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Premium Messaging Market by Tool (Cloud API messaging platform and Traditional and managed messaging services), End User (Banking and financial institutions, Transport and travelling, Healthcare, Retail, Media and entertainment) - Opportunity and Forecast, 2017-2023

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IC_17335
Pages: 151
May 2017 | 1531 Views
 
Author's : Sumeet Pal
Tables: 53
Charts: 65
 

Premium Messaging Market Overview:

Premium Messaging Market was valued at $54,579 million in 2016, and is projected to reach at $78,349 million by 2023, with a CAGR of 5.4%. Premium Messaging is a process of sending mobile messages such as SMS and MMS from an application to a mobile user. It includes A2P (application to person messaging)-typically used for alerts, notifications and marketing messages-and P2A (person to application messaging)-commonly used for various SMS lottery campaigns, TV voting campaigns, subscriptions, competitions.

Increase in mobile subscriber base; focus on enhancing customer interaction; and surging adoption of A2P (two-factor authentication) are some of the driving factors that are anticipated to create new growth opportunities for prominent players. However, grey routes denting revenue; and increase in mobile messaging spam is projected to limit the market during the forecast period.

The report includes the study of the premium messaging market focusing on various growth prospects and restraints, based on the regional analysis. The study highlights Porter’s Five Forces analysis for the market that comprises the impact of suppliers, competitors, new entrants, substitutes, and buyers.

Key players operating in the market include Verizon, Mblox, Twilio, Inc., AT&T, Beepsend, CLX Communications, Dialogue Communications Ltd., Infobip Ltd., Mahindra Comviva, and Tata Communications Ltd.

Segment Overview

The global premium messaging market is segmented based on tools, end user, and geography. Based on the tools, the premium messaging market is divided into cloud API messaging platform and traditional and managed messaging services. By end user, the premium messaging market is segmented into banking and financial institutions, transport and travelling, healthcare, media and entertainment, retail and others. Geographically, the premium messaging market is segmented into North America, Europe, Asia-Pacific, and LAMEA.

Premium Messaging Market Segmentation

Premium Messaging Market Segmentation

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Source: Primary & Secondary Research and AMR Analysis

The graph below signifies the growth potential of the premium messaging industry by end user. Among end users, the banking and financial institution is projected to grow at the highest CAGR owing to the increase in adoption of enterprise mobility and spending on premium A2P messaging services.

Key Investment Pockets

Key Investment Pockets

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Source: Primary & Secondary Research and AMR Analysis

Rise in Mobile Subscriber Base

SMS is a ubiquitous and discreet technique for reaching people using basic mobile handsets without any additional access to data services. With increasing mobile phone penetration in developing economies of Asia, Africa, Latin America, and the Middle East, the mobile subscriber base is projected to grow at a rapid pace over the next 4 to 5 years. According to Groupe Speciale Mobile Association (GSMA) Intelligence, a body run by the GSMA, the unique mobile subscriber base was 3.6 billion in 2014 and is estimated to reach 4.6 billion by 2020. This is expected to create a huge market opportunity for premium messaging providers during this period.

Focus on Enhancing Customer Interaction

Messaging services, especially premium messaging, is being widely adopted by various enterprises including travel and transport, healthcare and hospitality, retail shops, e-commerce, and financial institutions for customer communications. Enterprises are adopting SMS as a gridlock solution to native mobile apps in order to enhance customer interaction. Enterprises are using cloud APIs with embedded contextual communications for applications such as CRMs and field service software. For instance, Tel Aviv-based Gett, Inc. utilizes Nexmo’s cloud API (a messaging platform) to register its users and send status updates on pending services across 60 cities globally

Surging Adoption of 2FA (Two-Factor Authentication)

Key features of SMS include instant delivery, high-open rate, and cost-effectiveness. Despite the fact that only private financial institutions initially adopted two-factor authentication, this feature is now increasingly being implemented by companies across all industry verticals for numerous application such as new registration authentication, password resets, and changes in user profile information. For instance, in 2015, Authy, a subsidiary of Twilio, announced an agreement with the Identity and Access Management division of Dell Inc., to provide its SMS 2FA service across all geographies

Increasing Mobile Messaging Spam

Phishing, spam, spoof, and malware transmitted via the mobile messaging system impacts subscribers‘ trust, diminish brand loyalty, and increases operating costs. Mobile spam hurts revenue and brand value of the operators, app developers, advertisers, subscribers, and device manufacturers.  

