OTT商务通讯的全球市场:2024-2029年

'OTT Business Messaging: Infobip, Gupshup, and Twilio Revealed as Market Leaders'

KEY STATISTICS
Total OTT business messaging revenue in 2024:	$2.4bn
Total OTT business messaging revenue in 2029:	$9.8bn
Total number of OTT business messages sent in 2029:	1.1tn
Forecast period:	2024-2029

Overview

Our "OTT (Over the Top) Business Messaging" research suite provides analysis and actionable insights into the role of OTT business messaging in enterprises' omnichannel communications strategies; enabling key stakeholders such as CPaaS (Communications Platform-as-a-Service) and OTT messaging vendors to effectively navigate this diverse and complex market. The suite covers a wide range of OTT business messaging channels, including WhatsApp, WeChat, Messenger, LINE, Telegram, Viber, KakaoTalk, and Zalo.

Included is a detailed assessment of recent developments in the OTT business messaging market, such as WhatsApp's update to its pricing with the return of price per message, free service messages, and utility messages within the 24-hour customer service period, and how the growth of RCS (Rich Communication Services) business messaging will impact the OTT business messaging market. Alongside this it provides strategic recommendations and analysis of how OTT business messaging vendors can capitalise on features such as broadcast and channel messages, and click-to-chat ads.

The report also provides strategic recommendations and analysis of how OTT business messaging vendors can best develop and monetise conversational AI and chatbot services, location-based messaging services, conversational commerce services, customer data platforms, and super apps.

The market forecast suite includes several different options that can be purchased separately, including access to data mapping and a forecast document, a strategy and trends document detailing critical trends in the market, and strategic recommendations for monetising and developing OTT business messaging solutions and services.

The research suite includes a Competitor Leaderboard, which can be purchased separately; containing analysis and market sizing for 20 leading OTT business messaging vendors, who each provide support for one or more OTT messaging channels.

Collectively, the suite provides a critical tool for understanding the OTT business messaging market, which allows OTT business messaging providers, and other stakeholders, to shape their future strategies for service development and monetisation. Its unparalleled coverage makes this research suite an incredibly useful resource for charting the future of a key telecommunications market.

Key Features

• Market Dynamics: Insights into the key trends and opportunities within the OTT business messaging market, including the changes to WhatsApp's pricing model, the development of click-to-chat ads, the expansion of international authentication rates by WhatsApp, and the development of AI chatbots and conversational AIs. It also includes strategic recommendations and analysis of how OTT business messaging vendors can best develop strategies for monetising conversational commerce, channels and broadcast messages, customer data platforms, and super apps.
• Key Takeaways & Strategic Recommendations: In-depth analysis of key development opportunities and findings within the OTT business messaging market, accompanied by strategic recommendations for OTT business messaging vendors seeking to grow their revenue and improve their offerings.
• Benchmark Industry Forecasts: The suite provides five-year forecasts for the global OTT business messaging market; providing data for the total number of monthly active OTT messaging users, total number of OTT messages sent each year, total number of OTT business messages sent each year, and total revenue from OTT business messaging. This is split by the following market verticals: advertising, banking, content payment, healthcare, retail, ticketing, and other.
• Juniper Research Future Leaders' Index: Key player capability and capacity assessment for 20 OTT business messaging vendors, with market sizing and detailed analysis for each vendor's offering.

SAMPLE VIEW

Market Data & Forecasting Report:

The numbers tell you what's happening, but our written report details why, alongside the methodologies.

Market Trends & Strategies Report:

A comprehensive analysis of the current market landscape, alongside strategic recommendations.

Market Data & Forecasting Report

The market-leading research suite for the OTT Business Messaging market includes access to the full set of forecast data, comprising more than 17,000 datapoints. Metrics in the research suite include:

• Total Number of Monthly Active OTT Messenger App Users
• Total Number of OTT Messages Sent
• Total Number of OTT Business Messages Sent
• Total Revenue from OTT Business Messaging
• Market vertical splits are provided for the following market verticals: Advertising, Banking, Content Payment, Healthcare, Retail, Ticketing, and Other.

