Why should a Mobile Network Operator worry about Artificially Inflated Traffic? An insight into how it effects their P&L in the long term.

SMS artificially inflated traffic (AIT) refers to the practice of generating fake or fraudulent text messages, often with the goal of defrauding the enterprises which send A2P SMS to their customers. This can happen in a number of ways, including using automated bots to send large numbers of messages, or using stolen identities to send messages on behalf of other users.

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EXECUTE: An effective Messaging Revenue Optimisation strategy enables people, processes and technology to work seamlessly together.

The right tech stack – with automation both enabling real-time data management and facilitating the creation of new client channels – is a game-changer for MNOs. But successful A2P monetisation lies in the combination of automation with human insight and agile processes.

Of all areas of mobile network operators’ business, it is messaging that has seen and undergone some of the greatest transformations.

And there are further changes to come. As organisations accelerate the shift towards digital communications, use cases for business messaging, apps and machine comms will become even more varied and essential.

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CREATE: The engine of any successful A2P monetisation strategy is powered by its capacity to generate new business models

Revving up addressable revenue – from both existing and innovative use cases – is only effective when MNOs have the real-time categorisation capabilities to adopt flexible pricing.

Surging A2P SMS messaging usage – across a multitude of industries – has brought with it a vibrant and imaginative range of services and opportunities.

As A2P communication has gained ever-more traction as the key medium for the dissemination of content and information, embracing this channel has become an increasing necessity for brands.

Yet as millions of global institutions and firms adopt the messaging system as a conduit for countless value-added-services, vast numbers of mobile network operators are still failing to capitalise on its true business value.

In the face of this stasis, MNOs are at a crossroads. On one side, lies a route to A2P monetisation success – with carriers able to CREATE new revenue drivers and charging strategies to dramatically boost the paid-messaging volumes on their network.

On the other – burying their heads in the sand and watching as the great 21st century A2P boomtown passes them by.

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ACTION: Powerful business intelligence is worthless unless you take action to use it.

MNOs should grab the bull by the horns – and act now to gain mastery of their A2P revenue.

The booming A2P market is at a critical juncture. On one side – its rocketing success as the trusted business messaging medium of millions of global institutions and businesses.

On the other – its potential future deterioration, facilitated both by MNOs inertia in stopping revenue leakage to grey routes, and also from carriers failing to protect, and to capitalise on, the channel’s true business value.

The first step to A2P messaging success is installing a next-generation firewall, enabling MNOs full visibility and intelligence over the traffic passing through their network.

But we explain why it is the ACTION carriers then take on these insights – to plug sources of A2P leakage and to construct revenue drivers – that serves as the propulsive force needed to send profits skyward.

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PROTECT: Scaling A2P messaging revenue starts with MNOs protecting and gaining 360 visibility of their network traffic.

The A2P market has soared in value in recent years – with the pandemic bolstering its position as the shining light of the business messaging landscape.

Yet many Mobile Network Operators – left blindsided by its success – are losing billions of dollars in revenue leakage through their failure to capture true business value from this vital channel.

We explain why – without a next-generation firewall to enable MNOs full visibility and control over their network – MNO’s will always struggle to effectively monetize their A2P traffic, and potentially worse – could undermine the value of this channel.

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How operators are bleeding A2P revenues from tech giants: A data-driven investigation – On-demand Webinar

One country, three operators and over 1000 A2P tests on each network. Haud ‘s research team wanted to get a snapshot of how much revenue operators are losing from A2P messages generated by tech giants including Facebook, Google, WeChat and Microsoft. On this webinar, we outline the results of a Haud technical investigation designed to understand how SIMbox fraud and grey / illegitimate routes contribute to revenue loss.

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A2P SMS revenue loss: Asian focus

Nefarious organisations, as well as lone operators, can essentially eat-up a significant portion of Application-to-Person messaging (it goes beyond SMS) revenues from Mobile Network Operators with no considerable investment requirement. As indicated in a previous article which focused on SIM box activity in Europe, SIM box activity is wide-ranging and global. A $60 billion business opportunity is at stake here. 

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