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1、 OPERATORS&PROVIDERS TOP THREE TRENDS IN OTT BUSINESS MESSAGING IN 2024 Whitepaper TOP THREE TRENDS IN OTT BUSINESS MESSAGING IN 2024 1 OPERATORS&PROVIDERS 1.1 Introduction to OTT Business Messaging In recent years,OTT messaging apps have become increasingly important to consumers everyday communica
2、tions,with Juniper Research forecasting the total number of OTT messaging users to exceed 5 billion in 2028.As a result of this growing userbase,enterprises are increasingly looking to utilise OTT messaging channels as a means to connect with their customers.OTT channels are commonly used to adverti
3、se products,provide customer service,and directly supporting sales,amongst other use cases.As a result of these OTT messaging apps,CPaaS providers and CSPs are increasingly looking to monetise business messaging services,by innovating their offerings to enterprises,and introducing new pricing models
4、.Juniper Research defines OTT business messaging as:The use of third-party messaging applications,such as WhatsApp and WeChat,for enterprise communications.1.2 Three Key Trends in the OTT Business Messaging Market This section will provide an analysis of the different trends influencing the OTT busi
5、ness messaging market.1.2.1 The Number of OTT Business Messages Sent Expected to Increase Significantly Over the Forecast Period Over the next five years,Juniper Research anticipates that the total number of OTT business messages sent each year will rise from 102 billion in 2023 to 375 billion in 20
6、28.There are two key reasons for this increase in the number of OTT business messages.These are:i.The Growing OTT Messaging Userbase OTT messaging apps have become a fundamental part of everyday life,with Juniper Research predicting a total of 3.8 billion OTT messenger users in 2023.Over the forecas
7、t period,this figure is expected to grow to 5 billion OTT messenger users by 2028.This growing userbase will continue to increase the value of OTT business messaging as enterprises are granted access to a rising number of consumers.As a result,Juniper Research anticipates the demand from enterprises
8、 for OTT business messaging to grow significantly over the forecast period.Further increasing demand for OTT business messaging is the segmentation of different audiences within the OTT messaging userbase.Enterprises can utilise tools from CPaaS providers and CSPs to produce specific customer bucket
9、s,based on data collected on purchasing history,browsing behaviour,and click-through rates.This provides enterprises with a more efficient means of advertising their goods and services,making OTT business messaging highly appealing.As a result,Juniper Research anticipates the growing userbase of OTT
10、 messaging to play a pivotal role in increasing the volume of OTT business messages.ii.Declining Service Costs Another driving factor of the growing number of OTT business messages over the forecast period is that the price of these messages is expected to continue to decline.In 2023,the average cos
11、t of an OTT business message is$0.028,with this figure expected to fall to$0.025 in 2028.The declining cost of messages further strengthens the cost savings of OTT business messaging relative to A2P SMS;driving greater demand for OTT business messaging services.Moreover,OTT messaging apps have begun
12、 to further optimise their costs,with key players such as WhatsApp further differentiating their pricing,based on the use case.This reduces the barriers to utilising OTT instead of SMS,especially for use cases TOP THREE TRENDS IN OTT BUSINESS MESSAGING IN 2024 2 OPERATORS&PROVIDERS such as authentic
13、ation,as enterprises are now compensated for the limited userbase relative to SMS.As a result,OTT business messaging is becoming increasingly viable for these use cases,growing demand over the forecast period.Juniper Research anticipates this trend to continue over the forecast period,with OTT messa
14、ging apps,continuing to optimise their pricing,to increase both demand and total revenue.To capitalise on the growing number of OTT business messages,CPaaS providers and CSPs must continue to develop the scalability of their solutions,by further developing their tools for managing large-scale traffi
15、c.Specifically,Juniper Research recommends that these vendors continue to develop their network and server architecture.These are:Load-balancing Architecture:This architecture allows providers and aggregators to optimise the distribution of traffic across different severs,based on parameters such as
