Infobip has been named number one amongst Established Leaders in the Juniper Research Global report. The analyst firm positioned Infobip as the top vendor out of 17 because of its strong presence in the global messaging market and its RCS deployments in regions where the analyst firm believes there will be substantial growth in the next two years.
In the report, Juniper also highlights that Infobip’s RCS MaaP (messaging-as-a-platform) layer for telecoms is particularly strong, and alongside its widespread relationships with telecoms globally, will support the growth of RCS business messaging on a large scale. The analyst specialist added that Infobip also offers several value-added services that support its messaging portfolio, including its conversational AI, People CDP, and CPaaS X solutions, and has also successfully grown their presence in North America and West Europe, key regions where the growth of RCS Business Messaging is expected to accelerate over the next two years.
Juniper Research anticipates that North America will be the fastest-growing region in the RCS business messaging market over the next two years. This is due to the readiness of enterprises in this region to adopt RCS Business Messaging and a high level of mobile messaging acceptance in the region. The number of enterprises in the US adopting RCS as part of their business messaging strategy will grow rapidly following the launch of RCS on Apple devices. Currently, the operator-led SMS channel is popular among brands and enterprises in the US, which opens a significant opportunity to monetize single RCS messages as brands adopt the channel to send promotional messages to customers.
Where the penetration of OTT messaging applications is high, enterprises will be more ready to adopt the rich media use cases of RCS, owing to familiarity. In these countries, there must be an omnichannel approach to business messaging offered to brands, to allow them to reach customers across their preferred channels. In countries where there is a low penetration of OTT messaging applications, enterprises will not have experience in leveraging messaging channels for rich media use cases. Therefore, the focus must be on transitioning these brands from SMS to RCS for transactional use cases, to increase the familiarity of using the channel.
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