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But it’s not the typical person-to-person messaging that has grown — that category has flatlined. What’s booming is app-to-person messages, thanks to the plethora of apps that users are downloading to their smartphones. These in turn are peppering subscribers with text messages — notifications, advertisements, promotions and transaction confirmations. The segment has grown 20% every year since 2014 to 210 billion messages in 2018, according to industry data, and is expected to reach 265 billion this year. Five years ago, the number was less than 100 billion.
“There is a surge in A2P SMS or enterprise messaging,” said Bharat Bhargava, partner and leader, telecom advisory at EY. “Adoption across verticals including marketing, banking, and retail for OTP (one-time-password) confirmations, transaction alerts, notifications, branding and marketing are on the rise,” he added.
More than 95% of the traffic comes from within India, typically generated by International messages from apps like Google, Facebook<\/a>, Twitter etc. make up the rest.
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Expectedly though, the number of monthly messages sent by a subscriber has halved to 16 at the end of last year from 38 in 2012, according to data from Analysys Mason. The volume of person-to-person messages within India was then at 391 billion, before the advent of over-the-top apps such as WhatsApp, Facebook Messenger and others. That has dropped every year since then to 226 billion in 2017.
The rise in app-to-person messages has offset the fall in person-to-person messages over the years, analysts said.
Indian telcos, especially the older ones, are pleased about the shift. They charge the app companies 10 paise per message terminating within India and Rs 1 for international ones. Total revenue accruing to the telcos is estimated at $515 million (Rs 3,576 crore) in 2019, up 145% from $210 million (Rs 1,457 crore) in 2017. That helps in a sector under financial stress amid stiff competition.
“Consumers are increasingly adopting digital for transactions and using apps to serve diverse needs,” said a spokesperson for Vodafone Idea, the country’s largest carrier. “Every such digital engagement requires validation and authorisation via message.”
Reliance Jio<\/a> Infocomm and Bharti Airtel<\/a> didn’t comment on the size of the business or its growth.
“It’s a win-win for all — operators get an increasing revenue stream, both price and volume wise. Enterprises find it a most economical medium to communicate and all types of consumers have access to it,” said Himanshu Goel, chief executive of Syniverse India, which aggregates messages between enterprises and telecom networks.
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但这不是典型的人与人之间的消息传递,已经停滞不前——类别。蓬勃发展的是app-to-person消息,由于过多的应用程序用户下载到他们的智能手机。这些反过来经常向用户短信通知,广告,促销和交易确认。段自2014年以来每年增长20%,在2018年2100亿条消息,据行业数据,今年有望达到2650亿。五年前,这一数字还不到1000亿。
“A2P SMS或企业消息传递激增,”巴拉特Bhargava说,伙伴和领袖,电信咨询等等。“采用垂直包括市场营销、银行和零售的OTP(一次性密码)确认,交易警报、通知、品牌和营销正在上升,”他补充道。
内超过95%的流量是来自于印度,从像Google这样的应用程序通常由国际消息,脸谱网,Twitter等组成。
正常退休,每月的用户发送的消息的数量减少了一半,16岁去年年底从2012年的38个,根据易观国际的数据,梅森。人与人之间的信息的数量在印度是在3910亿年,出现之前的言过其实的应用如WhatsApp, Facebook Messenger和其他人。此后,每年都在下降到2260亿年的2017人。
app-to-person消息的上升下降抵消了人与人的消息多年来,分析师表示。
印度电信公司,尤其是年长的,很高兴的转变。他们指责app公司10 paise /消息终止在印度和Rs 1国际的。电信公司总收入增加额估计为5.15亿美元(3576卢比)2019年,上涨145%从2017年的2.1亿美元(1457卢比)。这有助于金融压力在激烈竞争下的一个部门。
“消费者正越来越多地采用数字交易和使用应用程序服务多样化的需求,”发言人表示,沃达丰的想法,中国最大的航空公司。“每一个这样的数字订婚需要验证和授权通过消息。”
依赖JioInfocomm和Bharti Airtel没有评论的大小业务或其增长。
“这是一个双赢——运营商得到一个增加收入来源,价格和体积明智的。企业找到最经济的媒介沟通和所有类型的消费者访问它,”首席执行官Himanshu高尔说Syniverse印度,聚合企业间信息和电信网络。
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