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商业 OTT 消息传递：货币化、增值服务和市场预测 (2023-2027)
市场调查报告书
商品编码
1192491

商业 OTT 消息传递：货币化、增值服务和市场预测 (2023-2027)

OTT Business Messaging: Monetisation, Value-Added Services & Market Forecasts 2023-2027
出版日期: | 出版商: Juniper Research Ltd | 英文 | 商品交期: 最快1-2个工作天内

价格
简介目录

全球商业 OTT 消息流量预计将从 2023 年的 930 亿增长 172% 到 2027 年的 2540 亿。 这包括开放 OTT 消息传递 API 和具有竞争力的定价模型的可用性，从而为现有运营商驱动的渠道（例如 SMS）创建强大的富媒体替代方案。

本报告分析了全球商业 OTT 消息市场，概述了该技术及其传播状况，预测了总体市场规模趋势（未来五年），并按部门、地区和行业进行了细分。我们是调查详细趋势、市场竞争结构、未来增长潜力和挑战、主要公司概况（共19家公司）等。

回答的主要问题

  • 1.到 2027 年，商业 OTT 消息市场规模（价值基础）将如何变化？
  • 2. 通信服务提供商可以利用哪些关键机会来促进业务 OTT 消息传递市场的未来增长？
  • 3.哪些 CPaaS 公司在商业 OTT 消息传递市场处于领先地位？
  • 4. 增值服务将如何影响商业 OTT 消息服务的未来货币化？
  • 5. 区域分割将如何影响未来五年商业 OTT 消息传递市场的增长？

主要特点

  • 基准行业预测：按地区（共 8 个地区）、按国家（共 60 个国家）
    • 北美
      • 加拿大、美国
    • 拉丁美洲
      • 阿根廷、巴西、智利、哥伦比亚、厄瓜多尔、墨西哥、秘鲁、乌拉圭
    • 西欧
      • 奥地利、比利时、丹麦、芬兰、法国、德国、希腊、爱尔兰、意大利、荷兰、挪威、葡萄牙、西班牙、瑞典、瑞士、英国
    • 中欧和东欧
      • 克罗地亚、捷克共和国、匈牙利、波兰、罗马尼亚、俄罗斯、土耳其、乌克兰
    • 远东/中国
      • 中国、香港、日本、韩国
    • 印度次大陆
      • 孟加拉国、印度、尼泊尔、巴基斯坦
    • 其他亚太国家
      • 澳大利亚、印度尼西亚、马来西亚、新西兰、菲律宾、新加坡、泰国、越南
    • 非洲/中东
      • 阿尔及利亚、埃及、以色列、肯尼亚、科威特、尼日利亚、卡塔尔、沙特阿拉伯、南非、阿拉伯联合酋长国

