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2 MOBILE MARKETING MARKET BY SOLUTIONS (SMS, MMS, PUSH NOTIFICATIONS, MOBILE S, QR CODES, LOCATION-BASED MARKETING, IN-APP MESSAGES), & BY INDUSTRY (RETAIL, TRAVEL & LOGISTICS, AUTOMOTIVE, BFSI, TELECOM & IT, MEDIA, HEALTHCARE) GLOBAL FORECAST TO 2019 It s all about markets MARKETSANDMARKETS sales@marketsandmarkets.com

3 MarketsandMarkets is a global market research and consulting company based in the U.S. We publish strategically analyzed market research reports and serve as a business intelligence partner to Fortune 500 companies across the world. MarketsandMarkets also provides multi-client reports, company profiles, databases, and custom research services. MarketsandMarkets covers fourteen industry verticals, including aerospace and defence, advanced materials, automotives and transportation, banking and financial services, biotechnology, chemicals, consumer goods, energy and power, food and beverages, industrial automation, medical devices, pharmaceuticals, semiconductor and electronics, and telecommunications and IT. Copyright 2015 MarketsandMarkets All Rights Reserved. This document contains highly confidential information and is the sole property of MarketsandMarkets. No part of it may be circulated, copied, quoted, or otherwise reproduced without the approval of MarketsandMarkets. 1

4 1 INTRODUCTION 1.1 OBJECTIVES OF THE STUDY To define, describe, and forecast the global mobile marketing market on the basis of solutions, user types, industries, and regions To provide a detailed information regarding the major factors influencing the growth of the mobile marketing market (drivers, restraints, opportunities, industry-specific challenges, and burning issues) To strategically analyze micromarkets 1 with respect to individual growth trends, future prospects, and contribution to the total mobile marketing market To analyze the opportunities in the mobile marketing market for stakeholders and details of a competitive landscape for market leaders To forecast the market size of mobile marketing market segments with respect to five main regions, namely North America (NA), Europe, Asia-Pacific (APAC), Latin America (LA), and Middle East and Africa (MEA) To strategically profile key players and comprehensively analyze their market shares and core competencies 2 To track and analyze competitive developments, such as joint ventures, mergers and acquisitions, Venture Capital (VC) funding, and new product developments in the mobile marketing market 1.2 MARKET DEFINITION Mobile marketing can be understood as any marketing activity that is being carried on a mobile device such as smartphone and tablet. Mobile marketing solutions use the right combination of data, insights, and content and help businesses to deliver the best experience to a consumer at the right time. Mobile marketing helps businesses to best attract, engage, acquire, and retain customers. Mobile marketing market size in this study has been defined as the summation of overall spending of SMBs and large enterprises on direct response mobile marketing through SMS, MMS, push notifications, mobile s, QR codes, location-based marketing, and in-app messages. 1.3 MARKET SCOPE Mobile marketing can be understood as any marketing activity being carried on a mobile device such as smartphones, and tablets so as to allow businesses to reach more targeted customers. This market study covers various mobile marketing solutions provided by the service providers to SMBs and large enterprises. The overall mobile marketing market in this report has been defined as the spending by SMBs and large enterprises on mobile marketing activities such as SMS, MMS, push notifications, mobile s, QR codes, location-based marketing, and in-app messages. The market size does not include the spending on mobile advertising such as mobile web banner ads, mobile search ads, audio ads, video ads, and in-app display advertisement ads. 1. Micromarkets are defined as the further segments and sub-segments of the global mobile marketing market included in the report. 2. Core competencies of the companies are captured in terms of their key developments, SWOT analysis, and key strategies adopted by them to sustain their position in the market. 2

5 1.3.1 MARKETS COVERED This research report categorizes the mobile marketing market into the following segments: Global Mobile Marketing Market Messages (SMS & MMS) Push Notification Mobile s MOBILE MARKETING BY SOLUTIONS Messages (SMS & MMS) Push Notification Mobile s QR Codes Location Based Marketing In- App Messages QR Codes Location Based Marketing In- App Messages *Notes: Hardware market does not include the market size of cloud-based infrastructure Global Mobile Marketing Market, By Solution Short Message Service (SMS) Multimedia Messaging Service (MMS) Push Notifications Mobile s Quick Response (QR) Codes Location-based Marketing In-App Messages Global Mobile Marketing Market, By User Type Small and Medium Businesses (SMBs) Large Enterprises Global Mobile Marketing Market, By Industry Retail Travel and Logistics Automotive Banking, Financial Services, and Insurance (BFSI) Telecom and IT Media and Entertainment Healthcare Others 3

6 Global Mobile Marketing Market, By Region North America Europe Asia-Pacific (APAC) Middle East and Africa (MEA) Latin America YEAR Historical Year 2012 Base Year 2013 Estimated Year 2014 Projected Year 2019 CAGR% ( ) 1.4 CURRENCY The currency denomination in the report is in U.S. dollars, with market size indicated only in $million The revenues of the companies were picked from their annual reports For companies that reported their revenues in other currencies, average annual currency conversion rate was used for the particular year to convert the value in U.S. dollars 1.5 LIMITATIONS The study is limited to the mobile marketing market, and the mobile advertising market is not estimated in this report. 1.6 STAKEHOLDERS Mobile Marketing Service Providers Consumers Brand Owners Mobile Network Operators (MNOs) Mobile Service Providers Advertising Agents Content Providers Mobile Applications Developers 4

