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Published Date: 2014-10-14Number of Pages: 101

A2P SMS Market (Pushed Content Services, Customer Relationship Management Services, Promotional Campaigns, Interactive Services and Other Applications) - Global Industry Analysis, Size, Share, Growth, Trends and Forecast, 2014 - 2020

Application-to-person (A2P) SMS is a service in which an SMS is sent from an application, especially a web application, to a mobile subscriber. SMS can also be sent from mobile subscribers to web applications as well, known as person-to-application (P2A) messaging. The common uses of A2P SMS are notifications, alerts, marketing messages and flight alerts. A2P SMS applications are widely used in banking and financial services institutions, tourism, ecommerce, healthcare, entertainment, and so on. A2P SMS is preferred over other content delivery mediums as it offers multiple advantages. The SMS can reach any network globally, it is centrally invoiced.

The research report on the A2P SMS market provides a detailed analysis of applications of A2P SMS and helps in understanding driving forces behind the popularity of this service across different end-user industries. The report includes extensive analysis of the industry drivers, restraints, market trends and market structure. The market study provides comprehensive assessment of stakeholder strategies and imperatives for succeeding in the business. The report segregates the market based on application and end-use industries across different geographies, such as North America, Europe, Asia Pacific and RoW (Rest of the World). 

The market share analysis of the leading players of the global A2P SMS market mentioned in the report provides detailed understanding of the market shares of the companies profiled in the report. The report includes a detailed analysis of the prevalent market situation, company profiles and industry trends for A2P SMS used across various end-use industries such as banking and financial services institutions, tourism, ecommerce, healthcare and entertainment.

The market research study analyzes the A2P SMS market on a global level, and provides estimates in terms of revenue (USD billion) for years 2012 and 2013, along with market forecast for the period 2014 to 2020. The application segment includes in-depth analysis and forecast of applications across the different geographies. The detailed value chain and Porter’s five forces analysis helps market competitors to formulate their business strategies at every stage of their business. Moreover, the market estimates have been analyzed keeping in mind different factors including but not limited to technological, economical, social, environmental and legal factors. The market attractiveness tool estimates the attractiveness of this technology across end-use industries, where they are benchmarked based on their market scope, and growth rate.

The report provides company market share analysis of the various messaging platform providers and gateway providers. Key players have also been profiled on the basis of company overview, financial overview, business strategies, and recent developments in the A2P SMS market. Major messaging platform providers and gateway solutions providers profiled in this report include Syniverse Technologies, LLC, AMD Telecom S.A., FortyTwo Telecom AB, mBlox, Inc., Ogangi Corporation, Silverstreet BV, Tanla Solutions Ltd., Symsoft AB, Angkor Data Communications Group Co. Ltd., and Optimizer International Group, Inc.

The applications considered within the scope of the report are - pushed interactive services, customer relationship management services, promotional campaigns and interactive services. Enhancement in end-user experience and provision of a secure and reliable operator channel are the basic factors responsible for growth of the A2P SMS market. SMS is one of the most attractive and easy to use forms of mobile communication as most users are familiar with it. Moreover, it is supported by all mobile handsets across all operating systems and mobile networks. A2P SMS market growth is driven by factors such as increase in mobile subscribers, growth in mobile payments and mobile banking, increasing mobile marketing activities, technological and product developments, and other macro-economic factors. However, the market still faces challenges from factors such as mobile messaging spam and IP based messaging which in turn results in decrease in profitability of telecom operators. However, with increase in transactional activities, facilities such as post transaction notifications and one-time password are expected to continue propelling the market growth in the long term.


Chapter 1 Preface
1.1 Report Description
1.2 Market Segmentation
1.3 Research Methodology
      1.3.1 Sources
               1.3.1.1 Secondary research
               1.3.1.2 Primary Research

Chapter 2 Executive Summary
2.1 Market Snapshot: Global A2P SMS Market (2013 & 2020)
2.2 Global A2P SMS Market Revenue, 2012 – 2020 (USD Billion) and Y-o-Y Growth (%)
2.3 Global A2P SMS Market, by Application, 2013 (USD Billion)
2.4 Global A2P SMS Market, by Geography, 2013, (USD Billion)

