Duration: 29:37

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Elisha Sudlow-Poole, Senior Research Analyst – Juniper Research

The business messaging market is rapidly undergoing transformation, with innovation of messaging technologies driving the development of new services that enable enterprises to communicate with their customers. Over the last 12 months, the messaging landscape has evolved, with the technologies in the market moving at an unprecedented rate between SMS, RCS and OTT. Specifically, with the increase of AIT (Artificially Inflated Traffic) posing significant disruption to the demand for SMS, as well as other emerging authentication channels, significant amount of traffic is migrating to competing channels such as RCS and OTT messaging apps.