公司分析

  • 采访的公司：CM.com、Infobip、Kaleyra、Sinch、Syniverse、Tata Communications、Webex、Zenvia
  • 案例研究涵盖的公司：Google、KakaoTalk、Telegram、WhatsApp
  • Juniper Research 竞争对手排行榜公司：Clickatell、CM.com、Comviva、GMS Worldwide、Infobip、Kaleyra、LINK Mobility、MessageBird、Mitto、Monty Mobile、Route Mobile、Sinch、Syniverse、Tata Communications , Twilio, tyntec, Vonage, Webex, Zenvia
  • 提到的公司：24sessions、2A2P、2bebot、2checkout、A Voté 、ABN AMRO Bank、Absa Cape Epic、Accura Scan、ACL Mobile、ACTITO、Adax、Adobe、Adwise、AfroSaude、AFS (Arab Financial Services)、Air Asia、Airtel、Airtouch Media、AiRXOS、Al Rayan Bank、AlefEdge、Alfa Orascom Telcom、Alfa-Bank Kazakhstan、Alibaba、Alisys、Allied Bank、Altiria、Amber Alert、American Express、AmeriSave Mortgage、AMM SpA、Amphia Hospital、Anam、Apple、Apteco、Aramex、Arbetsförmedlingen、Ares Management、Asia Insurance 1950、AstraZeneca、ATGen、Atome、Auth0、Autorize.net、AVANGRID、Axiata、Ayden、BAB International Corporation、Bahrain Financing Company B.S.C、Banca Intesa San Paolo、Banca Transilvania、Bancontact、Bandyer、Barry Callebaut、Batelco、BBC、Best Western、Bharti Airtel、BigCommerce、Billplz、BlaBlaCar、BlackRock、Bloomberg、Blueorange Group SRL、BMW、BNP Paribas、Boku Mobile Identity、Bolt、Bon Prix、Booking.com、Bosch Group、Bots Next、British Gas、BT、Building Blocks、Bukalapak、Cambridge Hospitals NHS Trust、Cancer Research UK、Capitec、Carahsoft Technology Corporation、Carbyne、CarDekho、Carousell、Chatfuel、Chatlayer、Checkout.com、China Mobile、China Unicom Global、Chorally Srl、CitNOW、Citrus、CIVICA、ClearFreight、CleverTap、Cloud Integrate、Coca Cola、Cognigy、Collab、Comfone、Comsys、ConnectionsGT、Crédit Agricole、Crunch、CTI Africa、Curious Thing、CX Company、D1.Smarkio、Dahmakan、Danfoss、Daraz、DataMix、Decathlon、Deliveroo、Dell、Deloitte、Destined、Deutsche Post、Deutsche Telekom、DHL、Dialogic、Die Post、Digitel、DinarPAY、Dis Chem Pharmacies、DNB、DocPlanner Group、Doctolib、Doctor Anywhere、Domino's、DoorDash、Doxy.me、Dutch Government、EaseMyTrip.com、eBay、Ebury、EchoRoaster、Eclat Media Group、Econet Wireless、EE、Electric Imp、Emarsys、Emirates College of Technology、Ericsson、Etam、Etisalat、Euroconsumers、Everbridge、Eversource、ExamRoom.AI、Experian、Expresso、Fisher & Paykel、Flipkart、FlySafair、Fokker、Foodora、French Government、Frensworkz、Fujitsu、Gamigo、GCash、Genesys、Geva Group、Glassdoor、Globe Telecom、GlobeAir、Go Biz IT、GoDaddy、Google、Goosehead Insurance、Grameenphone、GT Bank、Headsets.com、Healthcare at Home、Heineken、helloguide、HeyHi、HF Group、Hitachi America、Hoolah、Hotelbeds、HP、Huawei、Hubspot、Hull、Hulu、HUNT、Hutchison Telecom、IBM、ICICI Bank、Idea Cellular、iDeal、IKEA、IMDb、imimobile、Imperial Logistics、Indeed、Inditex、Indosat Ooerdoo、Instagram、Insung Information、Inteliquent、Interteleco、IOCL、iPay88、ISS、Jawwal、Jazz、Johnson & Johnson、JT Telecom、Jumper.ai、JustPark、Jysk、Kakao Corp、Key Travel、King's College Hospital、Klaviyo、Kore.ai、Leadsquared、Leanpay、Lebara Mobile、LendingPoint、Levi's、LINE、Litify、liveClinic、log build、Lyft、MAAF Assurances、Magento、Manulife Singapore、Marham、MarketingPlatform、Marks & Spencer、Masivian S.A.S、Mastercard、Matelab Srl、McKinsey & Company、medGo、MediaMarkt、Mediatel Data、Medtel、Mepal、MercadoLibre、Message Broadcast、MessageMedia、MessengerPeople、Meta、Metrodata、mGage、Microsoft、Midtrans、Minu、Mi-Pay、Mob、Mobifone、Mobileum、Mollie.com、Monjin、Movidesk、MR Messaging、MTD Products、MTN、Mukuru、MUUUH! Next、Nederlandse Loterij、Netokracija、Nets、NetVoice、New10、Nexi、Next Education、Nickel、Nifty Window、NLB Banka、NodeWeaver、Nomorobo、Norwegian Health Agency、Nouriza、Novartis、Novo Nordisk、NTT Docomo、O2、OLA、Old Mutual、ONEBIT CLOUD、Onecom、Ooredoo、OpenCart、OpenMarket、OpenSooq、Oracle、Orange、Oxfam、Oxfordcaps、Paidy、PalFish、Papa John's Pizza、Parkmobile、Parloa、Pathwire、Paylogic、Paymaya、PayPlaza、Paystack、Paytm、PayU、Pazorpay、PensionBee、Pesopay、Philips、Pick n Pay Group、Plantt.io、Plus、PopBox Asia、PostNord、PUBG、Pusher、Quadra、Radware、Raiffeisen Bank、Rakuten Viber、RAM Tracking、Randstad、Rapido、Rappi、RealNetworks、Relief International、Remitly、Rently、Revolut、Roadmap、Robi、RobinHQ.com、Routesms Solutions FZE、RSPCA,SecureAppbox、Salesforce、Samsung SDS、Santagostino、SAP、SAS、Sberbank、SEEN、Segment、Selligent、Senati、Sensational Systems、SenseData、Sequoia、ShoeBeDo、Shopify、Siemens、SimpleTECH、Sirena、Skoda Auto、Smart、Smart Communications、SMARTY、SnappCar、Sngular、Social25、Sodastream、SoftBank、Somtel、Source.One、SparkPost、Specsavers、Spetz、Spotify、Standard Bank、Sterling Bank Plc、StoryCorps、Stripe、SurveyMonkey、SWAN、Swisscom、Tailorman、Takeaway.com、Tangerine、TanTan、Target、Tarjeta Plan Platino、TATA 1mg、Tele2、Teledgers Technologies、Telefónica、Telegram、Tele-Town Hall、Tellephant、TelServ、Temasek Holdings、Teravoz、Tesco Bank、The American Red Cross、The Denan Project、The Netherlands Red Cross、The Times Group、The University of Warwick、Thinca、think moto、Tismi、TM (Telekom Malaysia Berhad)、T-Mobile、TNW (The Next Web) 、Total、TP Vision、TRADEofficer、Transcosmos Research & Development Inc、TransUnion、TravelSIM、Trimitrasis、Truecaller、Truweight、TTN、Túlka、Twistellar、Twitch、Twitter、UBA、Uber、Ubicua Limitada、Unilever、United Lincolnshire Hospitals Trust、US Foods、ValueFirst、Viber、Vietnamobile、Viettel、Vinted、Visa、Visionflex、VMware、Vodafone、VoicePing、VoiceSage、Volpy、VTB Bank、VvAA Groep BV、Wakeflow、Walgreens、Wall Street English、Walmart、WAVY Global、WeChat、WeFarm、Welthungerhilfe、WeWork、WhatsApp、WIT Software 、WooCommerce、WorkIndia、Wurth、Yelp、Yousign、Zain、Zapier、Zipcar、Zipwhip、ZOHO、Zoko、Zomato、Zong 4G

内容

第 1 部分市场趋势和策略

第 1 章分析概述和战略建议

第二章未来市场展望

  • 简介/定义
  • 当前市场前景
    • 企业 OTT 消息应用的使用情况
    • 超级应用总结
    • OTT 欺诈
  • 市场细分分析
    • 市场细分标准
    • 细分市场热图
    • 广告
    • 银行业
    • 内容付费
    • 数字票务
    • 医疗保健
    • 零售

第三章区域分析

  • 商业 OTT 消息的区域分析
    • 业务 OTT 消息：热图分析
    • 北美
    • 拉丁美洲
      • 巴西
      • 墨西哥
    • 西欧
      • 德国
      • 英国
    • 中欧和东欧
      • 俄罗斯
      • 乌克兰
    • 远东/中国
      • 中国
    • 印度次大陆
      • 印度
    • 其他亚太国家
      • 印度尼西亚
      • 菲律宾
    • 非洲/中东
      • 卡塔尔