Chapter 3 Global A2P SMS Market Overview
3.1 Introduction
3.2 Market Dynamics
      3.2.1 Drivers
               3.2.1.1 Increase in mobile subscriber base
                           3.2.1.1.1 Mobile Subscribers Worldwide: 2011 – 2014
                           3.2.1.1.2 Mobile Subscribers Worldwide, by Geography: 2014
               3.2.1.2 Growth in mobile marketing activities by marketers and application developers
                           3.2.1.2.1 Global Mobile Ad Spend
               3.2.1.3 Proliferation in mobile banking, mobile payments and mobile health services
               3.2.1.4 Impact analysis of drivers
      3.2.2 Restraints
               3.2.2.1 Technical anomalies overshadowing bulk SMS
               3.2.2.2 Illegitimate (grey) routes denting telecom operators revenue
               3.2.2.3 Increasing mobile messaging spam, phishing and malware
               3.2.2.4 Impact analysis for restraints
      3.2.1 Opportunities
               3.2.1.1 Leveraging messaging exchange providers to connect enterprises and OTTs application providers with customers
               3.2.1.2 Convergence of SMS with IP messaging solutions and emails
3.3 Market Trends and Future Outlook
      3.3.1 Innovative gateways that send SMS on the SS7 network than on traditional SMS hubs
      3.3.2 Seeking higher-quality routes and partnering with messaging exchange providers
      3.3.3 Integration of multiple technologies through hybrid cloud-based messaging platforms
3.4 Value Chain Analysis: Global A2P SMS Market
3.5 Porter’s Five Forces Analysis: Global A2P SMS Market
      3.5.1 Bargaining Power of Suppliers
      3.5.2 Bargaining Power of Buyers
      3.5.3 Threat of New Entrants
      3.5.4 Threat of Substitutes
      3.5.5 Degree of Competition
3.6 Market Attractiveness Analysis: Global A2P SMS Market, by Applications
3.7 Key criteria by marketers/resellers for selecting SMS vendors
      3.7.1 Pricing
      3.7.2 Expertise and solutions
      3.7.3 Industry experience
      3.7.4 Global and regional reach
      3.7.5 Multi channel capability
      3.7.6 Compliance
3.8 Competitive Landscape
      3.8.1 Leading players, A2P SMS Market (2013)
      3.8.2 Market Share Analysis, by Key Players, 2013 (Value %)
      3.8.3 Competitive Strategies Adopted by Major Players
               3.8.3.1 Focus on raising funds though venture capital investors
               3.8.3.2 Promoting sales and exploring business opportunities through exhibitions and conferences
               3.8.3.3 Strategic initiatives
               3.8.3.4 Innovation and upgrades through technological advances

Chapter 4 Global A2P SMS Market Revenue, by Application
4.1 Overview
      4.1.1 Global A2P SMS Market Revenue, by Application, 2012 – 2020 (USD Billion)
      4.1.2 Comparative Analysis: Global A2P SMS Market Revenue, by Application, 2013 & 2020 (Value %)
4.2 Pushed Content Services
      4.2.1 Global A2P SMS Pushed Content Services Market Revenue, 2012 – 2020 (USD Billion)
4.3 Customer Relationship Management (CRM) Services
      4.3.1 Global A2P SMS Customer Relationship Management (CRM) Services Market Revenue, 2012 – 2020 (USD Billion)
4.4 Promotional Campaigns
      4.4.1 Global A2P SMS Promotional Campaign Market Revenue, 2012 – 2020 (USD Billion)
4.5 Interactive Services
      4.5.1 Global A2P SMS Interactive Services Market Revenue, 2012 – 2020 (USD Billion)
4.6 Other (Inquiry Related and Search Related) Services
      4.6.1 Global Other A2P SMS Services Market Revenue, 2012 – 2020 (USD Billion)

Chapter 5 Global A2P SMS Market Revenue, by Geography
5.1 Overview
      5.1.1 Global A2P SMS Market Revenue, by Geography, 2012 – 2020 (USD Billion)
      5.1.2 Comparative Analysis: Global A2P SMS Market Revenue, by Geography, 2013 & 2020 (Value %)
5.2 North America
      5.2.1 North America A2P SMS Market Revenue, 2012 – 2020 (USD Billion)
      5.2.2 North America A2P SMS market revenue and forecast, by application, 2012 – 2020 (USD Billion)
5.3 Europe
      5.3.1 Europe A2P SMS Market Revenue, 2012 – 2020 (USD Billion)
      5.3.2 Europe A2P SMS market revenue and forecast, by application, 2012 – 2020 (USD Billion)
5.4 Asia Pacific
      5.4.1 Asia Pacific Mobile Market, By Number of Mobile and 3G/4G Subscriptions, 2013
      5.4.2 Asia Pacific B2C ecommerce sales growth 2012 – 2017 (% change)
      5.4.3 Asia Pacific A2P SMS Market Revenue, 2012 – 2020 (USD Billion)
      5.4.4 Asia Pacific A2P SMS market revenue and forecast, by application, 2012 – 2020 (USD Billion)
5.5 Rest of the World (RoW)
      5.5.1 Rest of the World A2P SMS Market Revenue, 2012 – 2020 (USD Billion)
      5.5.1 Rest of the World A2P SMS market revenue and forecast, by application, 2012 – 2020 (USD Billion)

