2017
      • ii. Geographical Spread
      • iii. Key Clients & Strategic Partnerships
      • iv. High Level View of Offerings
      • v. Juniper View: Key Strengths & Strategic Opportunities
    • 4.5.19. Syniverse
      • i. Corporate
        • Table 4.16: Syniverse Select Financial Information ($m) 2015-2017
      • ii. Geographical Spread
      • ii. Key Clients & Strategic Partnerships
      • iv. High Level View of Offerings
      • v. Juniper View: Key Strengths & Strategic Opportunities
    • 4.5.20. tyntec
      • i. Corporate
      • ii. Geographical Spread
      • iii. Key Clients & Strategic Partnerships
      • iv. High Level View of Offerings
      • v. Juniper View: Key Strengths & Strategic Opportunities
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