t h e o n l y m e s s a g i n g i n t e l l i g e n c e y

MessageMap IQ provides precise messaging user intelligence to

empower your business messaging strategy.

MessageMap IQ creates unique messaging insights for any country,

for any vertical, for any mobile operator, brand, and beyond.

Created and Published by Mobilesquared

https://mobilesquared.co.uk/messagemap-iq-messaging-user-intelligence-platform/

MessageMap IQ provides businesses from the mobile ecosystem a transparent understanding of their messaging opportunity that is 100% aligned to the data needed to support a business

case.

No wasted budget buying multiple reports to get a robust understanding of the market, just one customised report based

on your business’s criteria.

MessageMap IQ provides insights on messaging across single or multiple markets, supporting effective ROI budget investment

decisions that enables brands, operators, messaging providers and aggregators to develop an intelligent rich messaging strategy based on comprehensive and reliable reach and

revenue data.

MessageMap IQ is designed specifically for customers from the mobile ecosystem:

Brands & enterprisesMobile network operatorsMessaging providersAggregators

Digital marketing agenciesCPaaS providersChatbot developersSystems integratorsInvestors & private equity

The only messaging intelligence you'll ever need



Country

Mobile operators

Subscribers Channel Vertical & use cases

MNO A

MNO B

MNO D

MNO C

Population

R C S

M e s s e n g e r

i M e s s a g e

W h a t s A p p

S M S

S M S - o n l y

Using our data you can zoom in and out of messaging users by mobile operator, messaging channel, gender, demographic, vertical, and use case. Our modelling highlights the impact each channel will have on a mobile operator's existing A2P SMS revenues revealing cannibalisation and potential revenue uplift from RCS and various price points.

Revenue

risk/canniblisation

Alerts / Customer services / Purchase / Reminders / Security / Vouchers

Revenue opportunity

Brand spend

Social media Education

Enterprisesoftware

Leisure & sport

Finance

Automotive

Healthcare UtilitiesTransport &

logistics

Retail & eCommerce

Travel & hospitalityBroadcasters Telecoms

Gambling

Internet streaming

Public services

Mobile operators, messaging provides & aggregators



Country

Mobile operators

Subscribers Gender DemographicChannel Vertical Use cases

MNO 1

MNO 2

MNO 4

MNO 3

PopulationM e s s e n g e r

W h a t s A p p

i M e s s a g e

R C S

S M S

S M S - o n l y

F e m a l e

M a l e

2 0 - 2 9

1 5 - 1 9

3 0 - 4 9

5 0 - 6 9

> 7 0Alerts

Customer servicesPurchase

RemindersSecurity

Vouchers

Using our data you can zoom in and out of messaging users by mobile operator, messaging channel, gender, demographic, vertical, and use case. Or you can keep it simple and just look at the total picture for each segment. We have created the data so that you look at it your way.

Targetgroup


Enterprisesoftware

Leisure & sport

Finance

Automotive


logistics

Retail & eCommerce


Gambling

Internet streaming

Public services

Brands & enterprises

R e v e n u e o p p o r t u n i t y



Rich Business Messaging Strategy for

YOUR COMPANY

Key FindingsThere are XX.X million rich messaging users in country XWhatsApp is the dominant channel accounting for XX% of smartphone users.Mobile operator A2P SMS revenues stand at $XX.X million. By launching RCS, mobile operator business messaging revenues will experience an uplift of >200%. By not launching RCS, mobile operators will experience cannibalisation of A2P SMS revenues of XX% y-o-y.

MessageMap IQ centralises all of the market intelligence needed to make a decision on your business messaging strategy in one comprehensive report.

After all, business messaging is THE next big platform that brands will use to communicate with consumers so you need to understand where you will play in this exciting channel.

MessageMap IQ creates an interactive report based on your unique business messaging specifications. This could be by country, by vertical, mobile operator, brand spend, revenue opportunity or revenue risk and canniblisation.

Customers recieve a MessageMap IQ interactive report and presentation (as well as a static PDF version), with an accompanying Databook in Excel. A consultant will present MessageMap IQ to you giving you the opportunity to ask questions.

The second phase of MessageMap IQ will give access to all market intelligence through a portal.