7 2 EXECUTIVE SUMMARY Mobile marketing can be understood as any marketing activity that is being carried on a mobile device such as smartphone and tablet. Businesses today look for solutions to best attract, engage, acquire, and retain customers. Mobile marketing solutions use the right combination of data, insights, and content and help businesses to deliver the best experience to a consumer at the right time. Increased usage of mobile devices and mobile internet have given marketers an innovative, efficient, and cost-effective channel to market their products and services through various mobile marketing solutions such as SMS, MMS, push notifications, mobile s, QR codes, location-based marketing, and in-app messages. Mobile marketing helps businesses to run cross-channel marketing campaigns, improve Customer Relationship Management (CRM), and enhance application engagement. The inclusion of data analytics and geolocation services has further enhanced the capabilities of mobile marketing solutions. Increase in smartphone and tablet users, mobile internet, increased usage of mobile applications and mobile web, and increased return on marketing spend are some of the factors driving the mobile marketing market. Lack of education and awareness among SMBs and complex implementation of the mobile marketing solutions are the factors hindering the growth of the mobile marketing market. Social media and rich communication services offer new opportunities for the vendors. Understanding consumer behavior and privacy concerns are some of the challenges being faced by the marketers in the mobile marketing ecosystem. This study is done to understand the structure of the mobile marketing ecosystem and is intended to help the mobile marketing software vendors and mobile marketing service providers to better serve their clients, SMBs, and large enterprises. The overall mobile marketing market size in this study has been defined as the summation of overall spending of SMBs and large enterprises on direct response mobile marketing through SMS, MMS, push notifications, mobile s, QR codes, location-based marketing, and in-app messages. The overall mobile marketing market size has been further segmented into industry verticals which include retail, travel & logistics, automotive, BFSI, telecom & IT, media & entertainment, healthcare, and others such as education; real estate; energy, power & utilities; government across all the regions, namely North America, Europe, APAC, MEA, and Latin America. The overall mobile marketing market size is expected to grow from $ million in 2014 to $ million in 2019, at an estimated CAGR of % TABLE 1 GLOBAL MOBILE MARKETING MARKET, ($MILLION) Solution CAGR% ( ) SMS MMS Push Notifications Mobile s QR Codes Location Based Marketing In-App Messages Total Source: Secondary Literature, Expert Interviews, and MarketsandMarkets Analysis 5

8 The table given above highlights the overall mobile marketing market size. The overall mobile marketing market size is expected to grow from $ million in 2014 to $ million in 2019 at an estimated CAGR of % during the forecast period. Increase in smartphone and tablet users, mobile internet, increased usage of mobile applications and web, and increased return on marketing spend for businesses are some of the factors that will drive the adoption trends of mobile marketing in the years to come. Inclusion of features such as location-based services and analytics has enhanced the capabilities of mobile marketing and has further increased the adoption trends of mobile marketing solutions. FIGURE 1 GLOBAL MOBILE MARKETING MARKET SIZE, BY SOLUTION (2014 VS 2019): SMS TO LEAD THE MOBILE MARKETING MARKET SMS Mobile s Location Based Marketing In-App Messages Push Notificitions MMS QR Codes Market Size ($Million) Source: Secondary Literature, Expert Interviews, and MarketsandMarkets Analysis 6

9 FIGURE 2 GLOBAL MOBILE MARKETING MARKET SIZE, BY INDUSTRY (2014 VS 2019): RETAIL WILL CONTINUE DOMINATING THE MARKET Retail Media & Entertainment Travel & Logistics 2019 BFSI 2014 Automotive Telecom & IT Healthcare Others Market Size ($Million) Source: Secondary Literature, Expert Interviews, and MarketsandMarkets Analysis FIGURE 3 GLOBAL MOBILE MARKETING MARKET SIZE, BY SOLUTION, 2014 CAGR % ( ) 40.0% 35.0% Location based marketing is the fastest growing segment in the mobile marketing market 30.0% 25.0% 20.0% 15.0% SMS Rank in terms of market size (2014) Location Based Mobile s Marketing In-App Messages Push Notifications MMS QR Codes Source: Secondary Literature, Expert Interviews, and MarketsandMarkets Analysis 7

10 FIGURE 4 GLOBAL MOBILE MARKETING MARKET SIZE BY USER TYPE (2014 VS 2019): LARGE ENTERPRISES WILL CONTINUE DOMINATING THE MARKET Large Enterprises SMBs Market Size ($Million) Source: Secondary Literature, Expert Interviews, and MarketsandMarkets Analysis FIGURE 5 GLOBAL MOBILE MARKETING MARKET SHARE, 2014 EUROPE 1 3 Market Share =% CAGR = % NORTH AMERICA Market Share =% CAGR = % ASIA-PACIFIC Market Share =% CAGR = % LATIN AMERICA Market Share =% CAGR = % MIDDLE EAST & AFRICA Market Share =% CAGR = % Note: Market Share in 2014 and CAGR ( ); ranking on the basis of market size Note : The ranking in the figure has been done on the basis of market size for that region. Source: Secondary Literature, Expert Interviews, and MarketsandMarkets Analysis North America accounted for the largest market share of % of the global mobile marketing market in 2014, followed by APAC. A lot of companies such as IBM, SAP, Adobe, Salesforce, AT&T, SAS, and Mobivity offer mobile marketing solutions for SMBs and large enterprises. Increase in smartphone penetration, availability of mobile internet, and introduction of 4G network by the carriers are some of the factors driving the mobile marketing market in North America. 8

11 APAC is expected to grow at the highest rate in the next five years, with a CAGR of %. A large number of unique mobile subscribers and expanding 3G network coverage are some of the factors that are driving the mobile marketing market in APAC. The key companies involved in the mobile marketing ecosystem are IBM, SAP, Salesforce, Adobe, SAS, Mobivity, Vibes, Urban Airship among various others. 9

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