第 4 章评估货币化模型

  • 货币化模型分析
  • 通过商业 OTT 消息获利
    • 有竞争力的定价，为 A2P 富消息服务创造竞争
    • 企业 OTT 消息流量概览
      • 通过即用即付消息获利
      • 基于会话的消息货币化
  • 增值服务
    • CDP（客户数据平台）
    • 聊天机器人
    • 对话式电子商务
    • 闪电话
    • 安全

第 2 部分竞争排行榜

第 1 章 Juniper Research 竞争排行榜

第 2 章供应商简介

  • 点击告诉
    • 公司
    • 地区
    • 主要客户和合作伙伴
    • 主要产品/服务
    • JuniperResearch 洞察：主要优势和战略机遇
  • CM.com
  • Comviva
  • GMS Worldwide
  • Infobip
  • Kaleyra
  • LINK Mobility
  • MessageBird
  • Mitto
  • Monty Mobile
  • Route Mobile
  • Sinch
  • Syniverse
  • Tata Communications
  • Twilio
  • tyntec
  • Vonage
  • Webex
  • Zenvia
  • Juniper Research Leaderboard分析方法

第 3 部分数据和预测

第 1 章介绍和预测技术

第二章市场概况与未来展望

  • OTT 消息的用户数量
  • 企业 OTT 消息流量
  • 企业 OTT 消息传递收入
  • 商业 OTT 消息运营商的潜在损益

第三章市场机会

  • 商业 OTT 消息流量：广告
  • 商业 OTT 消息收入：广告
  • 业务 OTT 消息流量：银行业务
  • 企业 OTT 消息收入：银行业务
  • 业务 OTT 消息流量：内容付费
  • 企业 OTT 消息收入：内容支付
  • 业务 OTT 消息流量：医疗
  • 商业 OTT 消息收入：医疗
  • 企业 OTT 消息流量：零售
  • 企业 OTT 消息收入：零售
  • 业务 OTT 消息流量：数字票务
  • 商业 OTT 消息收入：数字票务
简介目录

REPORT OVERVIEW

Juniper Research's latest “OTT (Over the Top) Business Messaging” research offers a comprehensive insight into this evolving market, including regional and vertical analyses which outline future opportunities within the OTT business messaging space. This report provides tailored recommendations for CPaaS (Communications Platforms-as-a-Service) vendors and CSPs (Communication Service Providers), as well as 5-year forecasts for key market segments coupled with strategic analysis. It also includes Juniper Research's Competitor Leaderboard, featuring an in depth evaluation of 19 OTT business messaging vendors using a combination of quantitative and qualitative scoring criteria.

In addition, the report suite contains a sector analysis of key industries primed for disruption using OTT business messaging, including:

  • Advertising
  • Banking
  • Content Payments
  • Digital Ticketing
  • Healthcare
  • Retail

This report also includes a monetisation model and value-added service evaluation. The value-added services considered include:

  • Chatbots
  • Conversational Commerce
  • Customer Data Platforms
  • Flash Calling
  • Security

This research suite includes:

  • Market Trends & Strategies (PDF)
  • Competitor Leaderboard (PDF)
  • Data & Forecasting (PDF)
  • 5-year Market Sizing & Forecast Spreadsheet (Excel)
  • 12 Months' Access to harvest Online Data Platform

KEY FEATURES

  • Regional Analysis: An evaluation on the future of the OTT business messaging market in 8 key regions, analysing each region's full potential using the following criteria, paired with supplementary 5-year forecast data:
    • Average Revenue per OTT User
    • Conversational Commerce Support
    • eCommerce Readiness
    • Ecosystem Readiness
    • Future Business Prospects
    • Impact Analysis
    • OTT User Support
    • Total OTT Business Messaging Revenue
  • Value-added Services Evaluation: Provides recommendations on how CSPs can add depth to the end-user experience within OTT messaging channels including:
    • Customer Data Platforms
    • Chatbots
    • Conversational Commerce
    • Flash Calling
    • Security
  • Juniper Research Competitor Leaderboard: Key player capability and capacity assessment for 19 OTT business messaging providers; positioning them as either an established leader, leading challenger, or disruptor and challenger. Our Competitor Leaderboard scores these companies on a number of criteria including their size of operations in the OTT business messaging space, their extent and breadth of market partnerships, the sophistication of their platforms, and Juniper Research's view on each company's innovation and future business prospects. The companies included in Juniper Research's OTT Business Messaging Competitor Leaderboard are:
    • Clickatell
    • CM.com
    • Comviva
    • GMS Worldwide
    • Infobip
    • Kaleyra
    • LINK Mobility
    • MessageBird
    • Mitto
    • Monty Mobile
    • Route Mobile
    • Sinch
    • Syniverse
    • Tata Communications
    • Twilio
    • tyntec
    • Vonage
    • Webex
    • Zenvia
  • Benchmark Industry Forecasts: 5-year forecasts are provided for total OTT messaging users, total OTT business messaging traffic, total OTT business messaging revenue and total potential operator loss due to OTT messaging. These forecasts are split by 6 key markets including advertising, banking, content payments, digital ticketing, healthcare and retail. These metrics are split by our 8 key forecast regions and the 60 countries listed below:
  • North America:
    • Canada, US
  • Latin America:
    • Argentina, Brazil, Chile, Colombia, Ecuador, Mexico, Peru, Uruguay
  • West Europe:
    • Austria, Belgium, Denmark, Finland, France, Germany, Greece, Ireland, Italy, Netherlands, Norway, Portugal, Spain, Sweden, Switzerland, UK
  • Central & East Europe:
    • Croatia, Czech Republic, Hungary, Poland, Romania, Russia, Turkey, Ukraine
  • Far East & China:
    • China, Hong Kong, Japan, South Korea
  • Indian Subcontinent:
    • Bangladesh, India, Nepal, Pakistan
  • Rest of Asia Pacific:
    • Australia, Indonesia, Malaysia, New Zealand, Philippines, Singapore, Thailand, Vietnam
  • Africa & Middle East:
    • Algeria, Egypt, Israel, Kenya, Kuwait, Nigeria, Qatar, Saudi Arabia, South Africa, United Arab Emirates

KEY QUESTIONS ANSWERED

  • 1. What will the value of the OTT business messaging market be by 2027?
  • 2. What are the key opportunities that communication service providers can capitalise on for future growth within the OTT business messaging market?
  • 3. Which CPaaS players are leading the OTT business messaging market?
  • 4. How will value-added services impact the future monetisation of OTT business messaging services?
  • 5. How will regional fragmentation impact the growth of OTT business messaging over the next five years?

