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Market Research Report

Mobile Messaging

Published by Juniper Research Product code 479753
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Mobile Messaging
Published: May 22, 2018 Content info:
Description

Overview

Juniper's latest ‘Mobile Messaging’ research provides a comprehensive analysis of the messaging ecosystem. It includes an assessment of monetisation strategies for technologies, including RCS and evaluations for regional mobile messaging ecosystems.

The research provides critical reading for stakeholders, providing in-depth evaluations of mobile messaging technologies, including:

  • SMS (P2P & A2P)
  • MMS
  • RCS
  • OTT & Chatbots

This research suite includes:

  • Deep Dive Strategy & Competition (PDF)
  • 5 Year Deep Dive Data & Forecasting (PDF)
  • Executive Summary & Core Findings (PDF)

Key Features

  • RCS Business Model Evaluation: Strategic assessment of 3 future pricing models for A2P RCS messaging services, including:
    • Event-based
    • Session-based
    • Conversation-based
  • CPaaS & MPaaS Examination: Analysis of emerging business models that will enable new operator services, including RCS.
  • Mobile Messaging Regional & Technology Impact Analysis: A technology impact analysis across 8 key global regions of mobile messaging technologies, including:
    • RCS Messaging
    • OTT & Chatbots
    • A2P SMS Messaging
  • Juniper Leaderboard: Key player capability and capacity assessment of 12 mobile messaging platform vendors.
  • Interviews with leading mobile messaging service providers, including:
    • BICS
    • CLX Communications
    • CM.com
    • Infobip
    • Kaleyra
    • Mavenir Systems
    • OpenMarket
    • Route Mobile
    • Syniverse
  • Benchmark Forecasts: Provided for mobile messaging services including SMS, MMS, Instant Messaging, Chatbots and RCS.

Key Questions

  • 1. What will be the value of RCS Messaging by 2022?
  • 2. Which business model will maximise RCS revenues for operators by 2022?
  • 3. How will operators' mobile messaging revenues evolve over the next 5 years?
  • 4. What is the future of OTT messaging and chatbots?
  • 5. To what extent is grey route traffic impacting

Companies Referenced

  • Interviewed: BICS, CLX Communications, CM.com, Infobip, Kaleyra, Mavenir, OpenMarket, Route Mobile, Syniverse.
  • Profiled: BICS, CLX Communications, CM.com, Infobip, Kaleyra, Mavenir, MessageBird, Mitto, OpenMarket, Route Mobile, Syniverse, Twilio.
  • Mentioned: ABN Amro, Adobe, Air Canada, Aircel, Airtel, Airwide Solutions, Allianz, Amazon, Amdocs, America Movil, Apple, Aspiro, AT&T, Authy, Avea, Axis, Banca Mediolanum, Banca Monte dei Paschi di Siena,Fineco, Banca Popolare di Milano, Banca Popolare di Sondrio, Banca Sella, Bayer Pharma, BBM, Bell Wireless, BMW, Booking.com, BSNL Mobile, Ceat, Cerner, China Mobile, China Telecom, China Unicom, Cimage Corporation, Cisco Systems, Claro, Compass Group, CounterPath, Deutsche Telekom, DHL, Dialogue Communications, DiGi, Doordash, EE, Eitsalat, Facebook, Federal Bank, Flipkart, Frame Technology, fring Alliance, GENBAND, Glo Mobile, Google, GSMA, Heineken, Huawei, Idea, Ikea, Indosat, ING Bank, Instagram, Intesa Sanpaolo Group, IW Bank, Johnson & Johnson, KakaoTalk, KDDI, KT, LG U+, LINE, LinkedIn, Luminous Technology, Mastercard, MEF, Megafon, Microsoft, Millicom, Mittel, Mobey Forum, Mobile Marketing Association, Movistar, MTN, MTNL, MTS, Nexi, Zurich, Nextel, Noetix Corporation, NTT DoCoMo, O2, Oi, Olacabs, Onyx Software, Ooredoo, Orange, Panasonic, Personal, Polkomtel, Poonawalla Group, Proximus, Randstad, RCom, Reliance Jio, Renault, Rogers, SAP, SDL, Simfonics, Sinch AB, SingTel, SK Telecom, Snapchat, Softbank, Sonitel, Sonus Networks, Sprint, StarHub, STC, Stoke, Sunrise, Swisscom, Symsoft, T24, Tata Communications, Tata Docomo, Telecom Italia, Telecom NZ, Telefonica, Telegram, Telenor, TeleSign Corporation, TeliaSonera, Telkomsel, Telstra, Telus, TIM, T-Mobile, Turkcell, UAEXchange, Uber, Ubi Banca, Ulticom, UniCredit Group, Unwire, Verizon, Viber, Vibes, Vimpelcom, Vivo, Vodafone, WeChat, WhatsApp, Wind Hutchinson 3G, XL Axiata, Xura Secure Communications, Zain.