Key Benefits

  • The study provides an in-depth analysis of the premium messaging industry along with current and future trends to elucidate the imminent investment pockets.
  • Information regarding key drivers, restraints, and opportunities along with their impact analysis on the premium messaging market is provided in the report.
  • Porter’s Five Forces analysis illustrates the potency of buyers and suppliers operating in the premium messaging industry.
  • The quantitative analysis of the global market from 2017 to 2023 is provided in the report to determine the premium messaging market size and potential.

Premium Messaging Market Key Segments:

The premium messaging market is segmented based on tools, end user, and geography.

By Tools

  • Cloud API messaging platform
  • Traditional and managed messaging services

By End User

  • Banking and financial institutions
  • Transport and travelling
  • Healthcare
  • Media and entertainment
  • Retail
  • Others (government, educational institutions, manufacturing, energy & utilities sectors)

By Region

  • North America
    • U.S.
    • Canada
    • Mexico
  • Europe
    • France
    • UK
    • Germany
    • Rest of Europe
  • Asia-Pacific
    • China
    • India
    • Japan
    • Rest of Asia-Pacific
  • LAMEA
    • Latin America
    • Middle East
    • Africa

Key Market Players Profiled in the Report

  • Verizon
  • Mblox
  • Twilio, Inc.
  • AT&T
  • Beepsend
  • CLX Communications
  • Dialogue Communications Ltd.
  • Infobip Ltd.
  • Mahindra Comviva
  • Tata Communications Ltd.
 

Chapter: 1 INTRODUCTION

1.1. Report description
1.2. Key benefits
1.3. Key market segments
1.4. Research methodology

1.4.1. Primary research
1.4.2. Secondary research
1.4.3. Analyst tools and models

Chapter: 2 EXECUTIVE SUMMARY

2.1. CXO perspective

Chapter: 3 MARKET OVERVIEW

3.1. Market definition and scope
3.2. Key findings

3.2.1. Top investment pockets

3.3. Porters five forces Analysis

3.3.1. Moderate bargaining power of suppliers
3.3.2. Moderate threat of new entrants
3.3.3. Moderate threat of substitutes
3.3.4. High competitive rivalry
3.3.5. Moderate bargaining power among buyers

3.4. Market dynamics

3.4.1. Drivers

3.4.1.1. Rise in mobile subscriber base
3.4.1.2. Focus on enhancing customer interaction
3.4.1.3. Surging adoption of 2FA (Two-Factor Authentication)

