OTT messaging applications, such as WhatsApp and Snapchat, will see adoption grow from 2.3 billion unique users in 2016 to 4.2 billion by 2021, according to a new global report.
The near-doubling of growth represents a 12% compound annual growth (CAGR), with Juniper Research anticipating that OTT players will begin focusing their strategies around the development and provision of artificial intelligence (AI) and chatbot tools.
And the new research – Mobile Messaging; Operartor Strategies & Vendor opportunirties 2017-2021 - argues that service providers must view the introduction of chatbots as an opportunity to expand their in-app offerings, beyond a mere messaging service.
Juniper predicts that OTT players will reposition their messaging platforms as CRM (customer relationship management) tools - and that by leveraging AI technology, OTT apps will offer a high value proposition by creating a new level of consumer engagement.
{loadposition peter}“For end-customers, these platforms offer an attractive means of engagement by allowing for greater consumer flexibility and minimising call wait times,” the report says.
The research also argued that chatbot launches on OTT messaging apps will provide a wealth of opportunities for the eRetail and banking sector over the next 5 years.
According to Juniper, frequently used services such as balance checking and regular purchases will be some of the early uses.
And the research firm forecasts that the number of chatbots on mobile devices will exceed 2 billion globally by 2021, as western players aim to emulate the success of chatbots in China.
In fact, the report argued that chatbot user numbers in the west will grow at over 190% CAGR by 2021, rivalling China, and predicts that that trusted names, such as Amazon and eBay will play a vital role in building consumer trust in the technology.
“Successful chatbots will increase audience engagement, maintain customer satisfaction and generate repeat business. OTT players must ensure they support these chatbots in their applications, or risk user churn to competitors,” concludes research author Sam, Barker.
The whitepaper - ‘Sending out an SMS – 2017’ - is now available to download from the Juniper website together with further details of the full research.