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全球 OTT 商業訊息傳遞市場 2023-2028
市場調查報告書
商品編碼
1379502

全球 OTT 商業訊息傳遞市場 2023-2028

Global OTT Business Messaging Market 2023-2028
出版日期: | 出版商: Juniper Research Ltd | 英文 | 商品交期: 最快1-2個工作天內

價格
簡介目錄

本報告分析了全球 OTT 商業消息市場，提供了該服務的概述、滲透狀況、總體市場規模趨勢預測（未來五年）、按部門、地區和行業以及市場劃分的詳細趨勢。調查日本的競爭結構、未來成長潛力/問題、策略建議和主要公司概況。

分析內容:

  • 市場趨勢/策略 (PDF)
  • 競爭排行榜 (PDF)
  • 數據/預測 (PDF)
  • 市場規模/預測電子表格:未來 5 年 (Excel)
  • 訪問線上數據平台（12個月）

主要市場統計數據

2023年市場規模 2.185 億美元
2028年市場規模 8.368 億美元
2023 年至 2028 年成長率（複合年增長率）: 31%

主要特點

  • 基準產業預測（未來5年） :按地區（共8個地區）、按國家（共60個國家）
    • 北美
      • 加拿大、美國
    • 拉丁美洲
      • 阿根廷、巴西、智利、哥倫比亞、厄瓜多爾、墨西哥、秘魯、烏拉圭
    • 西歐
      • 奧地利、比利時、丹麥、芬蘭、法國、德國、希臘、愛爾蘭、意大利、荷蘭、挪威、葡萄牙、西班牙、瑞典、瑞士、英國
    • 中東歐
      • 克羅地亞、捷克共和國、匈牙利、波蘭、羅馬尼亞、俄羅斯、土耳其、烏克蘭
    • 遠東/中國
      • 中國、香港、日本、韓國
    • 印度次大陸
      • 孟加拉國、印度、尼泊爾、巴基斯坦
    • 其他亞太國家
      • 澳大利亞、印度尼西亞、馬來西亞、新西蘭、菲律賓、新加坡、泰國、越南
    • 非洲/中東
      • 阿爾及利亞、埃及、以色列、肯尼亞、科威特、尼日利亞、卡塔爾、沙特阿拉伯、南非、阿拉伯聯合酋長國

主要問題

  • 1. 2023年OTT商務訊息市場的主要供應商有哪些？
  • 2.未來五年OTT商務訊息供應商存在哪些機會？
  • 3.歐盟數位市場立法將如何影響 OTT 商業訊息市場？
  • 4. 2028 年全球 OTT 商務訊息市場規模有多大？
  • 5. OTT 商務訊息供應商如何能最好地透過超級應用程式獲利？
  • 6.為什麼遠東/中國是全球最大的OTT商業消息市場？

