how to solve sms mystery

SMS CAMPAIGN MYSTERY

HOW TO SOLVE

6.8 billion out of the 7.01 billion people on Earth own a mobile phone……

A study shows more people have cell phones

than toiletsA study shows more mobile phone access than

toothbrush

Approximately 328 million mobile phones are in use in United States…. we only have 318 million people

That’s not a typo

vs.328

million318

million

Worldwide, approximately 8.6 trillion text messages are sent per year…..

hello world你好世界

مررحبا االعالمم

हलैो वल्डर्

שלום עולם

Olá mundo

העלא וועלט

98%

90 seconds

of text messages

are opened within

So, why are organizations so unsure about using SMS as an effective communication tool?

Because SMS industry is a mystery to most organizations

Mystery

POPULAR SEARCH ENGINE…

3.7 million results on “text messaging"

22.3 million results on “business text messaging"

111 million results on “mobile text marketing"

5.5 million results on “bulk sms"

returned….

Top 20 SMS service companies from the search engine offer similar service but….

Unit cost per SMS range from 0.01 cent to 10 cents

Setup fees range from $0 to $1,000

Software fees range from $0 to $800

Requires monthly minimum from $0 to $5,000

Shortcode fees range from $500 to $2,000 per month

License fee to governing body alone is $500

SMS is a commodity, high volume drives low pricing

Offers longcode and/or shortcode

Some guarantee delivery, some don't

Global SMS pricing is unclear

All claim reliability, security and speed

Some offer SLA, some don't

This method is illegal inU.S and Canada

Needs to be maintained. Frequent audits by governing organizations

Also known as a Virtual Number

no refund on failed deliveries

SMS is not secure, everyone can see your content

INFORMATION

OVERLOADtoo much of these and

you will get killed

So, what is the mystery?

Organizations’ misunderstanding of

SMS players and

their ROLES in the industry.

?

….what???

….what???

?

?

Who are the Players in SMS industry?

Wireless Carriers

Aggregators

Application Providers

Governing Body

have direct connections to wireless carriers mBlox, SAP, Open Market, AMD, etc.

have direct connections to aggregators and buys SMS in bulk 2sms, EZTexting, Twillio, Tatango, Trumpia, etc.

have connections to mobile subscribers Verizon Wireless, AT&T, Sprint, etc.

sets industry rules and regulations on behalf of wireless carriers Neustar, CTIA, MMA, etc.

So you want to connect directly to Wireless Carriers

Wireless carriers make it VERY DIFFICULT to connect directly to them as a single company. It’s not worth it to the wireless carriers to manage a small chunk of SMS traffic.

Why can’t I bypass Aggregators?

• A typical major US wireless carrier

charges up to $2.5 Million Monthly connection fee

• Approximately 83 wireless carriers are

listed as carriers who own and manage

their network equipment and facilities in

the United States

They don’t pay $2.5 million..… A handful of Aggregators won the lottery, they were at the right place at the right time….

How much do aggregators make after paying $2.5 million monthly bill to each Wireless Carrier?

• Wireless carriers gave them the connections for

almost free

• Aggregators share the revenue from Premium

content (ringtones, wallpapers, subscriptions,

songs)

wireless carriers are moving away from supporting Premium content as of 2014

Absolutely. Connecting to an Aggregator directly is bit cumbersome, but doable.

Contact me directly at 1-877-276-7266 or

victoria.roberts@2sms.com and I can give you a

rundown on how to select a decent aggregator and

build a bind to connect to their gateway.

Can I bypass an Application Provider?

Wireless Carriers created a 3rd party governing body to regulate and monitor the industry (application/content providers)

Revenue is generated by leasing and

administering shortcodes to companies

who distribute content (campaigns)

Who created the Governing Body?

They won the lottery too. Imagine being able to charge $500 to $1,500 per month for each number you

create…..and every content provider HAVE to lease a number in order to send commercial SMS…… it’s raining money.

How Do I Choose?

It all boils down to each organizations’

business requirement

Connect to Wireless Carriers

Connect to Aggregators

Connect to Application Providers

Best for DYI (Do IT Yourself) warriors Per SMS cost range 0.001 cent to 3 cents Fast throughput, scalable 500,000+ SMS per month

Best for all organizations with a specific business requirements Per SMS cost range 1 cent to 10 cent, depends on value add Throughput range: 40/second to 600/second, scalable 200+ SMS per month

Best for aggregator wanna be Per SMS cost range 0 to 0.0000001 cent Super fast throughput Gazillion SMS per month

and SMS industry RULES

Campaign applicationOpt-In to receive SMS

APPLICATION DENIED Verizon Wireless AT&T Sprint

TMobile US Cellualr

and SMS industry RULES.

