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A2P Messaging
OverviewJuniper’s latest A2P (Application to Person) Messaging research suite provides a comprehensive analysis of the ecosystem, assessing the opportunities across primary use cases and key verticals. It offers an in-depth exploration of the future of key verticals in the sector, including challenges to operators’ A2P messaging revenues from grey route traffic and OTT messaging applications such as WhatsApp and Viber.

Key Features

  • Market Landscape & Trends Assessment: Extensive analysis of the future outlook of the A2P market, and the role competing technologies will play in the development of the market, including:
    • Impact of the RCS (Rich Communications Suite)
    • OTT (Over-the-Top) messaging applications
    • In-application Chatbots
  • Sector Analysis: Analysis of 7 key use cases for A2P messaging, including evaluation of the addressable market and primary use cases for:
    • Banking
    • Content Payments
    • Healthcare
    • Marketing Campaigns
    • One Time Passwords
    • Operator Engagement
    • Ticketing
  • Benchmark Industry Forecasts: Juniper’s five year forecasts provide a comprehensive view of the future of the A2P ecosystem, including both mobile operator and A2P platform provider perspectives. These forecasts cover 8 global regions and 14 key country markets. Forecasts include:
    • Operator Revenues from A2P SMS including segment splits
    • Operator Revenue Loss due to Grey Route A2P SMS
    • A2P Platform Revenues
    • Operator Revenues Loss due to OTT A2P Messaging including segments splits
  • Interviews with leading players across the value chain, including:
    • BICS
    • CLX Communications
    • Infobip
    • Mavenir Systems
    • Route Mobile
    • Silverstreet
    • Syniverse
    • Ubiquity.
  • Juniper Leaderboard: 13 leading A2P platform vendors compared, scored and positioned on the Juniper Leaderboard.

Key Questions

  1. Which strategies will prove to be successful in minimising grey route A2P traffic?
  2. To what extent is grey route traffic impacting operator billed revenues?
  3. How will OTT A2P services disrupt operators’ SMS services?
  4. Who are the A2P service provider market leaders?
  5. What is the total value of lost operator revenues from grey route traffic?

Companies Referenced

Interviewed: BICS, CLX Communications, Infobip, Mavenir Systems, Route Mobile, Silverstreet, Syniverse, Ubiquity.
Profiled: BICS, CLX Communications, Infobip, Mavenir Systems, MessageBird, Mitto, Nexmo, Route Mobile, Silverstreet, Syniverse, Tata Communications, tyntec, Ubiquity.
Case Studied: GSMA, iBasis, Infobip, NHS (National Health Service), WhatsApp.
Mentioned: 365squared, ABN Amro, Adobe, Aicent, Airbnb, Air Canada, Airtel, Airwide Solutions, Alibaba, Allianz, America Movil, Apple, Asia Netcom, Babylon Health, Banca Mediolanum, Banca Monte dei Paschi di Siena,Fineco, Banca Popolare di Milano, Banca Popolare di Sondrio, Banca Sella, Barclays, BBM, Bell, China Mobile, Cisco Systems, CM Telecom, Compass Group, CoTraveller, CTIA, Deutsche Telekom, Dialogue Communications, Doordash, EE, Ericsson, Facebook, Federal Bank, Flipkart, Fortytwo Telecom, Gemalto, GENBAND, Guangzhou Qida Electronic Technology, HailoCab, Halifax, Heineken, Huawei, ICQ, IFTTT (If-this-then-that), Intesa Sanpaolo Group, ITU‑T (International Telecommunication Union), IW Bank, KakaoTalk, Kik Messenger, KPN, KT, LINE, Lloyds, MACH, Mastercard, mBlox, MEF (Mobile Ecosystem Forum), MetroPCS, Microsoft, Millicom, Mobey Forum, Mobile Marketing Association, Nationwide, Netsize, Nexi, Zurich, O2, Olacabs, Openmarket, Oxygen8, Panasonic, Pingdom, Polkomtel, QQ Mobile, Renault, Rogers, Safaricom, SAP, Salesforce, Simfonics, Sinch AB, SK Telecom, Skype, Slack, Snapchat, Sprint, Stoke, StubHub, Sunrise, Sybase, Symsoft, Telecom Italia, Telefonica, Telegram, TeleSign Corporation, TeliaSonera, Three, TIM, T-Mobile, UAEXchange, UBA, Uber, Ubi Banca, Ulticom, UniCredit Group, UPlus, VeriSign, Viber, Vibes, VodaCom, Vodafone, Voltari, Vonage,WeChat, Wind Hutchinson 3G, Xura Secure Communications, Zentech, Zoho Marketplaces.

Data & Interactive Forecast

Juniper Research’s highly granular IFxls (Interactive Forecast Excels) enable clients to manipulate Juniper’s forecast data and charts to test their own assumptions, perform what-if analysis; and compare select markets side by side in customised charts and tables. IFxls greatly increase clients’ ability both to understand a particular market and to integrate their own views into the model.
Juniper’s A2P Messaging forecast suite includes:
  • Five year benchmark forecasts are key metrics by 8 key regions and 14 country level splits including
  • US
  • Canada
  • Brazil
  • France
  • Germany
  • Italy
  • Spain
  • UK
  • Russia
  • China
  • Japan
  • South Korea
  • India
  • Singapore
  • A2P SMS segment splits, including:
    • Banking
    • Ticketing
    • Healthcare
    • Content Payments
    • Operator Engagement
    • Advertising
    • Retail
  • OTT A2P segment splits, including:
    • Banking
    • Ticketing
    • Healthcare
    • Content Payments
    • Advertising
    • Retail
  • Interactive Excel Scenario tool allowing user the ability to manipulate Juniper’s data for 10+ different metrics.
  • Access to the full set of forecast data of 95 tables and over 16,000 data points.
Juniper Research’s highly granular interactive Excels enable clients to manipulate Juniper’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.

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A2P Messaging - Deep Dive Strategy & Competition 2017-2022

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The research suite identifies the key drivers behind the A2P market, evaluating the technologies that will define the evolution of the service beyond SMS messaging. The impact of competing technologies, such as OTT applications and chatbots, are assessed alongside new operator opportunities, such as RCS. This provides the reader with unique understanding of the opportunities and challenges facing the A2P market, as well as an acute awareness of the potential disruption for future services.
Offered in PDF format.

The research includes:
  • Technology Assessment: Including OTT Messaging Application and In-app Chatbots
  • Analysis of key A2P segments, including an evaluation of key market forces and future prospects.
  • Assessment of MNO & OTT prospects in the A2P Messaging Market
  • Comprehensive evaluation of emerging market forces and key trends
  • Juniper Leaderboard: A2P platform vendor analysis providing capability assessment & market positioning for 13 leading A2P platform providers
  • Industry ‘Movers & Shakers’ review.
Please download the table of contents above for greater detail.

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Research Details

Sam Barker
Telco Service Providers
8 Key Regions - includes North America, Latin America, West Europe, Central & East Europe, Far East & China, Indian Subcontinent, Rest of Asia Pacific and Africa & Middle East
Brazil, Canada, China, France, Germany, India, Italy, Japan, South Korea, Russian Federation, Singapore, Spain, UK, USA

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