MessageMap IQ lets you plan your business messaging strategy



MessageMap IQ covers

unique subscribers

country

mobile operator

non-smartphone

smartphone

MessageMap IQ covers

MessageMap IQ Mission Statement: To empower decisions on investment in mobile messaging by providing precise market intelligence and independent consultancy to substantiate the business case.

demographic

age

gender

engagement

vertical

brand

use cases

revenue

mobile operators

forecasts

revenue

opportunity

risk

channels

native

hybrid

OTT

pricing



UN

UE

SUBSCRIBERS



Download data

UnIQue subscribersWorldMessageMap IQ providesinsight into 200 countrues

PolpulationMessageMap IQ shows

AgeGenderEngagement

UnIQuesubscribersMessageMap IQ identi�esunique subscribers

CustomersMessageMap IQ focuses oncustomer engagementthrough mobile messaging

RevenueThe global A2P market isworth almost $18bn

Forecast6% CAGR



Download data

Asia

4,385,141,779

Africa

1,141,142,168

Eastern Europe

478,427,671North America

463,993,963

Latin America

666,078,310

Middle East

405,741,882

WesternEurope

527,136,292

MessageMap IQ can identify unIQue mobile customers across 200 markets, by region, by country, and by demographic

From global to regional to national ...



Country populationNumber of people living in a country - demographic

Unique subscribers Unqiue subscribers have unique phone numbers

Unique phone numberIndentify unique customers

Customer

People without phone Unique subscribers

Customers

MessageMap IQ identifies unIQue customers



Market sharenumber of unique customers

RCS capabiltyOpertors who have launched RCS

Market by device osNon-smartphone, Android, Apple, other

Native messaging

RCS active Android devices with active native RCS capability

RCS capableAndroid devices without active native RCS capability

SMSAll devices native SMS capable

Africa 14.02%

Asia 53.87%

Caribean 0.43%

Europe 12.35%

LatinAmerica 8.18%

MiddleEast 4.98%NorthAmerica 5.70%

Oceania 0.46%

Mobile operators



In growth

AndroidSMS, RCS, gRCS, OTT

AppleSMS, iMessage, OTT

OtherSMS, OTT

Messaging

SMSAll smartphones support SMS

HybridSupport native SMS and OTT messaging

OTT All smartphones allow OTT messaging to be installed

Non-smartphone unique users 32.49%Smartphone unique users 67.51%

Smartphone



In decline

Discrete A2P channel

Messaging

SMSNon-smartphones can only be reached by SMS

A2P business messaging160 characters

Year 1 Year 2 Year 3 Year 4 Year 5

Non-smartphone Smartphone

Non-smartphone



SMSAny handset

SMS-onlyNon-smartphome

RCSAndroid

iMessageApple

Native messaging

SMSAll devices

RCSAndroid

32.49%

48.11%

19.19%

0.22%

Unique subscriber summary

AfricaAsiaCaribeanEuropeLatinAmericaMiddleEastNorthAmericaOceania

SMS RCS gRCS WhatsApp Messenger iMessage

SMS RCS gRCS WhatsApp Messenger iMessage



CHANNELS MESSAGING



Messaging channelsMobile messagingIn the omnichannel mobile messaging is recognised as the most successfullchannel for engaging with customers

Mobile multichannelA mobile phone is a multichannel device

SMSSimple messaging service

RMSRich messaging service

RCSiMessageOTT messaging

3 Minutes90% of SMS messages are opened within 3 minutes

Global Country

SMS

WhatsApp

SMS ONLY

FB Messenger

WeChat

Viber

iMessage

QQ

RCS

TikTok

Telegram

SnapChat

Twitter

Skype

Line

gRCS

KakaoTalk



Mobile messaging channelsNative messaging

SMS

RCS

Hybrid messaging

Google RCS

Apple iMessage

OTT messaging

Downloaded

Native in Box

Native SMS Native RCS Google RCS Apple iMessage WhatsApp Facebook Messenger

Other OTT



OmnichannelMobile messaging is the most effective channel

MessagingSMS, RCS, iMessage, gRCS & OTT

Voice and videoAll devices

Web

E-mail

Phone numberUnique identi�er

Omnichannel or multichannel



Message typesPerson-to-PersonP2P

SMSSimple message between 2 people on any mobiledevice

Rich messagingRich message between 2 people on samemessaging platform

CostFree

Application-to-PersonA2P

ApplicationBusiness messages to customers

PersonCustomer

SMS160 Characters of text or hyperlinks

Rich messagingRich message, rich card, carousel, chatbot,.....