16、 each servers geographic location and capacity.Vendors can further develop these architectures by investing in improved network detection solutions,that allow for greater preparation prior to traffic spikes,which are expected to become more frequent as OTT business messaging becomes more popular.Mic
17、roservice Architecture:By transitioning to a microservice architecture,CPaaS providers and CSPs can increase the scalability and flexibility of their architecture.This will allow vendors to keep pace with the growing demand for OTT business messaging.1.2.2 OTT Business Messaging Continues to Compete
18、 with A2P SMS In recent years,OTT apps have continued to innovate their business offerings,with the launch of in-app payments and new pricing models.Moreover,these messaging services have continued to grow in popularity with consumers;enhancing the reach of their business messaging offerings.Consequ
19、entially,OTT business messaging is becoming an increasingly viable alternative to the A2P SMS services provided by operators.Juniper Research forecasts that in 2023,operators will lose$302.7 million in A2P SMS revenue,due to this growing competition.This trend is expected to continue,with operators
20、losing$906.3 million in revenue in 2028,representing a growth of over 300%.Operators face the greatest pressure on their revenue in the advertising market segment,as they are anticipated to lose$92 million from this vertical alone in 2023.This is as OTT business messaging allows enterprises to engag
21、e in more precise outreach,as well as providing higher click-through and open rates.Consequentially,Juniper Research recommends that CPaaS providers and CSPs focus on innovating new services for marketing outreach,such as providing interactive eFlyers,and more precise user segmentation tools.This wi
22、ll allow these vendors to further capitalise on their strengths in the advertising market vertical,expanding their revenue in turn.The growing market presence of OTT business messaging is demonstrated further by the increasing revenue generated by these services.In 2023,OTT business messaging will g
23、enerate$2.9 billion in revenue,with this figure expected to grow to$9.3 billion in 2028.Whilst a pivotal factor in driving this revenue growth will be the ever-growing number of OTT users,there are two further key reasons for it.Firstly,OTT messaging apps have continued to expand the scope of their
24、offerings;for example,apps such as WhatsApp,KakaoTalk,and Zalo have developed in-app payment features.Consequentially,there is an ever-increasing number of applications and use cases for OTT business messaging;strengthening the channels position to compete with A2P SMS.Secondly,users are spending gr
25、eater periods of time on OTT messaging apps,increasing click-through and open rates.In turn,this has continued to grow the efficiency and value of OTT business messaging,increasing the price of these services.Juniper Research anticipates that these trends will continue over the next five years,allow
26、ing for considerable revenue growth,especially in market verticals such as advertising,where OTT business messaging is particularly effective.TOP THREE TRENDS IN OTT BUSINESS MESSAGING IN 2024 3 OPERATORS&PROVIDERS 1.2.3 Value-added Services Value-added services are essential to enriching the experi
27、ence of enterprises,and the applications of business messaging solutions.As a result,integrating solutions such as CPaaS with value-added services is essential to growing revenue.Key value-added services include:i.Calls to Action Calls to action refer to messaging prompts that encourage users to tak
28、e desired action.For example,enterprises may prompt users to renew subscriptions,or purchase temporarily discounted products.Providing call-to-action features,reduces the need for users to be passed between programs,thus reducing abandonment rates.It also increases customer response rates as it enco
29、urages feedback in the same interface where original enterprise communications took place.This increases the probability of a successful sale,growing revenue in turn.Juniper Research recommends that the responses to these calls to action be tracked,and collected within a data analytics platform that
30、 will enable operators to further optimise their outreach,and marketing to consumers.This collection must be targeted at open,and click-through rates.It is further recommended that CPaaS providers and CSPs look to offer analysis of the language used in call-to-action messages,leveraging natural lang
