The missing link: business messaging enters its next era

Messaging remains a remains a near-ubiquitous method of mobile communication, enabling person-to-person (P2P) communications and business-to-person, also known as application-to-person (A2P), communications. With the increasing cannibalisation of P2P SMS by OTT services, the potential for a monetisable business model and strong appetite among enterprises to engage with their customers via the messaging channel, A2P SMS offers the greatest messaging revenue opportunity for mobile operators.

Advanced forms of artificial intelligence such as generative AI are increasingly being used in digital consumer services across a range of verticals to optimise processes and innovate with services. For the end user, the impact is new or improved functionality, a more personalised service experience, better service accessibility and more context-aware services.

The onset of the 5G era presents a new opportunity for how RCS messaging can be enhanced and repositioned in the eyes of consumers and brands. For business verticals in particular, 5G messaging offers incremental revenues for operators and brands through engagement and outcomes-based pricing, backed by scale, interactivity and security.