CostPaid for by the application

Person-to-ApplicationP2A

PersonCustomer engaging with business

ApplicationBusiness responding to customer

SearchBusiness needs to be discoverable

Rich messagingConversational

SMSLimited

Business costPaid for by the application

Customer cost

CompetitionVoteService



SMSSMS can reach every device

RCS Operator-enabled RCS

iMessageOnly Apple devices

WhatsAppAny smartphone

MessengerAny smartphone

PotentialPotential reach

RCS gRCS iMessage WhatsApp Messenger

SMS SMS + RCS Potential

NativemessagingSMS, RCS

HybridmessagingiMessage, gRCS

Global OTTWhatsApp, FacebookMessenger, Viber

Regional OTTWeChat, Line, QQ, Telegram,Kakao

Social OTTTikTok, SnapChat, Twitter

Business OTTSkype

Channel comparison



Pricingf.o.c. Per event Per event $0.025

f.o.c. Per message, per session, Per message, per session, $0.025+

f.o.c. Monthly active user (MAU), permessage

Monthly active user (MAU), permessage $0.03+

f.o.c. Per message, per session Per message, per session $0.025+





f.o.c. poa

Type P2P A2P P2A $

SMS

RCS

iMessage

gRCS

FacebookMessenger

WhatsApp

OTT

Price-per-messageThe Brand and Enterpises pay for all messages in A2P

Mobile network operatorSets SMS & RCS pricing

GoogleSets pricing for gRCS

AppleSets iMessage and ABC pricing

MessengerFacebook sets Messenger and Business Messenger pricing

WhatsAppFacebook sets WhatsApp and WhatsApp for Business pricing

OTT sets pricing

AggregatorSupplies all services and sets pricing



= 1 Token $0.025

1 $0.025

2 $0.050

3 $0.075

3 $0.075

5 $0.125

6 $0.150

… …

A2P RBM Token Price

Event

Per event

Per event + image

Per event + rich card

Per event + video

Per event + carousel

Geolocation

Other

$0.025

$0.050

$0.075

$0.125

$0.201

$0.326

$0.526

$0.852

A2P RBM Price

1 – 99kb

100kb – 499kb

500kb – 999kb

1MB – 5MB

5MB – 9.9MB

10MB – 14.99MB

15MB – 19.99MB

>20MB

$0.033

$0.065

$0.098

$0.130

$0.163

$0.196

$0.228

$0.261

$0.261

$0.261

4 hours

30% A2P RBM

1

2

3

4

5

6

7

8

8+

Session

Time

$0.025

$0.050

$0.075

$0.100

$0.125

$0.150

$0.175

$0.200

$0.225

$0.250

$0.275

$0.300

$0.325

Event A2P SMS

1

2

3

4

5

6

7

8

9

10

11

12

13

Pricing strategyToken pricing

Message size pricing

Event pricing Session pricing

Messages Sessions MAU Token Size

SMS RCS gRCS iMessage WhatsApp Messenger

Pricing strategy



FeaturesSMS160 characters - text & hyperlink

RMSNumber of English words the average lead pencil writes during its life span

Rich cardGraphics, maps, contact details

Carousel10 rich cards in one message - scroll

ChatbotConversational commerse

Ver�ed brandVeri�ed from

Suggested actionYes - No- Buy

MultimediaVideos, pictures, �les

Geolocation

✓ ✓ ✓

✓ ✓ ✓

✓ ✓ ✓

✓ ✓ ✓ ✓

✓ ✓ ✓

✓ ✓ ✓ ✓

✓ ✓

✓

✓ ✓

✓ ✓

✓ ✓

✓ ✓

✓

✓ ✓

✓ ✓

✓ ✓ ✓

✓ ✓ ✓

✓ ✓ ✓

✓ ✓ ✓

✓ ✓ ✓ ✓

✓

✓

✓ ✓ ✓

✓ ✓ ✓

SMS Native RBM OTT RBM Subscriber

Native

A2P - push noti�cations

API's

App integration

App integration - native

Block

Business pro�le

Carousel

Catalogue

Chatbot

Collaboration

eCommerce integration

Encryption

Fallback to SMS

File Share

Live

Location

P2A search

Report

Stop message

Suggested actions

Veri�ed bot

Veri�ed brand

Wallet integration



DEMOGRAPH



MessageMap IQ provides splits each market out by mobile operator:

