HOME Top Market Reports Global Premium A2P (MT) and P2A (MO) SMS/MMS Messaging Market Size and Forecast, 2010 – 2015

Global Premium A2P (MT) and P2A (MO) SMS/MMS Messaging Market Size and Forecast, 2010 – 2015

By: marketsandmarkets.com
Publishing Date: January 2011
Report Code: TC 1097

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Telecom providers are increasingly focusing on value-added services to boost up their average revenue per user (ARPU). Premium messaging is one of the value added services existing in the hi-tech work due to its ability to enhance the average revenue per users by providing contents to masses, which generates excitement as well as easy way of reaching subscribers in minimum time. This report analyzes the market for premium messaging services such as PSMS and PMMS.

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.

The 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. The premium messaging industry is segmented in terms of origination and termination type, applications and usage. This report covers the roles and strategies of key premium SMS wholesalers, content/platform providers and Mobile network operators.

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.

We have used a combination of primary and secondary research to arrive at the market estimates, market shares and trends. To derive volume (messages/year) of the global premium messaging market, we have adopted bottom-up model and further validated numbers with the key market participants that include Chief Executive Officers, Vice-Presidents, global heads of strategy, etc.

Scope of the report

The 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.

Market Overview

This section discusses the market definition of Global premium messaging market. It also o takes a look at the way market is segmented and the methodology; along with the assumptions considered for forecasting the revenues. The above-mentioned section makes a point to cover the winning imperatives along with the burning issues in the market. Drivers, restraints and opportunities for the global premium messaging market have also been taken care of.

Market segmentation

This research report has segmented the global market for premium messaging to forecast the revenues and analyzing trends in each of the following submarkets:

On the basis of messaging technologies:

  • PSMS
  • PMMS

On the basis of origin and termination of messages:

  • Application-to-Person (A2P), mobile terminated (MT)
  • Person-to-Application (P2A) or mobile originated (MO)

On the basis of premium messaging applications:

  • Billing and micro payments
  • Subscriber services and Information on demand
  • Voting and Entertainment
  • Mobile Marketing
  • Others

On the basis of Geography:

  • North America (NA)
  • South America (SA)
  • Europe, Middle East and Africa (EMEA)
  • Asia-Pacific including Japan (APAC)

Geographic Analysis

This sections provides a brief overview of all the geographies pertaining to premium messaging; it covers the trends prevailing in each and every geography and the regulations which are impacting the overall premium messaging market in that particular geography.

Company Profiles

This section provides the profiles of major companies participating in the Premium messaging market. Company profiles include a brief overview of the company, primary business, strategies followed and developments.

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Key questions answered

  • What are the winning imperatives, key burning issues and opportunities present in the market?
  • What are the factors which will drive the Global premium messaging market and its various sub-segments?
  • What factors are inhibiting Global premium messaging market and its sub segments?
  • What are the trends and regulations influencing the market at the macro and micro level?
  • How is the competitive outlook and who are the major players in premium messaging?

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TABLE OF CONTENTS   
   
EXECUTIVE SUMMARY   
 MARKET OVERVIEW
 
1 INTRODUCTION  
  1.1 KEY TAKE AWAYS 
  1.2 REPORT DESCRIPTION 
  1.3 MARKETS COVERED 
  1.4 STAKEHOLDER 
  1.5 TAXONOMY 
  1.6 FORECAST ASSUMPTIONS 
  1.7 RESEARCH METHODOLOGY
 
