"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
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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
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Use cases
- Reminders and notifications
- Promotional
- Message-based surveys
- Security
- Customer service and support
- Other
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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
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Table of Contents
- 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
- 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
- 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
- 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
- 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
- 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