365squared Presentation - FASG
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Unmanaged A2P SMS traffic led to poor customer experience and lost revenue for Grameenphone. To address this, Grameenphone implemented a managed SMS firewall from 365squared that filtered and monitored all inbound SMS traffic. This blocked unauthorized traffic and routed legitimate traffic through Grameenphone's gateway, resulting in reduced spam, increased revenue, and regulatory compliance. Continuous monitoring is needed, as fraudsters adapt tactics over time. The initiative was very successful and appreciated by regulators.
365squared Presentation - FASG
- 2. 2 Why the need to manage A2P SMS Customer Experience SMS Spoo鍖ng Spam/ Unsolicited SMS SMS Faking Brand image Commercial Impact Local Bulk SMS Revenue Cost of signalling A2P SMS revenue loss Unmanaged A2P SMS traf鍖c leads to bad customer experience and revenue loss. Regulatory Directive Directive issued in 2013
- 3. 3 Pre-鍖ltering 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 traf鍖c for free. Grameenphone had no control or visibility of this traf鍖c, used to get zero revenue, higher signalling costs and several customer complaints. Domestic Network Operators and SMS Providers
- 4. 365squared 24x7 Managed Service 4 Post-鍖ltering scenario Dialogue Communications Grameenphone with Haud Firewall End Customer A2P SMS Clients and SMS Providers With a fully managed SMS 鍖rewall installed on the Grameenphone network, all A2P traf鍖c from local and international routes were blocked and traf鍖c routed via the legitimate SMS Gateway.
- 5. 5 Monitoring all inbound entry points 5 Roaming Partners Enterprise Clients SMS Aggregators Local Operators SMS Firewall and Monitoring PlatformSMS & Roaming Hubs SCCP Carriers
- 6. 0" 5000" 10000" 15000" 20000" 25000" 30000" 35000" 10/20/14"0:00" 10/20/14"3:00" 10/20/14"6:00" 10/20/14"9:00" 10/20/14"12:00" 10/20/14"15:00" 10/20/14"18:00" 10/20/14"21:00" 10/21/14"0:00" 10/21/14"3:00" 10/21/14"6:00" 10/21/14"9:00" 10/21/14"12:00" 10/21/14"15:00" 10/21/14"18:00" 10/21/14"21:00" 10/22/14"0:00" 10/22/14"3:00" 10/22/14"6:00" 10/22/14"9:00" 10/22/14"12:00" 10/22/14"15:00" 10/22/14"18:00" 10/22/14"21:00" 10/23/14"0:00" 10/23/14"3:00" 10/23/14"6:00" 10/23/14"9:00" 10/23/14"12:00" 10/23/14"15:00" 10/23/14"18:00" 10/23/14"21:00" 6 Immediate results - Traf鍖c monetisation Blocking activation on SMS Firewall 40% of A2P traf鍖c captured 42 hours 70 hours Traf鍖c being monetised 90% of A2P traf鍖c captured Percentage of traf鍖c captured is based on volumes recorded during traf鍖c pro鍖ling.
- 7. 7 Immediate results - Spam and Fraud Signi鍖cant reduction in spam messages. Fraudsters coming up with new methods. Constant monitoring is key. Source: Grameenphone
- 8. 8 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
- 9. 9 Lessons learnt A2P Traf鍖c Continuous growth Signi鍖cant revenue potential Higher risks but higher rewards Fraudsters Smarter than assumed Highly active Very ef鍖cient in shifting traf鍖c 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
- 10. 10 Feedback from Grameenphone SMS Filtering is not only about blocking but managing your A2P SMS ef鍖ciently. 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
- 11. thank you! speak to us: Roneel Prasad Chief Commercial Of鍖cer roneel.prasad@365squared.com
- 12. Back Up 際際滷s
- 13. 13 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.
- 14. 14 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