COMPANIES REFERENCED

  • Interviewed: CM.com, Infobip, Kaleyra, Sinch, Syniverse, Tata Communications, Webex, Zenvia.
  • Case Studied: Google, KakaoTalk, Telegram, WhatsApp.
  • Included in Juniper Research Competitor Leaderboard: Clickatell, CM.com, Comviva, GMS Worldwide, Infobip, Kaleyra, LINK Mobility, MessageBird, Mitto, Monty Mobile, Route Mobile, Sinch, Syniverse, Tata Communications, Twilio, tyntec, Vonage, Webex, Zenvia.
  • Mentioned: 24sessions, 2A2P, 2bebot, 2checkout, A Voté , ABN AMRO Bank, Absa Cape Epic, Accura Scan, ACL Mobile, ACTITO, Adax, Adobe, Adwise, AfroSaude, AFS (Arab Financial Services), Air Asia, Airtel, Airtouch Media, AiRXOS, Al Rayan Bank, AlefEdge, Alfa Orascom Telcom, Alfa-Bank Kazakhstan, Alibaba, Alisys, Allied Bank, Altiria, Amber Alert, American Express, AmeriSave Mortgage, AMM SpA, Amphia Hospital, Anam, Apple, Apteco, Aramex, Arbetsförmedlingen, Ares Management, Asia Insurance 1950, AstraZeneca, ATGen, Atome, Auth0, Autorize.net, AVANGRID, Axiata, Ayden, BAB International Corporation, Bahrain Financing Company B.S.C, Banca Intesa San Paolo, Banca Transilvania, Bancontact, Bandyer, Barry Callebaut, Batelco, BBC, Best Western, Bharti Airtel, BigCommerce, Billplz, BlaBlaCar, BlackRock, Bloomberg, Blueorange Group SRL, BMW, BNP Paribas, Boku Mobile Identity, Bolt, Bon Prix, Booking.com, Bosch Group, Bots Next, British Gas, BT, Building Blocks, Bukalapak, Cambridge Hospitals NHS Trust, Cancer Research UK, Capitec, Carahsoft Technology Corporation, Carbyne, CarDekho, Carousell, Chatfuel, Chatlayer, Checkout.com, China Mobile, China Unicom Global, Chorally Srl, CitNOW, Citrus, CIVICA, ClearFreight, CleverTap, Cloud Integrate, Coca Cola, Cognigy, Collab, Comfone, Comsys, ConnectionsGT, Crédit Agricole, Crunch, CTI Africa, Curious Thing, CX Company, D1.Smarkio, Dahmakan, Danfoss, Daraz, DataMix, Decathlon, Deliveroo, Dell, Deloitte, Destined, Deutsche Post, Deutsche Telekom, DHL, Dialogic, Die Post, Digitel, DinarPAY, Dis Chem Pharmacies, DNB, DocPlanner Group, Doctolib, Doctor Anywhere, Domino's, DoorDash, Doxy.me, Dutch Government, EaseMyTrip.com, eBay, Ebury, EchoRoaster, Eclat Media Group, Econet Wireless, EE, Electric Imp, Emarsys, Emirates College of Technology, Ericsson, Etam, Etisalat, Euroconsumers, Everbridge, Eversource, ExamRoom.AI, Experian, Expresso, Fisher & Paykel, Flipkart, FlySafair, Fokker, Foodora, French Government, Frensworkz, Fujitsu, Gamigo, GCash, Genesys, Geva Group, Glassdoor, Globe Telecom, GlobeAir, Go Biz IT, GoDaddy, Google, Goosehead Insurance, Grameenphone, GT Bank, Headsets.com, Healthcare at Home, Heineken, helloguide, HeyHi, HF Group, Hitachi America, Hoolah, Hotelbeds, HP, Huawei, Hubspot, Hull, Hulu, HUNT, Hutchison Telecom, IBM, ICICI Bank, Idea Cellular, iDeal, IKEA, IMDb, imimobile, Imperial Logistics, Indeed, Inditex, Indosat Ooerdoo, Instagram, Insung Information, Inteliquent, Interteleco, IOCL, iPay88, ISS, Jawwal, Jazz, Johnson & Johnson, JT Telecom, Jumper.ai, JustPark, Jysk, Kakao Corp, Key Travel, King's College Hospital, Klaviyo, Kore.ai, Leadsquared, Leanpay, Lebara Mobile, LendingPoint, Levi's, LINE, Litify, liveClinic, log build, Lyft, MAAF Assurances, Magento, Manulife Singapore, Marham, MarketingPlatform, Marks & Spencer, Masivian S.A.S, Mastercard, Matelab Srl, McKinsey & Company, medGo, MediaMarkt, Mediatel Data, Medtel, Mepal, MercadoLibre, Message Broadcast, MessageMedia, MessengerPeople, Meta, Metrodata, mGage, Microsoft, Midtrans, Minu, Mi-Pay, Mob, Mobifone, Mobileum, Mollie.com, Monjin, Movidesk, MR Messaging, MTD Products, MTN, Mukuru, MUUUH! Next, Nederlandse Loterij, Netokracija, Nets, NetVoice, New10, Nexi, Next Education, Nickel, Nifty Window, NLB Banka, NodeWeaver, Nomorobo, Norwegian Health Agency, Nouriza, Novartis, Novo Nordisk, NTT Docomo, O2, OLA, Old Mutual, ONEBIT CLOUD, Onecom, Ooredoo, OpenCart, OpenMarket, OpenSooq, Oracle, Orange, Oxfam, Oxfordcaps, Paidy, PalFish, Papa John's Pizza, Parkmobile, Parloa, Pathwire, Paylogic, Paymaya, PayPlaza, Paystack, Paytm, PayU, Pazorpay, PensionBee, Pesopay, Philips, Pick n Pay Group, Plantt.io, Plus, PopBox Asia, PostNord, PUBG, Pusher, Quadra, Radware, Raiffeisen Bank, Rakuten Viber, RAM Tracking, Randstad, Rapido, Rappi, RealNetworks, Relief International, Remitly, Rently, Revolut, Roadmap, Robi, RobinHQ.com, Routesms Solutions FZE, RSPCA,SecureAppbox, Salesforce, Samsung SDS, Santagostino, SAP, SAS, Sberbank, SEEN, Segment, Selligent, Senati, Sensational Systems, SenseData, Sequoia, ShoeBeDo, Shopify, Siemens, SimpleTECH, Sirena, Skoda Auto, Smart, Smart Communications, SMARTY, SnappCar, Sngular, Social25, Sodastream, SoftBank, Somtel, Source.One, SparkPost, Specsavers, Spetz, Spotify, Standard Bank, Sterling Bank Plc, StoryCorps, Stripe, SurveyMonkey, SWAN, Swisscom, Tailorman, Takeaway.com, Tangerine, TanTan, Target, Tarjeta Plan Platino, TATA 1mg, Tele2, Teledgers Technologies, Telefónica, Telegram, Tele-Town Hall, Tellephant, TelServ, Temasek Holdings, Teravoz, Tesco Bank, The American Red Cross, The Denan Project, The Netherlands Red Cross, The Times Group, The University of Warwick, Thinca, think moto, Tismi, TM (Telekom Malaysia Berhad), T-Mobile, TNW (The Next Web) , Total, TP Vision, TRADEofficer, Transcosmos Research & Development Inc, TransUnion, TravelSIM, Trimitrasis, Truecaller, Truweight, TTN, Túlka, Twistellar, Twitch, Twitter, UBA, Uber, Ubicua Limitada, Unilever, United Lincolnshire Hospitals Trust, US Foods, ValueFirst, Viber, Vietnamobile, Viettel, Vinted, Visa, Visionflex, VMware, Vodafone, VoicePing, VoiceSage, Volpy, VTB Bank, VvAA Groep BV, Wakeflow, Walgreens, Wall Street English, Walmart, WAVY Global, WeChat, WeFarm, Welthungerhilfe, WeWork, WhatsApp, WIT Software , WooCommerce, WorkIndia, Wurth, Yelp, Yousign, Zain, Zapier, Zipcar, Zipwhip, ZOHO, Zoko, Zomato, Zong 4G.

