Messaging as a Platform (MaaP) Market By Type (VoIP, IP Video Call, File Transfer, Others) By Application (Retail, Education, Finance and Insurance, Medical, Other) - Growth, Future Prospects & Competitive Analysis, 2016 – 2028

About this report

The global messaging as a platform (MaaP) market report explores the critical analysis of the messaging as a platform (MaaP) industry using key parameters. The report consists of investment strategies, the need for investments in the messaging as a platform (MaaP) industry, and the multiple benefits for the investors. Importantly, this report sets out major changes in the global technical regulations for the messaging as a platform (MaaP) industry, as well as how economic and non-economic barriers are helping the messaging as a platform (MaaP) market grow. Moreover, the report analyzes the global, regional, and country-level historic and forecasted market size. The report also provides a comprehensive analysis of key investment propositions, demand and supply gap, competitors positioning, STAR analysis, SRC analysis, and Tornado analysis. Key technological developments and other analyses such as porter's five forces analysis, PESTEL analysis, value chain analysis, etc.


Key Highlights of the report

How are the major segments performing in the Messaging as a Platform (MaaP) Market?

In 2021, the VoIP segment will be the leading segment in the component. Its growth is primarily due to the cost-effectiveness of cloud-based VoIP services. Additionally, government agencies and private companies are establishing wireless communications infrastructure and adopting cloud-based VoIP services, which will boost the demand for VoIP services.

In 2021, the retail category led the MaaP industry as a whole, and this trend is anticipated to remain for the entire projection period. Mobile banking and other solutions that provide a higher level of security and better response by directly contacting consumers are contributing to MaaP's popularity in retail.

Which region dominated the Messaging as a Platform (MaaP) Market?

In 2021, Asia Pacific was one of the major contributors to the global messaging as a platform market. Due to the increasing demands of rural, urban, and coastal populations, the Asia Pacific economy is growing steadily. New policies are being implemented that will contribute to the region's economic development. Mobile subscribers and internet penetration are increasing in Asia, allowing the MaaP industry to flourish.

What is the competitive environment of the Messaging as a Platform (MaaP) Market?

The MaaP industry's competitive environment offers information on the total economic profit made by suppliers and businesses, the sales and revenues produced in this sector, the MaaP market share globally, the business organization overview, the introduction of new products, and the opportunities for the industrial MaaP market. For instance, as part of their business communication and customer engagement offerings, Dialpad launched a new product in July 2021 called Dialpad meetings. In order to make the solution more efficient and effective, it uses artificial intelligence and cloud technology.

Executive Summary

What are all the Technical developments being developed in the Messaging as a Platform (MaaP) Industry Market?

Players focus on inorganic development procedures such as joint efforts and consolidations and obtaining innovative exercises to extend their market reach and contributions. In April 2022, Nextiva, a leading VoIP service provider, launched its NextivaOne partner program to support the implementation of developing technologies for channel partners and customers.

Which are the key investments by the players in the Messaging as a Platform (MaaP) Industry Market?

In order to capture a significant share of the industry, companies are collaborating with telecom operators, advertisers, and local & regional players. Industry players are adopting key strategies and developments to occupy significant revenue shares. Infobip Limited has announced, for instance, that it plans to integrate SMS and WhatsApp messaging notifications into Adobe Commerce. By using these channels, enterprises and organizations will be able to increase customer loyalty. In December 2021, Microsoft acquired Xandr from AT&T. The acquisition will facilitate the delivery of open web solutions for digital marketing, advertising, and retail.

Some of the major players in the market are Montnets, NOKIA, ZTE, Acme Packet, D2 Technologies, Deutsche Telekom, Genband, Huawei, Infinite Convergence, etc.

What are the Major Driving Factors for the Messaging as a Platform (MaaP) Market?

It is predicted that VoIP will accelerate market growth. Once Over-The-Top (OTT) voice and messaging technologies are developed for tablets and smartphones, companies will be able to make free domestic calls via popular VoIP services, such as Google Voice, Viber, and Skype. As smartphones and Wi-Fi have become more ubiquitous, domestic calling apps have become popular. Several companies now offer fixed-price plans with unlimited local calls. For example, VoIPstudio National offers 2,000 minutes of free calls to any country per month for USD 19.99.

What are the Major Risks for the Messaging as a Platform (MaaP) Market?

As a result of phishing, spam, spoofing, and malware attacks, mobile messaging systems undermine subscribers' trust, reduce brand loyalty, and increase operational costs. The mobile spam epidemic reduces income and brand value throughout the mobile industry, including operators, app developers, marketers, subscribers, and device manufacturers.

Which is the key Application in the Messaging as a Platform (MaaP) Market

The retail sector dominated the messaging as a platform (MaaP) market in 2021. By communicating transaction information, consumer actions, and retail banking needs through an A2P messaging system, and banks can connect with their clients and establish strong relationships with them. By utilizing mobile messaging solutions, banks can communicate with their customers and build strong relationships, from announcing transaction data to supporting their retail banking needs. As a result of the pandemic, some industries, like retail marketing, suffered forfeiture due to increased transactions, alerts, notifications, and e-commerce growth.

