The acronyms stand for ‘Person to Person’ (P2P) & ‘Application to Person’ (A2P) messaging or communication.

1. BI-DIRECTIONAL APPLICATION TO PERSON (A2P) MESSAGING
MARKET TO RISE
DIFFERENCE BETWEEN ‘P2P’ & ‘A2P’ MESSAGING
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2. The acronyms stand for ‘Person to Person’ (P2P) &
‘Application to Person’ (A2P) messaging or
communication.
‘P2P’ communication has existed for decades
with emails being in use since personal
computers started consuming our lives. Then
came ‘SMS’ and now ‘Social Media’ & ‘Instant
Messengers’.
‘P2P’ communication has morphed over the
years in behavioural aspects.
P2P communication is essentially unstructured
messaging, by unstructured messaging we
mean sharing of free form text, images, video,
etc.
A2P’ communication as the name implies has an
application (computing system or a back office
software) at one end and a person at the other
end.
In A2P communication, the content is machine
generated and structured in nature like transactional
reference information, account activity information and
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02
03
04
05
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P2P & A2P COMMUNICATION

3. ‘A2P’ communication started getting popular in the 90s
when computing technology allowed open
communication between systems, this was the time
when the internet and emails started becoming
prevalent.
‘P2P’ communication has passed through a very
successful behavioural change (‘social media’ &
‘instant messaging’) phase in the past decade.
As in the case of ‘P2P’ communication,
behavioural change is bound to happen for ‘A2P’
communication in the coming decade. Which
means there could be wide range adoption of
messengers which support actionable
messaging.
THE NEXT DECADE BELONGS TO
A2P COMMUNICATION

4. HUMAN BEHAVIOURAL CHANGE IN MESSAGING
SMS
EMAIL
MESSAGING
APPS
SOCIAL
MEDIA
History has shown us that any
wide range, game changing,
market defining adoption of a
replacement technology will have
to be associated with a
behavioural change.

5. Actionable Messaging
Unstructured Messaging
ENTERPRISE
DIFFERENCE BETWEEN P2P & A2P MESSAGING
Hi, how are you?
I am fine.
Your a/c **********23 has a
due amnt of Rs 4000 on 24 jul
15. Pls pay or ensure sufficient
balance on presentation.
Ignore if already paid.
PAY

6. BI-DIRECTIONAL APPLICATION TO PERSON (A2P)
MESSAGING MARKET TO RISE
EDUCATION
BANKING
LOGISTICS
HEALTH CARE
ENTERPRISE
“ & BAL”
“Your Balance is 250
$”
Your Product is under
shipment. Please click this
button to know the status.
Ok thanks for the
details.
Declared tomorrow as
holiday
due to heavy rain.
Ok Thank you.
Your Health insurance policy is due
for renewal on 30th December. If
already paid ignore it.
Thank you for
the Remainder.
Track
PAY

7. Can communicate through actionable
(structured) messages
Messages can have transactional
buttons embedded within them
Messages can be password protected
(for security reasons)
Messages can be directed towards
device ids rather than account
credentials (for security reasons)
Messages can carry executable
commands within their payload
CAPABILITIES OF MODERN DAY A2P MESSENGERS

8. Thank you
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