DATA & INTERACTIVE FORECAST

  • OTT Business Messaging Market Summary, including:
    • Total OTT Messaging Users
    • Total OTT Messaging Traffic
    • Total OTT Business Messaging Traffic
    • Total OTT Business Messaging Revenue
    • Total Operator A2P (Application-to-Person) Revenue Loss due to OTT Business Messaging
  • Data Splits for Total Traffic, Revenue and Potential Revenue Loss are also provided for the following markets:
    • Advertising
    • Banking
    • Content Payment
    • Digital Ticketing
    • Healthcare
    • Retail
  • Geographical splits: 60 countries
  • Number of tables: 54 tables
  • Number of datapoints: Over 24,600 datapoints

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FORECAST SUMMARY

Juniper Research has found that global OTT business messaging traffic will rise from 93 billion in 2023, to 254 billion by 2027. This growth of 172% will be driven by increased availability of open OTT messaging APIs and competitive pricing models; creating a viable rich media alternative to established operator-led channels, such as SMS.

  • The consistently low OTT business messaging pricing is a key driver of adoption by CPaaS (Communications Platforms-as-a-Service) platforms. As OTT messaging pricing is set by the platform itself rather than operators, this provides a far less volatile pricing model compared to SMS.
  • The volatility in wholesale SMS business messaging pricing provides an opportunity for OTT messaging platforms to grow their revenue, by offering stability for CPaaS platforms when negotiating traffic subscriptions with enterprises.
  • The advanced security and rich media properties of OTT business messaging will attract high-spending enterprise users to leverage these services. Specifically, supporting rich security features, such as brand authentication, will boost user activity, as brands increasingly communicate with users through verified channels.
  • Furthermore, the increased processing and strict channel verification systems of OTT messaging applications will be key to ensuring that OTT communications are not susceptible to the same fraudulent activity found on channels such as SMS. Additionally, CPaaS platforms are urged to develop advanced security features, including AI-based fraud prevention, that go beyond the capabilities of the OTT messaging channel to provide value-added services for enterprises.

