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This report identifies the key trends in consumer communications services in 2016, covering OTT communications services, VoIP and video calling, A2P communications, and photo and video sharing.


  • The OTT communications services market will experience another round of consolidation in 2016 as smaller players struggle to scale and generate revenues.
  • A2P messaging will continue to grow in 2016. A2P SMS will comprise the bulk of the market, but other types of A2P communications services will become more prominent, which will in turn expose these services to the types of security threats to which A2P SMS has already fallen victim.
  • In developed markets and some emerging markets, richer messaging and voice services – including content sharing and video chat – will move towards the mainstream, enabled by the permeation of IP-based communications networks.

Features and Benefits

  • Identifies key developments in OTT communications services in 2016, highlighting areas of growth.
  • Evaluates key trends in the A2P communications market, including telco efforts to address gray routes.
  • Evaluates the way in which consumers will use voice and video services, including mobile and fixed VoIP.

Key questions answered

  • How will OTT communications players develop their platform and monetization strategies in 2016?
  • What is the market outlook for video- and photo-sharing applications?
  • How will enterprises engage with SMS as a customer communications channel compared to emerging communications services such as WebRTC?
  • How will the mobile and fixed VoIP markets develop in 2016 in terms of the types of services available and adoption?

Table of contents


  • In brief
  • Ovum view
  • Key messages
  • Recommendations

OTT communications services in 2016

  • Further consolidation expected
  • Monetization strategies spread from east to west; size may help
  • OTT comms services become platforms for other apps
  • Video and photo-sharing apps will see strong growth
  • App-based VoIP use increases, video calling becomes standard

Enterprise messaging shifts from SMS to IP communications

  • A2P SMS continues to grow
  • Enterprises embrace A2P SMS for 2FA
  • More operators will shut down gray routes
  • Enterprise messaging extends beyond SMS

Everything is moving to IP

  • Voice remains key, but consumers’ choices widen
  • Mobile will dominate consumer communications
  • Telcos and OTTs will deepen partnerships
  • Video chat more popular but still not mainstream


  • Further reading
  • Author

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