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Sales Knowledge - SMS Platform

SMS Platform Knowledge document

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0% found this document useful (0 votes)
9 views

Sales Knowledge - SMS Platform

SMS Platform Knowledge document

Uploaded by

sarocsh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 26

SMS

Gateway –
Knowledge
Presentatio
n
By : Saim Zuberi.
What is SMS
+SMS stands for short messaging services and it’s a
fundamental part of Telecommunication Services.
+There are 3 types of SMS Services
+P2P (Peer to Peer)
+A2P (Application to Peer)
+M2M (Machine to Machine)
Differce between P2P, A2P and M2M
+P2P is the +A2P is the +M2M is the
messaging messaging messaging between
2 systems, where
between to 2 between a one enterprise
people system (CRM, e- system is
Commerce site, communicating with
etc.) and a one another e.g.
connected devices
person
transmitting status.

Note: For the purpose of this presentation, our focus will remain on
A2P.
Types of SMS
+ Traditional SMS: This is the standard text messaging service that most people are familiar
with. It allows users to send and receive text messages up to 160 characters in length. It should
be noted that in case you are sending a message for more than 160 characters, it is delivered
as multiple messages and then reassembled on the phone.

+ Multimedia Messaging Service (MMS): MMS allows users to send multimedia content such
as images, videos, audio clips, and longer text messages through the SMS platform. (Not
available at Symmetry)

+ Rich Communication Services (RCS): RCS is an advanced messaging protocol that enhances
the capabilities of traditional SMS by providing features similar to those found in over-the-top
(OTT) messaging apps. These features may include high-resolution images and videos, group
chats, read receipts, typing indicators, and more interactive elements. RCS aims to provide a
richer, more engaging messaging experience compared to standard SMS. (Not available in
Pakistan)
Note: The communication between iMessage to iMessage in US and Canda is done on
RCS but this option is currently not available in Pakistan.
Types of SMS Services
+ Enterprise SMS: Enterprise SMS services cater specifically to businesses and
organizations, offering features tailored to their needs such as bulk messaging, two-way
messaging, automated responses, scheduling, and integration with CRM systems and other
business applications.

+ Transactional SMS: Transactional SMS services are designed for sending automated messages related to
transactions or account activities, such as order confirmations, appointment reminders, OTP (One-Time
Password) verifications, and delivery notifications.

+ Promotional SMS: Promotional SMS services are used by businesses for marketing and promotional
purposes. These messages typically include offers, promotions, discounts, and other marketing content.
However, they are subject to regulations and restrictions in many regions to prevent spam.

+ Two-Factor Authentication (2FA) SMS: 2FA SMS services provide an additional layer of security by
sending one-time passwords or verification codes via SMS to authenticate users during the login or
account verification process.
Note: Symmetry is planning to rollout enterprise SMS to its customer
Important Concepts
SMS Sender Types

There are 3 types of senders


- Long Code (not provided by symmetry or allowed in Pakistan)
- Short Code ( Allocated by PTA to Symmetry for a customer)
- Mask Message (Authorized by PTA to Symmetry for a customer)
One Way vs Two Way
+ One way SMS service is used when + Two way SMS service is used where
we just need to inform customer and we are expecting the customer to
do not expect a response. Examples interact on the message. Examples
are are
+ Credit card transaction alert + Customer support
+ Discount offering marketing message + Appointment booking
+ One time password + Under the cap/ lid campaign
+ 2FA message + Subscription or Unsubscription etc.
+ Appointment confirmation etc.