31、uage processing solutions to achieve this.ii.Customer Data Platforms Juniper Research defines a customer data platform as:A platform that collects first-party data on users from a variety of sources,which is then unified over a single interface to offer a cohesive and coherent overview of a customer
32、s preferences,habits,and interests.A major advantage of OTT business messaging is the capacity to launch targeted advertising campaigns,which improve the cost-efficiency of messaging outreach.However,in order to launch these campaigns enterprises must first have access to the data on userbases,which
33、 is often constrained due to the end-to-end encryption embedded into the interfaces of OTT messaging apps,such as WhatsApp,and Messenger.As a result,Juniper Research recommends that CPaaS providers invest in developing customer data platforms,or forming partnerships that allow them to integrate thir
34、d-party platforms into their offerings.Figure 1:Customer Data Platform Process Source:Juniper Research Customer Data PlatformSearch HistoryPrevious PurchasesPrevious InteractionsTOP THREE TRENDS IN OTT BUSINESS MESSAGING IN 2024 4 OPERATORS&PROVIDERS Whist CPaaS platform providers will not be able t
35、o see the content of the message,these platforms will be able to collect information regarding customer activity and engagement.Maintaining a strong relationship with existing customers is vital to creating trust in the services provided,and that the many fields of data held are used responsibly wit
36、hin data protection statutes.Embedding a customer data platform within a CPaaS platform adds customer data infrastructure which delivers targeted and meaningful customer experience through the improved use of data.Further benefits of this integration include:Improved AI Algorithms:AI algorithms are
37、crucial to targeted advertising,as they allow enterprises to create customer buckets.By integrating these algorithms with customer data platforms,CPaaS providers can expand the data used to develop these algorithms;ensuring more effective and efficient outreach.Real-time Data Processing:By integrati
38、ng with CPaaS platforms,customer data platforms can be provided real-time information on click-through and open rates,further optimising the efficiency,and impact of these platforms.To further develop their offerings,Juniper Research also recommends that CPaaS providers ensure that their platforms s
39、upport integration with CRMs.Whilst some of the functions of customer data platforms and CRMs overlap,by integrating with both CPaaS providers can ensure that they allow enterprises to manage their outreach and sales experiences for their customers within the CPaaS platform.By integrating with custo
40、mer data platforms,CPaaS providers can further capture part of the OTT business messaging value chain,growing revenue,and helping these vendors to differentiate their offering from competitors.In turn,this will allow CPaaS providers to expand their offerings and grow their revenue.iii.Chatbots Junip
41、er Research defines chatbots as:A program that utilises AI technology to simulate conversational interactions with human users by understanding,processing,and replying via text,voice,or both.This may also include automated responses triggered from predefined inputs.In recent years,chatbots have beco
42、me increasingly important to enterprises operations,with over 6.7 million being accessed via messaging apps in 2023.At present,chatbots are predominantly used to automatically communicate with customers;assisting with questions about products,delivery confirmation,and recommendations.Figure 2:Proces
43、s of LLMs Source:Juniper Research TOP THREE TRENDS IN OTT BUSINESS MESSAGING IN 2024 5 OPERATORS&PROVIDERS However,over the next five years,Juniper Research anticipates that chatbots will increasingly be used for more complex customer interactions.Pivotal in enabling this will be the development of
44、LLMs.LLMs are backed by transformer networks,a deep-learning architecture that allows AI models to learn context and meaning,by tracking relationships in sequential data.A transformer is formed of multiple transformer blocks,which work to decipher inputs,and predict outputs.These networks are partic
45、ularly effective in analysing unstructured data,such as from messaging,meaning they are ideal for developing advanced chatbot.The benefits of LLM-backed chatbots in OTT business messaging include:Guideline Replication:LLM chatbots can be trained to replicate an enterprises personality,and tone,based