Data & Interactive Forecast

Juniper's ‘Mobile Messaging’ forecast suite includes:

  • Market data splits for 8 key global regions, and 16 countries including:
    • US
    • Canada
    • Brazil
    • Denmark
    • France
    • Germany
    • Norway
    • Portugal
    • Spain
    • Sweden
    • UK
    • Russia
    • China
    • Japan
    • South Korea
    • India
  • Adoption & revenue forecasts for messaging services including:
    • SMS: P2P & A2P
    • MMS: P2P
    • Instant Messaging
    • Messaging Chatbots
  • Adoption and usage forecasts for the following services:
    • RCS & RCS-e
    • Mobile Social Messaging
    • Email
  • Interactive Scenario tool allowing user the ability to manipulate Juniper's data for 10+ different metrics.
  • Access to the full set of forecast data of more than 220 tables and over 39,400 datapoints.

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

Table of Contents

Deep Dive Strategy & Competition

1. The Mobile Messaging Ecosystem

  • 1.1. Introduction to Mobile Messaging
    • 1.1.1. Market Opportunities facing Network Operators in Mobile Messaging
  • 1.2. Quantifying the Mobile Messaging Ecosystem
    • 1.2.1. SMS
    • 1.2.2. A2P SMS
      • Figure 1.1: Mobile Penetration Rates by Country 2016
    • 1.2.3. The Reach of RCS
      • Figure 1.2: RCS Market Snapshot 2018, Split by 8 Key Regions
    • 1.2.4. OTT Messaging Applications
      • Table 1.3: Leading Mobile IM Service User Bases 2017
    • 1.2.5. In-application Chatbots
    • 1.2.6. OTT Messaging Applications
      • i. OTT Messaging Impact on Operator
        • Figure 1.4: Most Popular OTT Messaging App by Country
        • Figure 1.5: Global A2P SMS and A2P OTT Traffic (millions of messages) & 2022
    • 2.2.1. A2P RCS Methodologies
      • i. Event-based
      • ii. Conversation-based
      • iii. Session-based
    • 2.2.2. Event-based RCS Business Model
      • Figure 2.2: Equivalent Price per RCS Message in an Event-based Model ($) Split by 8 Key Regions 2017-2022
      • Figure 2.3: Total RCS Revenues in an Event-based Model ($m) Split by 8 Key Regions 2017-2022
    • 2.2.3. Conversation-based RCS Business Model
      • Figure 2.4: Total Number of RCS Conversations (m) Split by 8 Key Regions 2017-2022
    • 2.2.4. Session-based A2P RCS Business Model
      • Figure 2.5: Total Number of RCS Sessions per Annum (m) 2019-2022

