Behind the Scenes of Juniper Research’s Mobile Messaging Competitor Leaderboard

September 2024

Telecoms & Connectivity

Georgia Allen

Research Analyst

Juniper Research’s latest Mobile Messaging Leaderboard assessed the vendor positioning of 27 mobile messaging vendors, ranking Infobip as the leading vendor in this highly competitive market. This formed part of Juniper Research’s wider report, Global Mobile Messaging Market: 2024-2029.

To be considered for the Mobile Messaging Leaderboard, vendors must directly provide mobile messaging solutions. Factors such as the company’s scale and product offering are evaluated to make an informed decision as to whether a company fits the profile to be included. We cannot guarantee that our list of vendors is exhaustive, but Juniper Research believes the vendors included to be at the forefront of the market.

Here, we will discuss the factors influencing a vendor’s positioning in the Leaderboard, alongside a exploration of why the top scoring vendors are leading the mobile messaging market.

Shown below is the Mobile Messaging Competitor Leaderboard for 2024.

The Competitor Leaderboard is made up of two primary categories, Product & Positioning and Capacity & Capability, which make up each axes of the Leaderboard. Each of these categories is split into five subcategories, in which vendors are quantitatively scored on aspects of their mobile messaging product and solution. Below, each of these criteria are broken down, to help readers understand the factors that aid in our scoring of each vendor.

Capacity & Capability

Below are a few of the criteria utilised to assess a vendor’s capacity & capability in the Mobile Messaging market:

•    Experience in the Mobile Messaging Market – for this criteria, Juniper Research assessed the length of time each vendor has offered solutions related to mobile messaging. This criterion also considered the degree of disruption that a vendor’s new solutions have had on the market.

•    Size of Operations in the Sector – this considers factors such as number of messages deployed and the number of countries that services are offered to, in order to identify a vendor’s size of operations in the mobile messaging sector. Additionally, it considers the physical office presence of each vendor.

•    Extent & Breadth of Mobile Messaging Partnerships – this assessed both market-specific partnerships and direct relationships with mobile network operators, to identify the range of collaborations that a vendor is engaged in. Within this criterion, the extent of partnerships was evaluated, such as if it is a reseller partnership or technology partnership, combining the two enterprises’ capabilities to create a joint solution.

Product & Positioning

Below are a few of the criteria utilised to assess a vendor’s product & positioning in the Mobile Messaging market:

•    Mobile Messaging Service & Product Offering – this criterion assessed the services offered over mobile messaging channels, including the variety of technologies supported by each vendor. For example, a vendor may support all messaging platforms, but not necessarily be the highest scoring vendor due to not offering solutions such as commerce and chatbot functionalities over the channels. Therefore, the range of channels was combined with the depth of their solutions.

•    Extent of Innovation in the Mobile Messaging Market – this assessed the extent of innovation in a vendor’s solution or product offering. Here, Juniper Research’s opinion on a vendor’s innovation, or plans for innovation, was utilised, with discussions from vendor briefings critical for facilitating scoring.

•    Mobile Messaging Market Coverage – this criteria investigated the range of markets that the mobile messaging platform serves, as well as the extent of operations in each market. More specifically, the breadth of industries that a vendor provides mobile messaging services to was assessed, alongside direct connections with operator networks and enterprise customers. 

Infobip’s Leading Global Position Explained

Infobip scored highly in a wide range of criteria, with its innovation in conversational AI chatbots for RCS (Rich Communications Services) and RBM (RCS Business Messaging) proving to be particularly innovative in the mobile messaging market, as the company invests in a market set for rapid expansion. This, alongside Infobip’s early movement with communications APIs, specifically its RCS Business Messaging API, contributed greatly to its leading position in our Mobile Messaging Competitor Leaderboard.

With the mobile messaging market placing an emphasis on conversational AI, Infobip’s substantial investment in the solution will be crucial to maintaining revenue in this volatile market.

Furthermore, Infobip scored well within the capacity & capability criteria, with the size of its operations, partnerships and range of industries served contributing to its strong positioning in this aspect. 

Closely Followed by Vonage and Sinch…

Ranking second in the Mobile Messaging Competitor Leaderboard, Vonage’s APIs and AI Acceleration Suite allowed for its high scoring in product & positioning; however, overall it ranked second due to its lower capacity & capability.

Additionally, Sinch’s Smart Conversations, conversational messaging and RCS solutions provided the innovation and scope to position third it in the Competitor Leaderboard. With the volatility of the SMS platform, Sinch’s investment in RCS indicates its ability to capitalise on the changing conditions of the mobile messaging market.

Therefore, the investments that Infobip, Vonage and Sinch are making will maintain revenue potential in a highly changeable market.

How To Get Involved in Juniper Research’s Competitor Leaderboard

As part of the process to be included in Juniper Research’s Competitor Leaderboard, Juniper Research will send an RFI (Request for Information) and organise a briefing with the vendor, to gain both qualitative and quantitative information about the vendor’s solutions. This aids in scoring the leaderboard and constructing a vendor profile.

To register interest in participating in a future Competitor Leaderboard, click to visit our Competitor Leaderboard landing page: https://www.juniperresearch.com/services/competitor-leaderboards/