Presently, all the major industries that include retail, tourism, healthcare, banking, financial services & insurance (BFSI), entertainment and media are approaching the humongous base of mobile phone users via A2P SMSs, in order to maintain their customer relationship. In coming years, more than 50% of the world’s population is anticipated to have at least one mobile subscription, which is estimated to cross the milestone of 3600 million distinct mobile subscribers and it is analyzed to grow further in coming years.
Since past few years, the vulnerability of the communication lines of MNO’s (Mobile Network Operators) has grown to a level where threat of security breaching has increased due to lack of efficient security. Also, it is noticed that most MNOs worldwide are still utilizing obsolete versions of firewalls, which in turn are adversely affecting the business and fail to provide needed visibility to inspect and eliminate the grey routes and other security threats. Globally, grey routes account for nearly two-third of the total A2P traffic worldwide, whereas only one-third of the A2P traffic is governed by MNOs. Thus, security risk and illegitimate traffic impose a significant threat upon the overall profitability of A2P SMS and API market in near future. Nonetheless, the increasing adoption of two-factor authentication is anticipated to drive the market in coming years owing to the highly secured environment offered by two-factor authentication. Also, two-factor authentication is preferred over standard OTT messaging application, inclusive of Hike, WhatsApp and messenger.
The escalating usage of card payment and online payment portals have terminated the conventional security protocol, leading to the rising demand for two-step verification. Today, majority of consumers using online card payment portals have smart phones that permits the users for an authentication process based on his/her online credentials along with the user’s mobile number. Furthermore, exhaustive, all day usage of smart phones by almost every modern consumer has subsequently led to the notable prospects for mobile marketing. As other media channels have reached their saturation in terms of knowledge sharing, personalized A2P sms have evolved as the precise mode of marketing endeavours.
The A2P SMS API market is broadly segmented into applications, technology and end-user industry. The application segment is further bifurcated into pushed content services, promotional campaigns, CRMs (Customer Relationship Management) and interactive services. Traditional API and cloud APIs are two kinds of technologies used in A2P SMS market. The traditional method is anticipated to retain its dominance during the forecast period whereas; cloud-cased API will be the fastest growing market. According to the end-user segment, the market is further segment into bulk sms providers, telecom operators, sms aggregators and marketers/reseller. Currently, the bulk SMS providers are dominating the market as most of the business organizations consider it to be the most convenient and economical mode of marketing communication. The other end-user segments such as SMS aggregators, telecom operators and marketers & resellers are also projected to experience a healthy growth owing to the significant expansion and advancement in other industrial segments.
Globally, the market is fragmented in 6 major regions that include North America, Europe, Latin America, Asia Pacific, Middle East and Africa. Among these regions, Asia Pacific is the leading market owing to the rising urbanization followed by North America, which is the second fastest growing economy. Other regions such as Latin America and Middle East are also anticipated to grow in the coming years. However, the market will be attaining a pace over its growth during the forecast period. A2P API market is highly competitive. Some of the key players in this market comprise service providers, operations, network providers etc. Syniverse Technologies, LLC, OpenMarket, Inc., Twilio Inc., Beepsend AB, FortyTwo Telecom AB, Ogangi Corporation and CLX Communications are among the other companies.