3. Mobile Messaging: Regional Technological Impact Assessment

  • 3.1. Regional Analysis of the Mobile Messaging Ecosystem
    • 3.1.1. Juniper Regional Technology Impact Analysis Methodology
      • Table 3.1: Mobile Messaging Regional Technology Impact Assessment Criteria
    • 3.1.2. North America
      • Figure 3.2: North America Mobile Subscriber Penetration in 2017
      • i. A2P SMS Revenues
        • Figure 3.3: Juniper Competitive Web North America
      • ii. The Potential for RCS
        • Figure 3.4: North America RCS Support Summary 2018
      • iii. OTT Applications & Chatbots
    • 3.1.3. Latin America
      • Figure 3.5: Latin America Mobile Subscriber Penetration in 2017
      • i. A2P SMS Revenues
      • ii. The Potential of RCS
        • Figure 3.6: Juniper Competitive Web Latin America
      • iii. OTT Messaging & Chatbots
    • 3.1.4. West Europe
      • Figure 3.7: West Europe Mobile Subscriber Penetration in 2017
      • i. A2P SMS Revenues
        • Figure 3.8: Proportion of SMS Traffic Delivered via Grey Routes (%)
      • ii. The Potential of RCS
      • iii. OTT Messaging & Chatbots
        • Figure 3.9: Competitive Web - Messaging Technology Future Impact in West Europe
    • 3.1.5. Central & East Europe
      • Figure 3.10: Central & East Europe - Mobile Subscriber Penetration in 2017
        • i. A2P SMS Revenues
        • ii. The Potential of RCS
        • iii. OTT Messaging & Chatbots
          • Figure 3.11: Juniper Competitive Web - Messaging Technology Future Impact in Central & East Europe
    • 3.1.6. Far East & China
      • Figure 3.12: Far East & China Key Indicators in 2022
      • Figure 3.13: Far East & China - Mobile Subscriber Penetration in 2017
      • i. A2P SMS Revenues
      • ii. The Potential for RCS
      • iii. OTT Messaging & Chatbots
        • Figure 3.14: Juniper Competitive Web - Messaging Technology Future Impact in Far East & China
    • 3.1.7. Indian Subcontinent
      • Figure 3.15: Mobile Penetration Rate in Indian Subcontinent 2015-2022
      • Figure 3.16: Indian Subcontinent Mobile Penetration in 2016
      • i. A2P SMS Revenues
      • ii. The Potential for RCS
      • iii. OTT Messaging & Chatbots
        • Figure 3.17: Juniper Competitive Web Indian Subcontinent
    • 3.1.8. Rest of Asia Pacific
      • Figure 3.18: Total Mobile Operator Billed Revenues, Split by Voice & Non-Voice ($m) 2017-2022
      • Figure 3.19: Rest of Asia Pacific Mobile Penetration Rate in 2016
      • i. A2P SMS Revenues
      • ii. The Potential for RCS
      • iii. OTT Messaging & Chatbots
        • Figure 3.20: Juniper Competitive Web - Messaging Technology Future Impact in Rest of Asia Pacific
    • 3.1.9. Africa & Middle East
      • Figure 3.21: Mobile Marketing Snapshot Africa & Middle East in 2018
      • Figure 3.22: Africa & Middle East Mobile Penetration Rates in 2017
      • i. A2P SMS Revenues
      • ii. The Potential for RCS
      • iii. OTT Messaging & Chatbots
        • Figure 3.23: Juniper Competitive Web Africa & Middle East
        • Table 4.3: Juniper Heatmap - Messaging Technology Future Impact in Africa & Middle East