46、 on brand guidelines,and previous outreach.This ensures that the services provided by chatbots reflect the enterprises aims,similarly to how a human agent would.Multi-touch Dialogue:The advanced processing and response capabilities of LLM chatbots enable them to engage in multi-touch dialogue,such a
47、s multi-step troubleshooting.This greatly expands the applications of chatbots;reducing the volume of customer service requests that require a human agent.Contextual Memory:LLM chatbots have contextual memory,which allows them to understand and address multiple questions that are embedded into a sin
48、gle,or a run-on sentence.This allows customers to relay multiple issues in the chatbot,which it can then respond to one by one.Segmentation:LLM chatbots are able to personalise their interactions with customers,by identifying the marketing persona a customer falls under based on their initial intera
49、ctions with the chatbot.For example,LLM chatbots can adjust their vocabulary to match that of the customers.OTT messaging apps are an ideal channel for chatbot services,as multiple messages can be exchanged at no,or limited extra charge relative to SMS messages.This reduces the cost of running chatb
50、ots;expanding their viability for enterprise.Moreover,when integrated with superapps,LLM chatbots can also be integrated into mini-programs;improving the support customer receive when using these apps.This improves the experience of customers,increasing the probability of enterprise revenue.Due to t
51、he importance of chatbots to customer services,Juniper Research recommends that CPaaS providers focus on innovating their LLM chatbots for OTT messaging channels.This will allow providers to expand the scope of their offerings to enterprises,in turn growing revenue.To ensure that these chatbots are
52、effective,CPaaS providers must offer enterprises management tools,that can ensure consistency in their chatbot operators across OTT messaging channels.These management tools must also be able to assist global enterprises in creating,and managing unique chatbots for different countries,regions,and cu
53、ltures.This will further personalise the services provided by chatbots,increasing the quality of the services they provide,growing CPaaS providers revenue.iv.Conversational Commerce The evolution of online shopping spurred enterprises to integrate OTT messaging channels into their online stores.More
54、over,the emergence of superapps has enabled enterprises to directly provide goods and services within OTT messaging apps themselves,with many apps now including an online store,and payment features.Conversational commerce services can also be provided in-app without integrated stores,such as WhatsAp
55、p,by providing integrating payments and chatbots that can take users through the process of ordering,and then finalise sales.As a result,conversational commerce is becoming increasingly important to the OTT business messaging market.In order to capitalise on demand from conversational commerce,CPaaS
56、 providers must ensure they offer integrated payments as part of their OTT messaging services.Whilst many OTT apps have launched their own in-app payment features,in most cases these features are available in a limited number of countries.For example,Brazil,and India are the only countries where Wha
57、tsApp Pay is fully implemented.Whilst support for payments is common amongst CPaaS providers offerings,Juniper Research recommends that these services be built out further,to allow enterprises to optimise their conversational commerce messaging.Specifically,this development must focus on the creatio
58、n,and management of billing,and payment invoices,to TOP THREE TRENDS IN OTT BUSINESS MESSAGING IN 2024 6 OPERATORS&PROVIDERS allow for better financial planning and reports.Enterprises must be able to integrate these invoices into their wider business structure to improve efficiency.In order to effe
59、ctively achieve this,Juniper Research recommends that CPaaS providers automate invoice generation and integration,as well as leveraging this information to provide advanced analytics,and summaries of consumers purchasing behaviour on these apps.This will allow CPaaS providers to grow their presence
60、in the conversational commerce market,in turn allowing them to grow their revenue.TOP THREE TRENDS IN OTT BUSINESS MESSAGING IN 2024 7 OPERATORS&PROVIDERS Figure 3:Most Popular OTT Messaging Applications World Map,2023 Source:Juniper ResearchTOP THREE TRENDS IN OTT BUSINESS MESSAGING IN 2024 8 OPERA
61、TORS&PROVIDERS 1.3 Market Forecast Summary:Total Operator SMS Business Messaging Revenue Lost to OTT Messaging Channels 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
