Operator Update: Beepsend/Twilio Sweden Transition
With the 2017 ROCCO A2P SMS Messaging Vendor Performance survey freshly out, we realise how much has happened in the past year. As a valued partner, we would like take this opportunity to update you on the status of Beepsend/Twilio Sweden and remind you to to please participate in the survey which closes June 9th.
As previously communicated, Beepsend was acquired by American industry leader Twilio in February 2017. The Beepsend team exists unchanged, but we are now formally known as Twilio Sweden AB.
So what does this mean to our industry partners?
Twilio Sweden is still a strong player in the A2P space – now even stronger. Think of Twilio Sweden as Beepsend+ or Beepsend 2.0.
What’s the same?
- We still maintain a large set of direct operator (100+) and aggregator (250+) relations and aim to grow operator relations
- We still offer a set of operator products (most importantly Managed SMS Filter, White Label A2P and consulting services)
- We now support other services, such as voice and chat
- We now have new significant volumes of organic traffic
Twilio Sweden now handles Twilio’s organic traffic to international destinations, and with their significant customers, this means that Twilio Sweden’s traffic volumes have increased dramatically. Thus far have we scaled without any technical issues, which makes us confident that we are properly built to scale. We are now the primary messaging routing engine for Twilio, and any new international provider relation in the company will technically be connected to us.
How does this affect our relation with operators?
- We still seek new direct messaging termination with operators – our volumes and quality requirements should justify going direct with more and more operators.
- We now also seek access to voice termination – this is a service Twilio already offers to the market, which is new to Twilio Sweden.
- We still seek access to number resources – this has been needed before for messaging two-way services, but Twilio’s base business relies very much on access to numbers and we hence have a great enterprise need for this which we need to satisfy by sourcing. New is that we also seek access to “voice enabled numbers” (fixed and mobile).
- We still seek access to number portability resources – this has been needed before but the increased number of transactions has emphasised that we need more providers, being both HLR dips and access to native number portability databases.
Commercial model – A2P
One of the topics we really want operators to know is that “there is the traffic there is”. So adding new aggregators will not increase volumes for the operators, which is why our model does not include accepting volume commitments.
Water flows to the lowest point and an aggregator is only a “transporter” who can attract messages generated by a source; a transporter does not generate messages. Transporters compete over the same set of messages. If the transporter is not the cheapest option for the relevant destination, traffic will flow in another direction. Adding new aggregators means spreading traffic over more sources; it does not mean any new traffic. The main way for operators to get more A2P traffic is to attract more customers that can receive A2P.
Having said this, operators should care about their subscribers and one way is to ensure that A2P can be delivered with high quality. This obligation is best exercised by:
- having a managed SMS filter that blocks access to grey routes and thereby steers to the legitimate and paid quality routes
- connecting aggregators with volumes – especially organic volumes such as Twilio – which will ensure that messages reach subscribers with the minimum amount of potentially quality deteriorating hops.
So connect aggregators such as Twilio, with large organic volumes, to ensure the best possible customer experience for subscribers.
Please contact us to discuss connection, optimal price points for your market, revenue potential by implementing an SMS filter or any of the points covered before. We are interested in discussing where the industry is going and any topic where you might need support, insight of feedback. As before and as always, we are here for you!