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A2P SMS: The Business of SMS

September 7th, 2009 · 16 Comments

In this series, I will discuss the opportunities around A2P SMS. I have written earlier about the power and potential of push-based customer communications and Invertising. India has seen good innovation and growth in the use of SMS. However, recent actions by some operators are working to constrain the growth and negatively impact this industry. We will get to that later. Let us start with the basics.

There are different types of SMS (which stands for Short Message Service):

  • P2P (person-to-person) SMS is the most common type of SMS that we are all familiar with. On average, each mobile subscriber in India sends about 25 SMSes each month, so the daily total is a little over 300 million.
  • P2A (person-to-application) SMS is the other form of SMS originated by us, and sent to an “application” rather than a person. These messages are typically sent to shortcodes and cost Rs 3. They can be for request-reply services (get the latest cricket score) or for participating in contests or voting while watching some of the TV reality or game shows.
  • A2P (application-to-person) SMS is where the SMS is sent by an application (software program on a computer) to a mobile. It is also called “bulk push” or “bulk SMS”, since these SMSes are typically sent out in large numbers. Messages that we sometimes think of as Spam fall in this category.

The A2P SMS business has grown substantially in the past few years. Businesses are using these push messages to send out near real-time transactional updates (ATM withdrawals, credit card transactions, stock trades, airline bookings), and also for promotional purposes (cross selling products, events, sales). A number of consumer-centric companies have also created opt-in SMS channels for broadcast services as well as group publishing.

On average, about 100 million SMS daily (25% of the total SMS traffic) are A2P. This business today in India is about Rs 250 crore annually.

Continued tomorrow.

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16 responses so far ↓

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  • 3 aliensinfotech // Sep 7, 2009 at 10:22 am

    Though the initial cost of LCD or TFT monitors would be Rs.2000 more than that of CRT monitor, it is definitely worth and will provide savings in the long run. People have started realizing this and hence the sales of CRT monitor have gone down remarkably nowadays.

    The contrast ratio and depth of colors in LCD monitors is better than that found in CRT monitor undoubtedly. Moreover with the passage of time, the colour depth displayed by CRT monitors degrades owing to the break down of phosphors. The only advantage with CRT monitors is that the resolution of the monitor can be changed with ease by adjusting the electron beam present in the tube.

    The CRT monitor requires enormous space. Lots of dust could enter that monitor through the holes present in the projected surface size. It would become nearly impossible to eliminate such dust unless you have vaccum cleaner in your house. The weight of the CRT monitors poses lot of strain while transporting from one city to another. A LCD monitor who’s display area size is same as CRT monitor weights eighty percent lesser. Power consumption is a serious drawback as CRT monitors consume three times more power as LCD’s do.

    When it comes to health, LCD monitors scores over its competitor in this aspect too. LCD monitors cause less strain on the eyes of the user. Video display was a problem with earlier versions of LCD monitors. But now this shortcoming has been overcome these days.

  • 4 kasi // Sep 7, 2009 at 11:47 am

    IMHO P2A (SMS and Voice-portal) will be the game changer in India (push on pull) … but alas the charges has to come down drastically… which I believe the Indian operators like TATA and Reliance has to foresee and operate (infact it cost them less on MB/Rs pricing for texting ).

    If these giant operators visualize they can make virtual India on the cloud.


  • 5 A2P SMS: The Business of SMS « Noya Khobor // Sep 8, 2009 at 1:08 pm

    […] See the original post: A2P SMS: The Business of SMS […]

  • 6 vvguggari // Sep 9, 2009 at 10:56 am

    sir, I want to start revinw shard SMS Business,
    so how can I start & how its works please gide me.
    ——– v.v.guggari

  • 7 A2P SMS: The Business of SMS | Images and all!! // Sep 14, 2009 at 10:25 pm

    […] average, about 100 million SMS daily (25% of the total SMS traffic) Read more at http://emergic.org/2009/09/07/a2p-sms-the-business-of-sms/ Tags: latest cricket score (0) Comments    Read More    […]

  • 8 krishnamoorthy // Jan 9, 2010 at 10:42 am

    I am interested to start own bulk sms business. so pl guide me.
    thanking you

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