Over-the-top messaging services – Whatsapp, WeChat etc – are clearly incredibly popular with consumers.. Although their initial growth was spurred on by cost-effectiveness – messages are, of course, largely free to send with an internet connection – their popularity also stems from aspects like security, anonymity, group creation and connectivity, multimedia messaging simplicity and fantastic […]

Overall what we are seeing, then, is an industry vertical facing a pivotal moment. If, together, those with an interest in securing a lucrative future for SMS A2P take action now, then the opportunity to 10X revenues from the channel are certainly there.  But if collectively we don’t, then this could be the start of […]

The idea behind Messaging Revenue Optimisation is simple – the application somewhat harder – yet delivering this strategy is something do-able by every MNO we work with. At its core it combines two key elements – Revenue Defence and Revenue Creation – coupled with the human expertise needed to monitor the traffic data, analyse it, […]

Let’s start with revenue defence – as visibility and control are the key to the delivery of the overall strategy and are the logistical first step given what we just said about latest technology firewalls. We’ve referenced this already, but deploying a next generation, managed, firewall ought to be the first step for any MNO […]

Revenue Creation is really about a couple of things. Firstly, ensuring you maximise the true market value of the messages you help deliver to end users, and that you utilise a mix of operational and strategic levers to achieve this. Secondly, it’s about having the capability to invent new business models, build additional relationships, and […]

As we said at the outset of this ebook, the intention is to share what we at HAUD believe is the best strategy on the market for MNO’s to optimise their revenue from A2P messaging. It’s an opportunity MNO’s have to both secure existing revenue in greater quantities, and to build a future-proof A2P monetization […]

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 […]

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.

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.

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.