This Databook uncovers the real A2P messaging market opportunity, for the entire A2P ecosystem, from mobile operators, aggregators, service providers, and vendors. All the forecasts for the 200 countries are split out by total, grey, and white messages, and cover revenues, traffic, potential and lost revenues. It includes mobile operator spend forecasts on SMS revenue assurance platforms. And it has forecasts on average messages and revenue per subscription (split out by total, grey and white). To supplement the data, the 60-page market report provides a detailed overview of the market + key findings.

1. The latest Databook from mobilesquared@mobilesquared
Global A2P messaging forecasts 2015-2020
Mobile operators key to unlocking multi-billion dollar SMS ecosystem

2. What is a Databook
mobilesquared.co.uk@mobilesquared
We know people don’t have time to read 200-page reports, and really just want the
data. So mobilesquared has developed a series of Databooks that are data-heavy
and copy-light.
Our Databooks are designed to deliver comprehensive market data and forecasts,
coupled with a concise, accessible short report to provide you with all the data and
key top-line analysis you need to inform your business decisions.
With our Databooks you can now use actual numbers in presentations and reports,
and not percentages.
The mobilesquared Databooks feature:
• Summary market overview
• Current market data +
• 5-year forecast market data 2015-2020 covering the top 200 countries
• Key trend analysis
• Key findings covering the main areas your business needs to plan for.

3. mobilesquared.co.uk@mobilesquared
The mobile operator view of the A2P
messaging opportunity
All data included in this presentation is from
Global A2P messaging forecasts 2015-2020 Databook
Published 6th July 2016

4. The mobile operator view
mobilesquared.co.uk@mobilesquared
*Based on mobilesquared research 3Q 2014
18.4%
8.2%
6.1%
12.2%
4.1%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
0-5% 6-10% 11-15% 16-20% 21% +
By what percentage has your A2P messaging
traffic changed in the last 12 months?*
49% of mobile operators believed their A2P traffic had
increased over the last 12 months
6% of mobile operators believed A2P messaging had
reduced over the last 12 months, leaving 44.9%to
answer “Don’t know”
The above pie chart implies around 60% of mobile
operators believe they are monetising A2P traffic!
16.7%
13.0%
5.6%
9.3%
3.7%
0.0%
11.1%
40.7%
Over the last 12 months, what percentage
of your messaging traffic was A2P?*
0-5% 6-10% 11-15% 16-20%
21-30% 31-40% More than 41% Don’t know

5. The mobile operator view II
mobilesquared.co.uk@mobilesquared
**Based on mobilesquared research 3Q 2015
A2P messaging via operator-owned OTT apps seen as most important monetisation strategy by
mobile operators in 2016.
A2P messaging viewed as only the 4th most important monetisation strategy
– behind IoT, M2M, and OTT app.
0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50 4.00 4.50
Domestic and international A2P SMS
Internet of Things & M2M
Portability and phone verification information (e.g. phone status,
location, etc.)
A2P messaging via operator-owned OTT apps
Which monetization strategies do you think would be relevant for you in the
next 12 months (1 not relevant, 5 highly relevant)?**

6. Slow to adopt A2P opportunity
mobilesquared.co.uk@mobilesquared
Based on mobilesquared research 2Q 2015-1Q 2016
Reasons mobile operators have been slow to identify the A2P messaging opportunity:
• focused on countermeasures against OTT players: protecting P2P messaging
revenues and not driving the A2P messaging opportunity
• unwilling to accept the low A2P messaging rates
• blinded by mutual forgiveness and reliant on mutual balance between
inbound and outbound traffic, previously applied to P2P SMS
• Decision-making hampered by messaging teams split across multiple internal
divisions, and/or staffing shortages
• Unwilling to invest in messaging infrastructure.
Majority of mobile operators entrenched in SMS revenue protection mode,
yet to transition to A2P growth mode.

7. Mobile operator A2P commitments
mobilesquared.co.uk@mobilesquared
Based on mobilesquared research 2Q 2015-1Q 2016
A grey area
is the number of mobile operators the A2P industry believes
have invested in an SMS revenue assurance platform25%-33%
3%-10%
is the number of mobile operators the A2P industry believes
have actually locked down their network and truly capitalising on
A2P messaging opportunity
Mobilesquared forecasts the number of mobile operators that
will invest in a 2012+ SMS revenue assurance platform
between 2015 and 2020 will increase by 250%.

8. mobilesquared.co.uk@mobilesquared
Global A2P messaging forecasts
overview, 2015-2020

9. Total A2P revenues, global ($)
mobilesquared.co.uk@mobilesquared
-
10
20
30
40
50
60
70
2015 2016 2017 2018 2019 2020
Billions
Africa Asia Caribbean East Europe Latin America
Middle East North America Oceania West Europe
Global A2P messaging market
worth $17.2 billion in 2016,
rising to $58.7 billion in 2020.
A CAGR of 36%.
Asia will account for 49% of
the revenues in 2016, falling to
43% by 2020.