公司分析

  • 受訪企業:Gupshup、Syniverse
  • Juniper Research Competitor Leaderboard訪問對象:Clickatell、CM.com、Comviva、GMS Worldwide、Gupshup、Infobip、Kaleyra、LINK Mobility、MessageBird、Mitto、Monty Mobile、Route Mobile、Sinch、Syniverse、Tata Communications、Twilio
  • 提到的公司:2bebot、A Vote; 、Accura Scan、ACL Mobile、Actito、Adax、Adobe、Adwise、AFS (Arab Financial Services)、Airbnb、Airtel、Airtouch New Media、Alfa Orascom Telcom、Alfa-Bank Kazakhstan、Alibaba、Alisys、Allied Bank、Altiria、Amazon Web Services、American Express、AMM SpA、Amphia Hospital、Anam、Apple、Apptivo、Ares Management、Asia Insurance 1950、ATGen、Athonet、Audi、Avangrid、Axiata 、BAB International Corporation、Bahrain Financing Company、Bancontact、Bandyer、Bank of Maharashtra、Batelco、BBC (British Broadcasting Corporation)、BBVA、Bessemer Venture Partners、Best Western、Bharti Airtel、BlaBlaCar、Blackopal、BlackRock、Bloomberg、Blueorange Group SRL、BMW、BNP Paribas、Boku Mobile Identity、Bolt、Bon Prix、Booking.com、Bosch Group、BotsNext、British Gas、Building Blocks、Bukalapak、Cambridge Hospitals NHS Trust、Cancer Research UK、Cape Epic、Capitec、CarDekho、Central Bank of Nigeria、Chatfuel、China Mobile、Chorally Srl、Cisco、Citrus、CleverTap,、Cloud Integrate、Coca-Cola、Cognigy、Collab、Comium、Commio、Comsys、Conceptboard、Credit agricole、DAG Ventures、Dahmakan、Daraz、Decathlon、Deliveroo、Dell、Deloitte、Destined、Deutsche Post、DHL、Dialogic、Die Post、Digitel、DinarPAY、Dis-Chem Pharmacies、DNB、Domino's、DoorDash、Draper Fisher Jurveston、e& enterprise、EaseMyTrip.com、eBay、EchoRoaster、Eclat Media Group、Econet Wireless、Electric Imp、Emarsys、Emirates、Emirates College of Technology、Ericsson、Estee Lauder、Etam、Etisalat、Everbridge、Eversource、Experian、Expresso、Federated Wireless、Fidelity Management、Fitbit、FKP Scorpio、Flipkart、FlySafair、Forever、Founder Collective、French Government、Frensworkz、Fujitsu、Gamigo、Genesys、GEVA Group、GitHub、Glassdoor、Globeair、Glovo、Go Biz IT、GoDaddy、Google、Grameenphone、GrandPad、GTBank、Harbor Spring Capital、HDFC Bank、Healthcare at Home、helloguide、HF Group、HP、HubSpot、Hulu、HUNT、Hutch、Hutchison Telecom、Hyundai、IBM、ICICI Bank、Idea Cellular、iDEAL、IKEA、IMDb、Imowi、Imperial Logistics、Indeed、Inditex、Indosat、Infosys、Inteliquent、IOCL、ISS、Jawwal、Jazz、Johnson & Johnson、JT Telecom、JustPark、Jysk、Kakao、Kickstarter、King's College Hospital、Klaviyo、L'Oreal、LeadSquared、Leanpay、Lebara Mobile、LinkedIn、Lotus Hospitals、Lyft、Magento、Malabar Investments、Marham、MarketingPlatform、Marks & Spencer、Mastercard、Matelab Srl、McKinsey & Company、medGo、MediaMarkt、Mediatel Data、Medtel、Mepal、MercadoLibre、Message Broadcast、MessageMedia、MessengerPeople、Meta、Metrodata、Microsoft、Mob、MobiFone、MTN、Mukuru、MUUUH! Next、Nederlandse Loterij、Nestle、Netflix、Netokracija、NetVoice、Nexi、Nickel、Nifty Window、NLB Banka、Nomorobo、Nouriza、Novartis、O2、Occum Health、OEP (One Equity Partners)、OLA、Old Mutual、Onebit Cloud、Ooredoo、OpenCart、OpenMarket、OpenRent、OpenSooq、Oracle、Orange、Oxfam、Oxfordcaps、Papa John's Pizza、ParkMobile、Parloa、Pathwire、Paylogic、Paytm、Peerless Network、Philips、Pick n Pay Group、Plantt.io、Plus、PostNord、Quadra、Radware、Raiffeisen Bank、Rakuten、Randstad、Rapido、Rappi、Red Hat、Redpoint Ventures、Rently、Responsys、Revolut、Robi、RSPCA、Safaricom、Salesforce、San Paolo、Santagostino、SAP、Segment、Selligent、Senati、Seqouia Capital、Shift Conference、ShoeBeDo、Shopify、SimpleTECH、Skoda Auto、Skype、Slack、Smart Communications、SMARTY、Social25、SodaStream、Somtel、Source.One、Specsavers、Spetz、Spotify、Standard Bank、stc、Sterling Bank、Strands、Stripe、SurveyMonkey、SWAN、Tailorman、Takeaway.com、Talis、Tangerine、Tantan、Target、Tarjeta Plan Platino、TATA 1mg、Tele2、Telefonica、Telegram、Telekom Deutschland、Telkom South Africa、Tellephant、telXira、Teravoz、Tesco Bank、The American Red Cross、The Denan Project、the Dutch Government、The Netherlands Red Cross、The Norwegian Health Agency、The Times Group、The University of Warwick、think moto、Tiger Global、Tismi、TM (Telekom Malaysia Berhad)、Tokopedia、Total、TRADEofficer、TransUnion、Trimitrasis、Truecaller、Truweight、TTN、TUI、Twistellar、Twitch、UBA、Uber、Ubicua Limitada、Unilever、United Lincolnshire Hospitals Trust、US Foods、ValueFirst、Viber、Viettel、Visa、VMware、Vodafone、Voiceitt、Volpy、Wakeflow、Walgreens、Walmart、WebEngage、Wefarm、Welthungerhilfe、WeWork、WhatsApp、WIT Software、WooCommerce、WorkIndia、Wurth、X、Yelp 、Yousign、YouTube、Zain、ZALORA、Zendesk、Zipcar、Zipwhip、ZOHO、Zoko、Zomato、Zong 4G.

預測概述

OTT 商業訊息流量將從 2023 年的 1,000 億則訊息增加到 2028 年的 3,750 億則訊息。隨著 SMS 網路的惡化，行動商務訊息傳遞公司正在轉向替代管道，包括 OTT 訊息傳遞應用程式。因此，預計未來五年營運商將因 OTT 管道而損失超過 30 億美元的簡訊業務訊息收入。

  • 猖獗的詐欺行為導致簡訊網路品質下降，而隨著商業簡訊流量需求放緩，營運商為了維持收入而不斷提高簡訊費率。為了利用 SMS 市場的停滯，OTT 應用程式供應商需要部署定價策略，吸引高消費企業放棄現有的 SMS 管道。這種策略需要依使用情況隔離流量，並向企業收取 MFA（多因素身份驗證）等關鍵任務流量的費用。
  • 零售業的 OTT 商業訊息傳遞成本將顯著增加，從 2023 年全球的 7.9 億美元成長到 2028 年的超過 26 億美元。OTT 訊息供應商需要將其他零售通路的資料整合到其 OTT 業務訊息傳遞活動中。透過這樣做，供應商可以將他們的應用程式定位為零售商電子商務策略的關鍵管道。為了最大限度地發揮這一領域的潛力，OTT 訊息供應商必須將支付功能直接整合到他們的應用程式中，以最大限度地發揮該管道的價值主張。

目錄

市場趨勢和策略

第一章 主要趨勢與策略建議

第二章 未來市場展望

  • 介紹
  • OTT 商業訊息傳遞市場的主要趨勢
  • 透過主要 OTT 訊息傳遞管道獲利
    • WhatsApp
    • Messenger
    • WeChat
    • LINE
    • Telegram
    • Viber
    • KakaoTalk
    • Zalo

第 3 章 貨幣化機會與策略

  • 按細分市場分析
    • 廣告
    • 銀行業
    • 醫療保健
    • 內容付費
    • 零售業
    • 出票
  • 關鍵的貨幣化機會
    • OTT 商業消息貨幣化模型
      • 每個訊息的定價模型
      • 基於會話的模型
    • 超級應用程式
      • 社群商務
      • 交通設施
      • 小程式
    • OTT認證
    • 增值服務
      • 呼籲採取行動
      • 客戶數據平台
      • 聊天機器人
      • 對話式商務
  • OTT 商業訊息市場面臨的挑戰

