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Going Global with SMS
David Vigar
The world is increasingly global
2
Globalization
of business
Having a global
strategy is critical
Elimination
of boundarie...
Case Study: The Message that Instills
Customer Confidence and Loyalty
THE SOLUTION
THE RESULTS
THE CHALLENGE
• Customers m...
The SMS Infrastructure Is Prone To Delays
DEPARTURE
CONNECTION
IT’S A BIT LIKE TRAVELING INTERNATIONALLY. There are two ba...
Scaling globally with SMS is difficult on your own
Slow Time-to-Market
Compliances Issues
Cost of Delivery
Quality Issues
...
Ever-changing regulations make it difficult to comply
6
• Encoding languages
• Illegal content
• Block specific words,
phr...
Semi-legal activities in Telco Industry
Sim Farms Gray Routes Identity Spoofing
Legacy Telco Services - Legacy is like a hub-and-spoke system
Legacy telco networks offer poor quality of
service and unre...
Case Study: 2 Way Customer
Communications Solutions
THE SOLUTION
THE RESULTS
THE CHALLENGE
• Capturing the opinions of
mil...
The factors that increase your TCO
Contract ManagersLawyers Developers Ongoing Operations
Managing end-to-end extends time-to-market
Develop understanding into the
legal specifics of the country you
are expanding...
Nexmo can significantly expedite the process
Better Operational EfficiencyEasier to Comply Higher Quality
Faster
Time-to-M...
Scale with Nexmo’s direct-to-carrier relationships
Nexmo Direct-to-Carrier Connectivity - One Hop Max / Typically Zero Hop...
Optimize your business with real-time analytics
14
API
3
2
3
CARRIER
2
CARRIER
Due to the Direct-to-Carrier architecture,
...
Get real-time information about your messages
ScenarioConversion RatioSuccess Ratio DLR Ratio
Carrier is faking a DLR and ...
Case Study: Adding SMS Drives 30% Growth
for Polling Provider
THE SOLUTION
THE RESULTS
THE CHALLENGE
• Enable access to po...
Connect with adaptive routing
17
Adaptive Routing - Nexmo Algorithms Predict Failure and Automatically Reroute
Nexmo monit...
Understanding Compliance around the world
From: 33 1 43 54 22 66
To: 33 6 78 90 12 34
Envover: Bonjour!
From: NX SC 1223
T...
In the United States, all application-to-person (A2P)
messaging must take place over a short code number, a
tightly regula...
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Going Global with SMS

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Gain insight into the process of going global and connecting with carriers as well as the type of regulations you might encounter along the way.

Watch this slideshare to learn about:
- Country and carrier regulations that you’ll need to comply with
- Factors that will affect your operational costs
- How to achieve truly global reach

Published in: Technology
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Going Global with SMS