2 SUMMARY  

3 MARKET OVERVIEW  
  3.1 PREMIUM MESSAGING MARKET DEFINITION 
  3.2 PREMIUM MESSAGING MARKET STRUCTURE 
  3.3 PREMIUM MESSAGING VALUE CHAIN ANALYSIS 
  3.4 VOLUME VALUE ANALYSIS 
  3.5 MARKET SHARE ANALYSIS 
      3.5.1 MOBILE NETWORK OPERATORS
      3.5.2 SMS AGGREGATORS
  3.6 WINNING IMPERATIVES 
      3.6.1 BUNDLING OF SERVICES
      3.6.2 COMMERCIAL PROFITABILITY
      3.6.3 FURTHER LEVERAGING PREMIUM MMS SERVICE
      3.6.4 INVESTMENT IN PREMIUM MMS INFRASTRUCTURE
      3.6.5 INCREASING POPULARITY OF SOCIAL NETWORKING THROUGH SMS SERVICE
  3.7 BURNING ISSUES 
      3.7.1 FREQUENTLY CHANGING SERVICE REGULATIONS
      3.7.2 GROWTH OF MOBILE 2.0
      3.7.3 INCREASING POPULARITY OF MOBILE MARKETING
      3.7.4 MOBILE MONEY PAYMENT THROUGH PREMIUM SMS
  3.8 MARKET DYNAMICS 
      3.8.1 DEMAND SIDE DRIVERS
            3.8.1.1 Convenience
            3.8.1.2 Decreasing price of premium messages
      3.8.2 SUPPLY SIDE DRIVERS
            3.8.2.1 Instant customer feedback
            3.8.2.2 Increasing usage of mobile marketing
      3.8.3 OPPORTUNITIES
            3.8.3.1 Enduring source to promote mobile application market
            3.8.3.2 Innovative, packaged and bundled premium service with customization
      3.8.4 RESTRAINTS AND CHALLENGES
            3.8.4.1 Difficulty in quality and content monitoring
            3.8.4.2 Increasing penetration of 3G handsets
      3.8.5 OPPORTUNITY ANALYSIS
      3.8.6 ANALYSIS OF FACTORS AFFECTING THE PREMIUM MESSAGING MARKET
  3.9 PREMIUM MESSAGING MARKET ANALYSIS 
  3.10 PATENT ANALYSIS 
   
4 PREMIUM MESSAGING MARKET  
  4.1 OVERVIEW 
  4.2 MARKET SIZE 
  4.3 MARKET SIZE BY SEGMENT 
      4.3.1 MARKET SIZE BY REVENUE
  4.4 PREMIUM SMS 
      4.4.1 PREMIUM SMS MARKET DRIVERS
            4.4.1.1 Increasing number of reality television shows
            4.4.1.2 Real time availability and secure service
            4.4.1.3 User-friendliness and convenience
            4.4.1.4 Cost effective channel to reach masses
      4.4.2 RESTRAINT & OPPORTUNITY
            4.4.2.1 Lack of transparency during transaction
            4.4.2.2 Frequent changes in regulations pertaining to premium SMS
            4.4.2.3 Availability of Premium rate roaming services
      4.4.3 IMPACT ANALYSIS OF VARIOUS FACTORS ON PSMS MARKET
  4.5 PREMIUM MMS 
      4.5.1 MARKET SIZE & FORECAST
      4.5.2 DRIVERS
            4.5.2.1 Increasing penetration of MMS enabled handsets
            4.5.2.2 Variety of usage
            4.5.2.3 Delivery of rich content made possible
      4.5.3 RESTRAINTS & OPPORTUNITIES
            4.5.3.1 High initial infrastructure investments
            4.5.3.2 Dependable delivery doubtful
            4.5.3.3 First mover advantage
      4.5.4 FACTORS IMPACTING THE PREMIUM MMS MARKET
   
5 PREMIUM MESSAGING APPLICATIONS MARKET  
  5.1 OVERVIEW 
  5.2 BILLING AND MICRO PAYMENTS 
  5.3 SUBSCRIBER SERVICES AND INFORMATION ON DEMAND 
  5.4 VOTING AND ENTERTAINMENT 
  5.5 MOBILE MARKETING/ADVERTISING 
  5.6 PREMIUM MESSAGING APPLICATION MARKET SHARE ANALYSIS 
  5.7 MOBILE IM (MIM) 