Juniper Research's Interactive Forecast Excel contains the following functionality:

• Statistics Analysis: Users benefit from the ability to search for specific metrics, displayed for all regions and countries across the data period. Graphs are easily modified and can be exported to the clipboard.
• Country Data Tool: This tool lets users look at metrics for all regions and countries in the forecast period. Users can refine the metrics displayed via a search bar.
• Country Comparison Tool: Users can select and compare specific countries. The ability to export graphs is included in this tool.
• What-if Analysis: Here, users can compare forecast metrics against their own assumptions, via three interactive scenarios.

Market Trends & Strategies Report

The report thoroughly examines the global "OTT Business Messaging" market, assessing market trends and factors shaping the evolution of these rapidly growing channels for enterprise communications. Alongside these trends, the report delivers a comprehensive analysis of the strategic business opportunities for OTT business messaging vendors, such as CPaaS providers.

The innovative ecosystem report addresses how OTT business messaging vendors can maximise their revenue from OTT business messaging through the development of omnichannel messaging services, chatbots and conversational AI, channels and broadcast messages, and click-to-chat ads.

The innovative ecosystem report addresses how OTT business messaging vendors can best capitalise on key trends and factors affecting the OTT business messaging market, such as the changes in WhatsApp's pricing strategy and its expansion of free messaging, and the growing use of RCS business messaging by enterprises.

It also includes a Country Readiness Index, which assesses the current and future development of the OTT business messaging market in each of the 60 countries included in the market forecast. This provides detailed insight into which markets will offer the greatest revenue opportunities, both at present and over the next five years, enabling effective strategic planning by stakeholders in the OTT business messaging market.

Competitor Leaderboard Report

The Competitor Leaderboard included in this report provides detailed evaluation and market positioning for 20 OTT business messaging vendors. These key companies are positioned as established leaders, leading challengers, or disruptors and challengers, based on a capacity, capability, and product assessment. This includes analysis of the key advantages in the market, future development plans, and key partnerships.

The OTT business messaging Competitor Leaderboard includes the following key vendors:

