A2P (Application-to-Person) メッセージングの世界市場：2019年～2024年の動向と予測

当レポートでは、世界のA2P (Application-to-Person) メッセージングサービス市場について調査分析し、トラフィック予測、事業支出予測、ユースケース別のトラフィック・支出予測、産業分野別のトラフィック・支出予測のほか、地域別の内訳について、体系的な情報を提供しています。

世界の動向

• 世界：2018年のA2Pメッセージングの主要チャネルはSMSで、この傾向は2024年まで続き、OTTサービスがトラフィック増加の大部分を補う
• 世界：企業は、2018年にA2Pメッセージングに240億米ドルを支払い、2024年までに400億米ドルまで拡大する
• 世界：リマインダー・通知・販促用ユースケースが支出の最大シェアを占めるが、カスタマーサービス支出が最も増加する
• 世界：インターネット・メディア・エンターテイメント・金融サービスが、2018年のA2P支出の50％を占め、2024年には最大の市場シェアを維持する
• 世界：ブランドと消費者間のコミュニケーションにおける中心的な役割を確保するために、世界のOTTプラットフォームはA2Pメッセージングを重視し始める
• 世界：RCS A2P展開の数は増加しているが、オペレーターがOTT企業に挑む前に、多くの要素を確認する必要がある
• 世界：バリューチェーンのすべての企業は、SaaS要素をA2Pメッセージングサービスに付加し、ソリューションセグメントの企業をターゲットにする

西欧

• 西欧：2024年までSMSが主要なA2Pメッセージングチャネルになり、OTT通信はRCSより優位で、A2P市場の成長を吸収する

中欧・東欧

• 中欧・東欧：初期のA2P市場ではSMSが主要チャネルで、ViberのA2P提案が注目を集める

中東・北アフリカ

• 中東・北アフリカ：SMSが支配的なチャネルで、OTTサービス・RCSの導入が大幅に拡大しないため、2024年もその傾向が続く

サブサハラ・アフリカ

• サブサハラ・アフリカ：モバイルマネーサービスがA2P SMSトラフィック・支出を促進し、OrangeとVodacomが南アフリカでRCSをロールアウトする

新興のアジア太平洋地域

• 新興のアジア太平洋地域：中国がA2P通信の最大市場で、SMSが優位だが、WeChatが多くのトラフィックを吸収する可能性がある

先進のアジア太平洋地域

• 先進のアジア太平洋地域：OTT通信がA2Pメッセージング分野を支配するが、日本と韓国のオペレーターが共同で相互運用可能なRCSをロールアウトする

北米

• 北米：MNOがイニシアチブに早期に関与したおかげで、RCSが関連するA2Pチャネルになる可能性が高い

ラテンアメリカ

• ラテンアメリカ：2024年までSMSが主要なA2Pメッセージングチャネルになり、最大のオペレーターが複数国でRCSをロールアウトする

予測手法と前提条件

著者とAnalysys Masonについて

"Businesses spent USD24 billion on A2P messaging in 2018; this will grow to USD40 billion by 2024."

The number of application-to-person (A2P) messages is increasing worldwide because businesses are introducing mobile and digital channels in order to interact with their customers and recruit new ones. Person-to-person (P2P) SMS messaging traffic has progressively been overtaken by that from OTT services, but SMS is currently still the most-used channel for A2P communication, and it will remain so until 2024.

This report provides:

• an outlook on the application-to-person (A2P) messaging services market worldwide, including:
  • traffic estimates and forecasts up to 2024
  • business spend estimates and forecasts up to 2024
  • traffic and spend by use case
  • traffic and spend by industry vertical

• a breakdown of the A2P messaging services market by region.

Table of Contents

• 6. Worldwide trends

• 7. Worldwide: SMS was the main channel for A2P messaging in 2018, and it will remain so up to 2024; OTT services will make up for most of the traffic growth

• 8. Worldwide: businesses spent USD24 billion on A2P messaging in 2018; this will grow to USD40 billion by 2024

• 9. Worldwide: reminders, notifications and promotional use cases account for the largest share of spend, but customer service spend will grow the most

• 10. Worldwide: internet, media, entertainment and financial services accounted for 50% of the A2P spend in 2018; they will retain the largest market share in 2024

• 11. Worldwide: global OTT platforms are beginning to focus on A2P messaging in order to secure a central role in the communication between brands and consumers

• 12. Worldwide: the number of RCS A2P deployments is growing, but many elements must be confirmed before operators can challenge OTT players

