symsoft sms firewall
Symsoft SMS Firewall helps operators increase ARPU with an average of one Euro per subscriber and year
At Symsoft, we have a tradition of working closely together with mobile operators, helping our customers to identify and grasp new revenue opportunities. Today, we see an increased interest from operators around the world in Enterprise Messaging. As a matter of fact, Enterprise or A2P messaging are projected to generate larger operator revenues than traditional Person-to-Person (P2P) messaging by the end of this decade. There is no doubt that the A2P messaging market represents a significant opportunity for operator growth.
However, working with our international customers we can see that seizing the A2P opportunity also involves addressing new challenges.
First and foremost: of all A2P messages received by a subscriber via global A2P aggregators, typically only a fraction is delivered via the official route in the operator network, over SS7 links. This means that there is a good chance that a lot of the A2P traffic your subscribers receive does not lead to sound revenues for you as an operator.
Secondly: not all A2P messages are appreciated by your subscribers. Wanted A2P messages such as one-time log-in codes, tickets, opt-in marketing, news feeds, phone settings and information on credit card usage are usually well received. Illicit A2P messages and spam are on the other hand at best irritating and can at worse be considered malicious, drive customer care costs and risk to have a negative impact on your brand.
Let us quantify this by assuming that every subscriber in your network receives four global A2P messages every month through unfiltered channels. Based on industry knowledge, we can say that these messages, when charged correctly, are worth two Euro cents each. This means a loss of 96 Euro cents per subscriber.
If we also assume that for every 1,000 acceptable A2P messages there will be one customer care call due to illicit messages. Our experience is that each customer care call costs you as an operator approximately €10.
This means that on an average the customer care cost equals another 48 cents. And here we have still not taken the risk of bad-will-effect on your operator brand or the negative impact on the perception of A2P messaging overall into consideration.
Now multiply the close to €1,5 with the number of subscribers in your customer base. This is the affect that appropriate filtering of unsolicited SMSs can have on your bottom line results!
To succeed with enterprise messaging and protect your revenues you need to protect yourself from “free riders”. Blocking unapproved commercial content will force content providers to deliver their content through your own approved gateways, or through channels with appropriate interconnect fees. Either way, you can make sure to get your fair share of the revenues collected from the content owner. Charging for all messages that reach your subscribers will also minimize the amount of spam and fraudulent messages, as the cost of delivering the messages will be higher than the potential gain for illicit content providers.
With Symsoft’s latest release of our product line messaging we can fully support you in addressing the A2P opportunity and in meeting the attached challenges. Symsoft’s A2P Messaging platform in combination with Symsoft SMS Firewall enable operators to build and configure their messaging solutions to take full control of traffic flows, securing revenues, protect subscribers from spam and provide competitive enterprise offerings.
We look forward to discussing the opportunities with you.