{"id":12731,"date":"2017-02-27T07:09:26","date_gmt":"2017-02-27T07:09:26","guid":{"rendered":"https:\/\/www.gsma.com\/newsroom\/?p=12731"},"modified":"2025-11-13T13:30:47","modified_gmt":"2025-11-13T13:30:47","slug":"new-gsma-report-highlights-messaging-as-a-platform-opportunity","status":"publish","type":"post","link":"https:\/\/www.gsma.com\/newsroom\/press-release\/new-gsma-report-highlights-messaging-as-a-platform-opportunity\/","title":{"rendered":"New GSMA Report Highlights Messaging as a Platform Opportunity"},"content":{"rendered":"

Platform Gives Consumers Access to Range of Brands and Services<\/em><\/p>\n

London<\/strong>: The GSMA today issued a new report titled, \u2018Messaging as a Platform \u2013 The Operator Opportunity,\u2019<\/a> that outlines how operators can play a central role in the future of Messaging as a Platform (MaaP). The report was created with contributions from AT&T, China Mobile, China Unicom, Deutsche Telekom, Ericsson, Metaswitch, Orange, KPN, Reliance Jio, Samsung, SK Telecom, Summit Tech, Syniverse, Telenor, Telia, T-Mobile US, Vodafone Group, WIT and Xura. The GSMA is working closely with mobile operators and the wider industry on the opportunities and enhanced services that MaaP brings to consumers.<\/p>\n

MaaP combines the features of advanced messaging with standardised interfaces to chatbots and plugins that create a richer experience for consumers and allow businesses to realise the application-to-person potential of IP messaging. Chatbot platforms harness artificial intelligence (AI) to mimic human interactions that give consumers access to service providers and brands at their convenience. Industry forecasts indicate that customer interest is moving away from apps for interacting with a host of companies and service providers, towards a simpler more intuitive chat-based experience. In future customers will deal with banks, airlines, railways, utility providers, restaurants, taxis and many other businesses through one native advanced messaging application.<\/p>\n

\u201cThis is an opportunity for operators to deliver an enhanced IP-based messaging service that puts subscribers in control. Through partnerships and industry collaboration, operators can play a central role in delivering a unified, consistent and engaging user experience that can be scaled to create a global community,\u201d said Alex Sinclair, Chief Technology Officer, GSMA. \u201cAdoption of the GSMA\u2019s Universal Profile for Advanced Messaging is crucial as it underpins MaaP services and provides the industry with the foundations to create a dynamic and flexible service.\u201d<\/p>\n

Enhanced Consumer Experiences <\/strong>
\nMaaP enables communications services between third-party businesses such as applications, content and service providers and consumers. MaaP also helps enterprises by providing an interactive way of connecting directly with customers on their devices, offering a similar experience to conversing with a human agent or employee from a service-based organisation. Operator messaging is particularly well placed to play a role in MaaP as operators have a pre-existing relationship with customers\u00a0 based on secure identity and billing information.<\/p>\n

The GSMA Universal Profile for Advanced Messaging <\/strong>
\nThe report also highlights the key role of the GSMA\u2019s Universal Profile (UP) for operators in delivering a consistent MaaP platform. However,\u00a0<\/strong>a\u00a0starting point for many telecom enterprise customers is to\u00a0consider migrating\u00a0traffic from pre-existing SMS Application\u2013to-Person (A2P) services towards enriched RCS based messaging. This will help\u00a0establish\u00a0the foundations for an advanced and flexible MaaP ecosystem. MaaP will be a key component of the next Universal Profile release which will be issued in spring 2017 and will provide an opportunity for operators to create an engaging user experience in collaboration with industry partners. The Universal Profile is currently backed by 76 global operators, OEMs and OS providers. It upgrades existing operator messaging services and provides users with a common, consistent and globally interoperable service that includes features such as group chat, hi-res photo sharing and read receipts.<\/p>\n

To download \u2018Messaging as a Platform \u2013 The Operator Opportunity, please go to: https:\/\/www.gsma.com\/futurecommunications\/\/digest\/messaging-platform-operator-opportunity\/<\/a>. The GSMA has also created a whitepaper for MaaP that is available to GSMA members.<\/p>\n

Network 2020 Programme at Mobile World Congress 2017<\/strong>
\nThe GSMA\u2019s Network 2020 Programme will showcase its work on the Universal Profile for Advanced Messaging at this year\u2019s Mobile World Congress, which is being held from 27 February through 2 March in Barcelona. There will be a number of interactive demonstrations at the GSMA Innovation City exhibition space in Hall 4, as well as a comprehensive seminar programme covering 5G and Messaging as a Platform for commerce, chatbots and more. For further information please go to: https:\/\/www.gsma.com\/futurecommunications\/\/events-and-webinars\/mobile-world-congress-2017\/.<\/p>\n

Get Involved at Mobile World Congress 201<\/strong>7<\/strong>
\nFor more information on Mobile World Congress 2017, visit www.mobileworldcongress.com. Follow developments and updates on Mobile World Congress on Twitter @GSMA using #MWC17, on our LinkedIn Mobile World Congress page https:\/\/www.linkedin.com\/company\/gsma-mobile-world-congress or on Facebook at https:\/\/www.facebook.com\/mobileworldcongress\/. For additional information on GSMA social channels, visit www.mobileworldcongress.com\/about\/contact\/social-media\/.<\/p>\n

-ENDS-<\/p>\n

About the GSMA<\/strong>
\nThe GSMA represents the interests of mobile operators worldwide, uniting nearly 800 operators with almost 300 companies in the broader mobile ecosystem, including handset and device makers, software companies, equipment providers and internet companies, as well as organisations in adjacent industry sectors. The GSMA also produces industry-leading events such as Mobile World Congress, Mobile World Congress Shanghai, Mobile World Congress Americas and the Mobile 360 Series of conferences.<\/p>\n

For more information, please visit the GSMA corporate website at www.gsma.com<\/a>. Follow the GSMA on Twitter: @GSMA.<\/p>\n

Media Contacts:<\/strong>
\nSophie Waterfield
\n+44 7779 459923
\nsophie.waterfield@webershandwick.com<\/p>\n

GSMA Press Office
\npressoffice@gsma.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Platform Gives Consumers Access to Range of Brands and Services London: The GSMA today issued a new report titled, \u2018Messaging as a Platform \u2013 The Operator Opportunity,\u2019 that outlines how operators can play a central role in the future of Messaging as a Platform (MaaP). The report was created with contributions from AT&T, China Mobile, […]<\/p>\n","protected":false},"author":3,"featured_media":12734,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_jetpack_memberships_contains_paid_content":false,"jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false}}},"categories":[3],"tags":[],"algolia_discover_type":[6627],"jetpack_publicize_connections":[],"yoast_head":"\nNew GSMA Report Highlights Messaging as a Platform Opportunity - Newsroom<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.gsma.com\/newsroom\/press-release\/new-gsma-report-highlights-messaging-as-a-platform-opportunity\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"New GSMA Report Highlights Messaging as a Platform Opportunity\" \/>\n<meta property=\"og:description\" content=\"Platform Gives Consumers Access to Range of Brands and Services London: The GSMA today issued a new report titled, \u2018Messaging as a Platform \u2013 The Operator Opportunity,\u2019 that outlines how operators can play a central role in the future of Messaging as a Platform (MaaP). 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