Preserving the A2P SMS business in an evolving A2P messaging landscape
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Messaging remains a remains a near-ubiquitous method of mobile communication, enabling person-to-person (P2P) communications and business-to-person, also known as application-to-person (A2P), communications. With the increasing cannibalisation of P2P SMS by OTT services, the potential for a monetisable business model and strong appetite among enterprises to engage with their customers via the messaging channel, A2P SMS offers the greatest messaging revenue opportunity for mobile operators.
The challenging outlook for A2P SMS reflect a variety of headwinds to the business model. However, operators have the opportunity to take steps to define an optimal A2P messaging strategy that allows them to maximise the A2P SMS business.
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Preserving the A2P SMS business in an evolving A2P messaging landscape
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Preserving the A2P SMS business in an evolving A2P messaging landscape
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