第四章:各國應對狀況指數

  • OTT 商業訊息傳遞:國家準備度指數
  • 按地區劃分的要點
  • 區域分析
    • 北美
      • 美國
      • 拉丁美洲
      • 巴西
    • 西歐
    • 中東歐
    • 遠東/中國
      • 中國
      • 韓國
    • 印度次大陸
      • 印度
    • 亞太其他地區
      • 越南
    • 非洲/中東

競爭排行榜

第 1 章 JuniperResearch 競爭排行榜

第二章 供應商簡介

  • Clickatell
    • 企業
    • 經營地區
    • 主要客戶和合作夥伴
    • 主要產品/服務
    • JuniperResearch 觀點:戰略部署的主要優勢和機遇
  • CM.com
  • Comviva
  • GMS Worldwide
  • Gupshup
  • Infobip
  • Kaleyra
  • LINK Mobility
  • MessageBird
  • Mitto
  • Monty Mobile
  • Route Mobile
  • Sinch
  • Syniverse
  • Tata Communications
  • Twilio
  • tyntec
  • Vonage
  • Webex
  • Zenvia
  • Juniper Research Leaderboard分析方法
  • 限制和解釋

數據和預測

第一章 市場概況及未來展望

第二章 市場概況及未來市場展望

  • OTT訊息用戶數量
  • OTT業務訊息流量
  • OTT 商業消息收入
  • OTT 業務消息導致電信業者的總收入損失

第三章市場機會

  • 調查方法
  • OTT 商業訊息流量:廣告
  • OTT 商業消息收入:廣告
  • OTT 商業訊息流量:銀行業
  • OTT 商業訊息收入:銀行業
  • OTT 業務訊息流量:內容支付
  • OTT 商業訊息收入:內容支付
  • OTT 商業訊息流量:醫療保健
  • OTT 商業訊息收入:醫療保健
  • OTT 商業訊息傳遞總流量:零售
  • OTT 商業消息收入:零售
  • OTT 商業訊息流量:數位票務
  • OTT 商業消息收入:數位票務
簡介目錄

REPORT OVERVIEW

Our new “OTT Business Messaging” market research provides indispensable analysis into how CPaaS (Communications Platform-as-a-Service), and CSPs (Communications Service Providers) can leverage OTT (Over the Top) messaging channels to expand their business messaging offerings, and revenue. Strategic recommendations are provided for the innovation, and monetisation of key OTT business messaging services including, LLM (Large Language Model) chatbots, super apps, customer data platforms, and CRMs (Customer Relationship Managers). Further analysis, and recommendations are provided for developments in the OTT business market, including the introduction of the EU's (European Union) Digital Markets Act, which has forced the development of interoperability between messenger apps, and the introduction of WhatsApp's new pricing structure for its OTT business messaging services.

The new research also includes Juniper Research's Country Readiness Index, which provides a detailed assessment of the current, and future OTT business messaging market for each of the 60 countries, included in the report's forecast data. Using a rigorous methodology, the Country Readiness Index leverages bespoke 5-year forecasts, and our analysts' expertise to provide scoring for each country.

This report is accompanied by 5-year forecasts for the market, including:

  • Advertising
  • Banking
  • Healthcare
  • Content Payment
  • Retail
  • Ticketing
  • Other

The research suite includes:

  • Market Trends & Strategies (PDF)
  • Competitor Leaderboard (PDF)
  • Data & Forecasting (PDF)
  • 5-year Market Sizing & Forecast Spreadsheet (Excel)
  • 12 Months' Access to our harvest Online Data Platform

Key Market Statistics

Market size in 2023:$218.5m
Market size in 2028:$836.8m
2023 to 2028 CAGR Growth:31%

KEY FEATURES

  • Trend Analysis & Future Opportunities: An assessment of key and emerging monetisation opportunities for CPaaS providers, and CSPs in the OTT business messaging market, including:
    • Analysis of different OTT Messaging Channels, including LINE, Messenger, Telegram, WhatsApp, WeChat, and Viber
    • Analysis of the Advertising, Banking, Healthcare, Content Payment, Retail, And Ticketing Market Verticals
    • WhatsApp's New Pricing Model
    • Superapp Monetisation
    • Customer Data Platform Integration
    • LLM Chatbot Innovation
  • Global OTT Business Messaging Country Readiness Index: A technology impact assessment for OTT business messaging technologies, and solutions, across 60 countries. Each of these countries has been scored by Juniper Research in its Country Readiness Index, which assesses the present status of each country's OTT business messaging market, and its future prospects. Further detailed assessment is provided for the following countries:
    • Brazil
    • China
    • India
    • South Korea
    • US
    • Vietnam
  • Juniper Research Competitor Leaderboard: Key player capability and capacity assessment for 20 OTT business messaging vendors; positioning them as either an established leader, leading challenger, or disruptor and challenger. Our Competitor Leaderboard scores these companies on their size of operations in the OTT business messaging space, their extent and breadth of market partnerships, the sophistication of their platforms and Juniper Research's view on each company's innovation and future business prospects. The companies included in Juniper Research's OTT business messaging Competitor Leaderboard are:
    • Clickatell
    • CM.com
    • Comviva
    • GMS Worldwide
    • Gupshup
    • Infobip
    • Kaleyra
    • LINK Mobility
    • MessageBird
    • Mitto
    • Monty Mobile
    • Route Mobile
    • Sinch
    • Syniverse
    • Tata Communications
    • Twilio
    • tyntec
    • Vonage
    • Webex
    • Zenvia
  • Benchmark Industry Forecasts: 5-year forecasts are provided for the total number of OTT messaging users, the total number of OTT messages sent, the total revenue from OTT business messaging, and total operator revenue loss from OTT business messaging. Metrics are split by our 8 key forecast regions and the 60 countries listed below:
  • North America:
    • Canada, US
  • Latin America:
    • Argentina, Brazil, Chile, Colombia, Ecuador, Mexico, Peru, Uruguay
  • West Europe:
    • Austria, Belgium, Denmark, Finland, France, Germany, Greece, Ireland, Italy, Netherlands, Norway, Portugal, Spain, Sweden, Switzerland, UK
  • Central & East Europe:
    • Croatia, Czech Republic, Hungary, Poland, Romania, Russia, Turkey, Ukraine
  • Far East & China:
    • China, Hong Kong, Japan, South Korea
  • Indian Subcontinent:
    • Bangladesh, India, Nepal, Pakistan
  • Rest of Asia Pacific:
    • Australia, Indonesia, Malaysia, New Zealand, Philippines, Singapore, Thailand, Vietnam
  • Africa & Middle East:
    • Algeria, Egypt, Israel, Kenya, Kuwait, Nigeria, Qatar, Saudi Arabia, South Africa, United Arab Emirates

