RCS Business Messaging: 2023-2028

• Key Takeaways & Strategic Recommendations: A high-level view of market takeaways from the study; highlighting key findings from the report. Also included are Juniper Research’s strategic recommendations to capitalise on this growing technology.
• Juniper Research Competitor Leaderboard: Key player capability and capacity assessment for 15 RCS business messaging vendors; positioning them as either an established leader, leading challenger, or disruptor and challenger. Our Competitor Leaderboard scores companies based on a number of criteria, including their size of operations in the RCS business messaging sector, extent of RCS value-added services, and Juniper Research's view on each company's innovation and future business prospects. The companies included in Juniper Research's RCS Business Messaging Competitor Leaderboard are:  
  • Cisco Webex
  • CM.com
  • Comviva
  • Esendex
  • GMS Worldwide
  • Infinite Convergence Solutions
  • Infobip
  • Interop Technologies
  • Kaleyra
  • LINK Mobility
  • Messaggio
  • Route Mobile
  • Sinch
  • Soprano Design
  • Syniverse
• Juniper Research Country Readiness Index: Market readiness and market growth were used to score 60 countries in 8 key regions, to compare how each country is positioned within the RCS business messaging market. Juniper Research scores countries based on a number of criteria, including RCS penetration rates, RCS traffic and revenue to position markets as focus, growth, developing or saturated markets.
• RCS Monetisation Model Analysis: A deep dive evaluation of future monetisation models that can be explored by RCS vendors; outlining future traffic, revenue and strategic recommendations to maximise the success of the following monetisation models:
  • Access-based Billing
  • Calls to Action
  • Price-per-Message Billing
  • Session-based Billing
• Benchmark Industry Forecasts: Provided for RCS business messaging users, traffic, and revenue for 8 key global regions and 60 select countries including:
  • 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 is the value of the RCS business messaging market in 2028?
2. Which countries represent the greatest opportunities for RCS business messaging vendors?
3. What is the future of RCS when compared to the development of OTT messaging apps?
4. What are the main challenges affecting the future growth of RCS business messaging?
5. Which RCS business messaging vendors are leading the market today?

Included in the Juniper Research Competitor Leaderboard:
Cisco Webex, CM.com, Comviva, Esendex, GMS Worldwide, Infinite Convergence Solutions, Infobip, Interop Technologies, Kaleyra, LINK Mobility, Messaggio, Route Mobile, Sinch, Soprano Design, Syniverse.
 
Mentioned:
A1, Adax, Adobe, Air Asia, Airtel, Aldeamo, Alfa-Bank Kazakhstan, Amazon, Amazon Web Services, amoCRM, Amphia Hospital, Anam Mobile, Apollo Hospitals, Apple, Appmiral, ArmenTel, Asia Insurance 1950, AT&T, Athonet, Axa, Axiata, Azerfon, Bancontact, Bandyer, BBC, Beeline, Best Western, Bharti Airtel, Bitrix24, BlaBlaCar, Blueshift, Bosch Group, British Gas, BT, Building Blocks, Bukalapak, Bupa, BYJU, Cambridge Hospitals NHS Trust, CarDekho, CCC, Celcom, China Unicom Global, Citrus, Club Comex , ClubMessage BV, Crédit Agricole, CX Company, Dahmakan, Danone, Daraz, Deutsche Post, Deutsche Telekom, DHL, Dialogic, Digitel, DNB Nor, du, EaseMyTrip, Econet Wireless, EE, Eloqua, Emirates, Emirates College of Technology, Enel-X, Etisalat, Eurosonic Noorderslag, Everbridge, Facebook, Federated Wireless, Fujitsu, Gamigo, Geocell, Geva Group, Gig Capital, Golan Telecom, Google, Grameenphone, GTBank, Hagens, Hello Technology, HF Group, Hook Mobile, HP, Hutch, Hyundai, IBM, ICICI Bank, Idea, Idea Cellular, iDeal, IKEA, imimobile, Indosat Ooerdoo, Instagram, Interop Technologies, ISS, Jazz, Just Eat, Jysk, Kakao, King’s College Hospital, Kore.ai, Leadsquared, Leanpay, Lebara Mobile, LINE, LiveChat, Magento, Marham, Mastercard, Matelab, medGo, MediaMarkt, MEO, Message Broadcast, LLC, mGage, Microsoft, MobiFone Vietnam, Mobile, Mobysoft, Mobyt, Motorola, MoySklad, MTN, Mukuru, NEOS Travel, Netokracija, Nickel, Nissan, NLB Banka, Nokia, Norwegian Health Agency, npower, NTT Docomo, NTW Software, O2, Ooredoo, OpenCart, OpenMarket, OpenSooq, Oracle, Orange, Oxfam, Oxford University, Papa John’s Pizza, Pay Pal, Peerless Network, Planfix, Postnord, Practo, Prestashop, Radware, Raiffeisen Bank, Rapido, Rappi, Red Bus, Red Hat, REES46, Responsys, Robi, RTL Media & Entertainment, Safaricom, SafariNow, Salesforce, Samsung, SAP Digital Interconnect, Sberbank, Selligent, Senati, Shift Conference, ShoeBeDo, Siemens, Silverstreet, Skoda Auto, Smart Communications, SMARTY, SMSEnvoi, SMSpubli Mobile Marketing, SoftBank, Spoton Logistics, StarHub, SugarCRM, Tata Communications, Tech Mahindra, Telefónica, Telegram, Telekom Deutschland, Telmex, Telstra, Tesco Bank, Three, Ticket One, TIM, T‑Mobile, TraceDock, TTN, Turkcell, Twilio, Twitter, Uber, ubisend, Unilever, United Lincolnshire Hospitals Trust, Verisure, Viber, Visa, Vodafone, Volpy, VTB Bank, Vtiger, Walgreens, Webex, WeChat, Welthungerhilfe, WhatsApp, Wind, WooCommerce, WordPress, Wurth, Xenioo, YCLIENTS, Yousign, Zapier, Zoho, Zomato.