Table of Contents

1. Market Trends & Strategies

1. Key Takeaways & Strategic Recommendations

  • 1.1. Key Takeaways
  • 1.2. Key Recommendations

2. Future Market Outlook

  • 2.1. Introduction & Definitions
    • Figure 2.1: OTT Business Messaging Network and Capabilities
  • 2.2. Current Market Outlook
    • Figure 2.2: Proportion of Smartphone Users Leveraging OTT Messaging Services (m), Split by 8 Key Regions, 2023-2027
      • i. Omnichannel Communications
      • ii. Conversational Commerce
      • iii. CPaaS
        • Figure 2.3: OTT Business Messages: CPaaS, Conversational Commerce and Omnichannel Platform Integrations
    • 2.2.2. OTT Business Messaging Application Usage
      • Table 2.4: Global OTT Messaging Apps Monthly Active Users (m), November 2022
      • Figure 2.5: Most Popular Messaging Apps per Country, 2023
      • i. WhatsApp
        • Figure 2.6: Proportion of the Population That Are Internet Users in Africa & Middle East (%), Split by 7 key countries, 2023-2027
      • ii. Viber
        • Figure 2.7: Rakuten's Breakdown of Patent Portfolios by Country in 2021
      • iii. Messenger
        • Figure 2.8: Average GDP per Capita in Select Countries with Most Active Users in 2023 ($), Split by WhatsApp and Messenger
        • Table 2.9: Countries Used for Average GDP Calculation in Figure 2.8
      • iv. LINE
        • Figure 2.10: Proportion of LINE's Monthly Active Users Relative to Population in Japan in 2022
      • v. Telegram
      • vi. WeChat
        • Figure 2.11: WeChat's Main Capabilities
      • i. Background Information
      • ii. Juniper Research's View
        • Figure 2.12: Proportion of Mobile Subscribers Using OTT Messaging Services in Far East & China (m), Split by 4 key Countries, 2023-2027
        • Figure 2.13: Total Mobile OTT Messaging Traffic in Far East & China (bn), Split by 4 Key Countries, 2023-2027
    • 2.2.3. Introduction of Super Apps
      • i. Background Information
      • ii. Juniper Research's View
      • i. Background Information
      • ii. Juniper Research's View
    • 2.2.4. OTT Fraud
      • i. The Emergence of Separating P2P and A2P Inboxes
  • 2.3. Market Segment Analysis
    • 2.3.1. Market Segment Criteria
      • Table 2.14: OTT Business Messaging Market Segment Analysis: Criteria
    • 2.3.2. Market Segment Heatmap
      • Table 2.15: OTT Business Messaging Market Segment Analysis: Heatmap
    • 2.3.3. Advertising
      • Figure 2.16: Total Operator A2P Revenue Loss Due to Advertising OTT Business Messaging Messages ($m), Split by 8 Key Regions, 2023-2027
    • 2.3.4. Banking
      • Figure 2.17: Total Number of OTT Banking Business Messages (m), Split by 8 Key Regions, 2023-2027
    • 2.3.5. Content Payments
      • Figure 2.18 Total Number of OTT Content Payments Business Messages in Far East & China (m), Split by 4 Key Countries, 2023-2027
    • 2.3.6. Digital Ticketing
      • Figure 2.19: Total Messaging App Chatbots Accessed per annum in 2023 (m), Split by 8 Key Regions: 5 Billion
    • 2.3.7. Healthcare
      • Figure 2.20: Total Health Expenditure per capita in 2023 ($), Split by the Leading 25 Countries
    • 2.3.8. Retail

3. Regional Analysis

  • 3.1. OTT Business Messaging Regional Analysis
    • Table 3.1: Juniper Research OTT Business Messaging Regional Analysis: Scoring Criteria (Part 1)
    • Table 3.2: Juniper Research OTT Business Messaging Regional Analysis: Scoring Criteria (Part 2)
    • Figure 3.3: Juniper Research's Competitive Web: OTT Business Messaging Regional Opportunities
    • 3.1.1. OTT Business Messaging: Heatmap Analysis
      • Table 3.4: Juniper Research's OTT Business Messaging Regional Analysis: North America
      • Table 3.5: Juniper Research's OTT Business Messaging Regional Analysis: Latin America
      • Table 3.6: Juniper Research's OTT Business Messaging Regional Analysis: West Europe
      • Table 3.7: Juniper Research's OTT Business Messaging Regional Analysis: Central & East Europe
      • Table 3.8: Juniper Research's OTT Business Messaging Regional Analysis: Far East & China
      • Table 3.9: Juniper Research's OTT Business Messaging Regional Analysis: Indian Subcontinent
      • Table 3.10: Juniper Research's OTT Business Messaging Regional Analysis: Rest of Asia Pacific
      • Table 3.11: Juniper Research's OTT Business Messaging Regional Analysis: Africa & Middle East
    • 3.1.2. North America
      • Figure 3.12: Proportion of Smartphone Users Leveraging OTT Messaging Services in North America (%), Split by 2 Key Countries, 2023-2027
    • 3.1.3. Latin America
      • Figure 3.13: Total Number of Smartphone Users Leveraging OTT Services in Latin America (m), Split by 8 Key Countries, 2023-2027
      • i. Brazil
      • ii. Mexico
    • 3.1.4. West Europe
      • Figure 3.14: Total OTT Business Messaging Revenue ($m) in West Europe, Split by Top 7 Countries, 2023
      • i. Germany
      • ii. UK
    • 3.1.5. Central & East Europe
      • Figure 3.15: Total Number of Smartphone Users Who Use OTT Messaging in Central & East Europe (m), Split by 8 Key Countries, 2023-2027
      • i. Russia
      • ii. Ukraine
    • 3.1.6. Far East & China
      • Table 3.16: Most Popular OTT Messaging Applications in Far East & China, by Country
      • i. China
        • Figure 3.17: Number of Smartphone Users Who Use OTT Messaging in China (m), 2023-2027
    • 3.1.7. Indian Subcontinent
      • Figure 3.18: Total Number of Smartphone Users Leveraging OTT Messaging Services in Indian Subcontinent in 2023 (m), Split by 4 Key Countries
      • i. India
    • 3.1.8. Rest of Asia Pacific
      • Figure 3.19: Proportion of Smartphone Users Leveraging OTT Messaging Services in Rest of Asia Pacific (%), Split by 8 Key Countries, 2023-2027
      • Table 3.20: Most Popular OTT Messaging Applications in Rest of Asia Pacific, by Country, 2022
      • i. Indonesia
      • ii. Philippines
    • 3.1.9. Africa & Middle East
      • Figure 3.21: Total OTT Business Messaging Revenue in Africa & Middle East in 2023 ($m), Split by Top 8 Countries
      • Table 3.22: Most Popular OTT Messaging Applications in Africa & Middle East, Country, 2022
      • i. Qatar