Table of Contents

Market Trends & Strategies

1. Key Takeaways & Strategic Recommendations

• 1.1 Key Takeaways
• 1.2 Key Strategic Recommendations

2. Market Landscape

• 2.1. Introduction
• 2.2 Key Trends in OTT Business Messaging
  • Figure 2.1: Total Number of OTT Messenger Users (m), Split By 8 Key Regions, 2024-2029
  • Figure 2.2: Total OTT Business Messaging Revenue ($m), Split By 8 Key Regions, 2024-2029
  • 2.2.2. How the Development of RCS Business Messaging Will Impact the OTT Business Messaging Market
    • Figure 2.3: RCS Key Features and Capabilities
    • Figure 2.4: Global Growth in OTT Messenger and RCS Users (m), Split By 8 Key Regions, 2024-2029
  • 2.2.3. WhatsApp to End Conversational Pricing in April 2025, Highlighting Importance of Simplicity in Pricing
  • 2.2.4. Consumer Control Over OTT Channel Selection to be Increasingly Important
• 2.3 Key Channels for OTT Business Messaging
  • Figure 2.5: Largest OTT Channel in Each Country
  • 2.3.1. WhatsApp
    • i. Introduction
      • Table 2.6: Key WhatsApp Metrics, 2024
    • ii. Business Messaging Pricing
      • Table 2.7: Example of Pricing of Different WhatsApp Categories (November 1st 2024)
    • iii. WhatsApp Messaging Features
      • Figure 2.8: WhatsApp Chat Button
      • Figure 2.9: Example of WhatsApp Catalogue
      • Figure 2.10: WhatsApp Business Directory
      • Figure 2.11: WhatsApp Pay Example
      • Figure 2.12: WhatsApp Channels
  • 2.3.2. WeChat
    • i. Introduction
      • Table 2.13: WeChat Key Metrics, 2024
      • Figure 2.14: WeChat Evolution Over the Years
    • ii. WeChat Business Messaging
  • 2.3.3. Messenger
    • i. Introduction
      • Table 2.15: Messenger Key Metrics
    • ii. Business Messaging
• 2.4. Telegram
  • i. Introduction
    • Table 2.16: Telegram Key Statistics
  • ii. Business Messaging
    • Figure 2.17: Telegram Business Chatbots
• 2.5. LINE
  • i. Introduction
    • Table 2.18: Global Line Key Statistics
    • Figure 2.19: Adding Friends Using LINE Pay
  • ii. Business Messaging
    • Table 2.20: Three Different Plans for a LINE Official Account
    • Figure 2.21: LINE Broadcast Message Example
    • Figure 2.22: LINE Rich Menu Feature
    • Figure 2.23: Example of LINE Beacon
• 2.6. Viber
  • i. Introduction
    • Table 2.24: Viber Key Statistics in 2024
  • ii. Business Messaging
    • Figure 2.25: Viber Business Messaging Pricing Models
    • Figure 2.26: Examples of Viber Business Messaging Costs (November 2024)
• 2.7. KakaoTalk
  • i. Introduction
    • Table 2.27: KakaoTalk Key Statistics
  • ii. Business Messaging
• 2.8. Zalo
  • i. Introduction
    • Table 2.28: Global Zalo Key Statistics in 2024
  • ii. Business Messaging

3. Future Opportunities and Market Strategies

• 3.1 Key Monetisable Opportunities and Strategies for Vendors
  • 3.1.1. Chatbots and LLMs
    • Figure 3.1: Total Number of Messaging Chatbots Accessed per Year (m), Split by 8 key Regions, 2023-2028
  • 3.1.2. Conversational Commerce
    • Figure 3.2: Total Conversational Commerce Revenue ($m), Split By 8 Key Regions, 2023-2028
  • 3.1.3. Click-to-Chat Ads
    • Figure 3.3: WhatsApp Click-to-Chat Ad Example
  • 3.1.4. Channels and Broadcasts
    • Figure 3.4: Example of WhatsApp Channel
  • 3.1.5. Super Apps
    • Figure 3.5: WeChat Store Example
    • Figure 3.6: WhatsApp Pay Example
  • 3.1.6. Customer Data Platform

4. Country Readiness Index

• 4.1. Introduction to Country Readiness Index
  • Figure 4.1: OTT Business Messaging Country Readiness Index Regional Definitions
  • Table 4.2: Juniper Research Country Readiness Index Scoring Criteria
  • Figure 4.3: OTT Business Messaging Country Readiness Index: Market Status 2024
  • Table 4.4: OTT Business Messaging Country Readiness Index: Market Segments
• 4.2. Focus Market
  • Figure 4.5: Select OTT Focus Markets' OTT Messaging Application Penetration Rate (%), 2024-2029
  • 4.2.2. Brazil
    • Figure 4.6: Total Number of OTT Business Messages Sent in Brazil (bn), 2024-2029
  • 4.2.3. China
    • Figure 4.7: Total Number of Monthly Active OTT Messaging Users in China (m), 2024-2029
  • 4.2.4. India
    • Figure 4.8: Total Number of OTT Business Messages Sent in India (bn), 2024-2029
  • 4.2.5. Indonesia
    • Figure 4.9: Total OTT Business Messaging Revenue in Indonesia ($m), 2024-2029
• 4.3. Growth Markets
  • i. The US
    • Figure 4.10: Total Revenue from OTT Business Messaging in the US ($m), 2024-2029
• 4.4. Developing Markets
  • Table 4.11: Juniper Research's Country Readiness Index Heatmap: North America
  • Table 4.12: Juniper Research's Country Readiness Index Heatmap: Latin America
  • Table 4.13: Juniper Research's Country Readiness Index Heatmap: West Europe
  • Table 4.14: Juniper Research's Country Readiness Index Heatmap: Central & East Europe
  • Table 4.15: Juniper Research's Country Readiness Index Heatmap: Far East & China
  • Table 4.16: Juniper Research's Country Readiness Index Heatmap: Indian Subcontinent
  • Table 4.17: Juniper Research's Country Readiness Index Heatmap: Rest of Asia Pacific
  • Table 4.18: Juniper Research's Country Readiness Index Heatmap: Africa & Middle East

