do big webinar - a2p sms - efficient & effective audience reach
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A2P SMS
Efficient, Effective
Audience Reach
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Anurag BanerjeeDirector, Ozonetel
• 20 years of experience in
running revenue teams of
large companies and startups
across North America,
Europe and Asia
• Invested/ advised more than
a dozen startups to reach
multi million dollar revenue
targets
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@anuragkbanerjee | [email protected]
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Ozonetel
• Leading Cloud Telephony solution
provider
• Enable businesses to
communicate effectively on one
platform with no capital investment
– voice
– social media
– SMS
– chat
• Frost & Sullivan ICT Award 2015 for
“Technology Innovation Leadership in Cloud
Telephony Solutions”
• Powered Hindustan Unilever Mobile
Marketing Campaign KKT (Kan Khajura
Tesan), which helped HUL to connect with
than 30 million users.
• Handled more than 1.5 billion calls
• 5000+ Customers across industry
• Integrated with all major CRM like
Salesforce, Zoho, SugarCRM etc.
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Ozonetel: Businesses Served
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| IT & Education | Healthcare | E-commerce | BFSI | Travel & Leisure | Pharma || FMCG | Classifieds | Real Estate | Logistics |
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In this presentation
• A2P SMS
• How SMS compares with other media
• Growth in SMS usage
• Impact of smartphone usage on SMS
• Achieving scale and impact
• New technology & tools
• Evolution in the next 3-5 years
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A2P SMS
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Application to Person
• Variety of applications/ programs which automatically
communicate with people
• Triggered automatically when an event occurs or sent out en-
masse manually
• Some allow two way communication, while others only provide
outward communication
• Common uses include notifications, marketing messages,
banking updates, authentication and flight alerts
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A2P SMS
• Application or program sends a subscriber an SMS
• Usually
– Web-based (cloud infrastructure)
– Subscriber not expected to reply
• Can be sent using
– Mobile number/s
– Short Codes
– Alphanumeric Sender IDs
• Subject to local (country) regulations
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How it works...
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How SMS compares with other media
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SMS MMS 1.3 CRS Chat Video Chat
Size 140 bytes 600 KB Variable NA NA
Characters SMS Open Open
Hyperlink SMS Open Open
Image App restricted App restricted
Audio IVR Open Open
Video App restricted Open
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GROWTH IN SMS USAGE
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A2P SMS is a fast, simple, secure and efficient way of
providing instant contact with customers/ audiences,
anytime, anywhere
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Origins
• Originated from radio telegraphy in radio memo pagers using standardized phone protocols
• Text messaging functionality to mobile devices began in the early 1980s
• Defined in 1985 as part of the Global System for Mobile Communications (GSM) series of standards
• Means of sending messages of up to 160 characters to and from GSM mobiles
• Key idea for SMS was to use this telephone-optimized system
• Transport messages on the signalling paths needed to control the telephone traffic during periods when no signalling traffic existed
12 Source: Wikipedia
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SMS – Dependable & Cheap
• Mid 2000s – 2014
– Companies began to realize a shift in their customer
base
– Millennial consumers preferred mobile messaging,
and businesses began to tailor their communication
strategies accordingly
– Application-to-person (A2P) messaging was thus
born
– All use cases focused on effectively reaching
consumers quickly
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India.. Now
14 Source :TRAI
India’s mobile subscriber base rises to more than 1 billion
31 Dec 2015
March 2015
24Outgoing SMS per subscriber per month
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IMPACT OF SMARTPHONE USAGE ON SMS
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“As the first generation to grow up in a mobile-first world, millennials were tech savvy,
accustomed to immediate content, and were gradually working their way to dominating baby
boomers in the marketplace” - TIM FUJITA-YUHAS
SMS for Business
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Impact of Internet
16 Source: BCG
Figures in USD BN
Direct co-relation between
smartphonepurchases & use
of the internet for communication
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Apps. Vs. SMS