It is important to note two way service is only possible on the short code, while one way
service is possible on both Masked messages and short codes.
Mobile Number Portability
+Mobile Number Portability (MNP) is a telecommunications
service that allows mobile phone users to retain their existing
phone numbers when switching from one mobile network
operator to another. In other words, it enables users to change
service providers without having to change their phone
numbers.
+This has a direct impact on sending message to the users as
we don’t know which operator do they belong to and for this
purpose MNP database and MNP services are incorporated in
the SMS platform.
Short Code and Masking T&C
+Masking +Short Codes
+ Short codes are usually 4 digit
+ Alphanumeric sender IDs numbers but PTA allows for extended
(or masks) are limited to short codes e.g.
+ 7670 Standard Short Code
11 characters in length (Recommended for large customers like
and have to be approved banks)
+ 7670x is extended short code and enable
by each operator and PTA us to provide services to 10 customers.
for customers e.g. HBL, (recommended for medium size customer
or group of brands like Unilevers)
UNILEVER, TAPAL etc. + 7670xx is extended short code and
enable us to provide services to 100
customers. (Recommended for small
customers)
Sending messages in Urdu or Arabic
+ A Unicode SMS is a type of SMS message that uses the Unicode character encoding standard to represent text.
Unicode is a universal character encoding standard that supports characters from multiple writing systems and
languages, including non-Latin scripts such as Cyrillic, Arabic, Chinese, and many others.
+ The length of a Unicode SMS message and multipart Unicode message is different from the length of a standard GSM
7-bit SMS message, which can contain up to 160 characters.
+ In the case of Unicode SMS:
+ 1. Single-Part Unicode Message: A single-part Unicode SMS message can contain up to 70 characters. This is because
Unicode characters typically require more space to encode than the standard GSM 7-bit characters.
+ 2. Multipart Unicode Message: When a message exceeds the length limit for a single part (70 characters), it is automatically
split into multiple parts and sent as a multipart message. Each part can contain up to 67 characters, as some space is reserved
for the message header needed to reassemble the parts on the recipient's device.
+ Therefore, the total length of a multipart Unicode message depends on the number of parts it is divided into. For
example, a two-part multipart Unicode message can contain up to 134 characters (2 parts * 67 characters per part), a
three-part message can contain up to 201 characters (3 parts * 67 characters per part), and so on.
+ It's important to note that when sending messages with Unicode characters, the character count may vary depending
on the specific characters used. Some characters may require more than one byte to encode in Unicode, which can
affect the overall message length. Additionally, certain characters may be substituted or abbreviated when sending
Note: Always
messages remember
with limited we aresuch
character support, charged
as in theand
casewe charge onmessages
of concatenated per SMS basisusing
or when so long
non-standard
character
messages sets.will be treated as multiple messages.
Sending a long SMS message in
English
+ A long SMS, also known as a concatenated SMS or multipart SMS, is a type of SMS message that exceeds the standard
character limit of a single SMS message and is split into multiple parts for transmission. These parts are then
reassembled by the recipient's device to display the complete message.
+ The length of a long SMS message depends on the character encoding used and the specific restrictions imposed by
the mobile network operator. However, in the case of standard GSM 7-bit encoding, which is commonly used for text
messaging, the following lengths typically apply:
+ 1. Single-Part SMS: A single-part SMS message can contain up to 160 characters. This includes letters, numbers, punctuation marks,
and spaces
+ 2. Multipart SMS: When a message exceeds the 160-character limit, it is automatically split into multiple parts and sent as a
multipart message. Each part can contain up to 153 characters to accommodate the additional overhead required for message
concatenation.
+ Therefore, the total length of a multipart SMS message depends on the number of parts it is divided into. For example:
+ - A two-part multipart SMS can contain up to 306 characters (2 parts * 153 characters per part).
+ - A three-part multipart SMS can contain up to 459 characters (3 parts * 153 characters per part), and so on.
+ It's important to note that the character count may vary depending on the encoding used and the specific characters
included in the message. For example, if the message contains Unicode characters or special symbols, the length of
each part may be reduced, as Unicode characters typically require more space to encode than standard GSM 7-bit
Note: Always
characters. remember
Additionally, we aremay
some characters charged and we
be substituted charge on
or abbreviated per
when SMSmultipart
sending basis so long
SMS messages,
particularly when using non-standard character sets or older mobile devices with limited character support.
messages will be treated as multiple messages.
Symmetry Offerings
Standard Capabilities of SMS
Platform
The standard offering in bulk messaging platforms such as mobits are

