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Global OTT Business Messaging Market 2024-2029: Full Research Suite

Publisher Juniper Research
Published Sep 12, 2024
Length 161 Pages
SKU # JNRH19997511

Description

Our OTT (Over the Top) Business Messaging research suite provides analysis and actionable insights into the role of OTT business messaging in enterprises’ omnichannel communications strategies; enabling key stakeholders such as CPaaS (Communications Platform-as-a-Service) and OTT messaging vendors to effectively navigate this diverse and complex market. The suite covers a wide range of OTT business messaging channels, including WhatsApp, WeChat, Messenger, LINE, Telegram, Viber, KakaoTalk, and Zalo.

Included is a detailed assessment of recent developments in the OTT business messaging market, such as WhatsApp’s update to its pricing with the return of price per message, free service messages, and utility messages within the 24-hour customer service period, and how the growth of RCS (Rich Communication Services) business messaging will impact the OTT business messaging market. Alongside this it provides strategic recommendations and analysis of how OTT business messaging vendors can capitalise on features such as broadcast and channel messages, and click-to-chat ads.

The report also provides strategic recommendations and analysis of how OTT business messaging vendors can best develop and monetise conversational AI and chatbot services, location-based messaging services, conversational commerce services, customer data platforms, and super apps.

The market forecast suite includes several different options that can be purchased separately, including access to data mapping and a forecast document, a strategy and trends document detailing critical trends in the market, and strategic recommendations for monetising and developing OTT business messaging solutions and services.

The research suite includes a Competitor Leaderboard, which can be purchased separately; containing analysis and market sizing for 20 leading OTT business messaging vendors, who each provide support for one or more OTT messaging channels.

Collectively, the suite provides a critical tool for understanding the OTT business messaging market, which allows OTT business messaging providers, and other stakeholders, to shape their future strategies for service development and monetisation. Its unparalleled coverage makes this research suite an incredibly useful resource for charting the future of a key telecommunications market.

Please note: the online download version of this report is for a global site license.