Each mobile operator susbcriber base is then split out by: Country / RegionAge* Gen Z (15-19) / Millennials (20-29) / Gen X (30-49) / Baby Boomers (50-69) / Baby Boomers Premium (70+)Gender Male / Female Native messaging channel SMS / SMS-only / RCS / iMessage Hybrid messaging channel iMessage / Google-RCS / *Alphas (<14) not included

Not every mobile operator subscriber base is the same. One mobile operator brand will appeal more to Gen Z and Millennials, while another will appeal more to Baby Boomers and Baby Boomers Premium, for example. We then apply our demographic, device and channel usage data. By segmenting subscribers out across every mobile operator in each market, MessageMap IQ shows your total target reach across every mobile operator.

Alpha Gen Z Millennials Gen X Baby Boomers

Baby Boomers Premium

Mobile operator demographics

Africa 14.02%

Asia 53.87%

Caribean 0.43%

Europe 12.35%

LatinAmerica 8.18%

MiddleEast 4.98%NorthAmerica 5.70%

Oceania 0.46%



Demographics by deviceGender

Alpha0-14 not included

Gen Z15-19

Millenials20-29

Gen X30-49

Baby Boomer50-69

Baby BoomerPremium70+

Male 15-19

Smartphone Non-smartphone

Non-smartphone

Smartphone



Demographics by device osGender

Alpha0-14

Gen Z15-19

Millenials20-29

Gen X30-49

Baby Boomer50-69


No PhoneAny Age

Non-smartphoneEase of use/lower income Old/Young

AndroidTechnology/any income Student/Worker

AppleLifestyle/higher income Executive

OtherFunctionality/lower income Any age

0-14

A Phone No Phone



Demographics by channelGen Z15-19

Millenials20-29

Gen X30-49

Baby Boomer50-69


SMS

15-19 20-29 30-49 50-69 70+

15-19 20-29 30-49 50-69 70+

SMSSMS can reach every device

SmartphoneOperator-enabled RCS

SMS-onlyGoogle-enabled RCS (OTT)