• 13. Worldwide: all players in the value chain are adding software-as-a-service elements to their A2P messaging offers to target enterprises in the solution segment

• 14. Western Europe

• 15. Western Europe: SMS is and will remain the main A2P messaging channel until 2024; OTT comms are better positioned than RCS to absorb the A2P market growth

• 16. Central and Eastern Europe

• 17. Central and Eastern Europe: SMS will remain the main channel in the nascent A2P market; Viber's A2P proposition is gaining traction

• 18. Middle East and North Africa

• 19. Middle East and North Africa: SMS is the dominant channel and will remain so in 2024 because the adoption of OTT services and RCS will not grow significantly

• 20. Sub-Saharan Africa

• 21. Sub-Saharan Africa: mobile money services are driving A2P SMS traffic and spending; Orange and Vodacom rolled out RCS in South Africa

• 22. Emerging Asia-Pacific

• 23. Emerging Asia-Pacific: China has the largest market for A2P communications and it is dominated by SMS, but WeChat has the potential to absorb much of the traffic

• 24. Developed Asia-Pacific

• 25. Developed Asia-Pacific: OTT communications will dominate the A2P messaging space; operators in Japan and South Korea jointly rolled out inter-operable RCS

• 26. North America

• 27. North America: RCS is likely to become a relevant A2P channel thanks to MNOs' early involvement in the initiative and the residual role of SMS as a P2P channel

• 28. Latin America

• 29. Latin America: SMS is and will remain the main A2P messaging channel until 2024; the largest operators are rolling out RCS in their multi-country footprints

• 30. Forecast methodology and assumptions

• 31. Application-to-person (A2P) messaging trends and forecasts: channels and metrics outputs and definitions

• 32. Application-to-person (A2P) messaging trends and forecasts: definitions and examples of industry verticals and use cases [1/2]

• 33. Application-to-person (A2P) messaging trends and forecasts: definitions and examples of industry verticals and use cases [2/2]

• 34. Forecast methodology and assumptions

• 35. About the authors and Analysys Mason

• 36. About the authors

• 37. Analysys Mason's consulting and research are uniquely positioned

• 38. Research from Analysys Mason

• 39. Consulting from Analysys Mason

List of Figures

• Figure 1: A2P messages sent per year, by channel, worldwide, 2013 2024
• Figure 2: A2P spend, by channel, worldwide, 2013 2024
• Figure 3: A2P spend by use case, worldwide, 2013 2024
• Figure 4: Number of A2P messages sent for the customer service use case, by channel, worldwide, 2013 2024
• Figure 5: Business spend on A2P messaging services, by industry vertical, worldwide, 2013 2024
• Figure 6: OTT IP A2P traffic per handset per month, by region, 2018 2024
• Figure 7: Operator IP messaging traffic per handset per month, by region, 2018 2024
• Figure 8: Segmentation of business customers in the A2P messaging market
• Figure 9: Number of A2P messages sent each year, by channel, Western Europe, 2015 2024
• Figure 10: A2P messaging spend, by channel, Western Europe, 2015 2024
• Figure 11: Number of A2P messages sent each year, by channel, Central and Eastern Europe, 2015 2024
• Figure 12: A2P messaging spend, by channel, Central and Eastern Europe, 2015 2024
• Figure 13: Number of A2P messages sent each year, by channel, Middle East and North Africa, 2015 2024
• Figure 14: A2P messaging spend, by channel, Middle East and North Africa, 2015 2024
• Figure 15: Number of A2P messages sent each year, by channel, Sub Saharan Africa, 2015 2024
• Figure 16: A2P messaging spend, by channel, Sub Saharan Africa, 2015 2024
• Figure 17: Number of A2P messages sent each year, by channel, emerging Asia Pacific, 2015 2024
• Figure 18: A2P messaging spend, by channel, emerging Asia Pacific, 2015 2024
• Figure 19: Number of A2P messages sent each year, by channel, developed Asia Pacific, 2015 2024
• Figure 20: A2P messaging spend, by channel, developed Asia Pacific, 2015 2024
• Figure 21: Number of A2P messages sent each year, by channel, North America, 2015 2024
• Figure 22: A2P messaging spend, by channel, North America, 2015 2024
• Figure 23: Number of A2P messages sent each year, by channel, Latin America, 2015 2024
• Figure 24: A2P messaging spend, by channel, Latin America, 2015 2024
• Figure 25: Overview of the main forecast outputs
• Figure 26: Overview of the forecast methodology used in this report