Premium A2P (MT) and P2A (MO) SMS/MMS Messaging Market Expected to Reach 631.5 Billion in 2015 - Report by MarketsandMarkets
(PRWEB) March 30, 2014 -- The ‘Global Premium A2P (MT) and P2A (MO) SMS/MMS messaging market size and forecast, 2010 - 2015’ report provides extensive analysis of the premium messaging industry including pricing, current market trends, industry drivers and challenges for better understanding of the premium messaging market structure. This report covers the roles and strategies of key premium SMS wholesalers, content/platform providers and Mobile network operators. The report encloses the profiles of all the major stakeholders in the value chain along with the geographical analysis.
Browse market data tables and in-depth TOC on Global Premium A2P (MT) and P2A (MO) SMS / MMS messaging market size and forecast, 2010 - 2015
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Premium messaging market volume is expected to reach 631.5 billion by the year 2015, growing at a CAGR of 40.8%. The main forces driving the volume are the decreasing price of premium messages and the convenience it offers to the users. Players in this market can gain competitive advantages by entering into agreements and collaborations and bundling their service offerings.
Premium message is a faster revenue generating segment as compared to standard message services. As telecom service providers continue to struggle with declining voice, ARPU Bundling of premium SMS with premium MMS service provides them opportunities to increase the non-voice ARPU.
Premium messaging is broadly segmented as PSMS and PMMS, which are again segmented into A2P (Application to person) and P2A (Person to application) messages; depending on the origination and termination of the messages. A2P premium messaging comprises larger share of the pie when compared to P2A market as it’s highly commoditized by certain activities like mobile marketing. From an application perspective, premium messaging is divided into billing and micro payments, voting and entertainment, subscriber services including information on demand and mobile marketing services.
The frequency of P2A (Person to application) MMS is the lowest; mainly due to the initial high cost and compatibility issues. Micro payments and billing by far is the dominant application; Mobile marketing is the fastest growing segment as it provides marketers with opportunities to directly target niche segments. In terms of geography, APAC is dominating market for premium messages; followed by North America. South America is largely untapped due lack of infrastructure and collaboration amongst service providers.
In the value chain of premium messaging services on the whole, three points are involved; namely: Mobile Network operators, SMS wholesalers or aggregators and Content providers. Mobile network operators earn maximum revenue share in the value chain owing to their front ending ability with end users.
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