how to solve sms mystery
TRANSCRIPT
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
[email protected] 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
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.