3.4.2. Restraints

3.4.2.1. Grey routes denting revenue
3.4.2.2. Increasing mobile messaging spam

3.4.3. Opportunities

3.4.3.1. Social communication
3.4.3.2. Enterprise partnership

Chapter: 4 PREMIUM MESSAGING MARKET, BY TOOLS

4.1. Overview
4.2. Cloud API messaging platform

4.2.1. Key market trends, growth factors, and opportunities
4.2.2. Market size and forecast

4.3. Traditional and Managed Messaging Services

4.3.1. Key market trends, growth factors, and opportunities
4.3.2. Market size and forecast

Chapter: 5 PREMIUM MESSAGING MARKET, BY END USER

5.1. Overview
5.2. Banking and financial institutions

5.2.1. Key market trends, growth factors, and opportunities
5.2.2. Market size and forecast

5.3. Transport and travelling

5.3.1. Key market trends, growth factors, and opportunities
5.3.2. Market size and forecast

5.4. Healthcare

5.4.1. Key market trends, growth factors, and opportunities
5.4.2. Market size and forecast

5.5. Media and Entertainment

5.5.1. Key market trends, growth factors, and opportunities
5.5.2. Market size and forecast

5.6. Retail

5.6.1. Key market trends, growth factors, and opportunities
5.6.2. Market size and forecast

5.7. Others

5.7.1. Key market trends, growth factors, and opportunities
5.7.2. Market size and forecast

Chapter: 6 PREMIUM MESSAGING MARKET, BY REGION

6.1. Overview
6.2. North America

6.2.1. Key market trends, growth factors, and opportunities
6.2.2. Market size and forecast

6.2.2.1. U.S.

6.2.2.1.1. MARKET SIZE AND FORECAST

6.2.2.2. Canada

6.2.2.2.1. MARKET SIZE AND FORECAST

6.2.2.3. Mexico

6.2.2.3.1. MARKET SIZE AND FORECAST

6.3. Europe

6.3.1. Key market trends, growth factors, and opportunities
6.3.2. Market size and forecast

6.3.2.1. Germany

6.3.2.1.1. MARKET SIZE AND FORECAST

6.3.2.2. UK

6.3.2.2.1. MARKET SIZE AND FORECAST

6.3.2.3. France

6.3.2.3.1. MARKET SIZE AND FORECAST

6.3.2.4. Italy

6.3.2.4.1. MARKET SIZE AND FORECAST

6.3.2.5. Rest of Europe

6.3.2.5.1. MARKET SIZE AND FORECAST

6.4. Asia-Pacific

6.4.1. Key market trends, growth factors, and opportunities
6.4.2. Market size and forecast

6.4.2.1. China

6.4.2.1.1. MARKET SIZE AND FORECAST

6.4.2.2. India

6.4.2.2.1. MARKET SIZE AND FORECAST

6.4.2.3. Japan

6.4.2.3.1. MARKET SIZE AND FORECAST

6.4.2.4. Rest of Asia-Pacific

6.4.2.4.1. MARKET SIZE AND FORECAST

6.5. LAMEA

6.5.1. Key market trends, growth factors, and opportunities
6.5.2. Market size and forecast

6.5.2.1. Latin America

6.5.2.1.1. MARKET SIZE AND FORECAST

6.5.2.2. Middle East

6.5.2.2.1. MARKET SIZE AND FORECAST

6.5.2.3. Africa

6.5.2.3.1. MARKET SIZE AND FORECAST

Chapter: 7 COMPANY PROFILES

7.1. Verizon

7.1.1. Company overview
7.1.2. Company snapshot
7.1.3. Operating business segments
7.1.4. Product portfolio
7.1.5. Business performance
7.1.6. Key strategic moves & developments, 2014-2016

7.2. Mblox

7.2.1. Company overview
7.2.2. Company snapshot
7.2.3. Operating business segments
7.2.4. Product portfolio
7.2.5. Business performance
7.2.6. Key strategic moves & developments, 2014-2016

7.3. Twilio, Inc.

7.3.1. Company overview
7.3.2. Company snapshot
7.3.3. Operating business segments
7.3.4. Product portfolio
7.3.5. Business performance
7.3.6. Key strategic moves & developments, 2014-2016

7.4. AT&T

7.4.1. Company overview
7.4.2. Company snapshot
7.4.3. Operating business segments
7.4.4. Product portfolio

7.5. Beepsend

7.5.1. Company overview
7.5.2. Company snapshot
7.5.3. Operating business segments
7.5.4. Product portfolio
7.5.5. Key strategic moves & developments, 2014-2016

7.6. CLX Communications

7.6.1. Company overview
7.6.2. Company snapshot
7.6.3. Operating business segments
7.6.4. Product portfolio
7.6.5. Business performance
7.6.6. Key strategic moves & developments, 2014-2016

7.7. Dialogue Communications Ltd.

7.7.1. Company overview
7.7.2. Company snapshot
7.7.3. Operating business segments
7.7.4. Product portfolio
7.7.5. Business performance
7.7.6. Key strategic moves and developments

7.8. Infobip Ltd.

7.8.1. Company overview
7.8.2. Company snapshot
7.8.3. Operating business segments
7.8.4. Product portfolio
7.8.5. Business performance
7.8.6. Key strategic moves & developments, 2014-2016

7.9. Mahindra Comviva

7.9.1. Company overview
7.9.2. Company snapshot
7.9.3. Operating business segments
7.9.4. Product portfolio
7.9.5. Business performance
7.9.6. Key strategic moves & developments, 2014-2016

7.10. Tata Communications Ltd.

7.10.1. Company overview
7.10.2. Company snapshot
7.10.3. Operating business segments
7.10.4. Product portfolio
7.10.5. Business performance
7.10.6. Key strategic moves & developments, 2014-2016

