RCS Business Messaging: Market Forecasts, Monetisation Models & Competitor Leaderboard 2022-2026

• 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: 13 RCS business messaging vendors compared, scored and positioned on the Juniper Research Competitor Leaderboard, including:
  • CM.com
  • Comviva
  • GMS Worldwide
  • imimobile
  • Infobip
  • Interop Technologies
  • LINK Mobility
  • Mitto AG
  • Route Mobile
  • Sinch
  • Soprano Design
  • Syniverse
  • Twilio
• RCS Messaging Regional Analysis: An all-encompassing exploration of global RCS adoption; assessing regional adoption across 8 key regions.
• 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 & Future Revenue Sharing Models
  • 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 28 select countries including:
  • Argentina
  • Australia
  • Brazil
  • Canada
  • China
  • Columbia
  • Croatia
  • Czech Republic
  • Denmark
  • France
  • Germany
  • India
  • Italy
  • Japan
  • Mexico
  • Netherlands
  • Norway
  • Poland
  • Portugal
  • Russia
  • Saudi Arabia
  • Singapore
  • South Africa
  • South Korea
  • Spain
  • Sweden
  • UK
  • USA

1. What will the value of the RCS business messaging market be in 2026?
2. How does the development of RCS compare to the development of OTT business messaging services?
3. What is the expected growth of each RCS monetisation method over the next 5 years?
4. Which value-added RCS messaging service should market stakeholders invest in to succeed in RCS business messaging?
5. Which RCS business messaging vendors are leading the market now?

Case Studied: WhatsApp.
 
 
Included in the Juniper Research Leaderboard: CM.com, Comviva, GMS Worldwide, Infobip, Interop Technologies, Kaleyra, LINK Mobility, Mitto, Route Mobile, Syniverse, Sinch, Twilio, imimobile, Soprano Design.
 
Mentioned: A1, AA, Absa, ACL Mobile, ACTITO, Adax , Adobe, AH to Go, Air Asia, Airbnb, Airtel, Aldeamo, Alfa-Bank Kazakhstan, Algolia, Allo, Amazon, American Red Cross, Amphia Hospital, Apollo Hospitals, Apple, Arcadia, ArmenTel, Asia Insurance 1950, AT&T, AXA, Axiata, Azerfon, Bancontact, Bandyer, Barclays, BBC, Beeline, Bell, Bessemer Venture Partners, Best Buy, Best Western, Bharti Airtel, BlaBlaCar, BMW, Booking.com, BT, Bukalapak, BYJU, Caesars Entertainment, Calixa, Capitec Bank, CarDekho, CCC, CCMI (Cross Carrier Messaging Initiative), Celcom, Cellusys, Centrica, Chatfuel, China Mobile, China Telecom, China Unicom, Citrus, CLubComex, Coca-Cola Enterprises, COMFY, Community, Courier, Crédit Agricole, Dahmakan, Daraz, Deliveroo, Dell, Deutsche Post, DHL, Dialogic, Digitel, DNB Nor, DoCoMo, Draper Fisher Jurveston, du, E.ON, EaseMyTrip.com, eBay, Econet Wireless, EE, Emarsys, Emirates College of Technology, Enel-X , Etam, Etisalat, EVA, Everbridge, Facebook, FNB (First National Bank), Forbes, French Government, Gamigo, Geocell, Geva Group, Golan Telecom, Google, Grameenphone, Groupon, GSMA, GTBank, Helsenorge Norway, Hermes, HF Group, Hook Mobile, HP, Hulu, Hutch, Hyro, Hyundai, IBM, ICICI Bank, Idea, iDeal, IHG, IKEA, Indosat Ooerdoo, Instagram, Inteliquent, ISS, IXOPay, Jazz, Johnson & Johnson, JustPark, Jysk, Kakao, KDDI, Krisp, Leadsquared, Leanpay, Lebara Mobile, LINE, LiveChat, Lyft, Magento, Marham, Marks & Spencer, Mastercard, Mavenir, medGo, MediaMarkt, MEO, Mepal, MessageMedia, MessengerPeople, METRO Cash & Carry, MHP (Mironivsky Hliboproduct), MobiFone Vietnam, Mobileum, MTN, Mukuru, Mux, Nederlandse Loterij, NEOS Travel, Next, NHS, Nickel, NLB Banka, Norwegian Health Agency, NTT Docomo, O₂, Ooredoo, OpenCart, OpenMarket, OpenSooq, Papa John’s Pizza, Parcelforce, Parkmobile, Pathwire, Paylogic, Paym, PayPlaza, PaySage, Paytm, Peerless, Pizza Hut, Plick Financial Services, Postnord, Practo, Prestashop, Radware, Raiffeisen Bank, Randstad, Rapido, Rappi, Red Bus, Red Cross, Red Ha, Red je Pakketje, Redpoint Venture, Robi, Rogers, Rostrvm Solutions , Royal Mail, RTL Media & Entertainment, Safaricom, Salesforce, Samsung, SAP, Sberbank, Selligent, Senati, ShoeBeDo, Shopify, Silverstreet, SITmobile, Smart, SoftBank, SolutionReach, Solutions Infini, Spotify, Spoton Logistics, Sprint, SSE, Standard Bank, StarHub, Stripe, SugarCRM, SurveyMonkey, Takeaway.com, TalkTalk, TanTan, Telefónica, Telegram, Telekom Deutschland, Telmex, Telstra, Telus, Terazo, Three, Ticket One, TikTok, Tim, TIM, Tismi, T-Mobile, TraceDock, TTN, Turkcell, Twitch, Twitter, Uber, UKRSIBBANK, Unilever, ValueFirst, Vauxhall, Verisure, Verizon, Viber, Visa, Vodafone, Volpy, VTB Bank, Vtiger CRM, Walgreens, Warby Parker, WebSMS, WeChat, Well Health Inc, Welthungerhilfe, WHO (World Health Organization), Wind, WooCommerce, WordPress, Wurth, Xenioo, Yelp, Yourticketprovider, Yousign, Zendesk, Zipwhip, Zomato.
 
