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市场调查报告书
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1849834

进阶通讯服务：市场占有率分析、产业趋势、统计数据和成长预测（2025-2030 年）

Rich Communication Services - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030)
出版日期: | 出版商: Mordor Intelligence | 英文 120 Pages | 商品交期: 2-3个工作天内

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简介目录

进阶通讯服务市场预计在 2025 年达到 28.7 亿美元，到 2030 年将成长到 88.9 亿美元，复合年增长率为 25.37%。

富通讯服务-市场-IMG1

企业对富媒体、品牌客户参与的需求日益增长，这推动了从简单简讯到支援图像、影片和可操作按钮的互动式通讯的转变。不断扩大的通讯业者支援、iOS 18 中 RCS 的加入以及谷歌报告的美国每天超过 10 亿条 RCS讯息，证实了主流采用的转折点。虽然大型企业仍然是主要的收益驱动力，但云端原生 CPaaS 平台正在降低中小企业的进入门槛。亚太地区发展势头最强劲，因为该地区的通讯业者使用 5G 网路来支援富媒体流量，而北美凭藉着多年的通讯业者互通性保持领先地位。监管机构朝着发送者身份验证的方向迈进，为需要安全、经过身份验证的客户联繫管道的企业提供了进一步的吸引力。

全球进阶通讯服务市场趋势与洞察

企业对 A2P RCS 商业讯息的需求

A2P宣传活动的转换率和点击率远高于传统短信，这促使银行和零售品牌将大量资金投入此管道。多媒体卡片和提案回应使负责人能够在单线程对话中引导消费者从认知到购买，其投资回报率是传统文字推送的 6.2 倍。 CPaaS 供应商正在透过整合低程式码范本、合规性工作流程和即时分析来量化电子邮件和应用推播程式的提升。全球银行等早期采用者报告称，个人化贷款追加提升销售聊天带来了 10% 的转换率和检验的收益提升。随着越来越多的公司看到这种效果，A2P 的采用可能会在预测期内支援整个进阶通讯服务市场的扩张。

扩展 iOS-18 支援和 Android OEM 预装

苹果决定将 RCS 整合到 iOS 18 中，此举弥合了历史上一项互通性缺口，该缺口曾为 OTT 应用带来了流量，并透过运营商级的富文本通讯功能，让约 9 亿部活跃 iPhone 能够即时访问。三星将 Google 资讯应用程式设为 Galaxy 装置的预设应用，进一步扩大了全球影响力。统一的体验消除了像素化图像、不流畅的群组聊天以及碎片化的绿/蓝聊天等令消费者望而却步的问题。企业无需维护并行的 OTT 管道，即可解锁更大的目标受众，并在不同作业系统上获得可预测的覆盖范围。这种网路效应已在一项试点宣传活动，在苹果推出 RCS 后，参与度提高了 25%。

碎片化世界中的通讯业者互通性

目前只有 57通讯业者符合 GSMA Universal Profile 3.0 标准，导致跨境体验不佳。向多个地区投放宣传活动的公司必须维护备用简讯和 OTT 管道，这增加了成本和营运复杂性。 Google Jibe 和 GSMA 的 Interconnect计划等枢纽旨在简化路由，但实施差异限制了其扩展能力。跨国公司在迁移高价值流量之前仍要求一致的服务等级协定 (SLA)，这延迟了向 RCS 的收益调整。

細項分析

2024年，A2P流量将占到收益的61.8%，成为进阶通讯服务市场的支柱。银行、零售商和航空公司正在利用多媒体卡片和快速回复，将日常通知转化为推动销售的对话触点。随着人工智慧聊天机器人的成熟以及消费者越来越习惯在同一个会话中完成交易，目前规模较小的人与应用程式之间的对话将以每年31.5%的速度成长。预计到2030年，此成长将推动P2A流量的进阶通讯服务市场规模达到两位数成长。

