OTT Business Messaging: Monetisation, Value-added Services & Market Forecasts 2023-2027

• 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

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?

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.
 

• 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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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.