Chapter 6 Company Profiles
6.1 Syniverse Technologies, LLC
      6.1.1 Company Overview
      6.1.2 Financial Overview
      6.1.3 Business Strategies
      6.1.4 Recent Developments
6.2 AMD Telecom S.A.
      6.2.1 Company Overview
      6.2.2 Financial Overview
      6.2.3 Business Strategies
      6.2.4 Recent Developments
6.3 Fortytwo Telecom AB
      6.3.1 Company Overview
      6.3.2 Financial Overview
      6.3.3 Business Strategies
      6.3.4 Recent Developments
6.4 mBlox Inc.
      6.4.1 Company Overview
      6.4.2 Financial Overview
      6.4.3 Business Strategies
      6.4.4 Recent Developments
6.5 Ogangi Corporation
      6.5.1 Company Overview
      6.5.2 Financial Overview
      6.5.3 Business Strategies
      6.5.4 Recent Developments
6.6 Silverstreet BV
      6.6.1 Company Overview
      6.6.2 Financial Overview
      6.6.3 Business Strategies
      6.6.4 Recent Developments
6.7 Tanla Solutions Ltd.
      6.7.1 Company Overview
      6.7.2 Financial Overview
      6.7.3 Business Strategies
      6.7.4 Recent Developments
6.8 Symsoft AB
      6.8.1 Company Overview
      6.8.2 Financial Overview
      6.8.3 Business Strategies
      6.8.4 Recent Developments
6.9 Angkor Data Communication Group Co., Ltd
      6.9.1 Company Overview
      6.9.2 Financial Overview
      6.9.3 Business Strategies
      6.9.4 Recent Developments
6.10 Optimizer International Group Inc.
      6.10.1 Company Overview
      6.10.2 Financial Overview
      6.10.3 Business Strategies
      6.10.4 Recent Developments

List of Figures

FIG. 1 A2P SMS: Market Segmentation
FIG. 2 Global A2P SMS Market Revenue, 2012 – 2020 (USD Billion) and Y-o-Y Growth (%)
FIG. 3 Global A2P SMS Market, by Application, 2013 (USD Billion)
FIG. 4 Global A2P SMS Market, by Geography, 2013 (USD Billion)
FIG. 5 Value Chain Analysis: Global A2P SMS Market
FIG. 6 Porter’s Five Forces Analysis: Global A2P SMS Market
FIG. 7 Market Attractiveness Analysis: Global A2P SMS Market, by Applications
FIG. 8 Market Share Analysis, by Key Players, 2013 (Value %)
FIG. 9 Comparative Analysis: Global A2P SMS Market Revenue, by Application, 2013 & 2020 (Value %)
FIG. 10 Global A2P SMS Pushed Content Services Market Revenue, 2012 – 2020 (USD Billion)
FIG. 11 Global A2P SMS Customer Relationship Management (CRM) Services Market Revenue, 2012 – 2020 (USD Billion)
FIG. 12 Global A2P SMS Promotional Campaign Market Revenue, 2012 – 2020 (USD Billion)
FIG. 13 Global A2P SMS Interactive Services Market Revenue, 2012 – 2020 (USD Billion)
FIG. 14 Global Other A2P SMS Services Market Revenue, 2012 – 2020 (USD Billion)
FIG. 15 Comparative Analysis: Global A2P SMS Market Revenue, by Geography, 2013 & 2020 (Value %)
FIG. 16 North America Global A2P SMS Market Revenue, 2012 – 2020 (USD Billion)
FIG. 17 Europe A2P SMS Market Revenue, 2012 – 2020 (USD Billion)
FIG. 18 Asia Pacific A2P SMS Market Revenue, 2012 – 2020 (USD Billion)
FIG. 19 Rest of the World A2P SMS Market Revenue, 2012 – 2020 (USD Billion)
FIG. 20 The Syniverse Holdings, Inc.: Annual Revenue, 2011 - 2013, (USD Million)
FIG. 21 Fortytwo Telecom AB.: Annual Revenue, 2011 - 2013, (USD Million)
FIG. 22 Tanla Solutions Ltd.: Annual Revenue, 2012 - 2014, (USD Million)

