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The Russian market of mobile mass messaging/informing services 2017-2021

June 2019

Analytical Report (full version)

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Analytical Report (full version)

The Russian market of mobile mass messaging/informing services 2017-2021
The Russian market of mobile mass messaging/informing services 2017-2021
June 2019

The Russian market of mobile mass messaging/informing services 2017-2021

June 2019

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J'son & Partners Consulting presents brief results of the research devoted to the Russian mobile mass messaging/informing market in 2018.

 

Summary of the study of Russian mass messaging market

 

The study provides a detailed analysis of the A2P (Application-to-Person) segment of this market. Namely:

 

✔      A description of the mobile mass messaging/informing market and forecasts of its development for the period up to 2021 in Russia and the world.

✔                      The following data about the Russian market:

o         Its structure by types of service providers and their clients’ areas of activity.

o         Its volume in money.

o         Description of the main players and their tariffs.

o         Pricing mechanisms.

✔                      A list of the main events in the market from 2013 to 2018 and estimates the degree of their influence on the industry as a whole.

✔                      An analysis of foreign and Russian legislation that regulates mobile mass messaging/informing services.

✔                      The features of mobile information sent via messengers:

o         Frequency of application use.

o         Main features, advantages and disadvantages.

o         A detailed analysis of the two messengers Viber and WhatsApp.

 

Brief results

 

To date, mobile mass messaging/informing in the A2P (Application-to-Person) segment can be divided into two large sub-segments:

✔      Bulk SMS.

✔      Informing via messengers.

 

In general, the revenue of the A2P mobile mass messaging market (via SMS and messengers) according to experts from J'son & Partners Consulting in 2018 amounted to 22.97 billion rubles.

 

 

 

In the future, the A2P mobile messaging market will grow dynamically over the next few years and will reach almost 37 billion rubles by 2021 according to the forecast from J'son & Partners Consulting.

 

Bulk SMS is one of the main, well-proven ways of mobile informing. It is also an efficient mobile marketing tool. In contrast to the negative forecasts of the global SMS market development in Russia, this service shows a steady growth trend. Its main driver will be the development of the segment of Bank newsletters, which is influenced by the growth of mobile audience and the development of mobile payments. Retail, visa centers, embassies, government agencies will not refuse to send SMS either, as they provide reliable delivery of information to the client.

 

The main competitor of bulk SMS services in the Russian market of client notifications in the A2P segment are messengers, which repeats the global trend.

 

According to the survey conducted by J'son & Partners Consulting in 2018, the five most popular mobile messengers and social networks in Russia are "Vkontakte", WhatsApp, Viber, Telegram and Skype.

 
 

 

Drivers and barriers of the mobile messaging/informing market:

 

Drivers of this market include the following factors:

✔     High penetration of cellular communication;

✔     Low cost of advertising messages in comparison with other types of direct advertising;

✔     Banks, being the main client in the SMS market, are obliged to inform their clients about all operations performed with their Bank cards;

✔     Mixing of A2P messaging and P2A (Person-to-Application) creates a two-way communication channel and engages clients in a conversation.

 

Barriers of the market:

✔     Legal limitations of mobile mass messaging/informing. The main requirement of the Russian legislation says is the user's consent to receive mailings on their phone.

✔     Technical limitations of bulk SMS services. Each message on the mobile phone contains very little text, it cannot contain multimedia (images, audio, video), and thus is not suitable for every advertising campaign.

 

___________________

 

This information note was prepared by the J'son & Partners Consulting. We work hard to provide factual and prognostic data that fully reflect the situation and available at the time of release. J'son & Partners Consulting reserves the right to revise the data after publication of new official information by individual players. 

 

Copyright © 2019, J'son & Partners Consulting. The media can use the text, graphics and data contained in this market review only using a link to the source of information - J'son & Partners Consulting or with an active link to the JSON.TV portal

 

™ J'son & Partners [registered trademark] 

 

 

Detailed results of the study are presented in the full version of the report

 

“The Russian market of mobile mass messaging/informing services 2017-2021”

 

