The growing adoption of smartphones over the last decade has significantly changed the messaging landscape. As the internet access become more widespread, users gained access to more the advanced capabilities of instant messaging apps — and naturally took a liking to more vibrant messages that could include images, emoji, etc. As a result, the number of messaging app users worldwide is expected to reach 3 billion by 2022, with WhatsApp alone covering the audience of 2 billion users.
Unsurprisingly, the surge in instant messenger adoption means that the A2P messaging traffic structure had changed. Despite the SMS read rate capping at 98%, more and more brands and global enterprises are moving their A2P SMS traffic to instant messengers that offer lower prices and richer content capabilities. As a result of this migration, mobile network operators (MNOs) suffer revenue losses, occasionally only serving as data transfer providers. In this article, we will have a look at the ways mobile operators can fight this revenue loss and how CPaaS can help MNOs move up the value chain.
Creating new revenue streams
MNOs possess a comprehensive list of local and international enterprises directly connected to their network. They can capitalise on these connections by cooperating with a trusted CPaaS solution provider. This enables the operator to add new channels to its portfolio, expand its collaboration with the enterprises, handle all A2P traffic streams and become the critical point of contact for enterprise messaging.
In truth, the position the MNOs find themselves in is excellent for providing CPaaS services since mobile operators are household names trusted by subscribers. And as their subscribers trust them, the brands and enterprises are also more likely to collaborate with them.
92% of mobile subscribers said they would be open to using mobile operator-delivered digital services as long as the carriers were transparent about their data processes.
By acting as a CPaaS provider, the operator can offer enterprises access to multiple channels — including the MNO’s SMS networks, coupled with additional services like short codes. However, developing a CPaaS solution requires expertise, time and resources. Access to a pre-existing platform such as GMS’ CPaaS solution alleviates the need for these major investments, not to mention the following maintenance. White-labelled CPaaS solutions allow the operators to jump on the bandwagon, reap all the benefits and avoid possible hindrances.
Adopting such a solution also enables operators to focus on more value-added activities for their clients. For example, they can now help their enterprise clients refine their customer engagement efforts, whether that be customer service, sales support, or marketing. The knowledge of the local markets the MNO operates in can be an additional advantage when working with local clients.
Getting started
GMS Business Communications Platform (BCP) is a secure, flexible, and cost-effective CPaaS solution that allows operators’ enterprise clients to create and manage multichannel messaging campaigns. It is available as a white-labelled product, enabling MNOs to place their own unique branding and further leverage their clients’ trust.
Since different messaging apps are prevalent in certain territories, GMS’ solution can be augmented with all the communication channels needed for our MNO client’s success in their target market, based on demand. This lets enterprises access multiple channels from one interface and simplifies campaign orchestration.
The solution is deployed either on-premise, or in the cloud, allowing for a quick and streamlined launch. Additionally, GMS handles all necessary onboarding, education and support.
How it works
The major advantage of communication platforms is the ability to reach end-users via a multitude of communication channels that can be mixed and matched to make sure the message reaches its recipient.
While the platform can be easily accessed via a web interface, another option is connecting via an API — Application Programming Interfaces. The latter allows for deeper integration with the enterprise client’s systems like CRM, billing, etc. This enables the enterprises to leverage the automated messages — an invaluable customer support tool that helps to keep consumers happy and up to date without any additional expenses. This is how the banks send transaction notifications, and this is how businesses relying on personal contact — doctors, plumbing companies, maintenance services or beauty salons — can send meeting reminders.
Another essential feature is its two-way capability. This means that the enterprise and its audience can engage in a meaningful dialogue, further elevating the customer experience and providing the opportunity for brands to learn its consumers.
Finally, GMS BCP offers its users access to near real-time reporting, making it a unique proposition for B2C sales and marketers to make instantaneous decisions. The ability to monitor the campaign success on the go opens an excellent opportunity for A/B testing since the campaigns can be compared and tweaked virtually and constantly. This can prove invaluable when coupled with the option to choose a success-based commercial model.
GMS Business Communications Platform’s Key Features
- High degree of customisation
- Near real-time reporting
- Opportunity to orchestrate campaigns and track the progress in real-time
- Two-way communication
- Can be integrated with a variety of billing and CRM systems
- Channels can be prioritised according to business needs
Take the next step
As messaging apps generate an increasingly larger portion of A2P traffic, they become a threat to mobile operators’ revenues. While operators cannot exactly reverse the universal adoption of smartphones and OTTs, they can take the next logical step and evolve by embracing CPaaS solutions.
Through a combination of operators’ brand image, market expertise, and GMS’s powerful, white-labelled communications platform, MNOs can compensate for the potential loss of revenues by cementing their position as OTT service providers. Contact our experts today to learn more about the ways you can expand your messaging services portfolio.