In today’s consumer messaging environment, mobile network operators (MNOs) are facing external pressures from OTT (over-thetop) messaging players to deploy an enhanced native messaging experience for their subscribers. And while a rich, digital, person-toperson messaging experience for subscribers has become table stakes, there has been no clear model on how MNOs can monetize
the experience. The reality is, in order to compete with OTT messaging providers, MNOs are forced to provide rich messaging at no additional cost to their subscribers—potentially threatening existing SMS revenue streams.
Disclaimer: The views and opinions expressed in this article/press release are those of the authors and do not necessarily reflect the approved policy or position of the GSMA or its subsidiaries.