When SMS was launched in 1992, it was a simple service. The thought was that operators would be able to notify their customers. The world has evolved a lot since then, with P2P and A2P SMS, and also a number of new market players. In this increasingly complex world, it’s key the operators understand the market to ensure they optimise their opportunities and effectively monetise application-to-person (A2P) messaging, with industry analysts expecting the A2P market to be worth $60 billion by 2018.
If there is no filter controlling the flows, you cannot control the traffic. And, the A2P SMS traffic will find the cheapest way into your networks. Unrecognised traffic will get through and the operator is not compensated. So operators need to have a working SMS filter in order to monetise from the A2P SMS market.
There are many providers and where these filters are implemented is also different. What are the pros and cons of a signalling provider also being the filter provider? And, what are the pros and cons of a local filter?
Implementing a filter means blocking existing flows of traffic, and it’s crucial to introduce the filter function in a controlled manner so that the negative impact is kept to a minimum. How shall you introduce the filter, keeping the negative customer experience to a minimum?
A filter that is not managed eventually gets bypassed. There will always be ways into a network. What are the best ways to ensure proper management of the filter?
There are a great number of aggregators on the market. Some display sugar coated offerings for exclusivity and some say we should connect as many as possible. How do you pick and choose?
You can get requests for a number of services – do you have all of them? Which ones are you comfortable to offer?
How can groups take advantage of the synergies of being several operators rather than just one?
Yes, there are many questions and you may have some of the answers. Beepsend can be a speaking partner in establishing your SMS strategy.
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