62、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.Figure 4:Cumulative Operator A2P Revenue Loss due to OTT Business Messaging Me
63、ssages,2023-2028:$3.1 Billion Source:Juniper Research 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
64、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 messag
65、ing 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 retailerseCommerce strategies.To
66、maximise the potential in this space,it is imperative thatOTT messaging vendors directly integrate payment capabilities into apps tomaximise the channels value proposition.North AmericaLatin AmericaWest EuropeCentral&East EuropeFar East&ChinaIndian SubcontinentRest of Asia PacificAfrica&Middle EastT
67、OP THREE TRENDS IN OTT BUSINESS MESSAGING IN 2024 9 OPERATORS&PROVIDERS Order the Full Research Discover unmatched detail into the OTT business messaging market in this latest report.Featuring super app monetisation recommendations for CPaaS providers and CSPs,benefit from a detailed assessment of t
68、he current,and future OTT business messaging market for 60 countries.The report also delivers invaluable strategic recommendations for changes to the market introduced by the Digital Markets Act,TRAI intervention update,and South Korea anti-trust updates.Key Features Trends Analysis&Future Opportuni
69、ties:Key and emerging monetisationopportunities for CPaaS providers,and CSPs in the OTT business messagingmarket,including:oAnalysis of different OTT messaging channels,including LINE,Messenger,Telegram,WhatsApp,WeChat,and ViberoAnalysis of the advertising,banking,healthcare,content payment,retail,a
70、nd ticketing market verticalsoWhatsApps new pricing modeloSuperapp monetisationoCustomer data platform integrationoLLM chatbot innovation Global OTT Business Messaging Country Readiness Index:Technology impactassessment for OTT business messaging technologies,and solutions,across 60countries.Our Cou
71、ntry Readiness Index assesses the present status of eachcountrys OTT business messaging market,and its future prospects with furtherdetailed assessment for the following countries:oBraziloChinaoIndiaoSouth KoreaoUSoVietnam Benchmark Industry Forecasts:5-year forecasts are provided for the totalnumbe
72、r of OTT messaging users,the total number of OTT messages sent,the totalrevenue from OTT business messaging,and total operator revenue loss from OTTbusiness messaging.Metrics are split by our 8 key forecast regions and 60countries.Juniper Research Competitor Leaderboard:Key player capability and cap
73、acityassessment for 20 OTT business messaging vendors;positioning them as either anestablished leader,leading challenger,or disruptor and challenger,including:oComvivaoMonty MobileoRoute MobileoSyniverseoTata CommunicationsoZenviaWhats in this Research?1.Market Trends&Strategies:Strategic analysis o
74、f market dynamics,drivers,trends and constraints,together with detailed future monetisation opportunitiesand regional analyses(PDF).TOP THREE TRENDS IN OTT BUSINESS MESSAGING IN 2024 10 OPERATORS&PROVIDERS 2.Competitor Leaderboard:Detailed investigation of key OTT businessmessaging technologies,and
75、player analysis via the Juniper Research CompetitorLeaderboard and Heatmap(PDF).3.Country Readiness Index:Rigorous assessment of the current,and futuremarket status,leveraging Juniper Researchs bespoke forecast data for the OTTbusiness messaging market,split by 60 countries.4.Data&Forecasts:Detailed
76、 exploration of Juniper Researchs 5-year forecastsfor the OTT business messaging market,providing country-and region-specificrecommendations,as well as contextualising the forecast data for each marketvertical(PDF).5.Interactive Forecast Excel:Extensive forecasts on the total market value of theOTT
77、business messaging market,including the number OTT messaging users,number of OTT business messages sent,revenue from OTT business messagingrevenue,operator revenue loss to OTT business messaging,with specific splitsfor the advertising,banking,content payment,healthcare,retail,and ticketingmarket ver
78、ticals(PDF).6.harvest Digital Markets Intelligence Centre:12 months access to all the datain our online data platform,including continuous data updates and exportablecharts,tables,and graphs(ONLINE).Publication Details Publication Date:November 2023 Authors:Alex Webb Contact:For more information contact Juniper Research Ltd,9 Cedarwood,Chineham Park,Basingstoke,Hampshire,RG24 8WD UK Tel:UK:+44(0)1256 830002/475656 USA:+1 408 716 5483(International answering service)http:/