iMessageOnly Apple devices

MessengerAny smartphone

WhatsAppAny smartphone

RCS active

RCS potential



Demographics by engagementGen Z15-19

Millenials20-29

Gen X30-49

Baby Boomer50-69


Alert

%70

%60

%50

%40

%30

%20

%10

0

RCS Gen Z

SMS Gen Z

iMessage Gen Z

RCS Millennial

SMS Millennial

iMessage Millennial

RCS Gen X

SMS Gen X

iMessage Gen X

RCS Baby Boomer

SMS Baby Boomer

iMessage Baby Boomer

RCS Baby Boomer Premium

SMS Baby Boomer Premium

iMessage Baby Boomer Premium

AlertsAnnoucement Update

CustomerservicesEnquiry Order Help

PurchaseBuy

ReminderAppointment Delivery

SecurityPassword Authiorise

VoucherOffer



VERT ALS



Vertical marketsAutomotive

Broadcast

Education

EnterpriseSoftware

Finance

Gambling

Healthcare

InternetStreaming

Leisure & Sport

Public Services

Retail &eCommerce

Social Media

Telecoms

Transport &Logistics

Travel &Hospitality

Utilities

2019

18%

6%

15%

6%

8%

6%

20%

6%

10%

20%

40%

6%

6%

10%

6%

6%

CAGR

Automotive

Broadcasters

Education

EnterpriseSoftware

Finance

Gambling

Healthcare

Internetstreaming

Leisure &sports

PublicServices

Retail &Ecommerce

Social Media

Telecoms

Transport &logistics

Travel &hospitality

Utilities



Vertical by use caseAutomotive

Alerts Customer Services Purchase Reminders Security Vouchers

Alerts

Customerservices

Purchase

Reminder

Security

Voucher

A2PSame use cases

P2A Same use cases


Enterprisesoftware

Leisure & sport

Finance

Automotive


logistics

Retail & eCommerce


Gambling

Internet streaming

Public services



Use case by verticalAlerts

Customer services

Purchase

Reminder

Security

Voucher

Alerts Customer Services Purchase Reminders Security Vouchers

A2P Remain on SMS RBM

Alerts Customer Services PurchaseReminders Security Vouchers


Enterprisesoftware

Leisure & sport

Finance

Automotive

HealthcareUtilities

Transport & logistics

Retail & eCommerce


Gambling

Internet streaming

Public services



REVENUE



Whoever owns the customer generates the revenueBrands & enterprisesBrands & enteprises own the customer relationship and are always looking toattract new customers

AggregtorPrivovides an omnichannel to access all customers

CustomersCustomers enjoy engaging with brands & enterprises over the mobile channel

Ease of useImproved customer satisfaction

Revenue Revenue is driven by

increased salesimproved customer satisfactionbrand loyalty

RelationshipBusiness & customer

Brand & customer

Messaging providersMessaging provider gives access to customers for rich business messaging MNO, Google, Apple, WhatsApp, Messenger, OTT

AggregatorAggregates messaging providers to create omnichannel

CustomersThe preferred messaging provider gives access to customers

ChannelCustomers chose channels based on experience

RevenueThe brand or enterprise pays the messaging provider for access to customers

RelationshipMessaging provider/aggregator & customer

Brand and messaging provider

P2P $ $MNO OTT RBM$



A2P by device and verticalNon-smartphone

Smartphone

The World Non-smartphone Smartphone

Automotive

Broadcaste

rs

Educatio

n

Enterprise Softw

are

Finance

Gambling

Healthca

re

Internet stre

aming

Leisure & sp

orts

Public Servi

ces

Retail & Eco

mmerce

Social M

edia

Telecoms

Transport

& logist

i…

Travel &

hospita

lity

Utilitie

s


Enterprisesoftware

Leisure & sport

Finance

Automotive


logistics

Retail & eCommerce


Gambling

Internet streaming

Public services



A2P by device os and verticalThe World Non-smartphone Android Apple Other

Automotive

Broadcaste

rs

Educatio

n

Enterprise Softw

are

Finance

Gambling

Healthca

re

Internet stre

aming

Leisure & sp

orts

Public Servi

ces

Retail & Eco

mmer…

Social M

edia

Telecoms

Transport

& logist

i…

Travel &

hospita

lity

Utilitie

s

Non-smartphoneSMS

AndroidSMS, RCS, gRCS, OTT

AppleSMS, iMessage, OTT

OtherSMS, OTT



A2P by use case and deviceTotal Smartphone Non-smartphone

Alerts

Customer S

ervice

s

Purchase

Reminders

Securit

y

Vouchers

Alerts

Customerservices

Purchase

Reminder

Security

Voucher

Non-smartphone

Smartphone



A2P by use case and device os Alert

Total Non-smartphone Android Apple Other

Alert

Customerservices

Purchase

Reminder

Security

Voucher

Non-smartphoneEase of use/lower income Old/Young

AndroidTechnology/any income Student/Worker

AppleLifestyle/higher income Executive

OtherFunctionality/lower income Any age



A2P Revenue by routeTotal

NationalPerson is in same countryas application

InternationalApplication is in differentcountry to person

WhiteLegal tra�c

Grey Application message is sentvia illegal routes

2019 2020e 2021e 2022e 2023e 2023e

Total

SMS Total

SMS White

SMS Grey

SMS National

SMS International

RCS Total

RCS White

RCS Grey

RCS National

RCS International



FORECASTS



5 Year revenue forecastTotalCAGR 6%

Non-smartphoneSMS only

SmartphoneRMS oppportunity

0

$10B

$20B

$30B

$40B

$50B

$60B

$70B

$80B

$90B

$100B

$110B

Year 0 Year 1 Year 2 Year 3 Year 4 Year 5

A2P CAGR Non-smartphone Smartphone



Conversational rich business messagingAlerts

Alerts

SMS RCS (used) Suggested actions Carousel Chatbot



A2P conversational revenue uplift

-$0.5B

0

$0.5B

$1B

$1.5B

$2B

$2.5B

$3B

$3.5B

$4B

$4.5B

$5B

$5.5B

Year 0 Year 1 Year 2 Year 3 Year 4 Year 5

Alerts Customer services Purchase Reminders Security Vouchers

-$1B

0

$1B

$2B

$3B

$4B

$5B

$6B

$7B

Year 0 Year 1 (5%) Year 2 (10%) Year 3 (15%) Year 4 (20%) Year 5 (25%)

