TOMIA’s A2P Messaging platform offers MNOs a flexible and agnostic system that adjusts to any business model, ranging from being completely outsourced to becoming a full-scale aggregator.
MNOs (Mobile Network Operators) are increasingly interested in serving enterprises and are seeking solutions to improve their consumers’ experience through A2P business messages. To navigate through this new landscape, they will need to have the right tools to handle multiple B2B relationships, apply new commercial models and be able to quickly adapt based on various business needs.
MNOs are faced with a decision about the business models and underlying solution architecture needed to deploy for A2P messaging. These range from fully outsourcing to insourcing. MNOs must consider a multitude of factors including speed to market, short and longer-term profitability, and the agility to adapt to the changing market and business conditions. MNOs are seeking to become more efficient, decrease internal costs and maximize margins.
A2P messaging is evolving and maturing, as it still presents the most powerful non-voice communication channel to connect enterprise businesses to mobile consumers. While MNOs are increasingly trying to capitalize on this opportunity, other alternative channels through OTT applications, such as WhatsApp, are gaining market share. These OTTs are growing their user bases globally and allowing enterprises the benefit of customer interactivity.
The evolution of the A2P business introduces new needs from enterprises, consumers, and new players. Although some MNOs chose to outsource their A2P business, there is a concern around the devaluation of the network and experience of the subscriber. By integrating the concept of experience with the offer, MNOs can differentiate themselves and deliver a unique value proposition. The risk of giving this control away to third parties is just too high.
A2P Messaging Platform
Helps MNOs to retain control of the service delivery and to remain a core strength in B2C mobile communication.
Take ownership of the A2P Messaging Business
TOMIA’s A2P Messaging solution offers MNOs an enterprise-enabled service adherent to any chosen business model, allowing them to reclaim ownership of the messaging ecosystem by leveraging their network assets and controlling the experience of their subscribers.
Captures the core capabilities required to drive trading, routing, rating and billing, regardless of the business model applied by the MNOs, from outsourcing to insourcing.
- Compete with aggregators in the messaging market
- Enable rapid growth in higher-margin A2P traffic
- Seamless migration from one business model to another
- Long-term strategy to introduce RCS to consolidate MNO position in the messaging ecosystem
- Supports initiatives driven by MNOs marketing and sales teams
- Includes Credit Limit Management and Pre-paid functionality
The SMS A2P service co-exists on the same platform as the voice service, driving significant benefits in operational efficiency and reduced cost of service.
- Flexible: agreements pricing models tailored to individual partners
- Highly automated: managing the constant increase in agreements and volumes
- Scalable: proven ability to handle very high volumes of traffic
- Automated price list exchange and easy cost assessment
- Handle complex pricing, routing and billing requests with low TCO
- Provide revenue and margin visibility and easy ROI calculations
A2P Business Models for MNOs
Fully outsourcing the A2P business to Aggregators is the first move by many MNOs and the historic delivery model. MNOs now have other options such as building their own infrastructure, from where all the on-net traffic and InterOpco traffic can be managed or becoming a full Aggregator, which significantly improves margins and customer experience. TOMIA’s market-leading iXLink and iXTools offer a neutral supporting system suitable for any business model. The core rating and routing capabilities are paramount to drive gains in operational efficiencies.
RCS, the Evolution of SMS
SMS is still the most used messaging communication globally by far. While OTT applications are gaining market share, SMS will continue to grow through its ubiquitous nature, high confidence in delivery, and device-agnostic position, as opposed to the need for multiple mobile applications on a user’s device. RCS (Rich Communication Services) provides prominent benefits compared to SMS by enabling a more engaging messaging experience similar to OTTs, such as supporting a growing trend of conversational commerce.
Countless A2P Applications
Many companies have gone through an intense digitization transformation, not only to allow teleworking during the pandemic, but to support business continuity. The A2P messaging business is the most powerful communication channel to connect enterprises of all sizes to digital mobile consumers. It drives new sales, builds trust, and improves customer relationships and retention across a wide range of industries, such as healthcare (COVID-19 tracing), advertising (location-based promotions), finance (micro-payments), security (one-time passwords) and many others.