4. Monetisation Model Evaluation

  • 4.1. Monetisation Model Analysis
    • Figure 4.1: Proportion of the Population That Are Internet Users (%), Split by 8 Key Regions, 2023-2027
  • 4.2. OTT Business Messaging Monetisation
    • Table 4.2: Key OTT Business Messaging Monetisation Models
    • Table 4.3: Additional Rich Messaging Monetisation Models
    • i. Competitive Pricing to Create Competition for A2P Rich Messaging Services
    • 4.2.2. OTT Business Messaging Traffic Overview
      • i. Monetisation by Price-per-Messaging Messaging
      • ii. Monetisation by Session-based Messaging
        • Figure 4.4: WhatsApp's Session Versus Template Messaging
        • Figure 4.5: Viber Business Pricing Models
  • 4.3. Value-added Services
    • 4.3.1. CDPs
      • Figure 4.6: Overview of Customer Data Platform Processes
      • i. Calls to Action
    • 4.3.2. Chatbots
      • Figure 4.7: Total Number of Message App Chatbots Accessed per annum (m), Split by 8 Key Regions, 2023-2027
    • 4.3.3. Conversational Commerce
      • Figure 4.8: Proportion of OTT Messaging Users Using In-app Conversational Commerce Services (%), Split by 8 Key Regions, 2023-2027
    • 4.3.4. Flash Calling
    • 4.3.5. Security

2. Competitor Leaderboard

1. Juniper Research Competitor Leaderboard

  • 1.1. Why Read This Report
    • Table 1.1: Juniper Research Competitor Leaderboard: Vendors & Product Portfolio
    • Figure 1.2: Juniper Research Competitor Leaderboard: OTT Business Messaging
    • Table 1.3: Juniper Research Competitor Leaderboard: Vendors & Positioning
    • Table 1.4: Juniper Research Competitor Leaderboard Heatmap: OTT Business Messaging Service Providers (Part 1)
    • Table 1.5: Juniper Research Competitor Leaderboard Heatmap: OTT Business Messaging Service Providers (Part 2)

2. Vendor Profiles

  • 2.1.1. Clickatell
    • i. Corporate Information
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Recommendations
  • 2.1.2. CM.com
    • i. Corporate Information
      • Table 2.1: CM.com's Select Financial Information ($m), 2018-2021
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • vi. Juniper Research's View: Key Strengths & Strategic Recommendations
  • 2.1.3. Comviva
    • i. Corporate Information
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Recommendations
  • 2.1.4. GMS Worldwide
    • i. Corporate Information
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Recommendations
  • 2.1.5. Infobip
    • i. Corporate Information
      • Table 2.2: Infobip's Select Financial Information, 2019-2021
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
      • Figure 2.3: Infobip's Omnichannel Engagement Platform
    • v. Juniper Research's View: Key Strengths & Strategic Recommendations
  • 2.1.6. Kaleyra
    • i. Corporate Information
      • Table 2.4: Kaleyra's Total Revenue ($m), 2019-2021
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Recommendations
  • 2.1.7. LINK Mobility
    • i. Corporate Information
      • Table 2.5: LINK Mobility's Acquisitions, February 2021-Present
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Recommendations
  • 2.1.8. MessageBird
    • i. Corporate Information
      • Table 2.6: MessageBird's Acquisitions 2019-present
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Recommendations
  • 2.1.9. Mitto
    • i. Corporate Information
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Recommendations
  • 2.1.10. Monty Mobile
    • i. Corporate Information
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Recommendations
  • 2.1.11. Route Mobile
    • i. Corporate Information
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
      • Figure 2.7: Route Mobile's OmniCent Solution
    • v. Juniper Research's View: Key Strengths & Strategic Recommendations
  • 2.1.12. Sinch
    • i. Corporate Information
      • Table 2.8: Sinch's Selected Financial Information ($m), 2019-2021
      • Table 2.9: Sinch's Acquisitions, March 2020-2022
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Recommendations
  • 2.1.13. Syniverse
    • i. Corporate Information
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
      • Figure 2.10: Syniverse's Fallback Option in CPaaS Solution
    • v. Juniper Research's View: Key Strengths & Strategic Recommendations
  • 2.1.14. Tata Communications
    • i. Corporate Information
      • Table 2.11: Tata Communications' Selected Financial Information ($m), 2020-2022
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Recommendations
  • 2.1.15. Twilio
    • i. Corporate Information
      • Table 2.12: Twilio's Acquisitions, 2020-2022
      • Table 2.13: Twilio's Selected Financial Information ($m), 2019-2021
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Recommendations
  • 2.1.16. tyntec
    • i. Corporate Information
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Recommendations
  • 2.1.17. Vonage
    • i. Corporate Information
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Recommendations
  • 2.1.18. Webex
    • i. Corporate Information
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Recommendations
  • 2.1.19. Zenvia
    • i. Corporate Information
      • Table 2.14: Zenvia Acquisitions, 2020-2022
      • Table 2.15: Zenvia's Select Financial Results ($m), Q2 2021-Q2 2022
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Recommendations
  • 2.2. Juniper Research Leaderboard Assessment Methodology
    • 2.2.1. Limitations & Interpretations
      • Table 2.16: Juniper Research Competitor Leaderboard Scoring Criteria: OTT Business Messaging

3. Data & Forecasting

1. Introduction & Forecast Methodology

  • 1.1.1. The Future of OTT Business Messaging
    • Figure 1.1: Proportion of Smartphone Users Leveraging OTT Messaging Services (%), Split by 8 Key Regions, 2023-2027
    • Figure 1.2: Total OTT Business Messaging Traffic in 2023 (m), Split by 6 Key Sectors
  • 1.1.2. OTT Business Messaging Forecast Methodology