Table of Contents

161 Pages
1. Key Takeaways & Strategic Recommendations
1.1 Key Takeaways
1.1.1 WhatsApp Replaces Conversation-based Pricing with Price Per Message
Figure 1.1: Total Number of OTT Business Messages Sent (m), Split By 8 Key Regions, 2024-2029
1.1.2 Consumers Will Eventually Be Able to Choose Their Own Channel
1.2 Key Strategic Recommendations
1.2.1 OTT Business Messaging Vendors Must Integrate Click-to-Chat Ad Features and Services
1.2.2 OTT Business Messaging Vendors Must Target Brazil, India, China, and Japan to Remain at Forefront of Market
Figure 1.2: Total OTT Business Messaging Revenue in Brazil, China, India, and Japan ($m), 2024-2029
2. Market Landscape
2.1 Introduction
2.2 Key Trends in OTT Business Messaging
2.2.1 OTT Business Messaging Traffic to Exceed 1.1 Trillion in 2029
Figure 2.1: Total Number of OTT Messenger Users (m), Split By 8 Key Regions, 2024-2029
Figure 2.2: Total OTT Business Messaging Revenue ($m), Split By 8 Key Regions, 2024-2029
2.2.2 How the Development of RCS Business Messaging Will Impact the OTT Business Messaging Market
Figure 2.3: RCS Key Features and Capabilities
Figure 2.4: Global Growth in OTT Messenger and RCS Users (m), Split By 8 Key Regions, 2024-2029
2.2.3 WhatsApp to End Conversational Pricing in April 2025, Highlighting the Importance of Simplicity in Pricing
2.2.4 Consumer Control Over OTT Channel Selection to be Increasingly Important
2.3 Key Channels for OTT Business Messaging
Figure 2.5: Largest OTT Channel in Each Country
2.3.1 WhatsApp
i. Introduction
Table 2.6: Key WhatsApp Metrics, 2024
ii. Business Messaging Pricing
Table 2.7: Example of Pricing of Different WhatsApp Categories (November 1st 2024)
iii. WhatsApp Messaging Features
Figure 2.8: WhatsApp Chat Button
Figure 2.9: Example of WhatsApp Catalogue
Figure 2.10: WhatsApp Business Directory
Figure 2.11: WhatsApp Pay Example
Figure 2.12: WhatsApp Channels
2.3.2 WeChat
i. Introduction
Table 2.13: WeChat Key Metrics, 2024
Figure 2.14: WeChat Evolution Over the Years
ii. WeChat Business Messaging
2.3.3 Messenger
i. Introduction
Table 2.15: Messenger Key Metrics
ii. Business Messaging
2.4 Telegram
i. Introduction
Table 2.16: Telegram Key Statistics
ii. Business Messaging
Figure 2.17: Telegram Business Chatbots
2.5 LINE
i. Introduction
Table 2.18: Global Line Key Statistics
Figure 2.19: Adding Friends Using LINE Pay
ii. Business Messaging
Table 2.20: Three Different Plans for a LINE Official Account
Figure 2.21: LINE Broadcast Message Example
Figure 2.22: LINE Rich Menu Feature
Figure 2.23: Example of LINE Beacon
2.6 Viber
i. Introduction
Table 2.24: Viber Key Statistics in 2024
ii. Business Messaging
Figure 2.25: Viber Business Messaging Pricing Models
Figure 2.26: Examples of Viber Business Messaging Costs (November 2024)
2.7 KakaoTalk
i. Introduction
Table 2.27: KakaoTalk Key Statistics
ii. Business Messaging
2.8 Zalo
i. Introduction
Table 2.28: Global Zalo Key Statistics in 2024
ii. Business Messaging
3. Future Opportunities and Market Strategies
3.1 Key Monetisable Opportunities and Strategies for Vendors
3.1.1 Chatbots and LLMs
Figure 3.1: Total Number of Messaging Chatbots Accessed per Year (m), Split by 8 key Regions, 2023-2028
3.1.2 Conversational Commerce
Figure 3.2: Total Conversational Commerce Revenue ($m), Split By 8 Key Regions, 2023-2028
3.1.3 Click-to-Chat Ads
Figure 3.3: WhatsApp Click-to-Chat Ad Example
3.1.4 Channels and Broadcasts
Figure 3.4: Example of WhatsApp Channel
3.1.5 Super Apps
Figure 3.5: WeChat Store Example
Figure 3.6: WhatsApp Pay Example
3.1.6 Customer Data Platform
4. Country Readiness Index
4.1 Introduction to Country Readiness Index
Figure 4.1: OTT Business Messaging Country Readiness Index Regional Definitions
Table 4.2: Juniper Research Country Readiness Index Scoring Criteria
Figure 4.3: OTT Business Messaging Country Readiness Index: Market Status 2024
Table 4.4: OTT Business Messaging Country Readiness Index: Market Segments
4.2 Focus Market
Figure 4.5: Select OTT Focus Markets’ OTT Messaging Application Penetration Rate (%), 2024-2029
4.2.2 Brazil
Figure 4.6: Total Number of OTT Business Messages Sent in Brazil (bn), 2024-2029
4.2.3 China
Figure 4.7: Total Number of Monthly Active OTT Messaging Users in China (m), 2024-2029
4.2.4 India
Figure 4.8: Total Number of OTT Business Messages Sent in India (bn), 2024-2029
4.2.5 Indonesia
Figure 4.9: Total OTT Business Messaging Revenue in Indonesia ($m), 2024-2029
4.3 Growth Markets
i. The US
Figure 4.10: Total Revenue from OTT Business Messaging in the US ($m), 2024-2029
4.4 Developing Markets