LIST OF TABLES

TABLE 1. PREMIUM MESSAGING MARKET, BY TOOLS, 2016-2023 ($MILLION)
TABLE 2. PREMIUM MESSAGING MARKET: CLOUD API MESSAGING PLATFORM SEGMENT BY REGION, 2016-2023 ($MILLION)
TABLE 3. PREMIUM MESSAGING MARKET: TRADITIONAL AND MANAGED MESSAGING SERVICES SEGMENT BY REGION, 2016-2023 ($MILLION)
TABLE 4. PREMIUM MESSAGING MARKET, BY END USER, 2016-2023 ($MILLION)
TABLE 5. PREMIUM MESSAGING MARKET: BANKING AND FINANCIAL INSTITUTIONS SEGMENT BY REGION, 2016-2023 ($MILLION)
TABLE 6. PREMIUM MESSAGING MARKET: TRANSPORT AND TRAVELLING SEGMENT BY REGION, 2016-2023 ($MILLION)
TABLE 7. PREMIUM MESSAGING MARKET: HEALTHCARE SEGMENT BY REGION, 2016-2023 ($MILLION)
TABLE 8. PREMIUM MESSAGING MARKET: MEDIA AND ENTERTAINMENT SEGMENT BY REGION, 2016-2023 ($MILLION)
TABLE 9. PREMIUM MESSAGING MARKET: RETAIL SEGMENT BY REGION, 2016-2023 ($MILLION)
TABLE 10. PREMIUM MESSAGING MARKET: OTHERS SEGMENT BY REGION, 2016-2023 ($MILLION)
TABLE 11. PREMIUM MESSAGING MARKET, BY REGION, 2016-2023 ($MILLION)
TABLE 12. NORTH AMERICA: PREMIUM MESSAGING MARKET, BY TOOLS, 2016-2023 ($MILLION)
TABLE 13. NORTH AMERICA: PREMIUM MESSAGING MARKET, BY END USER, 2016-2023 ($MILLION)
TABLE 14. NORTH AMERICA: PREMIUM MESSAGING MARKET, BY COUNTRY, 2016-2023 ($MILLION)
TABLE 15. EUROPE: PREMIUM MESSAGING MARKET, BY TOOLS, 2016-2023 ($MILLION)
TABLE 16. EUROPE: PREMIUM MESSAGING MARKET, BY END USER, 2016-2023 ($MILLION)
TABLE 17. EUROPE: PREMIUM MESSAGING MARKET, BY COUNTRY, 2016-2023 ($MILLION)
TABLE 18. ASIA-PACIFIC: PREMIUM MESSAGING MARKET, BY TOOLS, 2016-2023 ($MILLION)
TABLE 19. ASIA-PACIFIC PREMIUM MESSAGING MARKET, BY END USER, 2016-2023 ($MILLION)
TABLE 20. ASIA-PACIFIC PREMIUM MESSAGING MARKET, BY COUNTRY, 2016-2023 ($MILLION)
TABLE 21. LAMEA: PREMIUM MESSAGING MARKET, BY TOOLS, 2016-2023 ($MILLION)
TABLE 22. LAMEA: PREMIUM MESSAGING MARKET, BY END USER, 2016-2023 ($MILLION)
TABLE 23. LAMEA: PREMIUM MESSAGING MARKET, BY COUNTRY, 2016-2023 ($MILLION)
TABLE 24. VERIZON: COMPANY SNAPSHOT
TABLE 25. VERIZON: OPERATING SEGMENTS
TABLE 26. VERIZON: PRODUCT PORTFOLIO
TABLE 27. MBLOX: COMPANY SNAPSHOT
TABLE 28. MBLOX: OPERATING SEGMENTS
TABLE 29. MBLOX: PRODUCT PORTFOLIO
TABLE 30. TWILIO, INC.: COMPANY SNAPSHOT
TABLE 31. TWILIO, INC.: OPERATING SEGMENTS
TABLE 32. TWILIO, INC.: PRODUCT PORTFOLIO
TABLE 33. AT&T : COMPANY SNAPSHOT
TABLE 34. AT&T : OPERATING SEGMENTS
TABLE 35. AT&T : PRODUCT PORTFOLIO
TABLE 36. BEEPSEND : COMPANY SNAPSHOT
TABLE 37. BEEPSEND : OPERATING SEGMENTS
TABLE 38. BEEPSEND : PRODUCT PORTFOLIO
TABLE 39. CLX COMMUNICATIONS: COMPANY SNAPSHOT
TABLE 40. CLX COMMUNICATIONS: OPERATING SEGMENTS
TABLE 41. CLX COMMUNICATIONS: PRODUCT PORTFOLIO
TABLE 42. DIALOGUE COMMUNICATIONS LTD.: COMPANY SNAPSHOT
TABLE 43. DIALOGUE COMMUNICATIONS LTD.: OPERATING SEGMENTS
TABLE 44. DIALOGUE COMMUNICATIONS LTD.: PRODUCT PORTFOLIO
TABLE 45. INFOBIP LTD.: COMPANY SNAPSHOT
TABLE 46. INFOBIP LTD.: OPERATING SEGMENTS
TABLE 47. INFOBIP LTD.: PRODUCT PORTFOLIO
TABLE 48. MAHINDRA COMVIVA: COMPANY SNAPSHOT
TABLE 49. MAHINDRA COMVIVA: OPERATING SEGMENTS
TABLE 50. MAHINDRA COMVIVA: PRODUCT PORTFOLIO
TABLE 51. TATA COMMUNICATIONS LTD.: COMPANY SNAPSHOT
TABLE 52. TATA COMMUNICATIONS LTD.: OPERATING SEGMENTS
TABLE 53. TATA COMMUNICATIONS LTD.: PRODUCT PORTFOLIO

