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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

Application-to-person Messaging: Worldwide Trends and Forecasts 2019-2024

発行 Analysys Mason 商品コード 917072
出版日 ページ情報 英文 15 Slides
納期: 即日から翌営業日
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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 Application-to-person Messaging: Worldwide Trends and Forecasts 2019-2024
出版日: 2019年11月22日 ページ情報: 英文 15 Slides
概要

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

目次

"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.

Geographical coverage

  • Central and Eastern Europe (CEE)
  • Developed Asia-Pacific (DVAP)
  • Emerging Asia-Pacific (EMAP)
  • Latin America (LATAM)
  • Middle East and North Africa (MENA)
  • North America (NA)
  • Sub-Saharan Africa (SSA)
  • Western Europe (WE)
  • Worldwide

Key metrics

  • Application-to-person non-operator/OTT services outgoing traffic
  • Application-to-person operator IP-based services outgoing traffic
  • Business spend on messaging traffic
  • Business spend on fixed fees
  • Application-to-person business spend and outgoing traffic by use case
  • Application-to-person business spend and outgoing traffic by industry vertical

Use cases

  • Reminders and notifications
  • Promotional
  • Message-based surveys
  • Security
  • Customer service and support
  • Other

Industry verticals

  • Education
  • Financial services
  • Government and non-profit
  • Healthcare
  • Retail
  • Real estate
  • Internet, media and entertainment
  • Travel, transportation and hospitality
  • Telecoms and utilities
  • Other industries

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
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