Summary
This document is a market study focused on the Application-to-Person (A2P) SMS competition, prepared for Ofcom. The primary objective is to understand the A2P SMS market, particularly the effects of price increases and the exploration of viable alternative services. The study aims to gather insights from current and former users of A2P SMS services across various sectors, including public and private organizations. The methodology involved conducting 30 in-depth interviews with representatives from small to large organizations. The document outlines the A2P market landscape, usage perceptions, procurement and cost perceptions, and the future of A2P SMS. Key findings indicate that SMS is unmatched in its reach and effectiveness, serving critical functions such as appointment reminders and transactional notifications. It also highlights the competitive landscape of A2P SMS providers and the emerging alternatives being utilized by organizations.