LIST OF FIGURES

FIGURE 1. PREMIUM MESSAGING MARKET SEGMENTATION
FIGURE 2. KEY INVESTMENT POCKETS
FIGURE 3. PREMIUM MESSAGING MARKET, BY TOOLS
FIGURE 5. PREMIUM MESSAGING MARKET BY CLOUD API MESSAGING PLATFORM SEGMENT, 2016-2023 ($MILLION)
FIGURE 6. PREMIUM MESSAGING MARKET BY TRADITIONAL AND MANAGED MESSAGING SERVICES SEGMENT, 2016-2023 ($MILLION)
FIGURE 7. PREMIUM MESSAGING MARKET, BY END USER
FIGURE 8. PREMIUM MESSAGING MARKET BY BANKING AND FINANCIAL INSTITUTIONS SEGMENT, 2016-2023 ($MILLION)
FIGURE 9. PREMIUM MESSAGING MARKET BY TRANSPORT AND TRAVELLING SEGMENT, 2016-2023 ($MILLION)
FIGURE 10. PREMIUM MESSAGING MARKET BY HEALTHCARE SEGMENT, 2016-2023 ($MILLION)
FIGURE 11. PREMIUM MESSAGING MARKET BY MEDIA AND ENTERTAINMENT SEGMENT, 2016-2023 ($MILLION)
FIGURE 12. PREMIUM MESSAGING MARKET BY RETAIL SEGMENT, 2016-2023 ($MILLION)
FIGURE 13. PREMIUM MESSAGING MARKET BY OTHERS SEGMENT, 2016-2023 ($MILLION)
FIGURE 14. PREMIUM MESSAGING MARKET, BY REGION, 2016 (%)
FIGURE 15. NORTH AMERICA: PREMIUM MESSAGING MARKET
FIGURE 16. U.S.: PREMIUM MESSAGING MARKET, 2016-2023 ($MILLION)
FIGURE 17. CANADA: PREMIUM MESSAGING MARKET, 2016-2023 ($MILLION)
FIGURE 18. MEXICO: PREMIUM MESSAGING MARKET, 2016-2023 ($MILLION)
FIGURE 19. EUROPE: PREMIUM MESSAGING MARKET
FIGURE 20. GERMANY: PREMIUM MESSAGING MARKET, 2016-2023
FIGURE 21. UK: PREMIUM MESSAGING MARKET, 2016-2023
FIGURE 22. FRANCE: PREMIUM MESSAGING MARKET, 2016-2023
FIGURE 23. ITALY: PREMIUM MESSAGING MARKET, 2016-2023
FIGURE 24. REST OF EUROPE: PREMIUM MESSAGING MARKET, 2016-2023
FIGURE 25. ASIA-PACIFIC: PREMIUM MESSAGING MARKET
FIGURE 26. CHINA: PREMIUM MESSAGING MARKET, 2016-2023
FIGURE 27. INDIA: PREMIUM MESSAGING MARKET, 2016-2023
FIGURE 28. JAPAN: PREMIUM MESSAGING MARKET, 2016-2023
FIGURE 29. REST OF ASIA-PACIFIC: PREMIUM MESSAGING MARKET, 2016-2023
FIGURE 30. LAMEA: PREMIUM MESSAGING MARKET
FIGURE 31. LATIN AMERICA: PREMIUM MESSAGING MARKET, 2016-2023
FIGURE 32. MIDDLE EAST: PREMIUM MESSAGING MARKET, 2016-2023
FIGURE 33. AFRICA: PREMIUM MESSAGING MARKET, 2016-2023
FIGURE 34. VERIZON: REVENUE, 2014-2016 ($MILLION)
FIGURE 35. VERIZON: REVENUE SHARE BY SEGMENT, 2016 (%)
FIGURE 36. VERIZON: REVENUE SHARE BY GEOGRAPHY, 2016 (%)
FIGURE 37. VERIZON: STRATEGY SHARE, 2014-2017 (%)
FIGURE 38. MBLOX: REVENUE, 2014-2016 ($MILLION)
FIGURE 39. MBLOX: REVENUE SHARE BY SEGMENT, 2016 (%)
FIGURE 40. MBLOX: REVENUE SHARE BY GEOGRAPHY, 2016 (%)
FIGURE 41. MBLOX: STRATEGY SHARE, 2014-2016 (%)
FIGURE 42. TWILIO, INC.: REVENUE, 2013-2015 ($MILLION)
FIGURE 43. TWILIO, INC.: REVENUE SHARE BY SEGMENT, 2015 (%)
FIGURE 44. TWILIO, INC.: REVENUE SHARE BY GEOGRAPHY, 2015 (%)
FIGURE 45. TWILIO, INC.: STRATEGY SHARE, 2014-2016 (%)
FIGURE 46. BEEPSEND : STRATEGY SHARE, 2014-2016 (%)
FIGURE 47. CLX COMMUNICATIONS: REVENUE, 2014-2016 ($MILLION)
