MarketsandMarkets forecasts the global Push to Talk (PTT) Market size to grow from USD 25.0 billion in 2019 to USD 38.4 billion by 2024, at a Compound Annual Growth Rate (CAGR) of 9.0% during the forecast period. Major factors expected to drive the growth of the PTT market include the demand for PTT over cellular (PoC), proliferation of rugged and ultra-rugged smartphones, need for driver safety, and transition of Land Mobile Radio (LMR) systems from analog to digital.
Among organization size, the large enterprises segment to hold a higher market share during the forecast period
Organizations with more than 1,000 employees are considered under the large enterprises segment. These organizations have multiple offices and divisions across regions, and hence, push to talk solutions can solve the gaps in communications with real-time communication and other multimedia sharing features. The emergence of cloud-based push to talk also allows for instant real-time communication between workforce teams by using their own devices. The PoC solution is device-agnostic, and hence, large enterprises can leverage their employees’ devices to install PoC applications in these devices for communication purposes.
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Under verticals, the commercial vertical to grow at the fastest growth rate during the forecast period
The commercial vertical is an early adopter of the PoC technology. The commercial verticals include transportation and logistics, travel and hospitality, energy and utilities, construction, manufacturing, and others such as retail, mining, education, and healthcare. The need for constant and reliable communication between field workers, dispatchers, and other personnel is surging the demand for PoC solutions. Additionally, the Bring Your Own Device (BYOD) trend is fueling the market growth as PoC apps can be installed on devices, thereby reducing the extra cost of procuring push to talk devices.
The major PTT vendors include AINA Wireless (US), AT&T (US), Azetti Networks (Spain), Bell Canada (Canada), ESChat (US), GroupTalk (Sweden), Hytera (China), iPTT (England), Iridium (US), Motorola Solutions (US), Orion (US), Qualcomm (US), Sprint (US), Simoco Wireless Solutions (England), TAIT (New Zealand), Telstra (Australia), Verizon Wireless (US), VoiceLayer (US), Voxer (US), Zebra (US), Zello (US), and Zinc by ServiceMax (US). These players have adopted various strategies to grow in the PTT market. Partnerships and new product launches have been the most dominating strategies adopted by major players from 2017 to 2019, which helped them innovate their offerings and increase their customer base.
Motorola Solutions has adopted an inorganic growth strategy to maximize its foothold in the PTT market. In August 2017, the company completed the acquisition of Kodiak Solutions, one of the leading providers of broadband PTT for commercial customers. This acquisition has enhanced Motorola Solutions’ PTT capabilities. The company also launched a new cellphone with advanced PTT technology. The cellphone embeds an AI assistant, which helps decode and push common messages exchanged among public authorities during emergencies. Recently, Motorola Solutions has launched WAVE, a network-independent multimedia communication subscription service in Europe, and Middle East and Africa (EMEA). The cloud-based PTT service connects teams and enables real-time group communications using any device. The company has also recently launched WAVE PTX Government, an OTT broadband PTT offering in Australia for government personnel. The offering is designed to enable interoperability with first-responder LMR systems in the country.
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AT&T has been performing well in the PTT market since its launch in 2012. The PTT service runs on its LTE network, targeting business and public safety customers with new ruggedized devices and a promise of service quality. This has increased the customer base of the company. In 2012, the company launched pilot programs for extended PTT services. These programs offered workflow automation for tasks such as fleet management and dispatch. In 2013, AT&T launched a PTT iPhone app. In March 2015, AT&T introduced new enhancements to AT&T Enhanced PTT (EPTT) to improve mobile mobility and expand this service to new markets. In June 2016, AT&T and Zetron, a leading provider of mission-critical communications, joined forces to integrate AT&T EPTT with Zetron’s dispatch products. In October 2017, the company launched a major upgrade in its PTT service for enabling users to get the service of both smartphones or tablets and a two-way radio in one device. In January 2019, AT&T completed procurement for its second carrier-integrated Mission-Critical MCPTT provider and announced plans to launch Third Generation Partnership Project (3GPP).
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