企业将忠诚度促销活动从简讯迁移到 RCS 后，转换率提升了 8-10 个百分点。印度的案例研究显示，CPaaS 供应商 Gupshup 在整合 Vertex AI 聊天机器人后，流量激增了 358%。在 iOS 和 Android 无缝互联的市场中，人际使用量也在成长，但收益是主导的。游戏和票务等高参与度产业依赖 P2A 流程来管理候补名单和身分验证，这表明沟通类型组合的层级结构正在不断演变。

到2024年，云端託管平台将占总收入的72.9%，反映出企业正在更广泛地采取行动，淘汰高资本支出的本地通讯网关。公共云端RCS受到跨国品牌的青睐，因为它可以透过REST API与现有的CRM、CDP和行销自动化堆迭整合。

在国防、医疗保健和政府机构等资料居住法律要求本地处理的领域，本地部署环境仍然至关重要。在这样的环境中，敏感内容在防火墙后呈现，而利用公共云端互联的混合架构则实现了全球覆盖。 Twilio 的公测版凸显了该供应商致力于将营运商的复杂性抽像到 SDK 背后，并使开发人员能够在单一仪表板中与简讯、WhatsApp 和电子邮件一起启动 RCS。

进阶通讯服务市场按通讯类型（应用程式对个人 (A2P)、个人对个人 (P2P)、其他）、部署模式（云端、本地）、最终用户公司规模（大型企业、中小型企业）、最终用户垂直行业（金融服务、保险、其他）和地区进行细分。市场预测以美元计算。

区域分析

2024年，北美地区将占总营收的38.5%，这得益于Verizon、ATandT和T-Mobile等公司率先采用通用设定檔（Universal Profile）。谷歌在美国每天推出超过10亿条RCS讯息，标誌着消费者对RCS的采用日趋成熟。美国联邦通讯委员会（FCC）现已允许使用RCS发送911紧急短信，鼓励市政当局和企业采用经过身份验证的管道。该地区较高的ARPU值使通讯业者能够透过商业通讯费率获得增量收入。

亚太地区是成长最快的地区，复合年增长率高达30.4%，这得益于超高的智慧型手机普及率和政府数位化计画。印度每月在单一CPaaS平台上记录的商业讯息高达5,000万条，预计2027年其流量将超过北美。日本和韩国的RCS用户比例成长了70%，证明了5G密度与富媒体应用之间的关联。儘管通讯业者格局较为分散，但诸如GSMA互联中心等旨在简化跨境路由的倡议，正在进一步推动该地区进阶通讯服务市场的发展。

在欧洲，由于资料保护条例和数位市场法律中的互通性规则更倾向于经过检验、营运商控制的通讯，而非不受监管的OTT应用，对话式商务正在稳步扩张。德国电信2024年的收入为1158亿欧元，其中包括支持RCS的附加价值服务收入。相反，英国围绕合法拦截与苹果加密RCS的争论表明，监管的不确定性可能会暂时抑制其应用。儘管拉丁美洲仍处于早期阶段，但对话式商务在巴西的普及程度尤为强劲，顶级通讯业者将在2024年开展其首次重大宣传活动。

其他福利：

  • Excel 格式的市场预测 (ME) 表
  • 3个月的分析师支持

目录

第一章 引言

  • 研究假设和市场定义
  • 调查范围

第二章调查方法

第三章执行摘要

第四章 市场状况

  • 市场概况
  • 市场驱动因素
    • 企业对 A2P RCS 商业通讯的需求
    • iOS-17 支援和扩充的 Android OEM 预安装
    • 5G部署将推动高解析度富媒体流量
    • 检验寄件者 ID 和反垃圾邮件规则的监管迁移
    • 透过 CPaaS 整合实现全通路编配
    • 讯息内支付（RCS MaaP）协助对话式商务
  • 市场限制
    • 全球营运商互通性分散
    • 缺乏完整的端对端加密
    • OTT超级应用程式蚕食企业钱包份额
    • 营运商收益模式不明确导致定价延迟
  • 价值链分析
  • 监管格局
  • 技术展望
  • 波特五力模型
    • 新进入者的威胁
    • 买方的议价能力
    • 供应商的议价能力
    • 替代品的威胁
    • 竞争对手之间的竞争
  • 产业相关利益者分析
  • RCS 的演变与实施
    • RCS的演变
    • 使用案例和实施研究
    • 主要用途
  • RCS 如何影响原生简讯
    • A2P 与 OTT 流量趋势分析
    • 对数位广告收益分成的影响
    • 预期的 P2P 迁移模式
  • 主要行动网路营运商的 RCS蓝图

