Mblox Executive Insight
3rd - Feb - 2016
3rd - Feb - 2016
This week’s blog is the first in a series where we will share insights from the thought leaders at Mblox. Our first article features Rob Malcolm, our SVP of Global Commercial Operations who was recently elected as a board member to the MEF (Mobile Ecosystem Forum), an international mobile trade organization. Our article recaps an interview with Telefonica this month where Rob was asked to share his thoughts as an expert in the A2P SMS Industry.
What does success look like for you in that role?
Success in my role is:
What in your opinion are the biggest challenges you see in the A2P SMS market today?
…with that in mind: How could MNO´s differentiate their services (to compete with lower-priced routes in the market)?
Looking at the A2P industry as a whole today; if you were to open your own A2P messaging company tomorrow, what action(s) would you take to stabilize and grow the market?
What is the most innovative use for A2P SMS you’ve seen recently?
I’m a big fan of real time two-way communication, as it demonstrates the power of SMS as a trusted channel. I love how Amex sends me a fraud notification with a question on whether the transaction was legitimate and allows for me to respond with yes / no. This takes seconds and as a consumer it demonstrates how on the ball Amex is.
How do you see other messaging technologies like USSD fitting into the global messaging industry – complementary or competition?
The issue with USSD is a.) its not ubiquitous, b.) many operators cannot monitor or monetize it without significant investment c.) it’s advantage over SMSand apps is not well understood. On that basis, I would say at best it would be complimentary to SMS.
Do you see any big opportunities for crossover where SMS can add value to other emerging digital areas (such as the Internet of Things/Smart Cities/Big Data)?
I see SMS use cases in pretty much every technology trend, simply because SMS remains the only trusted and secure channel for mission critical communication globally. This will not change any time soon. For example, the most common IOT devices used by consumers today are intelligent heating controls.
Recently, my broadband failed whilst I was on vacation and as a consequence I could not check whether I had remembered to put it in holiday mode (or whether my pipes were being frozen!). A simple SMS notifying me that my broadband had failed or to remind me to set my heating system, would have been valuable. How important do you think it is to educate end users of A2P SMS and its value? In my opinion end users don’t need education so long as brands and enterprises make their interaction easy and intuitive via SMS. This is where the required education lies.
Originally posted on mblox.com