6 GEOGRAPHIC ANALYSIS  
  6.1 OVERVIEW 
  6.2 GEOGRAPHIC TRENDS ANALYSIS 
  6.3 PREMIUM MESSAGING MARKET : NORTH AMERICA 
      6.3.1 OVERVIEW
      6.3.2 MARKET VOLUME AND GROWTH
      6.3.3 REGULATIONS
  6.4 PREMIUM MESSAGING MARKET: SOUTH AMERICA 
      6.4.1 OVERVIEW
      6.4.2 MARKET VOLUME AND GROWTH
      6.4.3 REGULATIONS
  6.5 PREMIUM MESSAGING MARKET: EMEA 
      6.5.1 OVERVIEW
      6.5.2 MARKET VOLUME & GROWTH
      6.5.3 REGULATIONS
  6.6 PREMIUM MESSAGING MARKET: APAC 
      6.6.1 OVERVIEW
      6.6.2 MARKET VOLUME AND GROWTH
      6.6.3 REGULATIONS
  6.7 PRICING ANALYSIS OF PREMIUM MESSAGING BY GEOGRAPHY 
      6.7.1 APAC
      6.7.2 NORTH AMERICA
      6.7.3 EMEA
   
7 COMPETITIVE LANDSCAPE  
   
8 COMPANY PROFILES
  
  8.1 2ERGO 
      8.1.1 Overview
      8.1.2 Primary business
      8.1.3 Strategy
      8.1.4 Developments
  8.2 ACOTEL GROUP 
      8.2.1 Overview
      8.2.2 Primary business
      8.2.3 Strategy
      8.2.4 Developments
  8.3 AMERICA MOVIL 
      8.3.1 Overview
      8.3.2 Primary business
      8.3.3 Strategy
      8.3.4 Developments
  8.4 AT & T INC. 
      8.4.1 Overview
      8.4.2 Primary business
      8.4.3 Strategy
      8.4.4 Developments
  8.5 BHARTI AIRTEL 
      8.5.1 Overview
      8.5.2 Primary business
      8.5.3 Strategy
      8.5.4 Developments
  8.6 CHINA MOBILE LIMITED 
      8.6.1 Overview
      8.6.2 Primary business
      8.6.3 Strategy
      8.6.4 Developments
  8.7 CHINA UNICOM 
      8.7.1 Overview
      8.7.2 Primary business
      8.7.3 Strategy
      8.7.4 Developments
  8.8 COMVERSE 
      8.8.1 Overview
      8.8.2 Primary business
      8.8.3 Strategy
      8.8.4 Developments
  8.9 ERICSSON IPX 
      8.9.1 Overview
      8.9.2 Primary business
      8.9.3 Strategy
      8.9.4 Developments
  8.10 MBLOX 
       8.10.1 Overview
       8.10.2 Primary business
       8.10.3 Strategy
       8.10.4 Developments
  8.11 MOBILE FIRST INC. 
       8.11.1 Overview
       8.11.2 Primary business
       8.11.3 Strategy
       8.11.4 Developments
  8.12 MOBILE TELESYSTEMS 
       8.12.1 Overview
       8.12.2 Primary business
       8.12.3 Strategy
       8.12.4 Developments
  8.13 NETSIZE 
       8.13.1 Overview
       8.13.2 Primary business
       8.13.3 Strategy
       8.13.4 Developments
  8.14 OPENMARKET 
       8.14.1 Overview
       8.14.2 Primary business
       8.14.3 Strategy
       8.14.4 Developments
  8.15 ORANGE BUSINESS SERVICES 
       8.15.1 Overview
       8.15.2 Primary business
       8.15.3 Strategy
       8.15.4 Developments
  8.16 SYBASE INC 
       8.16.1 Overview
       8.16.2 Primary business
       8.16.3 Strategy
       8.16.4 Developments
  8.17 T-MOBILE 
       8.17.1 Overview
       8.17.2 Primary business
       8.17.3 Strategy
       8.17.4 Developments
  8.18 TANLA SOLUTIONS 
       8.18.1 Overview
       8.18.2 Primary business
       8.18.3 Strategy
       8.18.4 Developments
  8.19 TELENOR GROUP 
       8.19.1 Overview
       8.19.2 Primary business
       8.19.3 Strategy
       8.19.4 Developments
  8.20 TELEFONICA 
       8.20.1 Overview
       8.20.2 Primary business
       8.20.3 Strategy
       8.20.4 Developments
  8.21 TXTNATION 
       8.21.1 Overview
       8.21.2 Primary business
       8.21.3 Strategy
       8.21.4 Developments
  8.22 VERISIGN, INC. 
       8.22.1 Overview
       8.22.2 Primary business
       8.22.3 Strategy
       8.22.4 Developments
  8.23 VERIZON COMMUNICATIONS INC. 
       8.23.1 Overview
       8.23.2 Primary business
       8.23.3 Strategy
       8.23.4 Developments
  8.24 VODAFONE GROUP PLC 
       8.24.1 Overview
       8.24.2 Primary business
       8.24.3 Strategy
       8.24.4 Developments
  8.25 YELLOWPEPPER 
       8.25.1 Overview
       8.25.2 Primary business
       8.25.3 Strategy
       8.25.4 Developments
  8.26 ZED 
       8.26.1 Overview
       8.26.2 Primary business
       8.26.3 Strategy
       8.26.4 Developments
   