第五章市场规模及成长预测

  • 依沟通类型
    • A2P（应用到个人）
    • P2P（个人对个人）
    • P2A（人对应用程式）
    • 其他的
  • 按部署模型
    • 云
    • 本地部署
  • 按最终用户公司规模
    • 小型企业
    • 大公司
  • 按最终用户产业
    • BFSI
    • 媒体和娱乐
    • 零售与电子商务
    • 旅游与饭店
    • 卫生保健
    • 资讯科技和通讯
    • 其他的
  • 按地区
    • 北美洲
      • 美国
      • 加拿大
      • 墨西哥
    • 南美洲
      • 巴西
      • 阿根廷
      • 南美洲其他地区
    • 欧洲
      • 德国
      • 英国
      • 法国
      • 义大利
      • 俄罗斯
      • 西班牙
      • 瑞士
      • 其他欧洲地区
    • 亚太地区
      • 中国
      • 印度
      • 日本
      • 韩国
      • 马来西亚
      • 新加坡
      • 越南
      • 印尼
      • 其他亚太地区
    • 中东和非洲
      • 中东
      • 沙乌地阿拉伯
      • 阿拉伯聯合大公国
      • 土耳其
      • 其他中东地区
      • 非洲
      • 奈及利亚
      • 南非
      • 其他非洲国家

第六章 竞争态势

  • 市场集中度
  • 策略趋势
  • 市占率分析
  • 公司简介
    • ATandT Inc.
    • Verizon Communications Inc.
    • Telefonaktiebolaget LM Ericsson
    • Google LLC
    • Huawei Technologies Co., Ltd.
    • Samsung Electronics Co., Ltd.
    • ZTE Corporation
    • Mavenir Systems, Inc.
    • Sinch AB
    • Global Message Services AG
    • Juphoon System Software Co., Ltd.
    • Summit Tech
    • T-Mobile USA, Inc.
    • SK Telecom Co., Ltd.
    • Telstra Corporation Limited
    • Vodafone Group plc
    • Orange SA
    • Deutsche Telekom AG
    • Twilio Inc.
    • Infobip Ltd.
    • Gupshup Technology India Pvt. Ltd.
    • Route Mobile Limited
    • MessageBird BV

第七章 市场机会与未来展望

简介目录
Product Code: 46882

The rich communication services market reached USD 2.87 billion in 2025 and is projected to grow to USD 8.89 billion by 2030, reflecting a 25.37% CAGR.

Rich Communication Services - Market - IMG1

Growing enterprise appetite for media-rich, branded customer engagement is pushing businesses to migrate from plain SMS to interactive messaging that supports images, video, and actionable buttons. Expanded carrier support, the inclusion of RCS in iOS 18, and Google's report of more than 1 billion U.S. RCS messages per day underscore a tipping point in mainstream adoption. Large enterprises remain the principal revenue source, yet cloud-native CPaaS platforms are lowering entry barriers for small and medium businesses. Geographic momentum is strongest in Asia-Pacific as regional operators use 5G networks to support rich media traffic, while North America holds its lead on the back of long-standing carrier interoperability. Regulatory moves toward verified sender IDs are creating additional pull for enterprises that need secure, authenticated channels for customer contact.