KEY QUESTIONS ANSWERED

  • 1. Who are the leading vendors in the OTT business messaging market in 2023?
  • 2. What key opportunities are there for OTT business messaging vendors over the next 5 years?
  • 3. How will the EU's Digital Markets Act impact the OTT business messaging market?
  • 4. What will the value of the global OTT business messaging market be in 2028?
  • 5. How can OTT business messaging vendors best monetise super apps?
  • 6. Why is Far East & China the largest OTT business messaging market in the world?

COMPANIES REFERENCED

  • Interviewed: Gupshup, Syniverse.
  • Included in Juniper Research Competitor Leaderboard: Clickatell, CM.com, Comviva, GMS Worldwide, Gupshup, Infobip, Kaleyra, LINK Mobility, MessageBird, Mitto, Monty Mobile, Route Mobile, Sinch, Syniverse, Tata Communications, Twilio.
  • Mentioned: 2bebot, A Voté , Accura Scan, ACL Mobile, Actito, Adax, Adobe, Adwise, AFS (Arab Financial Services), Airbnb, Airtel, Airtouch New Media, Alfa Orascom Telcom, Alfa-Bank Kazakhstan, Alibaba, Alisys, Allied Bank, Altiria, Amazon Web Services, American Express, AMM SpA, Amphia Hospital, Anam, Apple, Apptivo, Ares Management, Asia Insurance 1950, ATGen, Athonet, Audi, Avangrid, Axiata , BAB International Corporation, Bahrain Financing Company, Bancontact, Bandyer, Bank of Maharashtra, Batelco, BBC (British Broadcasting Corporation), BBVA, Bessemer Venture Partners, Best Western, Bharti Airtel, BlaBlaCar, Blackopal, BlackRock, Bloomberg, Blueorange Group SRL, BMW, BNP Paribas, Boku Mobile Identity, Bolt, Bon Prix, Booking.com, Bosch Group, BotsNext, British Gas, Building Blocks, Bukalapak, Cambridge Hospitals NHS Trust, Cancer Research UK, Cape Epic, Capitec, CarDekho, Central Bank of Nigeria, Chatfuel, China Mobile, Chorally Srl, Cisco, Citrus, CleverTap,, Cloud Integrate, Coca-Cola, Cognigy, Collab, Comium, Commio, Comsys, Conceptboard, Crédit Agricole, DAG Ventures, Dahmakan, Daraz, Decathlon, Deliveroo, Dell, Deloitte, Destined, Deutsche Post, DHL, Dialogic, Die Post, Digitel, DinarPAY, Dis-Chem Pharmacies, DNB, Domino's, DoorDash, Draper Fisher Jurveston, e& enterprise, EaseMyTrip.com, eBay, EchoRoaster, Eclat Media Group, Econet Wireless, Electric Imp, Emarsys, Emirates, Emirates College of Technology, Ericsson, Estée Lauder, Etam, Etisalat, Everbridge, Eversource, Experian, Expresso, Federated Wireless, Fidelity Management, Fitbit, FKP Scorpio, Flipkart, FlySafair, Forever, Founder Collective, French Government, Frensworkz, Fujitsu, Gamigo, Genesys, GEVA Group, GitHub, Glassdoor, Globeair, Glovo, Go Biz IT, GoDaddy, Google, Grameenphone, GrandPad, GTBank, Harbor Spring Capital, HDFC Bank, Healthcare at Home, helloguide, HF Group, HP, HubSpot, Hulu, HUNT, Hutch, Hutchison Telecom, Hyundai, IBM, ICICI Bank, Idea Cellular, iDEAL, IKEA, IMDb, Imowi, Imperial Logistics, Indeed, Inditex, Indosat, Infosys, Inteliquent, IOCL, ISS, Jawwal, Jazz, Johnson & Johnson, JT Telecom, JustPark, Jysk, Kakao, Kickstarter, King's College Hospital, Klaviyo, L'Oréal, LeadSquared, Leanpay, Lebara Mobile, LinkedIn, Lotus Hospitals, Lyft, Magento, Malabar Investments, Marham, MarketingPlatform, Marks & Spencer, Mastercard, Matelab Srl, McKinsey & Company, medGo, MediaMarkt, Mediatel Data, Medtel, Mepal, MercadoLibre, Message Broadcast, MessageMedia, MessengerPeople, Meta, Metrodata, Microsoft, Mob, MobiFone, MTN, Mukuru, MUUUH! Next, Nederlandse Loterij, Nestlé, Netflix, Netokracija, NetVoice, Nexi, Nickel, Nifty Window, NLB Banka, Nomorobo, Nouriza, Novartis, O2, Occum Health, OEP (One Equity Partners), OLA, Old Mutual, Onebit Cloud, Ooredoo, OpenCart, OpenMarket, OpenRent, OpenSooq, Oracle, Orange, Oxfam, Oxfordcaps, Papa John's Pizza, ParkMobile, Parloa, Pathwire, Paylogic, Paytm, Peerless Network, Philips, Pick n Pay Group, Plantt.io, Plus, PostNord, Quadra, Radware, Raiffeisen Bank, Rakuten, Randstad, Rapido, Rappi, Red Hat, Redpoint Ventures, Rently, Responsys, Revolut, Robi, RSPCA, Safaricom, Salesforce, San Paolo, Santagostino, SAP, Segment, Selligent, Senati, Seqouia Capital, Shift Conference, ShoeBeDo, Shopify, SimpleTECH, Skoda Auto, Skype, Slack, Smart Communications, SMARTY, Social25, SodaStream, Somtel, Source.One, Specsavers, Spetz, Spotify, Standard Bank, stc, Sterling Bank, Strands, Stripe, SurveyMonkey, SWAN, Tailorman, Takeaway.com, Talis, Tangerine, Tantan, Target, Tarjeta Plan Platino, TATA 1mg, Tele2, Telefónica, Telegram, Telekom Deutschland, Telkom South Africa, Tellephant, telXira, Teravoz, Tesco Bank, The American Red Cross, The Denan Project, the Dutch Government, The Netherlands Red Cross, The Norwegian Health Agency, The Times Group, The University of Warwick, think moto, Tiger Global, Tismi, TM (Telekom Malaysia Berhad), Tokopedia, Total, TRADEofficer, TransUnion, Trimitrasis, Truecaller, Truweight, TTN, TUI, Twistellar, Twitch, UBA, Uber, Ubicua Limitada, Unilever, United Lincolnshire Hospitals Trust, US Foods, ValueFirst, Viber, Viettel, Visa, VMware, Vodafone, Voiceitt, Volpy, Wakeflow, Walgreens, Walmart, WebEngage, Wefarm, Welthungerhilfe, WeWork, WhatsApp, WIT Software, WooCommerce, WorkIndia, Wurth, X, Yelp , Yousign, YouTube, Zain, ZALORA, Zendesk, Zipcar, Zipwhip, ZOHO, Zoko, Zomato, Zong 4G.