9 DECISION SUPPORT TABLES  
   
APPENDIX
   
 U.S. PATENTS 
 EUROPE PATENTS 
 WIPO PATENTS 

LIST OF TABLES   
   
1 GLOBAL PREMIUM MESSAGING MARKET, BY VOLUME 2009 – 2015 (UNITS IN BILLION)  
2 GLOBAL PREMIUM MESSAGING MARKET, BY REVENUE 2008 – 2010 ($BILLION)  
3 SUBSCRIBER BASE OF TOP MNOS AND THEIR SHARE IN % (2009)  
4 GLOBAL PENETRATION AND SUBSCRIBERS OF 3G SERVICE  
5 IMPACT ANALYSIS OF VARIOUS FACTORS ON PREMIUM MESSAGING MARKET  
6 GLOBAL PREMIUM MESSAGING MARKET, BY UNIT VOLUME 2009 – 2015 (IN BILLIONS)  
7 GLOBAL PREMIUM MESSAGING MARKET, BY GEOGRAPHY 2009 – 2015 (UNIT VOLUME IN BILLIONS)  
8 PREMIUM MESSAGING MARKET, BY TYPE 2008 – 2010 (UNIT VOLUME IN BILLIONS)  
9 PSMS MARKET, BY TYPE (UNIT VOLUME IN BILLIONS)  
10 PMMS MARKET, BY TYPE (UNIT VOLUME IN BILLIONS)  
11 PREMIUM MESSAGING MARKET, BY REVENUE 2008 – 2010 ($BILLION)  
12 COMPARATIVE ANALYSIS OF VARIOUS SMS SERVICES  
13 PREMIUM SMS MARKET BY GEOGRAPHY 2008 – 2015 (UNIT VOLUME IN BILLIONS)  
14 IMPACT ANALYSIS OF DRO’S ON PREMIUM SMS MARKET  
15 PMMS MARKET BY GEOGRAPHY (UNIT BILLIONS)  
16 ANALYSIS OF VARIOUS FACTORS IMPACTING THE PMMS MARKET  
17 REGULATION PERTAINING TO PREMIUM MESSAGING SERVICES IN THE U.S.  
18 REGULATION PERTAINING TO PREMIUM MESSAGING SERVICES IN CANADA  
19 REGULATION PERTAINING TO PREMIUM MESSAGING SERVICES IN BRAZIL   
20 REGULATION PERTAINING TO PREMIUM MESSAGING SERVICES IN WESTERN EUROPE   
21 REGULATION PERTAINING TO PREMIUM MESSAGING SERVICES IN EASTERN EUROPE   
22 REGULATION PERTAINING TO PREMIUM MESSAGING SERVICES IN MIDDLE EAST   
23 REGULATION PERTAINING TO PREMIUM MESSAGING SERVICES IN AFRICA   
24 REGULATION PERTAINING TO PREMIUM MESSAGING SERVICES IN CHINA   
25 REGULATION PERTAINING TO PREMIUM MESSAGING SERVICES IN INDIA   
26 REGULATION PERTAINING TO PREMIUM MESSAGING SERVICES IN ANZ  
27 PREMIUM MESSAGE PRICING IN APAC REGION  
28 PREMIUM MESSAGE PRICING IN NORTH AMERICA  
29 PREMIUM MESSAGE PRICING IN EMEA  
30 NEW PRODUCT LAUNCH (OCTOBER 2010 – SEPTEMBER 2008)  
31 AGREEMENTS, COLLABORATIONS AND CONTRACTS (SEPTEMBER 2010 – JULY 2008)   
32 MERGERS AND ACQUISITIONS (MAY 2010 – NOVEMBER 2009)  
