Global Bulk SMS Marketing Services Market - Insights
Bulk SMS services refer to sending a large number of SMS to customers, who are interested in products or services of a particular company. Currently, many organizations across the globe are using bulk SMS services to send information about their businesses or brands to mobile phones of targeted audiences, who have shown interest in company’s products or services before. This bulk SMS marketing service includes SMS message, single messages, interactive messaging, etc.
The global bulk SMS marketing services market is expected to witness significant growth during the forecast period (2019–2027). The market growth is majorly attributed to increasing adoption of bulk SMS services by small and medium organizations for marketing their products. Moreover, rising usage of SaaS-based bulk SMS software is boosting the market growth.
Data security concerns in cloud-based deployment is one of the major factors that is restraining growth of the market. Cloud-based deployment solution stores highly sensitive data related to customers’ financial details and contact details. In case of hacking, breaching of these data would cause huge loss to the organization.
Figure 1. Global Bulk SMS Marketing Services Market Share (%), by Region, 2027
Source: Coherent Market Insights, 2018-19
North America is expected to be the largest and fastest-growing region in the bulk SMS marketing services market during the forecast period, owing to increasing adoption of bulk SMS marketing services by SMEs and large organizations in the region, for communicating with customers.
In addition through various rules and regulation U.S. government is regulating the bulk SMS marketing services in the region. This rules and regulations are intended for protecting the privacy of the customer, and the inconvenience which may cause due to large of number of SMS. For instance, all SMS messages in the U.S. are monitored by the Cellular Telecommunications and Internet Association (CTIA) – The Wireless Association. This organization closely monitors the sender’s ID, message format, message content, and message frequency of bulk SMS, which is intended to protect the customers' privacy.
Moreover, the presence of large manufacturers such as Apple Inc, Dell, and service providers such as Amazon.com, Inc and Netflix are expected to boost the market growth in the region over the forecast period.
Figure 2. Global Bulk SMS Marketing Services Market Share (%), By Type of SMS, 2027
Source: Coherent Market Insights, 2018-19
Among type of SMS, transactional SMS segment is expected to exhibit highest growth rate over the forecast period, owing to increasing transactional messages across all end-use industries such as e-commerce, hospitality, BFSI, and education. In the healthcare sector, transactional messages are used for reminding patients about appointments, health check-up, pending mediclaim, vaccination alerts, and others. Moreover, real estate builders use bulk SMS software for sending alerts about registration details, maintenance updates or project updates.
In addition, retailers or online delivery partners use bulk SMS service for updating customers about their orders, product launches, discounts, promotions, and other details via SMS. Automobile dealers use bulk SMS software for keeping customers updated about the scheduled service, upcoming launches or payment reminders.
Among deployment type, SaaS segment is expected to exhibit highest growth rate over the forecast period, as it requires lower cost and less time for installation as compared to on premise-based deployment option. Furthermore, organizations operating in various industries are shifting towards SaaS-based deployment option, as it decreases the risk associated with cash flow oversight, increase productivity & efficiency, and provides improved reporting and analytic capabilities. For instance, according to Coherent Market Insights’ analysis, in 2017, SaaS-based services generated revenue of US$ 59.35 billion globally and is expected to increase up to US$ 114.6 billion by 2021.
Some of the major players operating in the global bulk SMS marketing services market include agilecrm.com, Bitrix, Inc, Celerity Systems (Pty) Ltd, ClickSend, directSMS, Dove Soft Pvt Ltd., Exotel Techcom Pvt. Ltd, IMImobile, King Digital Pvt. Ltd., MessageBird, Osumare, SendPulse, Text Marketer, TextMagic Ltd, and others.
Bulk SMS is also known as bulk text messaging, bulk messaging, business SMS, SMS software or text message marketing. Bulk SMS service allows user to send SMS to a large number of recipients at the same time. Sending alerts on mobile in the form of short message services (SMS) has emerged as one of the most popular forms of advertising in the recent years. Moreover, enterprises are adopting bulk SMS solution for reaching their consumers and employees, owing to inexpensive, reliable, and quick service of bulk SMS solution.
The global bulk SMS marketing services market growth is driven by rising adoption of bulk SMS marketing software by various end-use industries such as BFSI, automobile, and retail for communicating with their customers and employees. Moreover, advertising and marketing organizations are majorly adopting bulk SMS marketing software for disseminating information of product launches, brand promotional activities, creating brand awareness, and promotional events. For instance, according to Coherent Market Insights’ analysis, event management industry in India is expected to reach US$ 1,396 million by 2020-21. Moreover, increasing number of reality shows related to dancing and singing are also boosting the adoption of bulk SMS marketing software by event management organizations.
However, rising adoption of email marketing software and SEO by various end-use industries for marketing is expected to reduce the adoption of bulk SMS marketing software over the forecast period, thereby restraining the market growth.
Key features of the study:
“*” marked represents similar segmentation in other categories in the respective section.