Juniper Research’s latest RCS Business Messaging forecast suite includes 5-year benchmark forecasts for key metrics by 8 key regions and 60 country-level splits, including:

• 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

The forecast suite includes the following metrics:

• RCS Business Messaging Market Value, including:
  • Total RCS Business Messaging-capable Users
  • Total RCS Business Messaging Active Users
  • Total RCS Business Messaging Traffic
  • Total RCS Business Messaging Revenue
• Price-per-Messaging Monetisation, including:
  • Total Traffic
  • Total Revenue
• Session-based RCS Business Messaging:
  • Total Number of RCS Business Messaging Sessions
  • Total RCS Business Messaging Traffic over Session-based Monetisation
  • Total Session-based RCS Business Messaging Revenue
• Access-based RCS Business Messaging:
  • Total Number of RCS Business Messaging Mobile Subscriber Accesses
  • Total RCS Business Messaging Traffic over Access-based Monetisation
  • Total Access-based RCS Business Messaging Revenue
• Call-to-Action RCS Business Messaging:
  • Total RCS Business Messages That Include Monetisable Calls to Action
  • Total RCS Business Messaging Revenue from Successful Calls to Action

• Access to the full set of forecast data of 39 tables and 17,700 datapoints
• Interactive Excel Scenario tool allowing users the ability to manipulate Juniper Research’s data for 5 different metrics.

Juniper Research’s highly granular interactive Excels enable clients to manipulate Juniper Research’s forecast data and charts to test their own assumptions using the Interactive Scenario Tool and compare select markets side by side in customised charts and tables. IFxls greatly increase clients’ ability to both understand a particular market and to integrate their own views into the model.

The global number of active RCS users will reach 1.1 billion in 2024; rising from 930 million in 2023. Increasing adoption of communications platforms, such as CPaaS (Communications Platform-as-a-Service) will be the primary driver in enterprises leveraging operator led RCS channels for rich business messaging.

• RCS is a protocol for rich media messaging over operator networks providing advanced business messaging services, such as chatbots and payments. Despite a continued lack of support over iOS devices, 50% of mobile subscriptions globally will be capable of receiving RCS business messages next year.
• The growth in RCS business messaging will not cannibalise existing SMS traffic. Instead, its rich-media nature will drive new messaging use cases, such as conversational commerce. This new traffic will generate over $15 billion in additional messaging revenue for operators between 2024 and 2028. North America has been identified as a high-growth region; accounting for 36% of global RCS revenue by 2028. A high reliance on mobile messaging for communication will drive adoption of RCS amongst enterprise users in the country.
• To capitalise on user growth, RCS vendors must develop a call-to-action model in which they receive revenue per purchase via RCS to maximise messaging revenue beyond termination. To achieve this, RCS vendors must form partnerships with the largest online retailers and promote RCS as an alternative online retail channel to end users.