33 GLOBAL SMS TRAFFIC UNIT VOLUME  2008 – 2015 (IN TRILLIONS)  
34 GLOBAL SMS REVENUES 2007 – 2009 (IN BILLIONS)  
35 GLOBAL MMS TRAFFIC UNIT VOLUME  2009 – 2015 (IN BILLIONS)  
36 GLOBAL MOBILE SUBSCRIPTION, BY REGION (2009)  
37 NORTH AMERICA MOBILE SUBSCRIPTION, REVENUE AND ARPU, BY CARRIER (2009)   
38 EMEA MOBILE SUBSCRIPTION, REVENUE AND ARPU, BY CARRIER (2009)  
39 APAC MOBILE SUBSCRIPTION, REVENUE AND ARPU, BY CARRIER (2009)  
40 SOUTH AMERICA MOBILE SUBSCRIPTION, REVENUE AND ARPU, BY CARRIER (2009)   
41 MOBILE MESSAGING REVENUES AND ARPU, BY GEOGRAPHIES (2009)  
42 PRICING OF PREMIUM MESSAGING APPLICATIONS (THE U.S.)  
43 PRICING OF PREMIUM MESSAGING APPLICATIONS (AUSTRIA)  
44 PRICING OF PREMIUM MESSAGING APPLICATIONS (BELGIUM)  
45 PRICING OF PREMIUM MESSAGING APPLICATIONS (CZECH REPUBLIC)  
46 PRICING OF PREMIUM MESSAGING APPLICATIONS (DENMARK)  
47 PRICING OF PREMIUM MESSAGING APPLICATIONS (FINLAND)  
48 PRICING OF PREMIUM MESSAGING APPLICATIONS (FRANCE)  
49 PRICING OF PREMIUM MESSAGING APPLICATIONS (GERMANY)  
50 PRICING OF PREMIUM MESSAGING APPLICATIONS (GREECE)  
51 PRICING OF PREMIUM MESSAGING APPLICATIONS (HUNGARY)  
52 PRICING OF PREMIUM MESSAGING APPLICATIONS (IRELAND)  
53 PRICING OF PREMIUM MESSAGING APPLICATIONS (ITALY)  
54 PRICING OF PREMIUM MESSAGING APPLICATIONS (MOROCCO)  
55 PRICING OF PREMIUM MESSAGING APPLICATIONS (NORWAY)  
56 PRICING OF PREMIUM MESSAGING APPLICATIONS (POLAND)  
57 PRICING OF PREMIUM MESSAGING APPLICATIONS (RUSSIA)  
58 PRICING OF PREMIUM MESSAGING APPLICATIONS (SLOVENIA)  
59 PRICING OF PREMIUM MESSAGING APPLICATIONS (SOUTH AFRICA)  
60 PRICING OF PREMIUM MESSAGING APPLICATIONS (SPAIN)  
61 PRICING OF PREMIUM MESSAGING APPLICATIONS (SWEDEN)  
62 PRICING OF PREMIUM MESSAGING APPLICATIONS (SWITZERLAND)  
63 PRICING OF PREMIUM MESSAGING APPLICATIONS (TURKEY)  
64 PRICING OF PREMIUM MESSAGING APPLICATIONS (THE NETHERLANDS)   
65 PRICING OF PREMIUM MESSAGING APPLICATIONS (UK)  
66 PRICING OF PREMIUM MESSAGING APPLICATIONS (AUSTRALIA)  
67 PRICING OF PREMIUM MESSAGING APPLICATIONS (NEW ZEALAND)  
68 PRICING OF PREMIUM MESSAGING APPLICATIONS (SINGAPORE)  