Table 4.11: Juniper Research’s Country Readiness Index Heatmap: North America
Table 4.12: Juniper Research’s Country Readiness Index Heatmap: Latin America
Table 4.13: Juniper Research’s Country Readiness Index Heatmap: West Europe
Table 4.14: Juniper Research’s Country Readiness Index Heatmap: Central & East Europe
Table 4.15: Juniper Research’s Country Readiness Index Heatmap: Far East & China
Table 4.16: Juniper Research’s Country Readiness Index Heatmap: Indian Subcontinent
Table 4.17: Juniper Research’s Country Readiness Index Heatmap: Rest of Asia Pacific
Table 4.18: Juniper Research’s Country Readiness Index Heatmap: Africa & Middle East
1. Competitor Leaderboard
1.1 Why Read This Report
Table ‎1.1: Juniper Research Competitor Leaderboard Vendors and Product Portfolios (One)
Table ‎1.2: Juniper Research Competitor Leaderboard Vendors and Product Portfolios (Two)
Figure ‎1.3: Juniper Research Competitor Leaderboard: OTT Business Messaging
Table ‎1.4: Juniper Research Competitor Leaderboard: OTT Business Messaging Vendors & Positioning
Table ‎1.5: Juniper Research Competitor Leaderboard Heatmap: OTT Business Messaging (1 of 2)
Table ‎1.6: Juniper Research Competitor Leaderboard Heatmap: OTT Business Messaging (2 of 2)
2. Vendor Profiles
2.1 Vendor Profiles
2.1.1 Bird
i. Corporate Information
ii. Geographical Spread
iii. Key Clients & Strategic Partnerships
iv. High-level View of Offerings
v. Juniper Research’s View: Key Strengths & Strategic Development Opportunities
2.1.2 Cequens
i. Corporate Information
Table ‎2.1: Cequens’ Acquisitions Since 2016
ii. Geographical Spread
iii. Key Clients & Strategic Partnerships
iv. High-level View of Offerings
v. Juniper Research’s View: Key Strengths & Strategic Development Opportunities
2.1.3 Clickatell
i. Corporate Information
ii. Geographical Spread
iii. Key Clients & Strategic Partnerships
iv. High-level View of Offerings
v. Juniper Research’s View: Key Strengths & Strategic Development Opportunities
2.1.4 CM.com
i. Corporate Information
Table ‎2.2: CM.com’s Select Financial Information (€m), 2022-2023
ii. Geographical Spread
iii. Key Clients & Strategic Partnerships
iv. High-level View of Offerings
v. Juniper Research’s View: Key Strengths & Strategic Development Opportunities
2.1.5 Comviva
i. Corporate Information
Table ‎2.3: Comviva’s Select Financial Information ($m), 2021-2023
ii. Geographical Spread
iii. Key Clients & Strategic Partnerships
iv. High-level View of Offerings
v. Juniper Research’s View: Key Strengths & Strategic Development Opportunities
2.1.6 GMS
i. Corporate Information
ii. Geographical Spread
iii. Key Clients & Strategic Partnerships
iv. High-level View of Offerings
v. Juniper Research’s View: Key Strengths & Strategic Development Opportunities
2.1.7 Gupshup
i. Corporate Information
ii. Geographical Spread
iii. Key Clients & Strategic Partnerships
iv. High-level View of Offerings
v. Juniper Research’s View: Key Strengths & Strategic Development Opportunities
2.1.8 Infobip
i. Corporate Information
Table ‎2.4: Infobip’s Acquisitions – April 2021 to Present
ii. Geographical Spread
iii. Key Clients & Strategic Partnerships
iv. High-level View of Offerings
v. Juniper Research’s View: Key Strengths & Strategic Development Opportunities
2.1.9 LINK Mobility
Table ‎2.5: LINK Mobility Select Financial Information (NOK 000)
i. Juniper Research’s View: Key Strengths & Strategic Development Opportunities
2.1.10 Mitto
i. Corporate Information
ii. Geographical Spread
iii. Key Clients & Strategic Partnerships
iv. High-level View of Offerings
v. Juniper Research’s View: Key Strengths & Strategic Development Opportunities
2.1.11 Monty Mobile
i. Corporate Information
ii. Geographical Spread
iii. Key Clients & Strategic Partnerships
iv. High-level View of Offerings
v. Juniper Research’s View: Key Strengths & Strategic Development Opportunities
2.1.12 Route Mobile
i. Corporate Information
Table ‎2.6: Route Mobile Total Consolidated Revenue (₹), 2021-2023
ii. Geographical Spread
iii. Key Clients & Strategic Partnerships
iv. High-level View of Offerings
Figure ‎2.7: How OmniCent Works
v. Juniper Research’s View: Key Strengths & Strategic Development Opportunities
2.1.13 Soprano Design
i. Corporate Information
Table ‎2.8: Soprano Design Acquisitions Since 2020
ii. Geographical Spread
Figure ‎2.9: Soprano Design Global Reach and Support Network
iii. Key Clients & Strategic Partnerships
Figure ‎2.10: Soprano Design Global Carrier Partners
iv. High-level View of Offerings
v. Juniper Research’s View: Key Strengths & Strategic Development Opportunities
2.1.14 Sinch
