As entrepreneurial decisions narrow down to achieving utmost efficiency along with saving dollars and cents, a majority of industries instigate a transition from land-mobile-radio (LMR) to push-to-talk over cellular systems for ensuring effective communication all along the business hierarchy.
Push-to-talk over cellular solutions combine user-friendliness of walkie-talkie functionality with advanced features – GPS, IP-based interoperability, auto pairing, and more – to handle business-critical operations such as mobile workforce management, group messaging, valet offerings, room services, and fleet management, among others. The push-to-talk technology has transmuted the multilevel-muted communication processes ranging from person-to-person, person-to-group, and group-to-group, which has been gaining it a prominent place in numerous industries. The global push-to-talk over cellular market revenues are likely to grow at 9.7% CAGR during the forecast period.
Sensing the lucrative landscape that push-to-talk over cellular market is, Persistence Market Research (PMR), in its recent study, measures the impact of the relevant trends that are likely to exert an influence on the value, intending to help the stakeholders identify underlying opportunities during the forecast period.
Charting the Evolution of the Push-to-talk over Cellular Market
Push-to-talk technology has spectated a long evolution way since the 1950s, with radio communications used to update work schedules, to 1990s, when PTT voice service was integrated with cellular connectivity, and web-based software applications being the most recent trend. In 2018, the push-to-talk over cellular market recorded a value of US$ 3.2 billion,as the ‘office’ work culture advances to a ‘mobile’ one, which demands a consolidation to a single device to handle multiple resources, their devices and networks.
With the development of LTE networks, numerous service providers offer push-to-talk enabled mobile devices to leverage commercial networks. Since the penetration of smartphones and wireless devices has been witnessing a marked rise, PTT technology with LTE networks is likely to draw new tangents for facilitating effective communication in environments where coordination among teams in the stipulated time is critical. However, as numerous countries still show reluctance towards adopting the Internet and the same being the basic requirement for establishing a PTT network is likely to slowdown the deployment of these solutions.
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LTE Powered Push-to-talk over Cellular to Outgrow LMR Solutions
Advent of Long-term Evolution (LTE) networks in the mobile communication network have been fast replacing land-mobile-radio (LMR) communication technology to facilitate communication in a wider range of areas. This instigated the development of large bandwidth architecture that underpins mission-critical PTT and push-to-talk, push-to-alert, push-to-locate, and push-to message services.
Such nuanced trends observed in the push-to-talk over cellular market have been growing in importance and public safety companies have been at the forefront of the demand for these solutions, in light of growing communicational need for achieving interoperable communication, in cases of accidents and emergencies. However, with the incorporation of value-added features such as GPS, fleet tracking, warehousing, and management hassles of transportation and logistics companies are being resolved, which is likely to take the growth of the push-to-talk over cellular market to a new level altogether. In addition, integration of mission-critical push-to-talk and push-to-video features have been surfacing, on account of growing adoption of LTE technology.
Traditionally, communication handled by LMR networks offered a narrow scope, which has been currently being on broadening with LTE networks in especially North America, given the robustness of network in the region. Growing need for instant and secure messaging to accomplish critical tasks in the hospitality, defense, manufacturing, and energy and utility industries coupled with the surfacing of 5G and robust Wi-Fi networks are likely to connect the growth of the push-to-talk over cellular market to its desired value.
Push-to-talk over Cellular Market – Key Winning Strategies to Gain High RoI
- Capitalize on the Digitalization of Workspaces
As the trends of ‘remote work’ culture penetrate numerous industries, entrepreneurs begin their quest for real-time communication medium with a potential to achieve streamlined operations. With push-to-talk over cellular solutions, mobile workforces can initiate one-to-one, one-to-many, and many-to-many type of communication, which turns these systems suitable for internal communication. Service providers of push-to-talk over cellular solutions can leverage the growing trends of mobile workspaces by collaborating with industries and constantly upgrading features to equip industries with efficient communication infrastructure.
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- Focus on Enhancing Features of PTT Technology
With a large number of service providers operating in the push-to-talk over cellular market, competitors strive to build unique brand identity by either expanding their presence by broadening their exposure or by introducing new PTT systems. The latter, however, has more potential to grow and secure consumer base. Service providers can prioritize investments in research and development activities to build advanced features to the PTT over cellular systems and create high sales opportunities.
- Build Partnerships with Telecom Service Providers
Since the basic requirement for the push-to-talk over cellular solutions to operate is a well-established Internet connection, service providers can form contracts or enter into partnership with the telecom service providers to leverage the early slice of their networks. This, in turn, will help them test their devices on the network and make them future-ready for the designated communicational need.
Push-to-talk over Cellular Market – Competitive Landscape
The push-to-talk over cellular market evinces a high degree of fragmentation, given the high concentration of players, operating at different levels. These leading players of the market account for ~50% of the overall share and boast an influential geographical coverage:
- Sprint Corporation
- AT&T, Inc
- Verizon Wireless
The leading players make their way to the top in the market by climbing the ladders of product innovation. For instance, Verizon Wireless averred the launch of Push-to-talk Plus (PTT+), in January 2017, which enables effective communication with more users in a quick and secure manner. PTT+ supports group calling with 250 contacts and even over compatible Wi-Fi networks such as corporate networks, home networks, and public hotspots.
The regional players acquire a share of ~40% and their strategies differ from global contenders. This pack of market players have an impressive regional coverage, however, as compared to their global contenders, they possess relatively less diversified portfolio, which shifts their investment in R&D activities to introduce new products. For example, MOTOROLA SOLUTIONS increased its expenditure on R&D initiatives from 9.2% to 8.9% of the company’s revenue in 2016 and 2017respectively.
The new market entrants strive to stay abreast with the latest technology and mostly have a limited local- and regional-level presence. These players account for ~10% of the market share.