AdaptiveMobile launches new commercial traffic control for A2P messaging

28 November 2018 | James Pearce

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AdaptiveMobile Security has launched a new commercial traffic control which aims to enable operators and aggregators in the messaging space to boost revenue from A2P messaging through analytics and controls.

The Commercial Traffic Management (CTM proposition enables operators and aggregators to capitalise on Application-to-Person (A2P) traffic running through their networks and generate additional revenue streams by delivering a new suite of insights, analysis and controls covering discovery, classification, verification and management processes, according to AdaptiveMobile.

The A2P messaging market is expected to be worth around $26 billion by 2022 – up from $11.8 billion in 2017 – presenting an opportunity for carriers to seek additional revenue streams through analytics.

AdaptiveMobile Security’s suite of CTM capabilities for A2P traffic gives operators and aggregators new ways of identifying, analysing and managing this traffic across originating, terminating and transit flows, the company said in an announcement.

Grey A2P traffic controls typically discover, throttle or block unauthorised and under-monetised routes for A2P traffic whereas Commercial Traffic Management controls provide alternative capabilities to give the operators and aggregators fine grain insight and control of traffic being carried on the network.

AdaptiveMobile Security’s chief strategy officer, Simeon Coney, said: “CTM combines our unique messaging algorithms and enterprise reputation controls to accurately detect the source and intention of enterprise messages. This allows networks to ensure adherence to agreed behaviours, detect potential contract abuse that may be present within the A2P traffic, and introduce new creative pricing models based upon a broad range of message attributes for service differentiation.”

Coney continues, “We know from our work with leading analyst firm, MobileSquared, that the average mobile operator lost $11.9 million per annum in AP2 SMS revenues in 2017. As the market expands, these controls give networks new capabilities to manage and differentiate services as well as support growth and protect against future price erosion forecast.”