FIGURE 48. CLX COMMUNICATIONS: REVENUE SHARE BY SEGMENT, 2016 (%)
FIGURE 49. CLX COMMUNICATIONS: REVENUE SHARE BY GEOGRAPHY, 2016 (%)
FIGURE 50. CLX COMMUNICATIONS: STRATEGY SHARE, 2014-2016 (%)
FIGURE 51. DIALOGUE COMMUNICATIONS LTD.: REVENUE, 2014-2016 ($MILLION)
FIGURE 52. DIALOGUE COMMUNICATIONS LTD.: REVENUE SHARE BY SEGMENT, 2016 (%)
FIGURE 53. DIALOGUE COMMUNICATIONS LTD.: REVENUE SHARE BY GEOGRAPHY, 2016 (%)
FIGURE 54. DIALOGUE COMMUNICATIONS LTD.: STRATEGY SHARE, 2014-2016 (%)
FIGURE 55. INFOBIP LTD.: REVENUE, 2014-2016 ($MILLION)
FIGURE 56. INFOBIP LTD.: REVENUE SHARE BY SEGMENT, 2016 (%)
FIGURE 57. INFOBIP LTD.: REVENUE SHARE BY GEOGRAPHY, 2016 (%)
FIGURE 58. INFOBIP LTD.: STRATEGY SHARE, 2014-2016 (%)
FIGURE 59. MAHINDRA COMVIVA ABC: REVENUE, 2013-2015 ($MILLION)
FIGURE 60. MAHINDRA COMVIVA: REVENUE SHARE BY SEGMENT, 2015 (%)
FIGURE 61. MAHINDRA COMVIVA: REVENUE SHARE BY GEOGRAPHY, 2015 (%)
FIGURE 62. MAHINDRA COMVIVA: STRATEGY SHARE, 2014-2016 (%)
FIGURE 63. TATA COMMUNICATIONS LTD.: REVENUE, 2013-2015 ($MILLION)
FIGURE 64. TATA COMMUNICATIONS LTD.: REVENUE SHARE BY SEGMENT, 2015 (%)
FIGURE 65. TATA COMMUNICATIONS LTD.: STRATEGY SHARE, 2014-2016 (%)

 

The global premium messaging market is anticipated to witness considerable growth, especially in Europe and LAMEA, owing to the increased adoption of mobile devices and shift from traditional and managed services to cloud API messaging platform.

Key players are focused toward offering multi-channel cloud-based mobile marketing platforms to create SMS campaigns and push messaging. In addition, it enables marketers to send messages to a particular mobile device using SMS, email, push notifications, IP messaging, social media channels, and outbound dialing further increasing the scalability of marketers.

The key players in the premium messaging industry are shifting from traditional least-cost routing channels to enhanced message routes due to higher margin traffic and to reach targeted consumers. Thus, resulting to mobile operators to increase installation of SMS firewalls to block unauthorized and non-compliant traffic. This has encouraged end users to adopt premium messaging, thereby, accelerating growth of the premium messaging market.

Moreover, convergence of IP messaging solutions and SMS enables market players, such as telecom carriers and IP-based messaging application developers, to leverage each other’s strength in the messaging ecosystem. Players such as Google have enabled translation of emails to SMS and vice versa.

Key players-operating in the premium messaging industry-are estimated to focus on the acquisition or strategic alliance with startups and well-established local players to expand their market presence and outperform competitors.

 

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