  1. 1. Going Global with SMS David Vigar
  2. 2. The world is increasingly global 2 Globalization of business Having a global strategy is critical Elimination of boundaries Mobile technology
  3. 3. Case Study: The Message that Instills Customer Confidence and Loyalty THE SOLUTION THE RESULTS THE CHALLENGE • Customers may be anywhere in the world and Roamer needs to verify their phone numbers without jeopardizing the user experience • Nexmo’s Direct-to- Carrier© network eliminated latency • Nexmo’s knowledge of local regulations increased SMS deliverability • Roamer verifies phone number with more than an 80% conversion rate, far higher than before • Nexmo’s analytics and performance monitoring tools ensure Roamer knows that its messages get through “SMS deliverability from Nexmo is outstanding. No other service we tried came even close in that regard.” Nick Ustinov Co-founder and CEO, Roamer
  4. 4. The SMS Infrastructure Is Prone To Delays DEPARTURE CONNECTION IT’S A BIT LIKE TRAVELING INTERNATIONALLY. There are two basic models: hub and spoke and direct. Regardless of which one you pick, your concern is arriving on-time. Just like getting to your intended destination, sending SMS messages globally can be a volatile process where the risk grows with every connection. Connecting Flights Delays Customs X LUGGAGE ✓ ARRIVAL
  5. 5. Scaling globally with SMS is difficult on your own Slow Time-to-Market Compliances Issues Cost of Delivery Quality Issues Legacy Telco Services - Legacy is like a hub-and-spoke system = + +SMS CARRIER 4 AGGREGATOR 3 AGGREGATOR 2 AGGREGATOR 1 AGGREGATOR SMS
  6. 6. Ever-changing regulations make it difficult to comply 6 • Encoding languages • Illegal content • Block specific words, phrases Country Specific Compliance Carrier Specific Compliance • Privacy • Send hours • Illegal content • Identity issues • Gray routes
  7. 7. Semi-legal activities in Telco Industry Sim Farms Gray Routes Identity Spoofing
  8. 8. Legacy Telco Services - Legacy is like a hub-and-spoke system Legacy telco networks offer poor quality of service and unreliable routing Connections to hubs in different geographies for global reach • Little visibility to delivery • Lost messages • Delays within hop queues • Downtime SMS CARRIER 4 AGGREGATOR 3 AGGREGATOR 2 AGGREGATOR 1 AGGREGATOR SMS
  9. 9. Case Study: 2 Way Customer Communications Solutions THE SOLUTION THE RESULTS THE CHALLENGE • Capturing the opinions of millions who are unreached by traditional channels • Building out a system of that could reach people across 55 countries reliably • The Nexmo Cloud API for SMS enables global reach • Nexmo’s analytics provides insight in to performance of the campaign • Tens of thousands of text messages sent each day to recipients in 55 countries using a single cloud API • Implemented in hours what otherwise might have taken 55+ weeks to engineer “It might take a week to work with a local SMS provider and integrate with their API. If I had to do that in 55 countries, that’s 55 weeks of engineering time. We integrated the Nexmo API in a matter of hours” Tim Cleminson CTO, On Device Research
  10. 10. The factors that increase your TCO Contract ManagersLawyers Developers Ongoing Operations
  11. 11. Managing end-to-end extends time-to-market Develop understanding into the legal specifics of the country you are expanding into • Hiring legal teams understand contracts • Investigating terms and conditions Investigate Building relationships with countries and their various carriers • More than one carrier in each country • Each carrier reaches different areas better than others • 200+ carriers worldwide Build Program apps and algorithms that help you comply with regulations • Over 190 potential countries • Must build a country specific app to abide by country specific standards • Must have engineers to maintain apps • Must have legal teams to stay up to date on regulations Maintain Can take up to 6 months PER country!
  12. 12. Nexmo can significantly expedite the process Better Operational EfficiencyEasier to Comply Higher Quality Faster Time-to-Market Adaptive RoutingDirect-to-Carrier Real-time Analytics Country Compliance
  13. 13. Scale with Nexmo’s direct-to-carrier relationships Nexmo Direct-to-Carrier Connectivity - One Hop Max / Typically Zero Hops SMS 3 CARRIER HOP 1 CARRIER HOP 2 CARRIER HOP Nexmo maintains relationships with multiple carriers in each geography to allow for a zero-hop connection in most cases. 1 The APIs associated with this are maintained by Nexmo providing you with a seamless connection anywhere in the world. 2 API 1 1 1 2
  14. 14. Optimize your business with real-time analytics 14 API 3 2 3 CARRIER 2 CARRIER Due to the Direct-to-Carrier architecture, Nexmo can monitor the status of a message end-to-end. 1 Nexmo’s Real-time Analytics engine can identify Success and DLR data. 2 Nexmo’s actionable data allows you to compare your delivery rates with Nexmo’s average. 3 “Success Ratio” is the percentage of message received by the handset. “DLR Ratio” is the percentage of message with a delivery receipt from a carrier. 1 CARRIER SMS 1 1 1 Real-Time End-User Data - Conversion APIs Record More Than Data Points Per Day20 Million Conversion API: Quality control metric generated instantly by Nexmo’s API.
  15. 15. Get real-time information about your messages ScenarioConversion RatioSuccess Ratio DLR Ratio Carrier is faking a DLR and is most likely filtering your message 1 Select messages are blocked. Likely filtered for marketing content or political reasons 2 SMS route is quality but carrier does not support DLR 3 0%100% 100% 0% 0% 80% 50% 100% 50%
  16. 16. Case Study: Adding SMS Drives 30% Growth for Polling Provider THE SOLUTION THE RESULTS THE CHALLENGE • Enable access to polls when Internet and Wi-Fi connectivity are poor • Ensure consistent access regardless of geographic location • Nexmo Cloud API for SMS enables text messaging as a polling response mechanism • Nexmo’s Direct-to-Carrier® approach and Adaptive Routing™ ensure maximum deliverability across the globe • IQ Polls has grown 30% since supporting text voting with Nexmo • The company has expanded business in new countries in Europe, Asia, and the Far East “It’s great for us that we can turn to Nexmo as a single provider serving all these countries. That makes it much easier for us to support our clients.” Julius Fedorovicius CTO, IQ Polls
  17. 17. Connect with adaptive routing 17 Adaptive Routing - Nexmo Algorithms Predict Failure and Automatically Reroute Nexmo monitors route performance across all carriers for latency, blockage, or other deliverability issues. 1 Nexmo will redirect messages to the best applicable route for the customer. 2 Nexmo API ensures visibility into message delivery. 3 API 3 2 ✓ 1 CARRIER 2 CARRIER X ✓ 1 1 SMS
  18. 18. Understanding Compliance around the world From: 33 1 43 54 22 66 To: 33 6 78 90 12 34 Envover: Bonjour! From: NX SC 1223 To: 33 6 78 90 12 34 Envover: Bonjour! From: LM-012345 Thank You. Your order has shipped! Don’t forget about special deals this summer! From: LM-ADIDAS Thank You. Your order has shipped! Don’t forget about special deals this summer! In France, SMS must originate from a source, not a number. Standard World SMS character limit is 160 characters. In Brazil, the limit is 157. India Telecom regulations prohibit promotional messages from being delivered from 9PM - 9AM. Carrier Restriction Brazil Carrier Restriction India Carrier Restriction France
  19. 19. In the United States, all application-to-person (A2P) messaging must take place over a short code number, a tightly regulated 5-6 digit number that is distributed by the Common Short Code Association. Understanding Short Codes in the United States 19 From: 206-455-2333 To: 336-789-0234 Your payment has been received! Thank you! From: 309-344 To: 336-789-0234 Your payment has been received! Thank you! Nexmo Preapproved Short Code (pay per message only) Dedicated Short Code (quarterly fee and pay per message) vs Start Sending in 1-2 days Start sending in 8-12 weeks $1,500 $1,500 $1,500 APPROVED APPROVED SENDING SENDING National Restriction United States of America For more information about Nexmo’s Preapproved Short Code view out Short Code Workshop and At-A-Glance on our website.

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