Operators can play a central role in the future of Messaging as a Platform (MaaP), according to a new study by GSMA titled ‘Messaging as a platform – The operator opportunity,'
MaaP combines the features of advanced messaging with standardised interfaces to chatbots and plugins that create a richer experience for consumers and allow businesses to realise the application-to-person potential of IP messaging.
Customer interest is moving away from apps for interacting with a host of companies and service providers, towards a simpler more intuitive chat-based experience, according to industry forecasts. Through partnerships and industry collaboration, operators can play a central role in delivering a unified, consistent and engaging user experience that can be scaled to create a global community,” said Alex Sinclair, Chief Technology Officer, GSMA.
The user base for major IP messaging services is projected to exceed 4 billion by the end of the year, according to the report. 2015 saw the world’s 6.7 billion SMS users generate revenues of approximately $15 million per hour, while 2.5 billion OTT messaging users made up around $3 million per hour. Usage patterns are changing however, with the next 12 months set to see SMS worth $13.4 million per hour and OTT growing to $5.2 million per hour, the report adds.
The report was created by GSMA with contributions from AT&T, China Mobile, China Unicom, Deutsche Telekom, Ericsson, Metaswitch, Orange, KPN, Reliance Jio, Samsung, SK Telecom, Summit Tech, Syniverse, Telenor, Telia, T-Mobile US, Vodafone Group, WIT and Xura.