DATA & INTERACTIVE FORECAST

Juniper Research's latest “OTT Business Messaging” market forecast provides leading market research into key metrics and statistics, such as the total number of OTT business messages sent, and revenue from OTT business messaging, that provide next-level insight into the OTT business messaging market of 60 countries.

Juniper Research's “OTT Business Messaging” market forecast provides insight into the following key metrics:

  • OTT Summary:
    • Total Number of OTT Messenger App Users
    • Total Number of Messages Sent on OTT Messenger Apps
    • Total Number of OTT Business Messages Sent
    • Total Revenue from OTT Business Messaging
    • Total Operator A2P Revenue Lost to OTT Business Messaging
  • OTT Advertising:
    • Total Number of OTT Advertising Business Messages
    • Total Revenue from OTT Advertising Business Messaging
    • Total Operator Loss from OTT Advertising Business Messaging
  • OTT Banking:
    • Total Number of OTT Banking Business Messages
    • Total Revenue from OTT Banking Business Messaging
    • Total Operator Loss from OTT Banking Business Messaging
  • OTT Healthcare:
    • Total Number of OTT Healthcare Business Messages
    • Total Revenue from OTT Healthcare Business Messaging
    • Total Operator Loss from OTT Healthcare Business Messaging
  • OTT Content Payment:
    • Total Number of OTT Content Payment Business Messages
    • Total Revenue from OTT Content Payment Business Messaging
    • Total Operator Loss from OTT Content Payment Business Messaging
  • OTT Retail:
    • Total Number of OTT Retail Business Messages
    • Total Revenue from OTT Retail Business Messaging
    • Total Operator Loss from OTT Retail Business Messaging
  • OTT Ticketing:
    • Total Number of OTT Ticketing Business Messages
    • Total Revenue from OTT Ticketing Business Messaging
    • Total Operator Loss from OTT Ticketing Business Messaging
  • OTT Other:
    • Total Number of OTT Other Business Messages
    • Total Revenue from OTT Other Business Messaging
    • Total Operator Loss from OTT Other Business Messaging

Geographical splits: 60 countries

Number of tables: 54 tables

Number of datapoints: Over 24,300 datapoints

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FORECAST SUMMARY

OTT business messaging traffic will grow to 375 billion in 2028, rising from 100 billion messages in 2023. Diminishing quality of SMS networks will drive enterprises that use mobile business messaging to explore alternative channels, including OTT messaging apps. As a result, operators are expected to lose over $3 billion of SMS business messaging revenue globally to OTT channels over the next five years.

  • Reduced SMS network quality is being driven by the rising prevalence of fraud,whilst operators' SMS prices continue to rise to maintain revenue amidst slowingdemand for business messaging traffic. To capitalise on this plateauing SMSmarket, OTT app vendors must deploy pricing strategies that attract high-spendingenterprises away from established SMS channels. These strategies must separatetraffic by uses, charging a premium to enterprises for mission critical traffic, suchas MFA (Multi-factor Authentication).
  • A large increase in OTT business messaging spend for retail, growing from $790million globally in 2023, to over $2.6 billion by 2028. OTT messaging vendors mustintegrate data from other retail channels into OTT business messaging activities. Indoing so, these vendors can position their apps as a key channel for retailers'eCommerce strategies. To maximise the potential in this space, it is imperative thatOTT messaging vendors directly integrate payment capabilities into apps tomaximise the channel's value proposition.

