365squared presentation - fasg
TRANSCRIPT
A2P SMSGrameenphone Case Study 03.06.2015
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Why the need to manage A2P SMS
Customer Experience
• SMS Spoofing • Spam/
Unsolicited SMS
• SMS Faking • Brand image
Commercial
Impact
• Local Bulk SMS
Revenue
• Cost of
signalling
• A2P SMS
revenue loss
Unmanaged A2P SMS traffic leads to bad customer experience and revenue loss.
Regulatory
Directive
• Directive issued
in 2013
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Pre-filtering scenario
Roaming Partners and
International SMS Providers
Grameenphone End Customer
A2P SMS Client (Banks, Airlines, Social Media ...)
SMS Providers used to send huge volumes of wanted and unwanted SMS traffic for free. Grameenphone had no
control or visibility of this traffic, used to get zero revenue, higher signalling costs and several customer complaints.
Domestic Network
Operators and SMS Providers
365squared 24x7 Managed Service
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Post-filtering scenario
Dialogue Communications
Grameenphone with Haud
FirewallEnd Customer
A2P SMS Clients and SMS Providers
With a fully managed SMS firewall installed on the Grameenphone network, all A2P traffic from local and
international routes were blocked and traffic routed via the legitimate SMS Gateway.
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Monitoring all inbound entry points
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Roaming Partners
Enterprise Clients
SMS Aggregators
Local Operators
SMS
Firewall and
Monitoring
PlatformSMS & Roaming
Hubs
SCCP Carriers
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Immediate results - Traffic monetisation
Blocking activation on SMS Firewall
40% of A2P traffic
captured
42 hours
70 hours
Traffic being
monetised
90% of A2P traffic
captured Percentage of traffic captured is based on volumes recorded during traffic profiling.
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Immediate results - Spam and Fraud
• Significant reduction in spam messages.
• Fraudsters coming up with new methods.
• Constant monitoring is key.
Source: Grameenphone
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Results achieved
Spoof / Fraudulent SMS
Incremental Revenue
Local Bulk SMS Revenue Protection
SS7 signalling load
Regulatory Compliance
98% reduction
Substantial annual revenue in millions USD
114% growth in local Bulk SMS business
Balanced MSU count
First and only MNO in Bangladesh to be compliant
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Lessons learnt
A2P Traffic • Continuous growth • Significant revenue
potential • Higher risks but higher
rewards
Fraudsters • Smarter than assumed • Highly active • Very efficient in shifting
traffic
Routes • Bypass can come from
any route • Local A2P via international
routes • International A2P via local
routes
Blocking • Needs to be dynamic and
ever evolving • 24x7 monitoring and
management is key for success
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Feedback from Grameenphone
• SMS Filtering is not only about blocking but managing your A2P SMS efficiently.
• Alignment with local operators, local SMS providers and regulator necessary.
• This is a continuous process and planning is key.
Very successful initiative and
greatly appreciated by
Regulator
Picture perfect implementation and operations
Revenue assurance and
fraud prevention achieved
Back Up Slides
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About 365squared
Setup in 2013 with the objective to provide the
mobile operator community with a consolidated
choice of quality services in the messaging domain.
The company is run by an experienced team of
professionals drawn from the telecoms business.
We help our clients generate additional revenue using a
combination of sophisticated technology and our management skills.
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About Grameenphone
•Largest operator in Bangladesh with more
than 50 million subscribers
•Largest operator in the Telenor Group
•400+ roaming partners
•GSMA member since 1997
•Launched 3G in 2013