Leonid Delitsyn, an analyst at FG Finam
Posted: Mon Jan 27, 2025 6:07 am
Representatives of TMT Consulting reported that the A2P SMS market in Russia continues to grow. "At the same time, competition continues to intensify, but the key competitors are applications of companies, primarily banks, through which they send push messages," they said.
, notes that back in 2014, Yankee cameroon phone number list Group researchers concluded that telecom operators were losing $1.5 billion to OTT apps. "If operator losses had grown by 20% per year since then, they would now be $6 billion per year, not $2.5 billion. It can be assumed that these "losses" are in the nature of lost profits, not real losses. That is, operators do not earn this money, although they could. The rest of the countries are very heterogeneous, and the process is different in different countries. Compared to the US and Europe, we have low ARPU, low iPhone penetration, and high loyalty to messengers. In addition, operators tried to bring their own messengers to the market, and the attitude towards RCS was initially skeptical," the analyst explains.
He believes that in 2023 the number of business SMS will increase because it is a channel that is understandable to consumers and to which they are accustomed. "By the way, operators are more likely to make money by blocking SMS from service providers that consumers are tired of. Operators will not be able to compete with messengers in a normal situation, but it is possible that some messengers, such as WhatsApp, will become unavailable. In this case, competition will mainly be with VK," says Leonid Delitsyn.
According to his forecasts, revenue from SMS mailings for business clients in Russia will grow at a slow pace of 3-5% per year. "The need for SMS mailings in businesses is growing, just like for email mailings. Most modern services, especially infobusiness, lead the client along a long path from awareness to interest, decision-making, purchase and repeat purchase. After a potential client has watched an educational video or attended a free lesson, he still needs to be "led" to a purchase, and after the purchase - to the purchase of a long-term subscription. All this time, he needs to be sent signals that penetrate the brain, and the best channels for this are those to which he is accustomed, from which he does not expect a catch. Personally, I have been receiving such SMS for years from most retailers from whom I have ever bought something, and will continue to receive them, unless I pay operators to block them. That is why the old proven communication channels via email and SMS are so long-lived," he is sure.
, notes that back in 2014, Yankee cameroon phone number list Group researchers concluded that telecom operators were losing $1.5 billion to OTT apps. "If operator losses had grown by 20% per year since then, they would now be $6 billion per year, not $2.5 billion. It can be assumed that these "losses" are in the nature of lost profits, not real losses. That is, operators do not earn this money, although they could. The rest of the countries are very heterogeneous, and the process is different in different countries. Compared to the US and Europe, we have low ARPU, low iPhone penetration, and high loyalty to messengers. In addition, operators tried to bring their own messengers to the market, and the attitude towards RCS was initially skeptical," the analyst explains.
He believes that in 2023 the number of business SMS will increase because it is a channel that is understandable to consumers and to which they are accustomed. "By the way, operators are more likely to make money by blocking SMS from service providers that consumers are tired of. Operators will not be able to compete with messengers in a normal situation, but it is possible that some messengers, such as WhatsApp, will become unavailable. In this case, competition will mainly be with VK," says Leonid Delitsyn.
According to his forecasts, revenue from SMS mailings for business clients in Russia will grow at a slow pace of 3-5% per year. "The need for SMS mailings in businesses is growing, just like for email mailings. Most modern services, especially infobusiness, lead the client along a long path from awareness to interest, decision-making, purchase and repeat purchase. After a potential client has watched an educational video or attended a free lesson, he still needs to be "led" to a purchase, and after the purchase - to the purchase of a long-term subscription. All this time, he needs to be sent signals that penetrate the brain, and the best channels for this are those to which he is accustomed, from which he does not expect a catch. Personally, I have been receiving such SMS for years from most retailers from whom I have ever bought something, and will continue to receive them, unless I pay operators to block them. That is why the old proven communication channels via email and SMS are so long-lived," he is sure.