Going Global with SMS

David Vigar

The world is increasingly global

2

Globalization

of business

Having a global

strategy is critical

Elimination

of boundariesMobile technology

Case Study: The Message that Instills Customer Confidence and Loyalty

THE SOLUTION

THE RESULTS

THE CHALLENGE

• Customers may be

anywhere in the world and

Roamer needs to verify

their phone numbers

without jeopardizing the

user experience

• Nexmo’s Direct-to-

Carrier© network

eliminated latency

• Nexmo’s knowledge of

local regulations

increased SMS

deliverability

• Roamer verifies phone number with more than an

80% conversion rate, far higher than before

• Nexmo’s analytics and performance monitoring tools ensure

Roamer knows that its messages get through

“SMS deliverability from Nexmo is

outstanding. No other service we tried

came even close in that regard.”

Nick Ustinov

Co-founder and CEO, Roamer

The SMS Infrastructure Is Prone To Delays

DEPARTURE

CONNECTION

IT’S A BIT LIKE TRAVELING INTERNATIONALLY. There are two basic models: hub and spoke and

direct. Regardless of which one you pick, your concern is arriving on-time. Just like getting to your intended

destination, sending SMS messages globally can be a volatile process where the risk grows with every

connection.

Connecting Flights

Delays

Customs

X

LUGGAGE

✓

ARRIVAL

Scaling globally with SMS is difficult on your own

Slow Time-to-Market

Compliances Issues

Cost of Delivery

Quality Issues

Legacy Telco Services - Legacy is like a hub-and-spoke system

=

+

+SMS

CARRIER4

AGGREGATOR

3

AGGREGATOR

2

AGGREGATOR

1

AGGREGATOR

SMS

Ever-changing regulations make it difficult to comply

6

• Encoding languages

• Illegal content

• Block specific words,

phrases

Country Specific Compliance Carrier Specific Compliance

• Privacy

• Send hours

• Illegal content

• Identity issues

• Gray routes

Semi-legal activities in Telco Industry

Sim Farms Gray Routes Identity Spoofing

Legacy Telco Services - Legacy is like a hub-and-spoke system

Legacy telco networks offer poor quality of service and unreliable routing

Connections to hubs in

different geographies for

global reach

• Little visibility to delivery

• Lost messages

• Delays within hop queues

• Downtime SMS

CARRIER4

AGGREGATOR

3

AGGREGATOR

2

AGGREGATOR

1

AGGREGATOR

SMS

Case Study: 2 Way Customer Communications Solutions

THE SOLUTION

THE RESULTS

THE CHALLENGE

• Capturing the opinions of

millions who are unreached

by traditional channels

• Building out a system of

that could reach people

across 55 countries

reliably

• The Nexmo Cloud API for

SMS enables global reach

• Nexmo’s analytics

provides insight in to

performance of the

campaign

• Tens of thousands of text messages sent each day

to recipients in 55 countries using a single cloud API

• Implemented in hours what otherwise might have taken 55+

weeks to engineer

“It might take a week to work with a local

SMS provider and integrate with their API.

If I had to do that in 55 countries, that’s 55

weeks of engineering time. We integrated

the Nexmo API in a matter of hours”

Tim Cleminson

CTO, On Device Research

The factors that increase your TCO

Contract ManagersLawyers Developers Ongoing Operations

Managing end-to-end extends time-to-market

Develop understanding into the

legal specifics of the country you

are expanding into

• Hiring legal teams

understand contracts

• Investigating terms and conditions

Investigate

Building relationships

with countries and their

various carriers

• More than one carrier in

each country

• Each carrier reaches different

areas better than others

• 200+ carriers worldwide

Build

Program apps and

algorithms that help you comply

with regulations

• Over 190 potential countries

• Must build a country specific

app to abide by country

specific standards

• Must have engineers to

maintain apps

• Must have legal teams to stay up

to date on regulations

Maintain

Can take up to 6 months PER country!

Nexmo can significantly expedite the process

Better Operational EfficiencyEasier to Comply Higher QualityFaster

Time-to-Market

Adaptive RoutingDirect-to-CarrierReal-time

Analytics

Country

Compliance

Scale with Nexmo’s direct-to-carrier relationships

Nexmo Direct-to-Carrier Connectivity - One Hop Max / Typically Zero Hops

SMS

3CARRIER

HOP

1CARRIER

HOP

2CARRIER

HOP

Nexmo maintains relationships with

multiple carriers in each geography

to allow for a zero-hop connection

in most cases.

