The entire digital world has been watching the significant evolution of the well-known Application to Person (A2P) messaging technology for five years already. Initially, A2P was used for various alerts, as an invoicing mechanism and carrier for pure content and services, both for one-off downloads or actions (e.g. voting) and for recurring payments.
Nevertheless, this technology has been losing its functionality and effectiveness for five years of its use. This was primarily due to the emergence of additional alternative products, most of which was offered by users themselves as more convenient alternative tools.
New vector development of A2P messaging market
A recent study in the world market of Juniper Research has shown that the revenues from the Rich Communication Services (RCS) messaging will exceed $ 9 billion by 2022 - that's up from an estimated $126 million in 2018. RCS, backed by Google, supports rich media content including video sharing and file transfers.
Recent market research has shown that the revenue potential of mobile communications from a mobile operator is pretty much linked to A2P services, which include automatic messages from companies to their customers.
A2P RCS will bridge the gap between the ubiquitous SMS and advanced functionality that is embedded in the Over-the-Top (OTT) applications. Juniper predicts that more than 90 % of RCS traffic will be A2P by 2022, as companies benefit from multi-functional multimedia functions and have a broad reach for enhanced interaction.
Perspectives on using A2P applications for messaging
Juniper Research also predicted that AI technology would be needed to facilitate conversational communication that minimises response time.