Global Rich Communication Services Market Trends and Insights

Enterprise Demand for A2P RCS Business Messaging

A2P campaigns deliver markedly higher conversion and click-through rates than legacy SMS, encouraging brands in banking and retail to shift considerable spend to the channel. Multi-media cards and suggested replies let marketers guide shoppers from awareness to purchase within a single threaded conversation, generating 6.2 times the ROI of basic text pushes. CPaaS vendors have responded by embedding low-code templates, compliance workflows, and real-time analytics that quantify lift against email and app-push programs. Early adopters such as global banks report 10% conversion from personalized loan-upsell chats, validating the revenue upside. As more enterprises witness the impact, A2P usage is set to underpin overall rich communication services market expansion during the forecast window.

iOS-18 Support and Expanding Android OEM Pre-installs

Apple's decision to embed RCS in iOS 18 removes the historic interoperability gap that steered traffic to OTT apps; nearly 900 million active iPhones instantly become reachable via operator-grade rich messaging. Samsung's default adoption of Messages by Google on Galaxy devices further amplifies global reach. The unified experience eliminates pixelated images, broken group chats, and green/blue chat fragmentation that deterred consumers. Enterprises gain predictable reach across operating systems, unlocking larger addressable audiences without maintaining parallel OTT channels. This network effect is already visible in pilot campaigns that recorded 25% higher engagement after Apple rollout.

Fragmented Global Operator Interoperability

Only 57 carriers have aligned with GSMA Universal Profile 3.0, creating gaps that degrade cross-border experience. Enterprises sending campaigns into multiple regions must maintain fallback SMS or OTT channels, raising cost and operational complexity. While hubs such as Google's Jibe and GSMA's Interconnect projects are intended to streamline routing, uneven implementation throttles scale. Multinationals continue to lobby for consistent SLAs before migrating high-value traffic, delaying revenue realignment toward RCS.

Other drivers and restraints analyzed in the detailed report include:

  1. 5G Roll-outs Boosting High-Resolution Rich Media Traffic
  2. Regulatory Shift Toward Verified Sender ID and Anti-Spam Rules
  3. Absence of Full End-to-End Encryption

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

A2P traffic delivered 61.8% of 2024 revenue, making it the backbone of the rich communication services market. Banks, retailers, and airlines use multimedia cards and quick replies to convert routine notifications into conversational touchpoints that drive incremental sales. Person-to-Application conversations, though currently smaller, are expanding 31.5% annually as AI chatbots mature and consumers grow comfortable completing transactions inside a thread. This uptick will increase the rich communication services market size for P2A flows at a double-digit clip through 2030.

Enterprises are documenting conversion jumps of 8-10 percentage points when migrating loyalty promotions from SMS to RCS. Case studies in India show a 358% traffic surge for CPaaS provider Gupshup after integrating Vertex AI chatbots. Person-to-Person usage also climbs in markets with seamless iOS-Android interconnect, though monetization is operator-driven rather than enterprise-driven. High-engagement sectors such as gaming and ticketing rely on P2A flows to manage waitlists and authentication, signaling an evolving mix within the communication-type hierarchy.

Cloud-hosted platforms generated 72.9% of 2024 revenue, mirroring broader enterprise moves to eliminate cap-ex-heavy, on-premise messaging gateways. Multinational brands favor public-cloud RCS because it dovetails with existing CRM, CDP, and marketing-automation stacks via REST APIs.

On-premise environments remain non-trivial in sectors such as defense, healthcare, and government where data-residency laws require local processing. Those deployments stand to benefit from hybrid architectures in which sensitive content is rendered behind the firewall while global reach rides public-cloud interconnects. Twilio's public beta underscores the vendor push to abstract carrier complexity behind SDKs, letting developers spin up RCS alongside SMS, WhatsApp, and email within one dashboard.

Rich Communication Services Market is Segmented by Communication Type (A2P (Application-To-Person), P2P (Person-To-Person), and More), Deployment Mode (Cloud and On-Premise), End-User Enterprise Size (Large Enterprises and Small and Medium Enterprises (SMEs)), End-User Vertical (BFSI, Media and Entertainment and More) and by Geography. The Market Forecasts are Provided in Terms of Value (USD).

