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Enterprise A2P SMS Market Driven by its Adoption in Customer Relationship Management (CRM) Services: FMI Study

VALLEY COTTAGE, N.Y., Nov. 20, 2015 (GLOBE NEWSWIRE) -- According to a new market report published by Future Market Insights "Enterprise Application-to-Person (A2P) SMS Market: Global Industry Analysis and Opportunity Assessment, 2015-2020" the global enterprise A2P SMS market was valued at USD 23.4 Bn in 2014 and is expected to register a CAGR of 7.9% from 2015 to 2020. The growth of enterprise A2P SMS market is primarily driven by the increasing number of mobile subscribers. A2P SMS are currently used for various applications such as updating end-user with campaign perks, location-based opportunities, first-hand/breaking news, promoting brands, polling contest, and transactional messages by major industry verticals such as financial institutions and banking, gaming, travel and transport, retail, healthcare institutions and hospitality.

A2P SMS is a type of SMS service sent from an application, particularly a web application to a mobile subscriber. Introduction of applications such as Blackberry messenger and Whatsapp has resulted in substantial decrease in P2P (person-to-person) SMS volume. However, A2P messaging enables businesses and organizations to reach large targeted audiences of every age, and demography (having any type of mobile phone) at low cost. Thus, A2P SMS offers potential opportunity for the growth for entire SMS market.

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On the basis of traffic, the enterprise A2P SMS market is segmented as national and multi-country. The national-only sub segment was valued USD 3.1 Bn in 2014 and is anticipated to register a CAGR of 12.9% during the forecast period. The growth is primarily driven by growth in the e-commerce and BFSI industry. For instance, A2P messaging services are extensively adopted by banks and other financial institutions for issuing one-time passwords (OTPs) for transaction verifications or for processing customer verification for e-commerce transactions.

On the basis of messaging tools, the enterprise A2P SMS market is segmented as: cloud API messaging platform, and traditional and managed messaging platform. Among these, the cloud API messaging platform sub segment valued US$ 105.8 Mn in 2014 and is expected to reach US$ 222.3 Mn by the end of 2015. The growth is driven mainly by the advantages offered by cloud API messaging platform which includes wide messaging API coverage, intelligent message routing and delivery and highly scalable and reliable services.

On the basis of applications, the enterprise A2P SMS market is segmented as pushed content services, interactive services, promotional campaigns, customer relationship management (CRM) services and others (inquiry and search related services). The CRM services are further sub segmented into two-factor authentication and one-time passwords. In the applications segment, the CRM services is the largest revenue contributing segment of the enterprise A2P SMS market. A2P SMS is also used for wide range of applications such as, payment confirmations, appointment reminders, and to send one-time passwords for two-level verification and offer real-time notification of fraudulent credit/debit card transactions. With growth in global economy, banking and financial institution, advertising and e-commerce industry are continuously witnessing growth traction. The application developers, marketers, and brands promoters are together utilizing SMS to strengthen their customer base, updating their users with breaking news, campaign perks, location-based opportunities, and other important information.

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This report also covers trends driving each segment and offers analysis and insights of the potential of the enterprise A2P sms market in some key regions including North America, Latin America, Eastern Europe, Western Europe, Asia Pacific (excluding Japan), Japan and Middle East & Africa. Among these regions, Asia Pacific accounted for the largest market share in 2014. The region is expected to observe the highest growth throughout the forecast period, with the countries such as India, China, Japan, South Korea, Singapore and Malaysia witnessing one of the highest adoption of A2P SMS globally. Additionally, the growth across these countries is also primarily driven by increasing e-commerce industry that leverages promotional campaigns for endorsing their brands across consumers (having mobile phones) of various age and demography.

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Leading messaging platform providers and gateway solutions providers in the global enterprise A2P SMS market include OpenMarket Inc., SAP Mobile Services, Syniverse Technologies Inc., Twilio, Nexmo Co. Ltd., CLX Networks AB, and Mblox.

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Source: Future Market Insights