How Can You Sustain A2P SMS Growth?MNOs must harness price elasticity to optimize their potential enterprise messaging revenues, by deploying revenue assurance platforms and SMS firewalls. These actions shut down grey and black routes into their networks for the termination of A2P SMS, monetizing their networks as a result.
Why you should give this paper a read..
A2P SMS Traffic is on the IncreaseA2P SMS traffic and revenues are growing, as an increasing number of enterprises in multiple vertical industries find value in using SMS as a communications channel with their customers, employees and other stakeholders.
Revenue Leakage is an IssueHowever, most MNOs are unaware that A2P SMS traffic is being terminated on their networks via grey and fraudulent routes. This is resulting in a loss of SMS revenues due to the nonexistence of termination agreements.
Price Elasticity will be KeyAn independent survey conducted by Ovum has found that, in total, 50% of the enterprise respondents indicated that they would send between two times and four times less traffic if A2P SMS per-message price increased from the industry average of $0.03 to $0.05.
MNOs Must Protect Their NetworksSome MNOs have deployed SMS revenue assurance platforms and SMS firewalls, enabling them to protect their networks, identify illegitimate traffic, block spam, and ensure that aggregators and enterprises are paying them for SMS termination.