Geography Analysis

North America generated 38.5% of 2024 revenue, underpinned by early universal profile adoption across Verizon, ATandT, and T-Mobile. Google's disclosure of more than 1 billion daily RCS messages in the U.S. illustrates mature consumer uptake. Regulatory clarity also helps: the FCC now recognizes RCS for emergency 911 texts, encouraging municipalities and enterprises alike to adopt authenticated channel. The region's high ARPU lets carriers capture incremental revenue through business messaging fees.

Asia-Pacific is the fastest-growing geography at a 30.4% CAGR, stimulated by ultra-high smartphone penetration and government digitization programs. India records 50 million monthly enterprise messages on a single CPaaS platform and is projected to eclipse North America in traffic volume by 2027. Japan and South Korea exhibit plus-70% RCS user ratios, proving how 5G density correlates with rich-media adoption. Despite fragmented operator landscapes, initiatives such as the GSMA Interconnect Hub aim to streamline cross-border routing, further boosting the rich communication services market in the region.

Europe posts steady expansion as data-protection regulations and Digital Markets Act interoperability rules favor verified, operator-controlled messaging over unregulated OTT apps. Deutsche Telekom's EUR 115.8 billion 2024 revenue includes a growing slice from RCS-enabled value-added services. Conversely, the UK debate over lawful interception vis-a-vis Apple's encrypted RCS shows that regulatory uncertainty can temporarily dampen deployment, yet enterprises continue pilot projects to gauge engagement lift. Latin America remains early-stage but is notable for outsized conversational commerce usage, especially in Brazil where tier-one carriers completed their first large-scale campaigns during 2024.

  1. ATandT Inc.
  2. Verizon Communications Inc.
  3. Telefonaktiebolaget LM Ericsson
  4. Google LLC
  5. Huawei Technologies Co., Ltd.
  6. Samsung Electronics Co., Ltd.
  7. ZTE Corporation
  8. Mavenir Systems, Inc.
  9. Sinch AB
  10. Global Message Services AG
  11. Juphoon System Software Co., Ltd.
  12. Summit Tech
  13. T-Mobile USA, Inc.
  14. SK Telecom Co., Ltd.
  15. Telstra Corporation Limited
  16. Vodafone Group plc
  17. Orange S.A.
  18. Deutsche Telekom AG
  19. Twilio Inc.
  20. Infobip Ltd.
  21. Gupshup Technology India Pvt. Ltd.
  22. Route Mobile Limited
  23. MessageBird B.V.

Additional Benefits:

  • The market estimate (ME) sheet in Excel format
  • 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET LANDSCAPE

  • 4.1 Market Overview
  • 4.2 Market Drivers
    • 4.2.1 Enterprise demand for A2P RCS business messaging
    • 4.2.2 iOS-17 support and expanding Android OEM pre-installs
    • 4.2.3 5G roll-outs boosting high-resolution rich media traffic
    • 4.2.4 Regulatory shift toward verified sender ID and anti-spam rules
    • 4.2.5 CPaaS integration unlocking omni-channel orchestration
    • 4.2.6 In-message payments (RCS MaaP) enabling conversational commerce
  • 4.3 Market Restraints
    • 4.3.1 Fragmented global operator interoperability
    • 4.3.2 Absence of full end-to-end encryption
    • 4.3.3 OTT super-apps cannibalising enterprise wallet share
    • 4.3.4 Unclear operator monetisation models delaying pricing
  • 4.4 Value Chain Analysis
  • 4.5 Regulatory Landscape
  • 4.6 Technological Outlook
  • 4.7 Porter's Five Forces
    • 4.7.1 Threat of New Entrants
    • 4.7.2 Bargaining Power of Buyers
    • 4.7.3 Bargaining Power of Suppliers
    • 4.7.4 Threat of Substitutes
    • 4.7.5 Intensity of Competitive Rivalry
  • 4.8 Industry Stakeholder Analysis
  • 4.9 RCS Evolution and Implementation
    • 4.9.1 Evolution of RCS
    • 4.9.2 Use-Cases and Implementation Studies
    • 4.9.3 Major Applications
  • 4.10 Impact of RCS on Native SMS
    • 4.10.1 A2P vs OTT traffic trend analysis
    • 4.10.2 Digital advertising revenue share implications
    • 4.10.3 Anticipated P2P migration patterns
  • 4.11 RCS Roadmap for Major MNOs