LIST OF FIGURES   
   
1 PREMIUM MESSAGING MARKET DEFINITION  
2 MESSAGING MARKET STRUCTURE  
3 PREMIUM MESSAGING SERVICES VALUE CHAIN  
4 PREMIUM MESSAGING SERVICES VALUE CHAIN ANALYSIS  
5 SMARTPHONES CORRELATION BETWEEN PSMS, PMMS VOLUME AND VALUE (2008 – 2010)   
6 MARKET SHARE OF TOP PREMIUM SMS AGGREGATORS (2009)  
7 RELATIONSHIP BETWEEN VOICE & DATA REVENUE AND ARPU  
8 SMART PHONE PENETRATION AS PERCENTAGE OF OVERALL MOBILE PHONES  
9 PERCENTAGE OF TIME SPENT ON INTERNET WHILE MOVING (2009)  
10 SHARE OF MOBILE MESSAGING OUT OF  GLOBAL ADVERTISING SPEND  
11 PREMIUM MESSAGING MARKET DYNAMICS  
12 OPPORTUNITY MATRIX – PREMIUM MESSAGING MARKET  
13 GROWING PREMIUM MESSAGING MARKET  
14 PREMIUM MESSAGING RELATED PATENTS (2007 – JUNE 2010)  
15 MOBILE TERMINATED PROCESS FLOW DIAGRAM  
16 MOBILE OPERATED PROCESS FLOW DIAGRAM  
17 TYPES OF PREMIUM SMS  
18 BENEFITS OF PSMS TO POINTS IN THE VALUE CHAIN  
19 PREMIUM SMS MARKET 2008 – 2015 (UNIT VOLUME IN BILLIONS)  
20 GLOBAL PREMIUM MMS MARKET BY UNIT VOLUME IN BILLIONS (2008 – 2015)   
21 EVOLUTION OF MOBILE MARKETING  
22 PREMIUM MESSAGING APPLICATION MARKET SHARE, BY VOLUME (2009)  
23 MARKET TREND ANALYSIS OF PREMIUM MESSAGING, BY GEOGRAPHY  
24 NORTH AMERICA PREMIUM MESSAGING MARKET VOLUME AND FORECAST (2010 – 2015)  
25 SOUTH AMERICA PREMIUM MESSAGING MARKET VOLUME AND FORECAST (2010 – 2015)  
26 EMEA PREMIUM MESSAGING MARKET VOLUME  & FORECAST (2010 – 2015)   
27 APAC PREMIUM MESSAGING MARKET VOLUME AND FORECAST (2010 – 2015)   
28 COMPETITIVE DEVELOPMENTS (JULY 2008 – OCTOBER 2010)

Global Premium A2P (MT) and P2A (MO) SMS/MMS Messaging Market Size and Forecast, 2010 – 2015

Telecom providers are increasingly focusing on value-added services to boost up their average revenue per user (ARPU). Premium messaging is one of the value added services existing in the hi-tech world due to its ability to enhance the average revenue per users by providing contents to masses, which generates excitement as well as an easy way of reaching subscribers in minimum time. This report analyzes the market for premium messaging services such as PSMS and PMMS.

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.

The 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. The premium messaging industry is segmented in terms of origination and termination type, applications and usage. This report covers the roles and strategies of key premium SMS wholesalers, content/platform providers and Mobile network operators.
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.

We have used a combination of primary and secondary research to arrive at the market estimates, market shares and trends. To derive volume (messages/year) of the global premium messaging market we have adopted bottom-up model and further validated numbers with the key market participants that include Chief Executive Officers, Vice-Presidents, global heads of strategy, etc.

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