OTT Business Messaging: Message Traffic to Grow 172% by 2027

Although mobile messaging represents an established market, with the first SMS messaging being sent in 1992, OTT business messaging is an evolving and emerging market which provides a rich messaging solution to support emerging technologies and respond to the needs of brands and enterprises.

Juniper Research's latest research anticipates that the use of OTT business messaging will proliferate exponentially over the next four years, as enterprises look to adopt omnichannel communications as part of their online strategy. Moreover, as OTT messaging represents a no-to-low-cost alternative to operator-led messaging channels, such as SMS and RCS, Juniper Research recommends that operators must consider the monetisation of RCS messaging to provide a comparable rich messaging service and reduce the risk of damaged operator revenue, as enterprises look for a cheaper method to communicate with their customers.