Alerts Customer services Purchase Reminders Security Vouchers



Revenue opportunity and revenue at risk

Year 0 (0%) Year 1 (5%) Year (10%) Year 3 (15%) Year 4 (20%) Year 5 (25%)

A2P SMS Total A2P SMS moves to RBM A2P SMS staying on SMS RBM conversational Uplift A2P SMS & RBM Total

Risk/Opportunity



RBM uplift based on campaign - 1,000,000 customersAlerts

SMS cost RBM cost SMS revenue RBM revenue Uplift

Alerts

SMS messages

RBM messages

RBM uplift

0 1 2 3 4 5 6 7 8

Alert

SMS cost of messages RBM cost or messages

SMS return per customer RBM return Customer



unique subscribers

country

mobile operator

non-smartphone

smartphone

Has MessageMap IQ shown how to empower decisions on investment in mobile messaging by providing precise market intelligence to substantiate the business case? or do you need MessageMap IQ+

demographic

age

gender

engagement

vertical

brand

use cases

revenue

mobile operators

forecasts

revenue

opportunity

risk

channels

native

hybrid

OTT

pricing



MessageMap IQ +£9,950

Bepsoke report with 3 days consultancy

MessageMap IQ 1st report£5.950

MessageMap IQ 2 - 10 reports£4,950

MessageMap IQ 10+ reports£ p.o.a.

Bespoke for group business

Consultancy£2,000 per day

MessageMap IQ includes:

Report, presentation & DatabookFace-to-face presentation with Q&A session

Mobilesquared Databooks

Business Messaging Compendium 2018 - 2024£9,975

Global A2P SMS Databook 2019 - 2024£3,495

Global RCS Databook 2019 - 2024£3,495

Global RCS Databook long-term 2019 - 2029£5,995

Global WhatsApp Databook 2019 - 2024£3,495

Global ABC Databook 2019 - 2024£3,495

Analyst reports£1,250

Analyst report with Databook£1,995

Mobilesquared - pricing



Mobilesquared - subscription pricingMobilesquared DatabooksDatabooks updated twice in subscription

12-month subscription£19,995 includes everything Mobilesquared publish and forecast - excluding MessageMap IQ

12-month subscriptions£14,995.00 includes everything Mobilesquared publish and forecast on SMS and RCS - excludingMessageMap IQ

For subscription customers:

MessageMap IQ +£8.950

Per bepsoke report with 3 days consultancy

MessageMap IQ£4,950

Per report up to 10 reports

Consultancy £2,000 per day

Consultancy

Mobile network operatorsCountry/group strategy and business case preparationPrice modelling and revenue forecastBusiness and government engagement strategy

Brands & enterprisesOmnichannel messaging strategyEngagement Return on investment

Messaging providersBusiness messaging growth strategyBusiness case with revenue forecast

AggregatorsIndependent country overview of rich messagingopportunity and revenue forecast

EcosystemEnd-to-end messaging strategy and revenue forecast



MobilesquaredMobilesquared work with the leading mobile and tech companies across the mobile

ecosystem, from regulators, mobile operators, service providers, brands, agencies, start-ups … to understand mobile and engagement. We do this through extensive research,

deep analysis based on years of experience, and forecasting market opportunities based on actionable numbers.



RCS usersWhatsApp users

iMessage usersSMS users

Android usersUnique users

Engagement data by channel

iPhone users Cannibalisation

Brand spend

Country speci�c data

Tra�c typesMale users

A2P SMS breakdown

Brand spend by sector

Smartphone usersDemographic details

Engagement data by demographic

20-29 usage dataUse cases

15-19 usage data

>70 usage data

30-49 usage data

Female users 50-69 usage data



t h e o n l y m e s s a g i n g i n t e l l i g e n c e y

Documents