Traditional Person To Person (P2P) messaging saw a decline for the first time last year, conversely to quickly growing popularity of various Over The Top (OTT) messaging services like WhatsApp, Viber, iMessage etc.
However that has not stopped mobile network operators from exploring new opportunities to revive their messaging branches and Application To Person (A2P) messaging is predicted to overtake P2P messaging revenues already by 2016 – 2017.
Opportunities in the A2P market highlight the beginning of a new and different era for SMS messaging. Recent years showed steadily growing interest towards A2P service, whilst the growth of the traffic was primarily driven by the increasing number of mobile phone users across globe. A2P market was estimated to have a continuous 16% year-on-year traffic growth in 2013, while estimating an annual growth of 6% for 2013 – 2017.
As of right now common A2P markets trends include seeking higher-quality coverage and accommodating growing demand for direct connectivity to mobile operators. At the same time mobile network operators focus more on optimising their revenues by making use of their existing partnerships and seizing control of the traffic on the network.
Three major trends that presently define A2P market for the operators are:
- consolidating A2P services;
- handling progressively more wholesale relationships;
- handling the increasing amount of business traffic that previously bypassed them or was handled by the international aggregators.
Essentially what we see is SMS messaging changing its channels and value, while capitalising on the ubiquity of A2P service, thus allowing companies reach any audiences and any handset at low cost.
In case you recognise potential of messaging for your business, but don’t know where to start, check out our Quickstart Tutorials and Helper Libraries at http://messente.com/documentation/ or simply drop us a line at firstname.lastname@example.org.