Mobile business messaging market to hit $78bn by 2027 – Juniper
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The total value of the mobile business messaging market is expected to rise 63 percent from $48 billion in 2022 to $78 billion by 2027, according to a new Juniper research.
The research titled “A2P Messaging: Emerging Trends, Regional Analysis & Market Forecasts 2022-2027” found that the 63 percent growth will be driven by enterprise adoption of Rich Communication Services (RCS), with businesses harnessing the end-to-end encryption and verified sender identities RCS provides to reduce messaging fraud.
RCS, Juniper explained, is a messaging protocol that incorporates rich media content, such as high-quality images, videos and carousels, within a smartphone’s default messaging application.
The UK-based digital market data provider also found that the global number of RCS business messages received will increase from 161 billion in 2022 to 639 billion by 2027, as enterprises in industries handling sensitive data, such as banking and healthcare, migrate traffic away from short message service (SMS) to more secure channels.
On the flipside, it noted that while user verification over RCS acts as a first step in messaging fraud prevention, malicious players will increasingly identify ways to bypass this requirement. To prevent this, the report encouraged firewall vendors to prioritise the accurate detection of spam content via multimedia messaging, including images and external links.
Juniper further noted that the US will represent a key growth market for RCS with all tier-1 operators, including AT&T, T-Mobile and Verizon, supporting rich media messaging solutions. In addition, the total number of RCS business messages received in the US has been projected to surpass 170 billion by 2027, provided Apple introduces support for the messaging protocol over iOS within the next three years.
Scarlett Woodford, the research author, remarked that Apple must support RCS to facilitate smooth and secure communications between mobile operating systems.
“The RCS protocol is likely to be deployed over the existing iMessage interface on iOS devices, in order to capitalise on user familiarity and maximise adoption,” Woodford added.