4. Mobile Messaging: Competitive Landscape

  • 4.1. The Mobile Messaging Competitive Landscape
  • 4.2. Vendor Assessment
    • 4.2.1. Vendor Assessment Methodology
      • Table 4.1: Mobile Messaging: Juniper Leaderboard Player Assessment Criteria
      • Figure 4.2: Juniper Leaderboard: Mobile Messaging Platform Providers
    • 4.2.2. Vendor Grouping: Mobile Messaging Platform Providers
      • i. Established Leaders
        • Figure 4.4: A2P SMS Traffic Processed in 2017 (bn), Split by Top 7 Companies
      • ii. Leading Challengers
      • iii. Disruptors & Emulators
  • 4.3. Limitations & Interpretations
  • 4.4. Mobile Messaging: Movers & Shakers
  • 4.5. Mobile Messaging: Player Profiles
    • 4.5.1. BICS
      • i. Corporate Information
        • Table 4.5: Proximus Select Financial Information 2016-2017
      • ii. Geographical Spread
      • iii. Key Clients & Strategic Partnerships
      • iv. High Level View of Offerings
      • v. Juniper View: Key Strengths & Strategic Development Opportunities
    • 4.5.2. CLX Communications
      • i. Corporate
        • Table 4.6: CLX Communications Selected 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
    • 4.5.3. CM.com
      • i. Corporate
      • ii. Geographical Spread
        • Table 4.7: CM.com Acquisitions 2012-present
      • iii. Key Clients & Strategic Partnerships
      • iv. High Level View of Offerings
      • v. Juniper View: Key Strengths & Strategic Partnerships
    • 4.5.4. Infobip
      • i. Corporate Profile
      • ii. Geographical Spread
      • iii. Key Clients & Strategic Partnerships
      • iv. High Level View of Offerings
        • Figure 4.8: Infobip's Two-way SMS Coverage Map
      • v. Juniper View: Key Strengths & Strategic Development Opportunities
    • 4.5.5. Kaleyra
      • i. Corporate
      • ii. Geographical Spread
      • iii. Key Clients & Strategic Partnerships
      • iv. High Level View of Offerings
      • v. Juniper View: Key Strengths & Strategic Partnerships
    • 4.5.6. Mavenir
      • 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. Mitto
      • i. Corporate
      • ii. Geographical Spread
      • iii. Key Clients & Strategic Partnerships
    • 4.5.7. Mitto
      • i. Corporate
      • ii. Geographical Spread
      • iii. Key Clients & Strategic Partnerships
        • Figure 4.9: Mitto's Global Operator Reach
      • iv. High Level View of Offerings
      • v. Juniper View: Key Strengths & Strategic Opportunities
    • 4.5.8. OpenMarket
      • 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. Route Mobile
      • i. Corporate
      • ii. Geographical Spread
      • iii. Key Clients & Strategic Partnerships
      • iv. High Level View of Offerings
        • Figure 4.11: Route Mobile's SMS Firewall
      • v. Juniper View: Key Strengths & Strategic Opportunities
    • 4.5.10. Syniverse
      • i. Corporate
        • Table 4.12: Syniverse Selected Financial Information ($m) 2015-2017
      • ii. Global Reach
      • iii. Key Clients & Strategic Partnerships
      • iv. High Level View of Offerings
      • v. Juniper's View: Vendor's Key Strengths & Strategic Development Opportunities
    • 4.5.11. Twilio
      • i. Corporate
        • Table 4.13: Twilio Selected Financial Information (Sm) 2015-2017
      • ii. Geographical Spread
      • iii. Key Clients & Strategic Partnerships
      • iv. High Level View of Offerings
      • v. Juniper's View: Vendor's Key Strengths & Strategic Development Opportunities
    • 4.5.12. MessageBird
      • i. Corporate Information
      • ii. Geographical Spread
      • iii. Key Clients & Strategic Partnerships
      • iv. High Level View of Offerings
      • v. Juniper View: Key Strengths & Strategic Opportunities

Deep Dive Data & Forecasting

1. Introduction to Mobile Messaging

  • 1.1. Mobile Messaging
    • Figure 1.1: Mobile Messaging Users Market Snapshot 2022

2. Mobile Messaging: A Market Summary

  • 2.1. Mobile Messaging Market Summary
    • 2.1.1. Total Number of Mobile Messaging Users, Split by Service
      • Figure & Table 2.1: Total Number of Users of Messaging Services (m), Split by Services 2017-2022
    • 2.1.2. Total Mobile Messaging Traffic
      • Figure& Table 2.2: Total Mobile Messages Sent (bn) Split by Service 2017-2022
    • 2.1.3. Total Operator Messaging Revenues
      • Figure& Table 2.3: Total Operator Billed Messaging Revenues ($m) Split by 8 Key Regions 2017-2022