Competitor Leaderboard

1. Competitor Leaderboard

• 1.1. Why Read This Report
  • Table 1.1: Juniper Research Competitor Leaderboard Vendors and Product Portfolios (One)
  • Table 1.2: Juniper Research Competitor Leaderboard Vendors and Product Portfolios (Two)
  • Figure 1.3: Juniper Research Competitor Leaderboard: OTT Business Messaging
  • Table 1.4: Juniper Research Competitor Leaderboard: OTT Business Messaging Vendors & Positioning
  • Table 1.5: Juniper Research Competitor Leaderboard Heatmap: OTT Business Messaging (1 of 2)
  • Table 1.6: Juniper Research Competitor Leaderboard Heatmap: OTT Business Messaging (2 of 2)

2. Vendor Profiles

• 2.1. Vendor Profiles
  • 2.1.1. Bird
    • 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 Development Opportunities
  • 2.1.2. Cequens
    • i. Corporate Information
      • Table 2.1: Cequens' Acquisitions Since 2016
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
  • 2.1.3. 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 Development Opportunities
  • 2.1.4. CM.com
    • i. Corporate Information
      • Table 2.2: CM.com's Select Financial Information (Euro-m), 2022-2023
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
  • 2.1.5. Comviva
    • i. Corporate Information
      • Table 2.3: Comviva's Select Financial Information ($m), 2021-2023
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
  • 2.1.6. GMS
    • 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 Development Opportunities
  • 2.1.7. Gupshup
    • 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 Development Opportunities
  • 2.1.8. Infobip
    • i. Corporate Information
      • Table 2.4: Infobip's Acquisitions - April 2021 to Present
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
  • 2.1.9. LINK Mobility
  • Table 2.5: LINK Mobility Select Financial Information (NOK 000)
  • i. Juniper Research's View: Key Strengths & Strategic Development Opportunities
  • 2.1.10. 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 Development Opportunities
  • 2.1.11. 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 Development Opportunities
  • 2.1.12. Route Mobile
    • i. Corporate Information
      • Table 2.6: Route Mobile Total Consolidated Revenue (Indian Rupee), 2021-2023
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
      • Figure 2.7: How OmniCent Works
      • v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
  • 2.1.13. Soprano Design
    • i. Corporate Information
      • Table 2.8: Soprano Design Acquisitions Since 2020
    • ii. Geographical Spread
      • Figure 2.9: Soprano Design Global Reach and Support Network
    • iii. Key Clients & Strategic Partnerships
      • Figure 2.10: Soprano Design Global Carrier Partners
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
  • 2.1.14. Sinch
    • i. Corporate Information
      • Table 2.11: Sinch Select Financial Information ($m), 2021-2023
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
  • 2.1.15. Syniverse
  • Figure 2.12: Syniverse CPaaS Channels
  • i. Juniper Research's View: Key Strengths & Strategic Development Opportunities
  • 2.1.16. Tata Communications
    • i. Corporate Information
      • Table 2.13: Tata Communications' Select Financial Information (Indian Rupee in crore), FY 2022-23 & FY 2023-24
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
      • Figure 2.14: Tata Communications Kaleyra Chatbots
    • v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
  • 2.1.17. Twilio
    • i. Corporate Information
      • Table 2.15: Twilio's Revenue ($m), 2021-2023
      • Table 2.16: Twilio Acquisitions, 2020 to Present
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
      • Figure 2.17: Twilio Programmable Messaging APIs
    • v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
  • 2.1.18. Vonage
    • i. Corporate Information
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
  • 2.1.19. Cisco Webex
    • i. Corporate Information
      • Table 2.18: Cisco's Financial Information ($m), 2021-2023
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
      • Figure 2.19: Cisco Low-code Flow Builder
    • v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
  • 2.1.20. Zenvia
    • i. Corporate Information
      • Figure 2.20: Select Financial Information Zenvia Financial Year 2022 to Financial Year 2023 (BRL Million)
    • ii. Geographical Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
• 2.2. Juniper Research Leaderboard Assessment Methodology
• 2.3. Limitations & Interpretations
  • Table 2.21: Juniper Research Competitor Leaderboard: Global OTT Business Messaging Market, 2024-2029

