This report examines the A2P Messaging market landscape in detail; assessing market trends and factors shaping the evolution of this rapidly growing market. The report analyses strategic opportunities for A2P messaging providers; addressing the key messaging channels with their individual challenges, and how stakeholders should navigate these. It also includes a Country Readiness Index, which categorises 60 countries within 8 regions as focus, growth, saturated, or developing markets within the A2P messaging space.
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- 1. Key Takeaways & Strategic Recommendations
- 1.1 A2P Messaging: Key Takeaways
- 1.2 A2P Messaging: Strategic Recommendations
- 2. Future Market Outlook
- 2.1 A2P Messaging Overview
- Figure 2.1: Use Cases for A2P Messaging
- 2.1.1 A2P Messaging Market Growth
- Figure 2.2: Proportion of A2P Messaging Traffic Attributable to Each Channel in 2023 (%)
- Figure 2.3: Proportion of A2P Messaging Traffic Attributable to Each Channel by 2028 (%)
- 2.2 A2P Messaging Channels
- Figure 2.4: Comparison of SMS, RCS, and WhatsApp
- 2.2.1 SMS
- i. Overview of A2P SMS
- Figure 2.5: Process of Sending an A2P SMS Message
- ii. Transactional A2P SMS Messages
- Figure 2.6: One-time Password Message Example
- iii. Promotional A2P SMS Messages
- Figure 2.7: Example of a Promotional A2P SMS Message
- iv. Challenges Faced by the SMS Market
- Figure 2.8: How AIT Makes Profit for Fraudsters
- Figure 2.9: SMS Business Messaging Prices ($), Split by Select 10 Countries, 2021 & 2023
- Figure 2.10: FIDO Registration Process
- 2.2.2 Alternative Authentication Methods Will Disrupt SMS Traffic
- i. Future of the A2P SMS Market
- Figure 2.11: Total Number of A2P Directly Connected Messages per annum (m), Split by 3 Key Regions, 2020-2028
- 2.2.3 RCS Messaging
- i. Overview of A2P RCS
- Figure 2.12: Example Use Case for A2P RCS Messaging and Key Features
- ii. Transactional A2P RCS Messages
- iii. Promotional A2P RCS Messages
- Figure 2.13: Examples of Promotional A2P RCS Messages
- iv. Challenges Faced by the A2P RCS Market
- v. Future of the A2P RCS Market
- Figure 2.14: MNO Revenue from A2P RCS Traffic ($m), Split by 8 Key Regions, 2020-2028
- 2.2.4 OTT Messaging
- i. Overview of A2P OTT Messaging
- ii. Transactional A2P OTT Messages
- Figure 2.15: WhatsApp Can Be Used to Send OTPs
- iii. Promotional A2P OTT Messages
- iv. Challenges Faced by A2P OTT Messaging Market
- Figure 2.16: Most Popular OTT Apps in each Country in 2023
- v. Future of A2P OTT Messaging Market
- Figure 2.17: Total A2P OTT Traffic (m), Split by 8 Key Regions, 2020-2028
- 2.2.5 Fraud Prevention
- 3. Key Market Verticals for A2P Messaging
- 3.1 Overview of Key Market Verticals
- Figure 3.1: Total Number of A2P Directly Connected Messages per annum (m), Split by Sector, 2020-2028
- 3.1.1 Banking and Finance
- i. Different Channels for A2P Messaging
- Figure 3.2: A2P Messaging Traffic within Banking (m), Split by Channel, 2023-2028
- ii. Future of A2P Messaging for Banking
- 3.1.2 Retail
- Figure 3.3: A2P Messaging Traffic within Retail (m), Split by Channel, 2023-2028
- i. Different Channels for A2P Messaging
- ii. Future of A2P Messaging for Retail
- 3.1.3 Ticketing
- Figure 3.4: A2P Messaging Traffic within Ticketing (m), Split by Channel, 2023-2028
- i. Different Channels for A2P Messaging
- ii. Future of A2P Messaging for Ticketing
- 3.1.4 Healthcare
- Figure 3.5: A2P Messaging Traffic within Healthcare (m), Split by Channel, 2023-2028
- i. Different Channels for A2P Messaging
- ii. Future of A2P Messaging for Healthcare
- 3.1.5 Content Payments
- Figure 3.6: A2P Messaging Traffic for Content Payments (m), Split by Channel, 2023-2028
- i. Different Channels for A2P Messaging
- ii. Future of A2P Messaging for Content Payments
- 3.1.1 Advertising
- Figure 3.7: A2P Messaging Traffic within Advertising (m), Split by Channel, 2023-2028
- i. Different Channels for A2P Messaging
- ii. Future of A2P Messaging for Advertising
- 4. Country Readiness Index
- 4.1.1 Focus Markets
- i. Western Europe
- Figure 4.4: MNO Revenue from A2P RCS Traffic ($m), Split by Select Countries in Western Europe, 2023-2028
- ii. Far East & China
- Figure 4.5: A2P Messaging Traffic across RCS and OTT Messaging (m), Split by China, Japan, and South Korea, 2023 vs 2028
- iii. North America
- Figure 4.6: Operator Revenue from A2P SMS and RCS Traffic in the US ($), 2023-2028
- iv. Indian Subcontinent
- v. Rest of Asia Pacific
- vi. Latin America
- 4.1.2 Growth Markets
- i. Africa & Middle East
- Figure 4.7: MNO Revenue from Directly Connected A2P SMS Traffic ($m)
- ii. Rest of Asia Pacific
- 4.1.3 Saturated Markets
- i. Western Europe
- ii. Central & East Europe
- 4.1.4 Developing Markets
- i. Latin America
- Figure 4.8: MNO Revenue from Directly Connected A2P Traffic ($m), Split by Select Countries in Latin America, 2023-2028
- ii. Indian Subcontinent
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