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EDITORIAL A New Year’s message… about messaging

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As the year comes to an end the world falls into the grip of Omicron, we find that the telemedia business is, itself, in a rude state of health.

The evolution of the disperate services that have traditionally made up the gamut of companies we know and love has slowly been coming together. Now it forms a range of platforms and services (platforms as a service, no less) that are being sold to big business to use the myriad offerings we have always seen as being somewhat niche.

This is exemplified by how communications platforms as a service (CPaaS) has become such massive business. Corporates looking to talk to their customers through the channels the customers want rather than email and post, have had to rapidly expand their comms to embrace OTT, WhatsApp and even simple SMS. And the telemedia industry was there to help.

And it has become big business that shows no sign of slowing. The US CPaaS market, for example, is set to hit $15bn by 2026, showing just how powerful the corporate use of messaging has become.

Asia Pacific is also set for growth in CPaaS across 2022, while developing markets in LatAm and, to some extent, Africa are also likely to leapfrog old ways of interacting with customers and will also become heavy CPaaS users.

The move to using messaging to interact with consumers is already well underway. This has been further demonstrated by Infobip, which handled 4.23bn messages over the Black Friday-Cyber Monday weekend globally… that is equivalent to half the world’s population and testament to just how pivotal messaging now is to the ecommerce world.

Messaging is now very much the way to interact with brands and for brands to interact with consumers. What could possibly go wrong?

Well, security, that’s what. The increasing use of SMS for A2P messaging in particular is raising security concerns and, as 5G starts to take off, many are worried that there aren’t the right security measures in place to protect 5G A2P SMS.

This is something that MNOs need to take note of as 5G comes into play, with experts warning that there needs to be a blueprint for securing 5G SMS to make it truly workable and we expect to see a lot more of this in 2022.

In fact there is much to look forward to in the new year and, starting this week, we are running a series of predictions for the year ahead. It wil be interesting to see how they play out as the year gets going.

But that is for 2022. For now, telemedia towers is taking a well-earned break, so have a great Christmas and we look forward to working with you, keeping you informed and hearing all your news in 2022. Happy New Year!

>>> Did you know we print Telemedia Magazine every quarter.  Free to qualified readers.  Essential reading for any buisness that wants to engage users, monetise content and drive sales of VAS and premium applications.  Download the current Issue.
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