+ Sending messages + Dashboard, Analytics and Reporting


+ Receiving responses + Analytics dashboards and reporting tools to monitor message
+ Sending bulk messages delivery rates, open rates, click-through rates, and other
+ Capability to send large volumes of messages simultaneously performance metrics.
to multiple recipients + Opt-out Management
+ Managing contact lists + Functionality to manage opt-out requests and unsubscribe
+ Managing contact lists and message distribution. requests from recipients who no longer wish to receive
+ Managing template messages messages.
+ Create and save message templates for commonly used + Integration
messages, such as promotions or notifications. + APIs (Application Programming Interfaces) for integrating the
+ Scheduling of Broad casts SMS platform with other systems
+ Short Code and Mask Management
+ Schedule messages to be sent at specific dates and times,
allowing for targeted messaging and campaign planning. + Short code and masked headers from which the messages are
delivered to the users with capability of requesting, adding and
+ Personalization
enabling
+ personalizing messages with recipient names, custom fields, or
+ Security and Compliance
other dynamic content.
+ Measures to ensure data security and compliance with
+ Delivery reports
regulations such as GDPR (General Data Protection Regulation)
+ Reporting features to track the delivery status of sent
and TCPA (Telephone Consumer Protection Act).
messages, including delivery confirmations and error
+ Features for securing message transmissions and protecting
notifications.
sensitive customer data.
+ MNP profiling + User Management:
+ In case a customer notifies that they have changed their
+ User roles and permissions management for controlling access to
network, the profile of the customer can be updated using this platform features and data. and Multi-user account support for
feature. organizations with multiple users or departments.

Note: this is how symmetry plans to offer its services for Enterprise clients
Types of SMS Integrations
+SMS API: SMS APIs (Application Programming Interfaces) allow
developers to integrate SMS functionality into their applications,
websites, or systems. This enables businesses to send and receive
messages programmatically, automate messaging workflows, and create
custom messaging solutions tailored to their specific requirements.
+ SMPP Connectivity: SMPP stands for Short Message Peer-to-Peer. It's a
protocol used in the telecommunications industry for exchanging SMS
messages between Short Message Service Centers (SMSCs) and External
Short Messaging Entities (ESMEs), such as application servers, gateways,
or messaging platforms. SMPP is widely used for sending and receiving
SMS messages in bulk, and it supports features like delivery receipts,
message queuing, and message routing.
Note: this is how symmetry plans to offer its services for Enterprise clients
Process Flow of SMS
Services
Process flow for
sending mask
message
Process flow for
Short Code
Message
Process Flow for
receiving response
on short code
Process for PTA & Telco
Approvals
Process Flow – Masking Service
Activation

Once
Approval is
Get LOI for Submit to
received, Validate Integrate Enable
the PTA for
activiation mask on the mask in service for
customer Approval
of mask on each mobits the
for the along with
all 4 operator portal customer
mask bank draft.
telecom
operators

End to end mask activation process take 2-4 weeks (needs to be


validated)
Process Flow – Short Code Service Activation

Once
Develop
Approval is
Get LOI for Submit to service for
received, Validate Enable
the PTA for customer
activation service on service for
customer Approval (usually
of short each the
for the along with requires
code on all operator customer
mask bank draft. customer
4 telecom
integration)
operators

End to end mask activation process take 6-8 weeks (needs to be


validated)
Depending the scope of integration the complete cycle can be much
longer for each client.
Commercial Opprotunities
Commercial Opprotunities – Mask
messages
• We can charge the customer on per message bases

SMS
or create bundles depending on billing platform.
• Another opportunity is a pre-paid platform which
allows for a better cash flow to the company since
we are receiving money in advance.

Suppor • We can charge the customer for monthly support


with services SLA.
• Note: depends of nature of requirement of the SLA

t • Note: this can be replaced with minimum


commitments to guarantee a continued cash flow.
Commercial Opprotunities – Mask
messages
SMS • We can charge the customer on per message.
• Note: since this is a commodity, it’s a high volume, low margin business.

Support • We can charge the customer for monthly support with services SLA.
• Note: depends of nature of requirement of the SLA

Integratio • Customers can be charged development fee for integration with their platform
• Note: depend on scope and manhour estimations.

n
• There is an opportunity for value added services sales such as Dashboards,

Value Add Analytics (delivery and click through rates), persona building, generative AI and
predictive AI enhancements.
• Note: this requires understanding your customer and making the right pitch.
Questions and Answers.

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