i. Corporate Information
Table ‎2.11: Sinch Select Financial Information ($m), 2021-2023
ii. Geographical Spread
iii. Key Clients & Strategic Partnerships
iv. High-level View of Offerings
v. Juniper Research’s View: Key Strengths & Strategic Development Opportunities
2.1.15 Syniverse
Figure ‎2.12: Syniverse CPaaS Channels
i. Juniper Research’s View: Key Strengths & Strategic Development Opportunities
2.1.16 Tata Communications
i. Corporate Information
Table ‎2.13: Tata Communications’ Select Financial Information (₹ in crore), FY 2022-23 & FY 2023-24
ii. Geographical Spread
iii. Key Clients & Strategic Partnerships
iv. High-level View of Offerings
Figure ‎2.14: Tata Communications Kaleyra Chatbots
v. Juniper Research’s View: Key Strengths & Strategic Development Opportunities
2.1.17 Twilio
i. Corporate Information
Table ‎2.15: Twilio’s Revenue ($m), 2021-2023
Table ‎2.16: Twilio Acquisitions, 2020 to Present
ii. Geographical Spread
iii. Key Clients & Strategic Partnerships
iv. High-level View of Offerings
Figure ‎2.17: Twilio Programmable Messaging APIs
v. Juniper Research’s View: Key Strengths & Strategic Development Opportunities
2.1.18 Vonage
i. Corporate Information
ii. Geographical Spread
iii. Key Clients & Strategic Partnerships
iv. High-level View of Offerings
v. Juniper Research’s View: Key Strengths & Strategic Development Opportunities
2.1.19 Cisco Webex
i. Corporate Information
Table ‎2.18: Cisco’s Financial Information ($m), 2021-2023
ii. Geographical Spread
iii. Key Clients & Strategic Partnerships
iv. High-level View of Offerings
Figure ‎2.19: Cisco Low-code Flow Builder
v. Juniper Research’s View: Key Strengths & Strategic Development Opportunities
2.1.20 Zenvia
i. Corporate Information
Figure ‎2.20: Select Financial Information Zenvia Financial Year 2022 to Financial Year 2023 (BRL Million)
ii. Geographical Spread
iii. Key Clients & Strategic Partnerships
iv. High-level View of Offerings
v. Juniper Research’s View: Key Strengths & Strategic Development Opportunities
2.2 Juniper Research Leaderboard Assessment Methodology
2.3 Limitations & Interpretations
Table ‎2.21: Juniper Research Competitor Leaderboard: Global OTT Business Messaging Market, 2024-2029
1. Introduction and Methodology
1.1 Introduction
Figure 1.1: Proportion of Smartphone Users Using OTT Messaging Applications (%), 2024-2029
1.2 Forecast Methodology
Figure 1.2: OTT Business Messaging Forecast Methodology
2. Market Summary and Future Market Outlook
2.1 Total Number of OTT Messaging Users
Figure & Table 2.1: Total Number of OTT Messaging Users (m), Split By 8 Key Regions, 2024-2029
2.2 Total Number of OTT Business Messages Sent
Figure & Table 2.2: Total Number of OTT Business Messages Sent (m), Split By 8 Key Regions, 2024-2029
2.3 Total Revenue from OTT Business Messaging
Figure & Table 2.3: Total Revenue from OTT Business Messaging ($m), Split By 8 Key Regions, 2024-2029
2.4 Total Number of OTT Advertising Messages
Figure & Table 2.4: Total Number of OTT Advertising Messages (m), Split By 8 Key Regions, 2024-2029
2.5 Total Revenue from OTT Advertising Messages
Figure & Table 2.5: Total Revenue from OTT Advertising Messages ($m), Split By 8 Key Regions, 2024-2029
2.6 Total Number of OTT Healthcare Messages
Figure & Table 2.6: Total Number of OTT Healthcare Messages (m), Split By 8 Key Regions, 2024-2029
2.7 Total Revenue from OTT Healthcare Messages
Figure & Table 2.7: Total Revenue from OTT Healthcare Messages ($m), Split By 8 Key Regions, 2024-2029
2.8 Total Number of OTT Banking Messages
Figure & Table 2.8: Total Number of OTT Banking Messages (m), Split By 8 Key Regions, 2024-2029
2.9 Total Revenue from OTT Banking Messages
Figure & Table 2.9: Total Revenue from OTT Banking Messages ($m), Split By 8 Key Regions, 2024-2029
2.10 Total Number of OTT Content Payment Messages
Figure & Table 2.10: Total Number of OTT Content Payment Messages (m), Split By 8 Key Regions, 2024-2029
2.11 Total Revenue from OTT Content Payment Messages
Figure & Table 2.11: Total Revenue from OTT Content Payment Messages ($m), Split By 8 Key Regions, 2024-2029
2.12 Total Revenue from OTT Ticketing Messages
Figure & Table 2.12: Total Revenue from OTT Ticketing Messages ($m), Split By 8 Key Regions, 2024-2029
2.13 Total Number of OTT Retail Messages
Figure & Table 2.13: Total Number of OTT Retail Messages (m), Split By 8 Key Regions, 2024-2029
2.14 Total Revenue from OTT Retail Messages
Figure & Table 2.14: Total Revenue from OTT Retail Messages ($m), Split By 8 Key Regions, 2024-2029

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