1

The APIs associated with this are

maintained by Nexmo providing

you with a seamless connection anywhere

in the world.

2

API

1

1

1

2

Optimize your business with real-time analytics

14

API

3

2

3CARRIER

2CARRIER

Due to the Direct-to-Carrier architecture,

Nexmo can monitor the status

of a message end-to-end.

1

Nexmo’s Real-time Analytics engine

can identify Success and DLR data.2

Nexmo’s actionable data allows you to

compare your delivery rates with Nexmo’s

average.

3

“Success Ratio” is the percentage of

message received

by the handset.

“DLR Ratio” is the percentage of message

with a delivery receipt from a carrier.

1CARRIER

SMS

1

1

1

Real-Time End-User Data - Conversion APIs Record More Than Data Points Per Day20 Million

Conversion API: Quality control metric

generated instantly by Nexmo’s API.

Get real-time information about your messages

ScenarioConversion RatioSuccess Ratio DLR Ratio

Carrier is faking a DLR and is most likely

filtering your message 1

Select messages are blocked. Likely filtered

for marketing content or political reasons2

SMS route is quality but carrier does

not support DLR3

0%100% 100%

0% 0% 80%

50% 100% 50%

Case Study: Adding SMS Drives 30% Growth for Polling Provider

THE SOLUTION

THE RESULTS

THE CHALLENGE

• Enable access to polls

when Internet and Wi-Fi

connectivity are poor

• Ensure consistent access

regardless of geographic

location

• Nexmo Cloud API for SMS

enables text messaging as a

polling response mechanism

• Nexmo’s Direct-to-Carrier®

approach and Adaptive

Routing™ ensure maximum

deliverability across the globe

• IQ Polls has grown 30% since supporting text voting

with Nexmo

• The company has expanded business in new countries

in Europe, Asia, and the Far East

“It’s great for us that we can turn to Nexmo

as a single provider serving all these

countries. That makes it much easier for

us to support our clients.”

Julius Fedorovicius

CTO, IQ Polls

Connect with adaptive routing

17

Adaptive Routing - Nexmo Algorithms Predict Failure and Automatically Reroute

Nexmo monitors route performance across

all carriers for latency, blockage, or other

deliverability issues.

1

Nexmo will redirect messages to the

best applicable route for the customer.2

Nexmo API ensures visibility

into message delivery.3

API

3

2

✓

1CARRIER

2CARRIER

X

✓

1

1SMS

Understanding Compliance around the world

From: 33 1 43 54 22 66

To: 33 6 78 90 12 34

Envover: Bonjour!

From: NX SC 1223

To: 33 6 78 90 12 34

Envover: Bonjour!

From: LM-012345

Thank You. Your

order has shipped!

Don’t forget about

special deals this

summer!

From: LM-ADIDAS

Thank You. Your order

has shipped! Don’t

forget about special

deals this summer!

In France, SMS must originate

from a source, not a number.

Standard World SMS character limit is 160

characters. In Brazil, the limit is 157.

India Telecom regulations prohibit

promotional messages from being

delivered from 9PM - 9AM.

Carrier Restriction

BrazilCarrier Restriction

IndiaCarrier Restriction

France

In the United States, all application-to-person (A2P)

messaging must take place over a short code number, a

tightly regulated 5-6 digit number that is distributed by the

Common Short Code Association.

Understanding Short Codes in the United States

19

From: 206-455-2333

To: 336-789-0234

Your payment has been

received! Thank you!

From: 309-344

To: 336-789-0234

Your payment has been

received! Thank you!

Nexmo

Preapproved Short

Code(pay per message only)

Dedicated

Short Code (quarterly fee and

pay per message)

vs

Start Sending in 1-2 days

Start sending in 8-12 weeks

$1,500 $1,500 $1,500 APPROVED

APPROVED

SENDING

SENDING

National Restriction

United States of America

For more information about Nexmo’s Preapproved Short Code view out

Short Code Workshop and At-A-Glance on our website.