Data & Forecasting

1. Introduction and Methodology

• 1.1. Introduction
  • Figure 1.1: Proportion of Smartphone Users Using OTT Messaging Applications (%), 2024-2029
• 1.2. Forecast Methodology
  • Figure 1.2: OTT Business Messaging Forecast Methodology

2. Market Summary and Future Market Outlook

• 2.1. Total Number of OTT Messaging Users
  • Figure & Table 2.1: Total Number of OTT Messaging Users (m), Split By 8 Key Regions, 2024-2029
• 2.2. Total Number of OTT Business Messages Sent
  • Figure & Table 2.2: Total Number of OTT Business Messages Sent (m), Split By 8 Key Regions, 2024-2029
• 2.3. Total Revenue from OTT Business Messaging
  • Figure & Table 2.3: Total Revenue from OTT Business Messaging ($m), Split By 8 Key Regions, 2024-2029
• 2.4. Total Number of OTT Advertising Messages
  • Figure & Table 2.4: Total Number of OTT Advertising Messages (m), Split By 8 Key Regions, 2024-2029
• 2.5. Total Revenue from OTT Advertising Messages
  • Figure & Table 2.5: Total Revenue from OTT Advertising Messages ($m), Split By Key Regions, 2024-2029
• 2.6. Total Number of OTT Healthcare Messages
  • Figure & Table 2.6: Total Number of OTT Healthcare Messages (m), Split By 8 Key Regions, 2024-2029
• 2.7. Total Revenue from OTT Healthcare Messages
  • Figure & Table 2.7: Total Revenue from OTT Healthcare Messages ($m), Split By 8 Key Regions, 2024-2029
• 2.8. Total Number of OTT Banking Messages
  • Figure & Table 2.8: Total Number of OTT Banking Messages (m), Split By 8 Key Regions, 2024-2029
• 2.9. Total Revenue from OTT Banking Messages
  • Figure & Table 2.9: Total Revenue from OTT Banking Messages ($m), Split By 8 Key Regions, 2024-2029
• 2.10. Total Number of OTT Content Payment Messages
  • Figure & Table 2.10: Total Number of OTT Content Payment Messages (m), Split By 8 Key Regions, 2024-2029
• 2.11. Total Revenue from OTT Content Payment Messages
  • Figure & Table 2.11: Total Revenue from OTT Content Payment Messages ($m), Split By 8 Key Regions, 2024-2029
• 2.12. Total Revenue from OTT Ticketing Messages
  • Figure & Table 2.12: Total Revenue from OTT Ticketing Messages ($m), Split By 8 Key Regions, 2024-2029
• 2.13. Total Number of OTT Retail Messages
  • Figure & Table 2.13: Total Number of OTT Retail Messages (m), Split By 8 Key Regions, 2024-2029
• 2.14. Total Revenue from OTT Retail Messages
  • Figure & Table 2.14: Total Revenue from OTT Retail Messages ($m), Split By 8 Key Regions, 2024-2029