Market Watch
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)
Market review
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.
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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]
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For more information, please contact: |
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Dmitriy Kolesov Director of TV and content department J'son & Partners Consulting |
101990, Moscow Armenian Lane, 11/2 b. 1ATel.: +7 (495) 625-72-45, www.json.tv |
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
- 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
- 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
- PRICING ON THE BULK SMS MARKET
3.1. ANALYSIS OF THE AVERAGE COSTS OF BULK SMS SERVICES
3.2. DESCRIPTION OF THE VALUE CHAIN
- SMS-INFORMING VIA MESSENGERS
- LEGISLATION AND REGULATIONS
5.1. WORLD PRACTICE
5.2. RUSSIAN PRACTICE
- DRIVERS AND BARRIERS OF THE BULK SMS MARKET
- 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
Market prospects of mobile instant messengers in Russia and in the world in the period up to 2020
Market review
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