So, what do we mean by ‘total addressable revenue’? Well, as we mentioned above, MNO’s looking to maximise revenue from their A2P SMS traffic typically have two options. They either do more fixed price deals – usually with aggregators – where operators offer wholesale access to their network to utilise redundant capacity. Or, they look at jacking up prices – which again as we’ve highlighted, frequently causes grey traffic problems.

However when we were designing HAUD’s Messaging Revenue Optimisation program, one of the first sets of analysis we did was to look at why MNO’s have such poor choices around revenue growth in terms of new income streams from A2P. Where were the pinch points, and what solutions could we develop to remove these obstacles.

Turns out much of the dilemma for MNO’s stems from a lack of granular operational control. 

For example, because of the high volumes of traffic, and the plethora of brands wanting to engage with individual operators to send A2P, coupled with less flexible software / customer management tools, operators instead turned to wholesale and farmed out this communication channel’s value.

So, we built solutions to address this farming-out requirement, and enable a simple, clear, largely automated customer management experience for the MNO’s and their clients – whether aggregators or enterprise – where individual requirements can be more closely tailored for. 

And, because these solutions start with the deployment of a next generation firewall, it also means the MNO can help safeguard both those client models too – by helping protect trusted aggregator partners against loss of business to grey routes, and delivering high chanel integrity for enterprises who manages part of their business through A2P: 

Technological solutions negate the lack of granular control, widening the funnel with positive jaw recurring revenue streams.