2. Market Summary & Future Outlook

  • Figure 2.1: OTT Business Messaging Forecast Methodology: Market Summary
  • Figure 2.2: OTT Business Messaging Forecast Methodology: Vertical Analysis
  • 2.1. OTT Messaging Users
    • Figure & Table 2.3: Total Number of Smartphone Users Who Use OTT Messaging (m), Split by 8 Key Regions, 2022-2027
  • 2.2. OTT Business Messaging Traffic
    • Figure & Table 2.4: Total OTT Business Messaging Traffic (m), Split by 8 key Regions, 2022-2027
    • 2.2.1. OTT Business Messaging Traffic: Market Opportunities
      • Figure & Table 2.5: Total OTT Business Messaging Traffic (m), Split by Sector, 2022-2027
      • Table 2.6: Total OTT Business Messaging Traffic (%), Split by Sector, 2022-202713
  • 2.3. OTT Business Messaging Revenue
    • Figure & Table 2.7: Total OTT Business Messaging Revenue ($m), Split by 8 Key Regions, 2022-2027
    • Table 2.8: Average Cost per OTT Business Message ($), Split by 8 Key Regions, 2022-2027
    • 2.3.1. OTT Business Messaging Revenue: Market Opportunities
      • Figure & Table 2.9: Total OTT Business Messaging Revenue ($m), Split by 6 Key Sectors, 2022-2027
  • 2.4. Potential Operator Revenue Loss Due to OTT Business Messaging
    • Figure & Table 2.10: Total Potential Operator A2P Revenue Loss Due to OTT Business Messaging ($m), Split by 8 Key Regions, 2022-2027
    • Table 2.11: Potential Operator A2P Revenue Loss Due to OTT Business Messaging Messages ($m), Split by 6 Key Sectors, 2022-2027

3. Market Opportunities

  • 3.1. OTT Business Messaging Traffic: Advertising
    • Figure & Table 3.1: Total Number of OTT Advertising Business Messages (m), Split by 8 Key Regions, 2022-2027
    • Table 3.2: Proportion of OTT Business Messaging Traffic Attributable to Advertising (%), Split by 8 Key Regions, 2022-2027
  • 3.2. OTT Business Messaging Revenue: Advertising
    • Figure & Table 3.3: Total OTT Business Messaging Revenue from Advertising ($m), Split by 8 Key Regions, 2022-2027
    • Table 3.4: Total Operator A2P Revenue Loss due to Advertising OTT Business Messaging Messages ($m), Split by 8 Key Regions, 2022-2027
  • 3.3. OTT Business Messaging Traffic: Banking
    • Figure & Table 3.5: Total Number of OTT Banking Business Messages (m), Split by 8 Key Regions, 2022-2027
    • Table 3.6: Proportion of OTT Business Messaging Traffic That Is Attributable to Banking (%), Split by 8 Key Regions, 2022-2027
  • 3.4. OTT Business Messaging Revenue: Banking
    • Figure & Table 3.7: Total OTT Business Messaging Revenue from Banking ($m), Split by 8 Key Regions, 2022-2027
    • Table 3.8: Total Operator A2P Revenue Loss Due to Banking OTT Business Messaging Messages ($m), Split by 8 Key Regions, 2022-2027
  • 3.5. OTT Business Messaging Traffic: Content Payments
    • Figure & Table 3.9: Total Number of OTT Content Payments Business Messages (m), Split by 8 Key Regions, 2022-2027
    • Table 3.10: Proportion of OTT Business Messaging Traffic That Is Attributable to Content Payments (%), Split by 8 Key Regions, 2022-2027
  • 3.6. OTT Business Messaging Revenue: Content Payments
    • Figure & Table 3.11: Total OTT Business Messaging Revenue from Content Payments ($m), Split by 8 Key Regions, 2022-2027
    • Table 3.12: Total Operator A2P Revenue Loss Due to Content Payments OTT Business Messaging Messages ($m), Split by 8 Key Regions, 2022-2027
  • 3.7. OTT Business Messaging Traffic: Healthcare
    • Figure & Table 3.13: Total Number of OTT Healthcare Business Messages (m), Split by 8 Key Regions, 2022-2027
    • Table 3.14: Proportion of OTT Business Messaging Traffic That Is Attributable to Healthcare (%), Split by 8 Key Regions, 2022-2027
  • 3.8. OTT Business Messaging Revenue: Healthcare
    • Figure & Table 3.15: Total OTT Business Messaging Revenue from Healthcare Use Cases ($m), Split by 8 Key Regions, 2022-2027
    • Table 3.16: Total Operator A2P Revenue Loss Due to Healthcare OTT Business Messaging Messages ($m), Split by 8 Key Regions, 2022-2027
  • 3.9. OTT Business Messaging Traffic: Retail
    • Figure & Table 3.17: Total Number of OTT Retail Business Messages (m), Split by 8 Key Regions, 2022-2027
    • Table 3.18: Proportion of OTT Business Messaging Traffic That Is Attributable to Retail (%), Split by 8 Key Regions, 2022-2027
  • 3.10. OTT Business Messaging Revenue: Retail
    • Figure & Table 3.19: Total OTT Business Messaging Revenue from Retail ($m), Split by 8 Key Regions, 2022-2027
    • Table 3.20: Total Operator A2P Revenue Loss Due to Retail OTT Business Messaging Messages ($m), Split by 8 Key Regions, 2022-2027
  • 3.11. OTT Business Messaging Traffic: Digital Ticketing
    • Figure & Table 3.21: Total Number of OTT Ticketing Business Messages (m), Split by 8 Key Regions, 2022-2027
    • Table 3.22: Proportion of OTT Business Messaging Traffic That Is Attributable to Ticketing (%), Split by 8 Key Regions, 2022-2027
  • 3.12. OTT Business Messaging Revenue: Digital Ticketing
    • Figure & Table 3.23: Total OTT Business Messaging Revenue from Ticketing ($m), Split by 8 Key Regions, 2022-2027
    • Table 3.24: Total Operator A2P Revenue Loss Due to Digital Ticketing OTT Business Messaging Messages ($m), Split by 8 Key Regions, 2022-2027