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商業 OTT 消息傳遞：貨幣化、增值服務和市場預測 (2023-2027)
市場調查報告書
商品編碼
1192491

商業 OTT 消息傳遞：貨幣化、增值服務和市場預測 (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個工作天內

價格
簡介目錄

全球商業 OTT 消息流量預計將從 2023 年的 930 億增長 172% 到 2027 年的 2540 億。 這包括開放 OTT 消息傳遞 API 和具有競爭力的定價模型的可用性，從而為現有運營商驅動的渠道（例如 SMS）創建強大的富媒體替代方案。

本報告分析了全球商業 OTT 消息市場，概述了該技術及其傳播狀況，預測了總體市場規模趨勢（未來五年），並按部門、地區和行業進行了細分。我們是調查詳細趨勢、市場競爭結構、未來增長潛力和挑戰、主要公司概況（共19家公司）等。

回答的主要問題

  • 1.到 2027 年，商業 OTT 消息市場規模（價值基礎）將如何變化？
  • 2. 通信服務提供商可以利用哪些關鍵機會來促進業務 OTT 消息傳遞市場的未來增長？
  • 3.哪些 CPaaS 公司在商業 OTT 消息傳遞市場處於領先地位？
  • 4. 增值服務將如何影響商業 OTT 消息服務的未來貨幣化？
  • 5. 區域分割將如何影響未來五年商業 OTT 消息傳遞市場的增長？

主要特點

  • 基準行業預測：按地區（共 8 個地區）、按國家（共 60 個國家）
    • 北美
      • 加拿大、美國
    • 拉丁美洲
      • 阿根廷、巴西、智利、哥倫比亞、厄瓜多爾、墨西哥、秘魯、烏拉圭
    • 西歐
      • 奧地利、比利時、丹麥、芬蘭、法國、德國、希臘、愛爾蘭、意大利、荷蘭、挪威、葡萄牙、西班牙、瑞典、瑞士、英國
    • 中歐和東歐
      • 克羅地亞、捷克共和國、匈牙利、波蘭、羅馬尼亞、俄羅斯、土耳其、烏克蘭
    • 遠東/中國
      • 中國、香港、日本、韓國
    • 印度次大陸
      • 孟加拉國、印度、尼泊爾、巴基斯坦
    • 其他亞太國家
      • 澳大利亞、印度尼西亞、馬來西亞、新西蘭、菲律賓、新加坡、泰國、越南
    • 非洲/中東
      • 阿爾及利亞、埃及、以色列、肯尼亞、科威特、尼日利亞、卡塔爾、沙特阿拉伯、南非、阿拉伯聯合酋長國

公司分析

  • 採訪的公司：CM.com、Infobip、Kaleyra、Sinch、Syniverse、Tata Communications、Webex、Zenvia
  • 案例研究涵蓋的公司：Google、KakaoTalk、Telegram、WhatsApp
  • Juniper Research 競爭對手排行榜公司：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

內容

第 1 部分市場趨勢和策略

第 1 章分析概述和戰略建議

第二章未來市場展望

  • 簡介/定義
  • 當前市場前景
    • 企業 OTT 消息應用的使用情況
    • 超級應用總結
    • OTT 欺詐
  • 市場細分分析
    • 市場細分標準
    • 細分市場熱圖
    • 廣告
    • 銀行業
    • 內容付費
    • 數字票務
    • 醫療保健
    • 零售

第三章區域分析

  • 商業 OTT 消息的區域分析
    • 業務 OTT 消息：熱圖分析
    • 北美
    • 拉丁美洲
      • 巴西
      • 墨西哥
    • 西歐
      • 德國
      • 英國
    • 中歐和東歐
      • 俄羅斯
      • 烏克蘭
    • 遠東/中國
      • 中國
    • 印度次大陸
      • 印度
    • 其他亞太國家
      • 印度尼西亞
      • 菲律賓
    • 非洲/中東
      • 卡塔爾

第 4 章評估貨幣化模型

  • 貨幣化模型分析
  • 通過商業 OTT 消息獲利
    • 有競爭力的定價，為 A2P 富消息服務創造競爭
    • 企業 OTT 消息流量概覽
      • 通過即用即付消息獲利
      • 基於會話的消息貨幣化
  • 增值服務
    • CDP（客戶數據平台）
    • 聊天機器人
    • 對話式電子商務
    • 閃電話
    • 安全

第 2 部分競爭排行榜

第 1 章 Juniper Research 競爭排行榜

第 2 章供應商簡介

  • 點擊告訴
    • 公司
    • 地區
    • 主要客戶和合作夥伴
    • 主要產品/服務
    • JuniperResearch 洞察：主要優勢和戰略機遇
  • 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 部分數據和預測

第 1 章介紹和預測技術

第二章市場概況與未來展望

  • OTT 消息的用戶數量
  • 企業 OTT 消息流量
  • 企業 OTT 消息傳遞收入
  • 商業 OTT 消息運營商的潛在損益

第三章市場機會

  • 商業 OTT 消息流量：廣告
  • 商業 OTT 消息收入：廣告
  • 業務 OTT 消息流量：銀行業務
  • 企業 OTT 消息收入：銀行業務
  • 業務 OTT 消息流量：內容付費
  • 企業 OTT 消息收入：內容支付
  • 業務 OTT 消息流量：醫療
  • 商業 OTT 消息收入：醫療
  • 企業 OTT 消息流量：零售
  • 企業 OTT 消息收入：零售
  • 業務 OTT 消息流量：數字票務
  • 商業 OTT 消息收入：數字票務
簡介目錄

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