List of Tables

TABLE 1 Market Snapshot: Global A2P SMS Market (2013 & 2020) 
TABLE 2 Mobile Subscribers Worldwide: 2011 – 2014
TABLE 3 Mobile Subscribers Worldwide: 2014
TABLE 4 Global Mobile Ad Spend, 2011 (USD Million) 
TABLE 5 Impact Analysis of Drivers
TABLE 6 Impact Analysis for Restraints
TABLE 7 Leading players, A2P SMS Market (2013) 
TABLE 8 Global A2P SMS Market Revenue, by Application, 2012 – 2020 (USD Billion) 
TABLE 9 Global A2P SMS Market Revenue, by Geography, 2012 – 2020 (USD Billion) 
TABLE 10 North America A2P SMS market revenue and forecast, by application, 2012 – 2020 (USD billion) 
TABLE 11 Europe A2P SMS market revenue and forecast, by application, 2012 – 2020 (USD billion) 
TABLE 12 Asia Pacific Mobile Market, By Number of Mobile and 3G/4G Subscriptions, 2013
TABLE 13 Asia Pacific B2C ecommerce sales growth, 2012 – 2017 (% change) 
TABLE 14 Asia Pacific A2P SMS market revenue and forecast, by application, 2012 – 2020 (USD Billion) 
TABLE 15 Rest of the World A2P SMS market revenue and forecast, by application, 2012 – 2020 (USD Billion) 
TABLE 16 Distribution of Revenue from Operations of Tanla Solutions Limited 2012 – 2014 (USD Million) 

SMS is one of the most attractive and easy to use forms of mobile communication since majority users are familiar with it. Application-to-person (A2P) SMS is a type of SMS sent from an application, particularly a web application, to a mobile subscriber. A2P SMS is used for applications such as pushed content services, interactive services, customer relationship management (CRM) services, promotional campaigns and others search and inquiry related services. Pushed content services are primarily used to provide updates such as news and heath tips to the subscribed users.

A2P SMS are currently used across major industry verticals including banking, financial services and insurance (BFSI), entertainment, tourism, retail, marketing, healthcare and media. Interactive services are used for applications such as voting in contests and charity donations by establishing communication between the server and the user through the SMS platform. CRM services are used to offer billing and transaction-related information to the customers. Promotional campaign services promote a brand or offering by a business organization through SMS. The inquiry and search-related services (considered under other applications) include the SMS-enabled services which the user initiates to get desired information such as contact details and address for a particular retail outlet.

Growth in mobile payments and mobile banking, and increasing mobile marketing activities are driving the growth of A2P SMS market. Additionally, technological innovations and development of new SMS platform tools with integrated application programming interface (APIs) are further expected to fuel the market growth during the forecast period. SMS is supported by all the mobile handsets across all operating systems and mobile networks. With increase in transactional activities along with the increase in mobile subscriber base, the facilities such as, post transaction notifications and one time password (OTP) are expected to continue to propel the market growth in the long term.

A2P messages are convenient and easy to use with the introduction of advanced platforms integrated with APIs and messaging gateways. These platforms and gateways simplify the process of sending A2P SMS. The global A2P SMS market was valued at USD 53.07 billion in 2013 and is expected to grow at a CAGR of 4.2% during the forecast period – 2014 to 2020. Enhancement in end-user experience and provision of a secure and reliable operator channel are the basic factors responsible for growth of this market. 

The customer relationship management services (CRM) was the largest application segment in 2013. The global market for CRM services is forecast to reach USD 23.52 billion by 2020, recording a CAGR of 4.9% from 2014 – 2020. This growth is primarily driven by growth in the ecommerce and BFSI industry. The messages sent for authentication purposes such as OTPs (One Time Password) and confirmation messages for delivering any service or product across online retail trading is propelling the market growth. Promotional campaign service was one of the largest valued application segments in 2013. The growth is attributed to increase in promotional campaigns by enterprises and business globally to increase its customer base. 

 Asia Pacific was the largest market for A2P SMS and held 42.2% share of the total A2P SMS market in 2013. The growth is primarily attributed to potential opportunities available for advertisers in Asia Pacific and Rest of the World (RoW), given the high concentration of feature phones/basic mobile phones in these regions. Moreover, several multinational companies are focusing on expanding their business in countries across Asia Pacific and RoW. This offers potential growth opportunities for A2P SMS providers to increase brand awareness of the business organizations.

a2p-sms-market

The global A2P SMS market is highly fragmented with various players such as SMS aggregators, bulk SMS providers, SMS gateway providers, marketers or resellers and telecom operators contributing to the market revenue. Currently, telecom operators along with the marketers and other stakeholders account for major share of the A2P SMS market. The telecom operators provide SMS in high volume to SMS aggregators. Leading messaging platform and gateway providers including Syniverse Technologies LLC., AMD Telecom S.A., FortyTwo Telecom AB, mBlox, Inc., Ogangi Corporation, Silverstreet BV, Tanla Solutions Ltd. and Symsoft AB together account for 1.01% of the total A2P SMS market. In order to sustain the competition, the companies are expected to offer innovative messaging gateways solutions with advanced APIs that integrate with the third party software application.


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