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SMSaaS Has Strong Future with Telcos As ‘Gatekeepers’- Pearson

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Short Messaging System (SMS) remains a key tool for reaching everyone with unmatched service guarantees and has a strong future, according to researchers at the World Telecoms Lab (WTL)

Although, the activities of Over-The-Top (OTT) content providers’ such as WhatsApp, Facebook, Twitter, are petering the revenue base of the telecommunication network providers and Value-Added Service (VAS), however, the researchers have projected that Telcos’ ability to function as the ‘gatekeepers’ will expose them to the next goldmine: SMS-as-a-Service (SMSaaS).  

The WTL’s report backs claims that “OTT apps, for all their consumer popularity, are still marginal in the A2P space. Operators still dominate”, thus, SMS retains the aura as an important service and unlike popular forms of IP messaging, it is genuinely ubiquitous.

Simon Pearson, business development director, World Telecom Labs told Nigeria CommunicationsWeek that SMS has levels of service performance that are simply not available from common IP-based solutions, which are typically closed-user communities.

“So even while IP messaging has grown in popularity between individuals, there’s no getting away from the fact that SMS provides a means to reach everyone. In particular, it also helps businesses communicate more effectively with their customers. It’s the only way in which they can reach all mobile users in their markets.

“As such, SMS is a premium service. It offers a degree of trackability, reliability and service quality that is simply not available with other messaging solutions. This provides an unrivalled set of service guarantees, which form the foundation of enterprise partnerships. A messaging service provider with access to SS7 network infrastructure can offer a level of service to its business partners that is far beyond the best effort that might be attainable by another messaging platform.

“SMS provides a reassuringly comprehensive way to enable businesses to reach their customers, whether for the purposes of order acknowledgements, service updates or for promotional purposes. For different verticals, such as logistics, catering, tourism, banking, retail, and more, it is a secure, reliable channel to reach customers.

 As such – and contrary to many expectations – while P2P SMS may be in decline, A2P SMS is growing. SMS services that are targeted towards the needs of businesses that need to keep in touch with their customers represent a growth opportunity and one that can help offset declining or stagnant voice margins. The great thing about SMS is that, unlike popular forms of IP messaging, it’s genuinely ubiquitous. If you have a mobile, then you can send and receive SMS to anyone else who has a mobile, regardless of the type of device or the generation of mobile technology it supports. Put simply,” the WTL report reads.

The report is also backed by comments by Jay Emmett, General manager, OpenMarket at the Mobile World Congress 2017 who reminded the telcos and industry experts that SMS is the only channel that is ubiquitous, immediate and universally understood.

“I don’t want a conversation with a bot,” he said. “I want to have a transaction. I don’t even like the word chat bot. I prefer ‘service bot’. If I have a car quote, that’s nine questions. That’s what I want. Not a conversation.”

Nodding in agreement David Vigar, Director of strategic carrier partnerships, Nexmo, said: “What will drive enterprise messaging is how they consumers interact with each other. So they might want to start a conversation on Twitter but then get reply somewhere else. It’s hard to do this without the context being lost, but that’s what we should be working on.”

Speaking on what telcos should focus on, Pearson told Nigeria CommunicationsWeek it implies “don’t get distracted by new, glamourous services with unproven revenue models and lose focus on something that works”. We believe there is a market for telcos and value-added operators to leverage their existing interconnects and subscriber bases.

“An operator can approach corporate customers (banks, airlines etc) and offer them packages that allow them to address their clients very directly. I have noticed that my local hospital, dentist and even the garage all send me SMS these days to remind me about appointments.

From the telco perspective access to this audience is valuable and they are kind of the only people that have it (they can be the ‘gatekeepers’ to the SMS world if you like)”.

 


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Nigeria CommunicationsWeek believes that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. So since 2007, we have devoted our energy to independent reportage of technology and how they affect lives.

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Treepz Doubles Down on Corporate Mobility in Africa with Launch of a New Website

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Treepz, Africa’s leading corporate mobility startup, has expanded its corporate mobility and employee transportation services across the continent with a fresh new look for its website.

 

The company’s new website boasts a sleek, user-friendly interface with added features to better showcase Treepz’s range of services for companies looking to efficiently and sustainably move employees and clients in major African cities. From on-demand employee shuttles, and school bus solutions to intra-city group trips for events and conferences, Treepz is positioning itself as an all-in-one corporate transportation provider.

Managing transportation logistics across multiple sites has always been an operational nightmare for companies,” said Onyeka Akumah, Co-Founder and Chief Executive Officer of Treepz. “Our goal is to streamline that experience through Treepz’s powerful technology platform.”

With nearly 6,000 employees of companies daily relying on Treepz’s innovative tech and reliable fleet for employee transportation or staff bus commutes, we understand the complexities of managing corporate transportation firsthand. “Our revamped website simplifies the process, offering businesses a seamless solution to optimize their transportation needs and empower their workforce in Nigeria, Kenya, Uganda and Ghana,” Onyeka added

Key Features of the New Treepz Website

  • Trackable Dashboard for a bird’s eye view of all guests’ trips in real-time when using Treepz.
  • 24/7 customer support to assist with all mobility inquiries.
  • Wide selection of vehicle options, each with professional drivers tailored to specific needs.
  • Friendly interface for easy navigation and booking.
  • Client testimonials and case studies showcasing Treepz’s success stories.