3. Network Operator Messaging: SMS & MMS Market Forecasts

  • 3.1. Operator Messaging Services
    • 3.1.1. P2P Messaging
    • 3.1.2. A2P Messaging
      • Figure 3.1: P2P SMS Forecast Methodology
  • 3.2. P2P SMS Forecasts
    • 3.2.1. Total P2P SMS Traffic
      • Figure & Table 3.2: Total Number of P2P SMS Sent per Annum (m) Split by 8 Key Regions 2017-2022
    • 3.2.2. P2P SMS Operator Revenues
      • Figure & Table 3.3: Total Revenue from P2P SMS ($m) Split by 8 Key Regions 2017-2022
    • 3.2.3. Total MMS Traffic
      • Figure & Table 3.4: Total Annual Hanet MMS Traffic (m) Split by 8 Key Regions 2017-2022
    • 3.2.4. P2P MMS Operator Revenues
      • Figure & Table 3.5: Total Revenue from P2P MMS ($m) Split by 8 Key Regions 2017-2022

4. OTT Messaging: Market Forecasts & Key Takeaways

  • 4.1. The OTT & IM Market
    • 4.1.1. IM (Instant Messaging)
    • 4.1.2. Social Messaging
      • Figure 4.1: Instant Messaging & OTT Messaging Forecast Methodology
    • 4.1.3. Total Mobile Instant Messaging Users
      • Figure & Table 4.2: Total Number of Unique Mobile IM Users (m) Split by 8 Key Regions 2017-2022
      • Table 4.3: Total Number of Unique Mobile IM Users (m) Split by 3 Devices 2017-2022
    • 4.1.4. Total Mobile IM Traffic
      • Figure & Table 4.4: Total Mobile IM Traffic (bn) Split by 8 Key Regions 2017-2022
    • 4.1.5. Instant Messaging Market Value
      • Figure & Table 4.5: Total IM Market Value per Annum ($m) Split by 8 Key Regions 2017-2022
      • Table 4.6: Total IM Market Value per Annum ($m) Split by Business Model 2017-2022

5. A2P Messaging: Market Forecasts & Key Insights

  • 5.1. A2P Messaging: Grey Route Prevalence & Operator's Revenue Opportunity
    • 5.1.1. Grey Route Sizing Methodology
      • Figure 5.1: A2P Forecast Methodology
    • 5.1.2. Total Operator-billed Directly Connected A2P Revenues
      • Figure & Table 5.2: MNO Revenues from Directly Connected A2P Traffic ($m) 2017-2022
    • 5.1.3. A2P Traffic Volumes
      • Figure & Table 5.3: Proportion of A2P SMS Traffic Delivered Via Grey Routes (%) Split by 8 Key Regions 2017-2022

6. Messaging Chatbots: Key Market Forecasts

  • 6.1. Introduction to Chatbots
    • 6.1.1. Key Drivers in the Chatbot Market
      • i. Personalisation & Customer Loyalty
      • ii. Potential Cost Savings
      • iii. Time Saving
    • 6.1.2. In-app OTT Messaging Chatbot Methodology
      • Figure 6.1: Messaging OTT Chatbots Forecast Methodology
    • 6.1.3. Chatbots Accessed per Annum
      • Figure & Table 6.2: Total Number of Chatbots Accessed per Annum, Year End (m) Split by 8 Key Regions 2017-2022
    • 6.1.4. Transaction Value Spent over Messaging App Chatbot
      • Figure & Table 6.3: Total Annual Transaction Value Spent over Messaging App Chatbot ($) Split by 8 Key Regions 2017-2022

7. RCS: Key Forecasts & Market Outlook

  • 7.1. The Market Outlook for RCS
    • 7.1.1. RCS Methodology
      • Figure 7.1: RCS Messaging Forecast Methodoogy
    • 7.1.2. Total Number of Smartphones that Use RCS Services
      • Figure & Table 7.2: Total Number of Smartphones that Use RCS Services (m) Split by 8 Key Regions 2017-2022
    • 7.1.3. Total Annual Handset RCS Traffic (m)
      • Figure & Table 7.3: Total Annual Handset RCS Traffic (m) 2017-2022
      • Table 7.4: Total RCS Traffic, Splits by P2P and A2P (m) 2017-2022
    • 7.1.4. Total Revenues from RCS Traffic ($m)
      • Figure & Table 7.5: Total Revenues from RCS Traffic ($m) 2017-2022
      • Table 7.6: Total RCS Revenues, Splits by P2P & A2P ($m) 2017-2022
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