 

Juniper Research’s latest RCS Business Messaging forecast suite includes: 

• 5-year benchmark forecasts for key metrics by 8 key regions and 28 country-level splits, including:
• RCS Business Messaging Market Value, including:
  • Total RCS Business Messaging 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 Sessions
  • Total Traffic over Session-based Monetisation
  • Total Session-based Revenue
• Access-based RCS Business Messaging:
  • Total Number of Mobile Subscriber Accesses
  • Total Traffic over Access-based Monetisation
  • Total Access-based Revenue
• Call to Action RCS Business Messaging:
  • Total Messages that include Monetisable Calls to Action
  • Total Revenue from Successful Calls to Action
• Access to the full set of forecast data of 38 tables and 10,000 datapoints
• Interactive Excel Scenario tool allowing users the ability to manipulate Juniper Research’s data for 5 different metrics.

Geographical splits: 28 countries

Harvest: Our online data platform, harvest, contains the very latest market data and is updated throughout the year. This is a fully featured platform enabling clients to better understand key data trends and manipulate charts and tables, overlaying different forecasts within the one chart - using the comparison tool. Empower your business with our market intelligence centre, and get alerted whenever your data is updated.

Interactive Excels (IFxl): Our IFxl tool enables clients to manipulate both forecast data and charts, within an Excel environment, to test their own assumptions using the Interactive Scenario Tool and compare selected markets side by side in customised charts and tables. IFxls greatly increase a clients’ ability to both understand a particular market and to integrate their own views into the model.

The total number of RCS subscribers will grow from 1.2 billion in 2022 to 3.8 billion by 2026; accounting for 40% of global mobile subscribers. This represents a growth of over 200%. RCS is the protocol for rich media messaging over operator networks that provides advanced business messaging services, such as chatbots and payments.

• Furthermore, OTT messaging apps, which control their own development, will provide fierce competition for rich media business messaging traffic. To combat this threat, operators must promote the greater reach of RCS to subscribers over the fragmented OTT ecosystem to demonstrate its value.
• Despite the competition from OTT apps, global operator revenue from RCS will grow from $230 million in 2022 to over $4.6 billion by 2026. To capitalise on this growth and combat OTT messaging competition, RCS providers must offer a simple price-per-message monetisation model that has already been established through the use of SMS business messaging. This model will enable platforms to attract high-spending brands to RCS messaging over OTT apps, by offering a pricing model that brands are familiar using. By 2026, 95% of RCS business traffic will remain on this model.
• However, an increasing focus on omnichannel retail will drive deployments of chatbot services in RCS messaging apps. This will require RCS platforms to offer new monetisation models, such as the session-based model, in which brands and enterprises pay for unlimited messages to a subscriber over a limited amount of time. In turn, RCS providers must begin forming direct partnerships with online retailers and social media platforms to create frameworks that can support a session-based monetisation model, as RCS business messaging develops.