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

  • 5.1 By Communication Type
    • 5.1.1 A2P (Application-to-Person)
    • 5.1.2 P2P (Person-to-Person)
    • 5.1.3 P2A (Person-to-Application)
    • 5.1.4 Others
  • 5.2 By Deployment Model
    • 5.2.1 Cloud
    • 5.2.2 On-Premise
  • 5.3 By End-user Enterprise Size
    • 5.3.1 Small and Medium Enterprises (SMEs)
    • 5.3.2 Large Enterprises
  • 5.4 By End-User Industry
    • 5.4.1 BFSI
    • 5.4.2 Media and Entertainment
    • 5.4.3 Retail and E-commerce
    • 5.4.4 Travel and Hospitality
    • 5.4.5 Healthcare
    • 5.4.6 IT and Telecom
    • 5.4.7 Others
  • 5.5 By Geography
    • 5.5.1 North America
      • 5.5.1.1 United States
      • 5.5.1.2 Canada
      • 5.5.1.3 Mexico
    • 5.5.2 South America
      • 5.5.2.1 Brazil
      • 5.5.2.2 Argentina
      • 5.5.2.3 Rest of South America
    • 5.5.3 Europe
      • 5.5.3.1 Germany
      • 5.5.3.2 United Kingdom
      • 5.5.3.3 France
      • 5.5.3.4 Italy
      • 5.5.3.5 Russia
      • 5.5.3.6 Spain
      • 5.5.3.7 Switzerland
      • 5.5.3.8 Rest of Europe
    • 5.5.4 Asia-Pacific
      • 5.5.4.1 China
      • 5.5.4.2 India
      • 5.5.4.3 Japan
      • 5.5.4.4 South Korea
      • 5.5.4.5 Malaysia
      • 5.5.4.6 Singapore
      • 5.5.4.7 Vietnam
      • 5.5.4.8 Indonesia
      • 5.5.4.9 Rest of Asia-Pacific
    • 5.5.5 Middle East and Africa
      • 5.5.5.1 Middle East
      • 5.5.5.1.1 Saudi Arabia
      • 5.5.5.1.2 United Arab Emirates
      • 5.5.5.1.3 Turkey
      • 5.5.5.1.4 Rest of Middle East
      • 5.5.5.2 Africa
      • 5.5.5.2.1 Nigeria
      • 5.5.5.2.2 South Africa
      • 5.5.5.2.3 Rest of Africa

6 COMPETITIVE LANDSCAPE

  • 6.1 Market Concentration
  • 6.2 Strategic Moves
  • 6.3 Market Share Analysis
  • 6.4 Company Profiles (includes Global-level Overview)
    • 6.4.1 ATandT Inc.
    • 6.4.2 Verizon Communications Inc.
    • 6.4.3 Telefonaktiebolaget LM Ericsson
    • 6.4.4 Google LLC
    • 6.4.5 Huawei Technologies Co., Ltd.
    • 6.4.6 Samsung Electronics Co., Ltd.
    • 6.4.7 ZTE Corporation
    • 6.4.8 Mavenir Systems, Inc.
    • 6.4.9 Sinch AB
    • 6.4.10 Global Message Services AG
    • 6.4.11 Juphoon System Software Co., Ltd.
    • 6.4.12 Summit Tech
    • 6.4.13 T-Mobile USA, Inc.
    • 6.4.14 SK Telecom Co., Ltd.
    • 6.4.15 Telstra Corporation Limited
    • 6.4.16 Vodafone Group plc
    • 6.4.17 Orange S.A.
    • 6.4.18 Deutsche Telekom AG
    • 6.4.19 Twilio Inc.
    • 6.4.20 Infobip Ltd.
    • 6.4.21 Gupshup Technology India Pvt. Ltd.
    • 6.4.22 Route Mobile Limited
    • 6.4.23 MessageBird B.V.

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

  • 7.1 White-space and Unmet-need Assessment