A2P messaging is a key growth area for the telemedia industry, but while it continues to grow and is trusted by 35% of consumers businesses and brands risk reputational damage or financial harm if they procure A2P messaging via a sharp operator using unauthorised routes in message delivery with fraudulent practice a daily challenge impacting the total messaging value chain.
Outlining the problem and offering some solutions for brands, global mobile trade body, MEF, has today launched the Enterprise Mobile Messaging Guide to tackle such bad practices head-on in a proactive move by industry to better support buyers of messaging.
Developed by MEF’s 30+ strong group* of Future of Messaging Programme participants which includes global messaging suppliers, mobile operators, signalling equipment providers and others in the enterprise messaging ecosystem the guide lifts the lid on the complexities of the market, providing the tools and know-how to help companies procure messaging from legitimate players and avoid fraudulent activity that risks eroding customer confidence or impacting service quality.
The guide walks enterprises through the different parties they will encounter within the messaging ecosystem and demystifies and defines common industry language. Significantly, it maps the six routes authorised for the delivery of enterprise mobile messaging and identifies the essential five features of enterprise messaging solutions:
- Legality & compliance
- Brand protection
- Deliverability
- Performance
- Price
Joanne Lacey, COO at MEF explains: “Enterprise mobile messaging is a proven, reliable and robust channel for mass communication be that for authentication, customer engagement or product delivery. However, its complex ecosystem means it is also at risk of fraud.
Fraudulent messaging activity can be perpetuated if businesses that procure mobile messaging services do not have the full picture. MEF’s programme members have collaborated to help raise awareness of the issues to educate the buying side of the market so that consumer trust is maintained.”
A full education and awareness programme is planned by MEF’s Future of Messaging Programme and its participants to support the roll out of the guide.