Table of Contents

Market Trends & Strategies

1. Key Trends and Strategic Recommendations

  • 1.1 Key Trends
  • 1.2. Strategic Recommendations

2. Future Market Outlook

  • 2.1. Introduction
  • 2.2 Key Trends in the OTT Business Messaging Market
  • 2.3. Monetising Key OTT Messaging Channels
    • Figure 2.4: Most Popular OTT Messaging Applications World Map, 2023
    • 2.3.1. WhatsApp
      • Table 2.5: Countries Where WhatsApp Pay Is Available, 2023
    • 2.3.2. Messenger
      • Figure 2.6: Average GDP per Capita in Select Countries with Most Active Users ($), Split by WhatsApp and Messenger, 2023
      • Table 2.7: Countries Used for Average GDP Calculation in Figure 2.6
    • 2.3.3. WeChat
      • Figure 2.8: WeChat's Main Capabilities
    • 2.3.4. LINE
      • Figure 2.9: Proportion of LINE's Monthly Active Users Relative to Population in Japan in 2022
    • 2.3.5. Telegram
    • 2.3.6. Viber
      • Figure 2.10: Viber Smartphone Penetration Map (%), 2023
      • Figure 2.11: Viber Business Messaging Pricing Models
    • 2.3.7. KakaoTalk
    • 2.3.8. Zalo

3. Monetisation Opportunities & Strategies

  • 3.1. Market Segment Analysis
    • Table 3.1: OTT Business Messaging Market Segment Analysis: Criteria
    • Table 3.2: Market Segment Analysis Heatmap
    • 3.1.1. Advertising
      • Figure 3.3: Total Number of OTT Advertising Business Messages (m), Split by 8 Key Regions, 2023-2028
    • 3.1.2. Banking
      • Figure 3.4: Total Number of Banking OTT Business Messages (m), Split by 8 Key Regions, 2023-2028
      • Figure 3.5: Total Revenue from Banking OTT Business Messaging ($m), Split by Key Regions, 2023-2028
    • 3.1.3. Healthcare
      • Figure 3.6: Total Number of Healthcare OTT Business Messages (m), Split by 8 Key Regions, 2023-2028
      • Figure 3.7: Healthcare Expenditure per Capita ($), Split by Select Countries, 2023
    • 3.1.4. Content Payment
      • Figure 3.8: Total Revenue from Content Payment OTT Business Messaging ($m), Split by 8 Key Regions, 2023-2028
    • 3.1.5. Retail
      • Figure 3.9: Total Number of Retail OTT Business Messages (m), Split by 8 Key Regions, 2023-2028
    • 3.1.6. Ticketing
      • Figure 3.10:Total Number of OTT Ticketing Business Messages Sent Split By 8 Key Regions (m), 2023-2028
  • 3.2 Key Monetisable Opportunities
    • 3.2.1. OTT Business Messaging Monetisation Models
      • i. Price-per-Message Models
      • ii. Session-based Models
        • Table 3.11: WhatsApp Business Messaging Pricing in Key Countries ($, Price per Conversation), 2023
    • 3.2.2. Superapps
      • i. Social Commerce
        • Figure 3.12: WeChat Store
        • Figure 3.13: WhatsApp Pay Brazil
      • ii. Transportation
        • Figure 3.14: LINE Travel Feature
      • iii. Mini-programs
        • Figure 3.15: Zalo Mini-program Studio
    • 3.2.3. OTT Authentication
    • 3.2.4. Value-added Services
      • i. Calls to Action
      • ii. Customer Data Platforms
        • Figure 3.16: Customer Data Platform Process
      • iii. Chatbots
        • Figure 3.17: Total Number of Messaging Chatbots Being Accessed per Year (m), Split by 8 Key Regions, 2023-2028
        • Figure 3.18: Process of LLMs
      • iv. Conversational Commerce
  • 3.3. Challenges to the OTT Business Messaging Market

