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]


Ozonetel

• Leading Cloud Telephony solution

provider

• Enable businesses to

communicate effectively on one

platform with no capital investment

– voice

– email

– 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 |


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


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


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


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


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


Impact of Internet

16 Source: BCG

Figures in USD BN

Direct co-relation between

smartphonepurchases & use

of the internet for communication


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


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


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


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


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


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


Uses?

26Source: mobilesquared


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


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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Request your valuable inputs at the end

of the webinar. The form will open

automatically.

mailto:[email protected]


Thank You

Anurag Banerjee

@anuragkbanerjee

[email protected]

Do Big Webinar - A2P SMS - Efficient & effective audience reach

Technology

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