Mobile operators to lose $2.5bn of business messaging revenue to OTT apps globally by 2023, says Juniper | VanillaPlus

Hampshire, UK. November 23, 2022 – New Juniper Research The study revealed that mobile network operators will lose out to OTT commercial messaging service providers such as Messenger, WeChat And the The WhatsApp To the value of $2.5 billion next year, an increase of 20% over 2022.

The report finds that promotional messaging will account for 30% of this revenue loss in 2023, as companies embrace up-selling and cross-selling capabilities through rich media marketing campaigns.

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Business OTT messaging involves companies using messaging apps to interact with the consumer.

SMS to maintain dominance despite the growth of rich media messaging

A2P Messages Market Report found that the total number of SMS business messages sent will reach 1.7 trillion in 2023; Growing from 1.6 trillion in 2022, as businesses benefit from impressive channel open rates and unrivaled subscriber reach.

identified that SMS usage will remain particularly strong in the retail sector, with operator-led messaging channels increasing multi-factor authentication along with the growth of e-commerce.

Stable RCS pricing is key to staying competitive with OTT apps

Despite the popularity of third-party OTT applications, the report finds that the total number of operator-driven RCS (Rich Communication Services) business messages will also increase, from 161 billion in 2022 to 219 billion in 2023. It urges network operators to move away from realization models Turbulent revenue used in SMS, as fluctuations in RCS rates will limit enterprise adoption of operator-led rich media messaging.

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The study found that volatile RCS pricing would encourage the creation of gray roads, with profitable business messages masked and relayed within cheaper personal channels.

Scarlett Woodford, author of the research notes: “In order to support the growth of RCS messaging business, operators must ensure that pricing remains profitable without large increases. Operators must internalize the upfront cost of interactive multimedia messaging, using digital advertising and sponsorship to secure a return on investment.”

To learn more, see the new report: A2P Messaging: Emerging Trends, Regional Analysis, and Market Forecasts 2022-2027

Download our free white paper: A2P Messaging – Keeping the Conversation Flowing

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