Treepz’s mission extends beyond just transportation – they aim to revolutionize how over 1 million daily commuters experience mobility across Africa. Since its launch in 2019, the company has provided employee transit for top firms like Tekexperts, Wakanow, Somasource, and Brighter Monday across Nigeria, Ghana, Kenya and Uganda. This has resulted in the transportation of about 5 million passengers since then.

With this digital reinvention, Treepz doubles down on transforming corporate mobility through tech-driven solutions. The company welcomes businesses seeking smarter ways to move their people to explore the new website www.treepz.com.


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Nigerian Business Leaders Partner Google for Strategic Advantage, Seeks Competitive Edge in Privacy-First Era

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Leading companies from Nigeria joined Google West Africa at a roundtable to discuss the shift towards privacy-first marketing as third-party cookies are phased out. The forum brought together leaders from FairMoney, Konga, Mondelez, Stanbic IBTC, and Zenith Bank, highlighting a collective commitment to redefining consumer engagement in the digital age.

Businesses recognize that building consumer trust is essential in a world that increasingly values privacy. In this new era, adapting marketing strategies to be more privacy-focused is not just a necessity but a strategic move towards building sustainable customer relations. This transition challenges businesses to innovate while maintaining transparency and respect for consumer data privacy, turning potential constraints into avenues for deeper consumer engagement.

“Customer trust is the new currency,” noted Felicia Otolorin, Senior Industry Lead, West Africa, Google. “Consumers are demanding more control over their data, and the savviest businesses are seeing this shift as an opportunity. This is about reimagining how we engage with technology and data, ensuring that innovation and privacy go hand-in-hand.”

The discussions emphasised this point, highlighting the competitive advantage of adopting privacy-first strategies. Google showcased innovative solutions like Google Tag and Enhanced Conversions. These tools demonstrate a commitment to both high performance and privacy standards. Success stories illustrated how other businesses have successfully navigated this shift, offering valuable insights.

“We stand at a crucial juncture,” remarked Oluwadamilare Akinwunmi, Chief Data & AI Officer at Interswitch. “The winners of tomorrow will be those enterprises that strike a balance between innovative, data-driven marketing and a profound commitment to data protection and privacy-first practices. The essential dialogues we engage in, and the subsequent actions we take, set us on the path to achieve precisely this”

The roundtable underscores a pivotal shift towards privacy-first strategies in Nigeria’s digital marketing sphere, emphasising the critical role of collaboration and innovation in this transition. It marks a collective stride towards a future where consumer trust and data privacy form the cornerstone of business growth and competitive advantage.

“We are committed to empowering Nigerian brands in building a privacy-forward future. By harnessing AI and privacy-centric technologies, we aim to empower our partners to thrive amidst these changes,” stated Felicia Otolorin, Senior Industry Lead, West Africa, Google.


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MTN Nigeria, PAU Open Applications for 3rd Edition of MTN Media Innovation Programme

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MTN Nigeria Communications Plc and the School of Media & Communications, Pan-Atlantic University have announced call for applications from qualified media practitioners to participate in the 3rd edition of the MTN Media Innovation Programme (MTN MIP-3), which will commence on May 20, 2024, at the Main Campus of the Pan-Atlantic University, Ibeju-Lekki, Lagos. 

MTN Nigeria in collaboration with the School of Media and Communication, Pan-Atlantic University, launched the Media Innovation Programme (MTN MIP) in 2022 to enable media practitioners gain deeper insight into the ever-evolving media landscape.

The six-month, fully-funded certificate fellowship, which includes a study visit to the University of Johannesburg, South Africa, and an innovation hub to incubate ideas, is open to media practitioners across all strata of the media industry including the print, electronic and online platforms. The programme is also open to social media content creators.

Speaking on the impact of the programme, Tobechukwu Okigbo, Chief Corporate Services & Sustainability Officer, MTN Nigeria said: “The media play a crucial role in shaping the society. It is important that they are enabled with tools and opportunities to do their jobs better as this ultimately benefits the society.

“Our commitment is to continue to empower media practitioners, regardless of platforms, to be able to innovate and create technological-driven solutions to our world. This is what the MTN Media Innovation Programme seeks to accomplish.”

On his part, the Dean School of Media and Communication, Pan-Atlantic University, Dr Ikechukwu Obiaya, stated that the programme brings into play the wide experience that the School has in the training of media practitioners.

In our various programmes targeted at journalists, we at the School of Media and Communication have always laid a lot of emphasis on the importance of creativity, ethics and professionalism.

“The Media Innovation Programme is one more opportunity to drive home these values but with a new emphasis on innovation.

“Journalism remains as important as ever to the society, and it is driven by the same values, but journalists require a retooling to meet the technological changes and challenges of today.

“This is the role that the Media Innovation Programme aims to play, and we are quite happy to be able to partner with MTN to achieve this goal.”

At the end of the training, the 20 successful applicants will qualify as Fellows for the 2024 cohort. The Fellows would be coached on Nigeria’s technology sector, the relationship between media and technology, and equipped with the skills to adapt to the changing realities that guarantee career and financial success in their professional practice.

Fellows will also have access to professional resources and mentorship from PAU’s erudite faculty.

Interested journalists, bloggers and content creators can apply for the Fellowship at https://smc.edu.ng/mtnmip

Applications open on Friday March 23 and close Wednesday April 10, 2024.


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