The global A2P SMS market reflects a fragmented competitive landscape with the presence of a large number of market participants in the messaging ecosystem. The three major players across the value chain of A2P SMS include bulk SMS providers or SMS aggregators and marketers or resellers and telecom operators. According to a recent report by Transparency Market Research (TMR), the global A2P SMS will have an opportunity worth US$70.32 bn by the end of 2020
The TMR report observes that this market witnesses intense rivalry among the leading and regional players across each domain of the messaging ecosystem to gain an edge over the competitors. The telecom operators such as China Mobile Communications Corporation, Vodafone Group plc, America Movil Group, The Telefonica Group, China Telecom Corporation Ltd., and Verizon Communications Inc. are the major players among the telecom participants in the A2P SMS market. Focusing on raising funds through venture capital investors and promoting sales, and building business horizons through conferences and exhibitions are two of the the most common strategies adopted by these players to maintain their stronghold over the market.
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CRM Services Application Segment Most Profitable
The A2P SMS market is classified on the basis of application as pushed content services, promotional campaigns, interactive services, customer relationship management (CRM) services, and others. The other application segment includes search and inquiry related services. Out of these, CRM services application segment is projected to reach US$23.52 bn in 2020. CRM services are used for a wide range of applications such as transactional messages, account balance notifications for e-commerce and BFSI industries, appointment reminders for the healthcare sector, and tickets and boarding passes for tourism. Banks and financial institutes are expected to record a rise transactions due to an increase in the number of account holders led by growth in the global economy.
Geographically, Asia Pacific dominates the global A2P SMs market and is likely to retain its leading position during the forecast period and is estimated to account for 43.4$ of the global market in 2020. Increasing number of mobile phone users and rise in marketing activities are the key factors driving the growth of A2P SMS technology in this region.
Compatibility to All Operating Systems Makes SMS Best Mobile Communication Mode
Increase in mobile subscriber base is the most prominent factor driving the market, as SMS is the most attractive form of mobile communication than other Over-the-top (OTT) messaging application, as it is supported by most handsets across all operating systems and networks. Proliferation in mobile payments, mobile banking, and mobile health services as well as escalating mobile marketing activities by marketers and application developers are some of the other factors that are helping the growth rate of the market. Conversely, the report examines factors such as technical limitations overshadowing bulk SMS, illegitimate routes denting telecom operators revenue, and increasing mobile messaging spam, phishing and malware. Each of these factors have been thoroughly analyzed in the report and eventual impact over the market have been estimated.
According to the author of the report, “leveraging messaging exchange providers to connect enterprises and OTT application providers with customers and the combination of SMS with IP messaging solutions and emails will open new opportunities for the players in the global A2P SMS market.” The author also asserts that innovative gateways that send SMS on the SS7 network than on traditional SMS hubs is gaining popularity, as it is essential to track the performance and profitability of the A2P SMS sent and decrease losses in revenue caused due to spam messages. Tracking regional and international SMS using traditional SMS hub is a challenge that is enticing the change.
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The information presented in this review is based on a Transparency Market Research report, titled, “A2P SMS Market (Application - Pushed Content Services, Customer Relationship Management Services, Promotional Campaigns, Interactive Services, and Inquiry Related Services; End-use Industry - Retail, BFSI, Travel and Transport, Healthcare and Hospitality, and Entertainment (Gaming) and Media - Global Industry Analysis, Size, Share, Growth, Trends and Forecast 2016 - 2024.”
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