How is the Messaging as a Platform (MaaP) Market performing in regions?

In 2021, the global Messaging as a Platform (MaaP) market was dominated by the Asia Pacific. A number of IoT technologies, such as connected cars, smart healthcare devices, smart homes, and identity verification, are growing in the Asia Pacific region. Although traditional revenue streams from mobile network operators (MNOs) are declining, MaaP makes up for them by generating new revenue streams. APAC's untapped potential has created new investment opportunities for telecom operators and advertisers as the MaaP industry and several new players enter the market. The growing use of the internet and the large customer base of multinational companies are pushing them to expand their business across the region.

The MaaP market in the North American region is anticipated to grow the fastest. The MaaP industry's growth is being driven by large players in North America like AT&T, Genesys, and TWILIO INC. In addition, several companies offer end-to-end encryption of messages via a cloud-based messaging platform, contributing to the growth of the MaaP industry.

What is the regulatory landscape for the Messaging as a Platform (MaaP) Market?

Globally, text messages are heavily regulated because of their nature and the context they convey. Government regulatory bodies should focus more on business security issues and MNO security issues than consumer security issues. In accordance with regulatory laws, businesses cannot send bulk SMS to their customers. There is a limit on the number of messages that can be sent and a specific time slot. Mobile network operators, SMS aggregators, and enterprises are subject to these restrictions.

What is the Market Size of Messaging as a Platform (MaaP) regarding value?

The global messaging as a platform (MaaP) market is anticipated to grow at a substantial CAGR of xx% in the upcoming years. The global messaging as a platform (MaaP) industry was estimated to be worth USD xx billion in 2021 and was expected to be worth USD xx billion by 2028.

What are the major players planning for the future of the Messaging as a Platform (MaaP) Market?

The key players in the messaging as a platform (MaaP) market are investing heavily in numerous cutting-edge technologies, including cloud computing, artificial intelligence, and others. Twilio acquired Segment in November 2020 for USD 3.2 billion, the world's leading customer data platform for mobile messaging. By combining the world's best cloud communication platform with SMS, Messaging, Voice, Video, Email, and the Internet of Things (IoT), developers and businesses can manage client communication like SMS, Messaging, Voice, Video, Email, and more.

Segmentation of Global Messaging as a Platform (MaaP) Market-

Global Messaging as a Platform (MaaP) Market – By Type

  • VoIP
  • IP Video Call
  • File Transfer
  • Others

Global Messaging as a Platform (MaaP) Market – By Application

  • Retail
  • Education
  • Finance and Insurance
  • Medical
  • Other

Global Messaging as a Platform (MaaP) Market – By Region

  • North America
    • U.S.
    • Canada
  • Europe
    • Germany
    • France
    • U.K.
    • Italy
    • Spain
    • Rest of Europe
  • Asia Pacific
    • China
    • Japan
    • India
    • South Korea
    • South-east Asia
    • Rest of Asia Pacific
  • Latin America
    • Brazil
    • Mexico
    • Rest of Latin America
  • Middle East & Africa
    • GCC Countries
    • South Africa
    • Rest of Middle East and Africa

Frequently asked questions about the global Messaging as a Platform (MaaP) market

Messaging as a platform (MaaP) market also suffered from the COVID-19 pandemic, which resulted in a decline in revenue generated in 2020 due to the temporary suspension of different development projects and many deals also suspended by different industries.

The Asia Pacific accounted for the highest share in the global messaging as a platform (MaaP) market. As smartphone penetration increases, internet services proliferate, and the region's internet subscribers grow, which can be attributed to the proliferation of smartphones.

Messaging as a Platform (MaaP) market is expected to grow due to major factors such as an increase in the number of smartphones in circulation, a growing market for mobile payments, a growing retail industry, and the use of SMS for marketing and customer relationship management

VoIP had a major share in 2021, with around 50% of the market revenue share. Besides, it is also projected to witness the fastest growth. In addition, government agencies and private businesses are establishing wireless communications infrastructure and adopting cloud-based VoIP services, which are expected to spur the demand for VoIP in the market. The growth of this market is primarily attributed to the cost-effectiveness of cloud-based VoIP services.

The retail segment had a major share in the global market in 2021 and is projected to continue its dominance over the forecast period. As mobile banking and other solutions improve security and provide direct contact with consumers, MaaP is growing in popularity in the retail sector.

Messaging as a Platform (MaaP) Market Scope

Report Attribute Details
Market Value in 2021 USD xx billion
Market Value in 2028 USD xx billion
Benchmarking Year 2021
Past data 2016 – 2021
Forecast period 2022 – 2028
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Published Date:  Oct 2022
Category:  Technology & Media
Report ID:   60721
Report Format:   PDF
Pages:   120
Rating:    4.2 (40)
Delivery Time: 24 Hours to 48 Hours   
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