4. Country Readiness Index

  • 4.1. OTT Business Messaging Country Readiness Index
    • Figure 4.1: Juniper Research's Eight Key Regions Definitions
    • Table 4.2: Juniper Research's OTT Business Messaging Country Readiness Index: Scoring Criteria
    • Figure 4.3: Juniper Research OTT Business Messaging Country Readiness Index: Graph
  • 4.2 Key Regional Takeaways
  • 4.3. Regional Analysis
    • 4.3.1. North America
      • Figure 4.4: Total Number of OTT Messaging Users (m), North America, 2023-2028
      • Figure 4.5: Total Revenue from Content Payment OTT Business Messaging ($m), North America, 2023-2028
      • i. US
        • Figure 4.6: Total Number of OTT Business Messages Sent (m), US, 2023-2028
      • Latin America
        • Figure 4.7: Proportion of Smartphone Users Using OTT Messenger Apps (%), Latin America, 2023-2028
      • ii. Brazil
        • Figure 4.8: Total Revenue Generated by OTT Business Messaging Brazil ($m), Split by Market Vertical, 2023-2028
    • 4.3.2. West Europe
      • Figure 4.9: Total of OTT Business Messaging Revenue ($m), West Europe, Split by Market Vertical, 2023-2028
      • Figure 4.10: Total Number of OTT Business Messages Sent West Europe (m), Split by Market Vertical, 2023-2028
    • 4.3.3. Central & East Europe
      • Figure 4.11: Total Number of OTT Business Messages Sent (m), Split by Market Vertical, Central & East Europe, 2023-2028
      • Figure 4.12: Proportion of Smartphone Users Who Use OTT Messaging in Central & East Europe (%), 2023-2028
    • 4.3.4. Far East & China
      • Figure 4.13: Map of the Most Popular OTT Messenger Apps in the Far East and China, 2023
      • i. China
        • Figure 4.14: Total Number of OTT Messages Sent in China (bn), 2023
        • Figure 4.15: WeChat Store
      • ii. South Korea
        • Figure 4.16: Total Revenue from OTT Business Messaging South Korea ($m), Split by Market Vertical, 2023-2028
        • Figure 4.17: KakaoTalk App User Interface
    • 4.3.5. Indian Subcontinent
      • Figure 4.18: Total Number of OTT Messaging App Users (m), Indian Subcontinent, 2023-2028
      • Figure 4.19: Total Revenue from OTT Business Messaging ($m), Indian Subcontinent, Split by Market Vertical, 2023-2028
      • i. India
        • Figure 4.20: Total Number of OTT Business Messages Sent (m), India, Split by Market Vertical, 2023-2028
        • Figure 4.21: Total Revenue from OTT Business Messages ($m), India, Split by Market Vertical, 2023-2028
    • 4.3.6. Rest of Asia Pacific
      • Figure 4.22: Total Number of OTT Messaging App Users (m), Rest of Asia Pacific, 2023-2028
      • Figure 4.23: Most Popular OTT Messenger Apps in Rest of Asia Pacific Map, 2023
      • Vietnam
        • Figure 4.24: Total OTT Business Messaging Revenue Vietnam ($m), Split by Market Vertical, 2023-2028
        • Figure 4.25: Zalo's User Interface
    • 4.3.7. Africa & Middle East
      • Table 4.26: Most Popular OTT Messenger Apps in Africa & Middle East, Split by Country, 2023
      • Figure 4.27: Total Number of OTT Messenger Users (m), Africa & Middle East, 2023-2028
      • Figure 4.28: Total Revenue from OTT Business Messaging ($m), Africa & Middle East, Split by Market Vertical, 2023-2028
      • Table 4.29: OTT Business Messaging Heatmap: North America
      • Table 4.30: OTT Business Messaging Heatmap: Latin America
      • Table 4.31: OTT Business Messaging Heatmap: West Europe
      • Table 4.32: OTT Business Messaging Heatmap: Central & East Europe
      • Table 4.33: OTT Business Messaging Heatmap: Far East & China
      • Table 4.34: OTT Business Messaging Heatmap: Indian Subcontinent
      • Table 4.35: OTT Business Messaging Heatmap: Rest of Asia Pacific
      • Table 4.36: OTT Business Messaging Heatmap: Africa & Middle East

Competitor Leaderboard

1. Juniper Research Competitor Leaderboard

  • 1.1. Why Read This Report
    • Table 1.1: Juniper Research Competitor Leaderboard: Vendors & Product Portfolios (Part One)
    • Table 1.2: Juniper Research Competitor Leaderboard: Vendors & Product Portfolios (Part Two)
    • Figure 1.3: Juniper Research Competitor Leaderboard: OTT Business Messaging
    • Table 1.4: Juniper Research Competitor Leaderboard: Vendors & Positioning
    • Table 1.5: Juniper Research Competitor Leaderboard Heatmap: OTT Business Messaging (1 of 2)
    • Figure 1.6: Juniper Research Competitor Leaderboard Heatmap: OTT Business Messaging

2. Vendor Profiles

  • 2.1. Clickatell
    • i. Corporate Information
    • ii. Geographic Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Opportunities
  • 2.2. CM.com
    • i. Corporate Information
      • Table 2.1: CM.com Select Financial Information ($m), 2029-2022
    • ii. Geographic Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Opportunities
  • 2.3. Comviva
    • i. Corporate Information
    • ii. Geographic Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Opportunities
  • 2.4. GMS Worldwide
    • i. Corporate Information
    • ii. Geographic Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Opportunities
  • 2.5. Gupshup
    • i. Corporate Information
    • ii. Geographic Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Opportunities
  • 2.6. Infobip
    • i. Corporate Information
      • Table 2.2: Infobip's Select Financial Information 2019-2021
    • ii. Geographic Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
      • Figure 2.3: Infobip's Omnichannel Engagement Platform
    • v. Juniper Research's View: Key Strengths & Strategic Opportunities
  • 2.7. Kaleyra
    • i. Corporate Information
    • ii. Geographic Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Opportunities
  • 2.8. LINK Mobility
    • i. Corporate Information
    • ii. Geographic Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Opportunities
  • 2.9. MessageBird
    • i. Corporate Information
    • ii. Geographic Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Opportunities
  • 2.10. Mitto
    • i. Corporate Information
    • ii. Geographic Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Opportunities
  • 2.11. Monty Mobile
    • i. Corporate Information
    • ii. Geographic Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Opportunities
  • 2.12. Route Mobile
    • i. Corporate Information
    • ii. Geographic Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
      • Figure 2.4: Route Mobile's OmniCent Solution
    • v. Juniper Research's View: Key Strengths & Strategic Opportunities
  • 2.13. Sinch
    • i. Corporate Information
      • Table 2.5: Sinch's Recent Acquisitions
      • Table 2.6: Sinch's Select Financial Information (SEKm), 2021-2022
    • ii. Geographic Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Opportunities
  • 2.14. Syniverse
    • i. Corporate Information
    • ii. Geographic Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
      • Figure 2.7: Channels Supported By Syniverse's CPaaS Platform
    • v. Juniper Research's View: Key Strengths & Strategic Opportunities
  • 2.15. Tata Communications
    • i. Corporate Information
      • Table 2.8: Tata Communications Select Financial Information (₹ in Crore), FY20-22
      • Figure 2.9: Tata Communications' Global Presence and Regional Revenue Splits
    • ii. Geographic Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Opportunities
  • 2.16. Twilio
    • i. Corporate Information
      • Table 2.10: Twilio's Acquisitions, 2020-2022
      • Table 2.11: Twilio's Select Financial Information, 2019-2021
    • ii. Geographic Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Opportunities
  • 2.17. tyntec
    • i. Corporate Information
    • ii. Geographic Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Opportunities
  • 2.18. Vonage
    • i. Corporate Information
    • ii. Geographic Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Opportunities
  • 2.19. Webex
    • i. Corporate Information
    • ii. Geographic Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Opportunities
  • 2.20. Zenvia
    • i. Corporate Information
    • ii. Geographic Spread
    • iii. Key Clients & Strategic Partnerships
    • iv. High-level View of Offerings
    • v. Juniper Research's View: Key Strengths & Strategic Opportunities
  • 2.21. Juniper Research Leaderboard Assessment Methodology
  • 2.22. Limitations & Interpretations
    • Table 2.12: Juniper Research Competitor Leaderboard: OTT Business Messaging