INTRODUCTION    

SOURCES AND METHODOLOGY

BASIC CONCEPTS AND DEFINITIONS

  1. DESCRIPTION OF THE MOBILE MASS MESSAGING/INFORMING MARKET

                1.1.      IMPLEMENTATION SCHEME FOR SMS-MAILING

                1.2.      TYPES OF SMS TRAFFIC

                1.3.      KEY EVENTS IN THE RUSSIAN BULK SMS MARKET IN 2013 - 2018.

                1.4.      FIGURES OF THE RUSSIAN MARKET OF MOBILE MASS MESSAGING

                           1.4.1.  Volume and dynamics of the revenues, 2017-2018

                           1.4.2.  Development forecasts for 2019-2021

  1. STRUCTURE OF THE RUSSIAN MARKET OF MOBILE MASS MESSAGING SERVICES

                2.1.      BULK SMS SERVICE PROVIDERS

                           2.1.1.  Telecom operators

                           2.1.2.  Specialized companies, aggregators

                           2.1.3.  “Black” and “gray” segments of SMS-mailing

                2.2.      CLIENTS OF BULK SMS SERVICES

                2.3.      EXAMPLES OF USE OF MOBILE MASS MESSAGING SERVICES

                           2.3.1.  Banks/payment systems

                           2.3.2.  Retail/loyalty programs

                           2.3.3.  Airlines

                           2.3.4.  Governmental organizations

  1. PRICING ON THE BULK SMS MARKET

                3.1.      ANALYSIS OF THE AVERAGE COSTS OF BULK SMS SERVICES

                3.2.      DESCRIPTION OF THE VALUE CHAIN

  1. SMS-INFORMING VIA MESSENGERS
  2. LEGISLATION AND REGULATIONS

                5.1.      WORLD PRACTICE

                5.2.      RUSSIAN PRACTICE

  1. DRIVERS AND BARRIERS OF THE BULK SMS MARKET
  2. FINDINGS AND CONCLUSIONS

List of pictures

Pic. 1. Revenues from SMS in the P2P and A2P segments in the world, billion dollars, 2017-2022

Pic. 2. Number of sent SMS in the A2P in the world, trillion pieces, 2017-2022

Pic. 3. New scheme of SMS-mailing

Pic. 4. Volume of the mobile messaging market. Russia, billion rubles, 2017-2018

Pic. 5. Volume of the mobile messaging market. Russia, billion rubles, 2017-2018

Pic. 6. Structure of SMS-mailing providers, % of total traffic in the A2P segment, 2018

Pic. 7. Market share of SMS-mailings by major players, A2P operator segment, % of total traffic, 2018

Pic. 8. Business solutions from MTS with use of mobile messaging services

Pic. 9. Smart sales - a comprehensive service for working with clients

Pic. 10. Pay-per-message campaigns: mailing rates based on your own database

Pic. 11. Tariffs for pay-per-message advertising campaigns

Pic. 12. Example of accountability in the "MTS Marketer" service

Pic. 13. Offers of SMS sending from Beeline

Pic. 14. Tariff plan "Basic" for the "Direct SMS-mailing" service from Beeline, rubles

Pic. 15. SMS notification aggregators, A2P segment, % by traffic volume, 2018

Pic. 16. Weaknesses of operators when terminating traffic

Pic. 17. Market structure by customer sector in the A2P segment, % of total traffic in the segment, 2018

Pic. 18. Sberbank mailing rules

Pic. 19. Example of SMS-mailing from Rive Gauche

Pic. 20. Example of mailing from the retail network Beethoven

Pic. 21. Example of SMS-mailing from travel companies

Pic. 22. Example of SMS-mailing from car dealerships/service centers

Pic. 23. Example of SMS-mailing from restaurants, night clubs, cafes

Pic. 24. Comparison of tariffs of SMS-mailing operators depending on the volume of traffic, 1 SMS with VAT, rubles

Pic. 25. Pricing chains of SMS-mailings till the end of 2013

Pic. 26. Pricing chain of SMS-mailings from the beginning of 2014

Pic. 27. What free applications (messengers, chats, social networks) on your mobile device do you use most often (hare of respondents, %)

Pic. 28. Number of active Viber users, 2017-2018

Pic. 29. Dynamics and structure of income of Viber, 2017-2018

List of tables

Table. 1. List of sender signatures in the "International" traffic category, Tele2, 2017

Table. 2. List of sender signatures in the "International" traffic category, MegaFon, 2017

Table. 3. Comparison of SMS-mailing offers, 2013

Table. 4. SMS-traffic service: cost of receiving messages from users

Table. 5. Beeline’s service "SMS traffic": step-billing

Table. 6. MegaFon’s service "SMS traffic": step-billing

Table. 7. Tele2’s service "SMS traffic": step-billing

Table. 8. Tariffs for the service "MTS Communicator" from MTS

Table. 9. “MTS Marketer” service: description and implementation

Table. 10. Billing of MTS’s service "USSD menu"

Table. 11. Tariffs for SMS packages of MTS’s service “Teleinfo”

Table. 12. Extended tariff plans for Beeline’s service "Direct SMS-mailing", rubles

Table. 13. Tariff plan of Beeline’s service "Partner SMS-mailing"

Table. 14. Tariffs for "Targeted bulk SMS" from Beeline

Table. 15. Mobile awareness: cost of the service

Table. 16. Package "Service": tariffs for sending SMS-messages in the framework of the service "Mobile information"

Table. 17. Package "Advertising": tariffs for sending SMS-messages in the framework of the service "Mobile information"

Table. 18. Conditions for connection of the option "Response" when using MegaFon’s “Digital ID"

Table. 19. Tariffs for the option "Capacity increase"

Table. 20. SMS package for Russian phone numbers

Table. 21. SMS package for Russian Tele2 phone numbers

Table. 22. Tariffs for targeting bulk SMS service "SMS-target"

Table. 23. Tariffs for the provision of information on transactions and authorizations from Sberbank

Table. 24. Cost of "Alfa-Check" service from Alfa-Bank

Table. 25. Comparison of SMS-mailings and advertising messages from Viber