• Messaging is very big among Indian users. It’s engrained in usage habit ever since the inception of SMS
• 44% of Indian mobile users prefer messaging apps as the most preferred way to communicate
• 95% of mobile users in India access messaging apps multiple times per day
• Younger mobile users under aged 35 are leading the charge toward apps
• Cost-savings benefits for the immediate and personal messaging environment
17 Source: Inmobi
Users are predisposed to
message communication
Apps are preferred for personal
communication, unlike business communication
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ACHIEVING SCALE AND IMPACT
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Reach
Problems
• Large base to communicate with
• Can’s oversee continuously
• Big and small lists
• Need custom solutions
• Cant run around for assorted
services to send SMSs to
customers
• Need to keep data secure
Solutions
• Automated SMS serving
• Schedule and automate
• Scale as needed
• Easy to integrate with existing
systems
• Single window solutions available
• Server to server communication
using high levels of encryption
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Details
Features Bulk SMS Interactive SMS
CommunicationOne way Two way
No session Session based
Cross operator Yes Yes
Storage Store & forward Transfer
Customisation Yes Possible
API Integration Yes Possible
Analytics Yes Possible
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Software is required for sending and receiving customised bulk messages
Billing platform charges solely on the basis of messages delivered
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NEW TECHNOLOGY & TOOLS
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Cloud A2P SMS
• Full-featured Web Portal
• Simple, Secure Cloud API
• Direct telecom network
access
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Consumers are constantly on the move and rely
heavily on their phones for majority of their
communication
Messaging API ( to add SMS functionality to any program)FTP (File Transfer Protocol)SMPP (Short Message Peer to Peer)HTTPEmail
Interactive SMS or Unstructured Supplementary Service Data
(USSD) is a GSM technology used to interact between a mobile and
the telecom network
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Web Interface
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ConsoleContact List Management
Bulk Contacts Upload
Reports & MIS
User Level Access
Congestion Monitoring
ControlNumber Masking
Auto-responders
SMS Voting
Conference Polls
Compliance setting
URL Shortening
Automate
Schedule
Automation Templates
Personalisation
Prioritization
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EVOLUTION IN THE NEXT 3-5 YEARS
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"A survey of mobile operators from around the world has revealed that the most popular near-term strategy is domestic and international A2P SMS, followed by phone number portability and verification information, Internet of Things and M2M, and lastly A2P messaging via operator-owned OTT apps“ - Mobilesquared
In developing markets P2P SMS traffic
continues to grow
Unlimited delivery capacity
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Quick stats
• 90% of all messages are read within 3 minutes
• SMS has total mobile ubiquity
• Enterprises are rapidly adopting SMS as a means to
communicate with customers across all verticals
• Projections place A2P traffic at 1.99 trillion by the end of 2015, 2.12
trillion in 2016, and 2.21 trillion in 2017, by which point it will
represent 31.3% of total messaging traffic
• Each of the 3.76 billion mobile subscribers around the world will
receive on average 1.45 A2P SMS messages per day in 2016
25Source: mobilesquared
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Uses?
26Source: mobilesquared
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Global in nature
• 99 percent availability of the world’s cell phone carriers
• Meets all requirements for critical applications such as alerts, online
banking and two-factor authentication
• Meets local requirements when sending SMS to other countries
• Short and long codes can be acquired anywhere in the world
• Two-way-SMS with individual response options
• Support for Asian, Cyrillic, Arabic and East European characters
• Maximum control with delivery confirmations and reception status
27Source: retarus
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2016 & Beyond
• P2P messaging is on the decline in much of the world
(vs. increase in A2P
• A2P mobile messaging is expected to be worth over
$70 Billion by 2020
• E2P (A2P through unified enterprise applications),
will focus on boosting real-time customer
communication to support text-enabled contact
center services, employee messaging services, and
more
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Q&A
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Feedback For more information on
A2P SMS
Email: [email protected]
Call: 1800 266 1800
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