Data & Forecasting

1. Market Summary & Future Outlook

  • 1.1. Introduction & Forecast Methodology
    • Figure 1.1: Proportion of Smartphone Users Leveraging OTT Messaging (%), Split by 8 Key Regions, 2023-2028
  • 1.2. Methodology
    • 1.2.1. OTT Business Messaging Forecast Methodology

2. Market Summary and Future Market Outlook

  • Figure 2.1: OTT Business Messaging Forecast Methodology: Market Summary
  • 2.1. OTT Messaging Users
    • Figure & Table 2.2: Total Number of Smartphone Users Who Use OTT Messaging (m), Split By 8 Key Regions, 2023-2028
  • 2.2. OTT Business Messaging Traffic
    • Figure & Table 2.3: Total Number of OTT Business Messages Sent (m), Split By Key Regions, 2023-2028
  • 2.3. OTT Business Messaging Revenue
    • Figure & Table 2.4: Total OTT Business Messaging Revenue ($m), Split By 8 Key Regions, 2023-2028
  • 2.4. Total Operator Revenue Loss Due to OTT Business Messaging
    • Figure & Table 2.5: Total Operator Revenue Loss Due to OTT Business Messaging ($m), Split By 8 Key Regions, 2023-2028

3. Market Opportunities

  • 3.1. Methodology
    • Figure 3.1: OTT Business Messaging Market Vertical Forecast Methodology
  • 3.2. OTT Business Messaging Traffic: Advertising
    • Figure & Table 3.2: Total Number of OTT Advertising Messages (m), Split by 8 Key Regions, 2022-2028
    • Table 3.3: Average Cost per Advertising OTT Message ($), Split By 8 Key Regions, 2023-2028
  • 3.3. OTT Business Messaging Revenue: Advertising
    • Figure & Table 3.4: Total Revenue from OTT Advertising OTT Messages ($m), Split By 8 Key Regions, 2023-2028
  • 3.4. OTT Business Messaging Traffic: Banking
    • Figure & Table 3.5: Total Number of OTT Banking Messages (m), Split by 8 Key Regions, 2023-2028
    • Table 3.6: Proportion of OTT Business Messaging Traffic Attributable to Banking (%), Split by 8 Key Regions, 2023-2028
  • 3.5. OTT Business Messaging Revenue: Banking
    • Figure & Table 3.7: Total Revenue from OTT Banking Messages ($m), Split by 8 Key Regions, 2023-2028
    • Table 3.8: Total Operator A2P Revenue Lost Due to Banking OTT Business Messaging ($m), Split By 8 Key Regions, 2023-2028
  • 3.6. OTT Business Messaging Traffic: Content Payments
    • Figure & Table 3.9: Total Number of OTT Content Payment Messages (m), Split by 8 Key Regions, 2023-2028
    • Table 3.10: Proportion of OTT Business Messaging Traffic Attributable to Content Payment (%), Split by 8 Key Regions, 2023-2028
  • 3.7. OTT Business Messaging Revenue: Content Payments
    • Figure & Table 3.11: Total Revenue from OTT Content Payments Messages ($m), Split by 8 Key Regions, 2023-2028
    • Table 3.12: Total Operator A2P Revenue Lost Due to Content Payments OTT Business Messaging ($m), Split By 8 Key Regions, 2023-2028
  • 3.8. OTT Business Messaging Traffic: Healthcare
    • Figure & Table 3.13: Total Number of OTT Healthcare Messages (m), Split by 8 Key Regions, 2023-2028
  • 3.9. OTT Business Messaging Revenue: Healthcare
    • Figure & Table 3.14: Total Revenue Frm OTT Healthcare Messages ($m), Split by 8 Key Regions, 2023-2028
  • 3.10. Total OTT Business Messaging Traffic: Retail
    • Figure & Table 3.15: Total Number of OTT Retail Messages (m), Split by 8 Key Regions, 2023-2028
  • 3.11. OTT Business Messaging Revenue: Retail
    • Figure & Table 3.16: Total Revenue Frm OTT Retail Messages ($m), Split By 8 Key Regions, 2023-2028
  • 3.12. OTT Business Messaging Traffic: Digital Ticketing
    • Figure & Table 3.17: Total Number of OTT Digital Ticketing Messages (m), Split 8 Key Regions, 2023-2028
  • 3.13. OTT Business Messaging Revenue: Digital Ticketing
    • Figure & Table 3.18: Total Revenue from OTT Digital Ticketing Messages ($m), Split by 8 Key Regions, 2023-2028
    • Table 3.19: Total Operator A2P Revenue Lost Due to Digital Ticketing OTT Business Messaging ($m), Split by 8 Key Region, 2023-2028