STOP responseHELP response

Rules are to protect the mobile subscribers

SMS Campaign?All SMS alerts initiated by organizations must have an approved campaign, it’s like a building permit, you submit an application and wait for the approval. Not complicated but each campaign needs to be approved by wireless carriers

HELP and STOP?Your subscribers are fickle and forgetful. Response to HELP refreshes their memory and “why” they are receiving SMS from you. Response to STOP must be honored and never… ever… never… ever… send SMS to Opt Out mobile subscriber, unless they Opt In again.

Opt-In to receive SMS?SMS is a permission based, that means your audience has to sign up to receive SMS from you. Governing body such as CTIA and MMA set rules and regulations according to wireless carrier’s T’s&C’s

Wireless carrier’s want to make sure you are not SPAMing

TIME TO THINK!I S I T W O R T H I T ?

4 REASONS TO I M P L E M E N T W I N N I N G SMS PROGRAM

SMS IS MORE EFFECTIVE

Whopping 98% of SMS is opened

compare to 20% eMail,

12% Facebook posts

and 29% tweets

Reason 1

EVERYONE HAS A MOBILE PHONE AND WE LOVE TO TEXT

Over 8.6 trillion SMS are sent per year. If you aren’t sending SMS to your customers you better believe your competitors are.

Reason 297% of people on Earth owns mobile phone

IT’S TO THE POINT

160 character limitation forces you to say exactly what you need to say. There’s a reason

why 98% of SMS are read within 90 seconds

Reason 3

HIGH ROI

Your competitors are using SMS to improve efficiency

Reason 4

Mobile marketers are allocating 75% of their mobile budet to SMS

SMS is affordable.

TIME TO FOCUS

5 S T E P S T O IMPLEMENTING W I N N I N G SMS PROGRAM

GAIN SMS KNOWLEDGESMS Limitations

160 characters

Step 1

Shortcode 5 to 6 digit number

Rules and Regulations governing body & permissions

Type of SMS standard, premium, free to end user

Timeline for SMS provisioning & campaign setup

Pricing Structure why 1 cent vs 10 cents

ASSESS YOUR BUSINESS NEEDS

Through-put requirement volume threshold

Step 2

Type of SMS critical versus non-critical

Project Timeline

Monthly Volume

Data Security

SMS Gateway type of integration

GO SHOPPING FOR GATEWAY PROVIDER

Application Partner full service integration

1 cent to 10 cent pricing

Step 3

Aggregator do it yourself integration

0.01 cent to 1 cent pricing monthly high volume commitment

Wireless Carrier Brand as it is connection

0.01 cent to 1 cent pricing low throughput

BUILD & IMPLEMENT S M S C A M P A I G N

Opt In Subscribers to reach highly engaged

audience

Step 4

Send Relevant SMS to open a brand conversation

Drive Awareness to sell more

to improve efficiency

MEASURE SMS CAMPAIGN

Step 5

Rinse and repeat sell more

improve more

Data Analytics to measure the relative effectiveness

BESTPRACTICE

Top secrets guarded by successful

SMS Campaign Managers

Only send relevant text messages

DO

Send more than promised frequency

DON’T

Do you recall $47 millionlawsuit settlement?

Always respond to “HELP” reply

DO

Align the content to your audience

DO

Include mobile optimized link

DO

Send during rush hour or early morning or late at night

DON’Ttexting while driving

is illegal in most states

Coordinate according to time zone

and work schedule

DO

Clean up your Opt-In list frequently

DO

Lets Recap….

A PROVEN FORMULA

Your organization + SMS = ROI10+

happyemployees

morecustomers

more brandconversation

morebrand awareness

Raise your game, build a great SMS campaign for your organization or you are missing the bus

Bottom line….

NOW YOU ARE READYENGAGE WITH CUSTOMERS & EMPLOYEES V I A S M S B A S E D C A M P A I G N S

GET MORE TIPSF R O M V I C T O R I A & N A T H A N

support-us@2sms.com

http://www.2sms.com

1-877-276-7266

–Victoria Roberts

2sms is an enterprise SMS application provider. We help great companies navigate the SMS industry and integrate SMS into their existing communication system to engage people and then turn that engagement into revenue.