10. Total A2P messages, global
mobilesquared.co.uk@mobilesquared
Total global A2P messages sent in
2016 will be 1.6 trillion, rising to
3.4 trillion in 2020.
A CAGR of 21%.
Asia will account for 68% of
traffic in 2016, falling to 64% by
2020.
North America will account for
15%of traffic in 2016, increasing
to 17%in 2020.
-
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
2015 2016 2017 2018 2019 2020
Billions
Africa Asia Caribbean East Europe Latin America
Middle East North America Oceania West Europe

11. A2P messages per subscription
mobilesquared.co.uk@mobilesquared
188.46
2016
Annual
15.70Monthly
0.52Daily
375.75
31.31
1.03
2020
By 2020, on average, every mobile
subscription in the world will be receiving 1
A2P message per day.
Top 10 A2P countries 2016, by traffic
1. China
2. India
3. USA
4. Indonesia
5. Brazil
6. Russia
7. Bangladesh
8. Thailand
9. Philippines
10. UK

12. Grey vs white route traffic
mobilesquared.co.uk@mobilesquared
-
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
2015 2016 2017 2018 2019 2020
Billions
White traffic Grey traffic
Top 10 grey markets 2016, by
traffic
1. China
2. India
3. USA
4. Indonesia
5. Brazil
6. Russia
7. Bangladesh
8. Pakistan
9. Thailand
10. Philippines
65%
56%
46%
37%
28%
19%

13. Total grey traffic, global
mobilesquared.co.uk@mobilesquared
-
100
200
300
400
500
600
700
800
900
1,000
2015 2016 2017 2018 2019 2020
Billions
Africa Asia Caribbean East Europe Latin America
Middle East North America Oceania West Europe
Total grey route traffic will fall 8%
during forecast period from
897.4billion to 649billion.
Developed messaging markets will
see a declinein grey route
traffic during forecast period.
Emerging mobile markets will
experience increasein grey
route traffic during the forecast
period.

14. Total white traffic, global
mobilesquared.co.uk@mobilesquared
-
500
1,000
1,500
2,000
2,500
3,000
2015 2016 2017 2018 2019 2020
Billions
Africa Asia Caribbean East Europe Latin America
Middle East North America Oceania West Europe
White route traffic will account
for 44% of total A2P messages
by the end of 2016, and 81% by
2020, due to an acceleration of
investment by mobile operators.
White route traffic will increase
from 707billion in 2016 to 2.7
trillion in 2020.

15. Total grey revenues, global ($)
mobilesquared.co.uk@mobilesquared
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
2015 2016 2017 2018 2019 2020
Billions
Africa Asia Caribbean East Europe Latin America
Middle East North America Oceania West Europe
Grey route traffic will generate
$3.3 billion in 2016, falling
to $2.4billion by 2020.
A CAGR of -7%.
Asia will account for 51% of
grey route traffic revenues in
2020, Latin America 15%and
Africa 10%.

16. Total white revenues, global ($)
mobilesquared.co.uk@mobilesquared
-
10
20
30
40
50
60
2015 2016 2017 2018 2019 2020
Billions
Africa Asia Caribbean East Europe Latin America
Middle East North America Oceania West Europe
White route traffic will generate
$13.9 billion in 2016,
jumping to $56.3billion by
2020. A CAGR of 42%.
Asia will account for 43% of
white route traffic revenues in
2020, North America 23%and
West Europe 15%.

17. Grey vs white revenues, global ($)
mobilesquared.co.uk@mobilesquared
-
10
20
30
40
50
60
70
2015 2016 2017 2018 2019 2020
Billions
Total grey revenues Total white revenues
White route traffic accounts for
81% of total revenues in 2016,
increasing to 96% by 2020.
74%
81%
86%
90%
93%
96%

18. Lost revenues, global ($)
mobilesquared.co.uk@mobilesquared
By applying white route prices to
grey route traffic, or if all grey
route traffic was converted into
white route traffic, it would
generate an additional $14.6
billion in 2016, falling to $11.4
billion in 2020.
Based on the above principle,
between 2015 and 2020 the
revenue leakage attributed to
grey route traffic is worth
$82.1 billion.
-
2
4
6
8
10
12
14
16
2015 2016 2017 2018 2019 2020
Billions

19. Total market potential, global ($)
mobilesquared.co.uk@mobilesquared
If all grey route traffic was
converted into white route
traffic, the global A2P messaging
marketing would be worth
$31.8 billion in 2016, leaping
to $70.1 billion in 2020.
-
10
20
30
40
50
60
70
80
2015 2016 2017 2018 2019 2020
Billions
white revenues Converted grey revenues

20. What is a databook
mobilesquared.co.uk@mobilesquared
The Global A2P messaging forecasts 2015-2020 databook contains comprehensive market data and forecasts
covering 200 markets worldwide, coupled with a concise, accessible 60-page report to provide you with all the data
and key top-line analysis you need to inform your business decisions.
The Global A2P messaging forecasts 2015-2020 databook includes:
• Annual A2P messaging traffic, 2015-2020
• Annual A2P grey messaging traffic, 2015-2020
• Annual A2P white messaging traffic, 2015-2020
• Average A2P traffic per subscription per month, 2015-2020
• Average A2P grey traffic per subscription per month, 2015-2020
• Average A2P white traffic per subscription per month, 2015-2020
• Annual A2P messaging traffic revenues, 2015-2020
• Annual A2P grey messaging traffic revenues, 2015-2020
• Annual A2P white messaging traffic revenues, 2015-2020
• Annual A2P messaging potential revenues, 2015-2020
• Annual A2P messaging lost revenues, 2015-2020
• Average A2P revenue per subscription per month, 2015-2020
• Average A2P grey revenue per subscription per month, 2015-2020
• Average A2P white revenue per subscription per month, 2015-2020
• Global mobile subscriptions 2015-2020
With our databooks you can now use actual numbers in presentations and reports, and not percentages.
Cost: £1,250 / $1,661 / €1,490

21. Find out more
@mobilesquared www.mobilesquared.co.uk
databooks@mobilesquared.co.uk
Tel: +44 (0) 118 380 1601
Published 6th July 2016
For more information:
www.mobilesquared.co.uk/buy-databooks/