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OTT Messaging Users to Hit 4.2bn by 2021
Over-the-top or OTT messaging is responsible for billions of dollars in losses for telecom operators around the world. While the industry as a whole is trying to find ways to compete, the new forecast from Juniper Research (News - Alert) has revealed they are not doing a good enough job. According to the report, OTT messaging users will hit 4.2bn by 2021, a growth of more than 12 percent compound annual growth rate (CAGR) from the 2.3bn unique users in 2016, an increase of almost 2bn users.
The new research, titled, Mobile Messaging: Operator Strategies & Vendor Opportunities 2017-2021, says players in the industry will have to start focusing their strategies around the development and provision of AI (artificial intelligence) chatbot tools. Juniper sees OTTs evolving the technology by repositioning their messaging platform to customer relationship management (CRM) tools.
This will continue the high engagement capability of SMS (Short Message Service) and MMS (Multimedia Messaging Service) by offering high value proposition for businesses across all sectors. For a company such as WhatsApp that has more than a billion users, the opportunities and possibilities are many.
For service providers, Juniper strongly suggests they see chatbots as an opportunity so they can grow their product and in offerings beyond messaging service.
Juniper Research, said, "Chatbot launches on OTT messaging apps will provide a wealth of opportunities for the eRetail and banking sector over the next 5 years. Frequently used services such as balance checking and regular purchases will be some of the early uses. Juniper forecasts that the number of chatbots on mobile devices will exceed 2 billion globally by 2021, as western players aim to emulate the success of chatbots in China."
According to the report, chatbot user numbers in the west will grow at over 190 percent CAGR by 2021, which will be driven by highly recognized brands such as Amazon and eBay (News - Alert), who Juniper says will play an important role in the adoption rate by building consumer trust in the technology.
Without the adoption of chatbots, the author of the report, Sam Barker, said OTT messaging providers risk user churn to competitors.
The Mobile Messaging: Operator Strategies & Vendor Opportunities 2017-2021 covers SMS: P2P & A2P; MMS: P2P; Instant Messaging; Social Messaging; RCS; and Mobile Messaging Chatbots with a comprehensive analysis of the messaging ecosystem.
If you’d like to learn more about how next gen messaging applications will impact business, be sure to check out TMC (News - Alert) and Crossfire Media’s newest conference and expo, Communications 20/20, happening July 18-20 at Caesars Palace in Las Vegas. The event will focus on the next wave of technology and innovations that will transcend the importance of person to person contact, disrupting the future of the entire communications industry. Find out more HERE.
Edited by Stefania Viscusi