1.
SMS CAMPAIGN MYSTERY
HOW TO SOLVE

2.
6.8 billion out of the 7.01 billion people
on Earth own a mobile phone……
A study shows more
people have cell phones
than toilets
A study shows more
mobile phone access than
toothbrush

3.
Approximately 328 million mobile phones are
in use in United States…. we only have 318 million people
That’s not a typo
vs.
328
million
318
million

4.
Worldwide, approximately 8.6 trillion
text messages are sent per year…..
hello world
你好世界
‫ﺍاﻟﻌﺎﻟﻡم‬ ‫ﻣﺭرﺣﺑﺎ‬
हैलो वल्डर्
‫עולם‬ ‫שלום‬
Olá mundo
‫וועלט‬ ‫העלא‬

5.
98%
90 seconds
of text messages
are opened within

6.
So, why are
organizations
so unsure
about using
SMS as an
effective
communication
tool?

7.
Because SMS industry is a
mystery to most organizations
Mystery

8.
POPULAR SEARCH ENGINE…
3.7 million results on “text messaging"
22.3 million results on “business text messaging"
111 million results on “mobile text marketing"
5.5 million results on “bulk sms"
returned….

9.
Top 20 SMS service companies from the
search engine offer similar service but….
Unit cost per SMS range from 0.01 cent to 10 cents
Setup fees range from $0 to $1,000
Software fees range from $0 to $800
Requires monthly minimum from $0 to $5,000
Shortcode fees range from $500 to $2,000 per month
License fee to governing
body alone is $500
SMS is a commodity, high
volume drives low pricing

10.
Offers longcode and/or shortcode
Some guarantee delivery, some don't
Global SMS pricing is unclear
All claim reliability, security and speed
Some offer SLA, some don't
This method is illegal in
U.S and Canada
Needs to be maintained. Frequent audits by
governing organizations
Also known as a
Virtual Number
no refund on failed deliveries
SMS is not secure,
everyone can see
your content

11.
INFORMATION
OVERLOAD
too much of these and
you will get killed

12.
So, what is
the mystery?
Organizations’
misunderstanding of
SMS players and
their ROLES in the
industry.

13.
?
….what???
….what???
?
?

14.
Who are the Players in SMS industry?
Wireless Carriers
Aggregators
Application Providers
Governing Body
have direct connections to wireless carriers
mBlox, SAP, Open Market, AMD, etc.
have direct connections to aggregators and buys SMS in bulk
2sms, EZTexting, Twillio, Tatango, Trumpia, etc.
have connections to mobile subscribers
Verizon Wireless, AT&T, Sprint, etc.
sets industry rules and
regulations on behalf of
wireless carriers
Neustar, CTIA, MMA, etc.

15.
So you want to connect directly to Wireless Carriers
Wireless carriers make it VERY DIFFICULT to connect directly to
them as a single company. It’s not worth it to the wireless carriers
to manage a small chunk of SMS traffic.
Why can’t I bypass Aggregators?
• A typical major US wireless carrier
charges up to $2.5 Million Monthly
connection fee
• Approximately 83 wireless carriers are
listed as carriers who own and manage
their network equipment and facilities in
the United States

16.
They don’t pay $2.5 million..… A handful of
Aggregators won the lottery, they were at the right
place at the right time….
How much do aggregators make after paying
$2.5 million monthly bill to each Wireless
Carrier?
• Wireless carriers gave them the connections for
almost free
• Aggregators share the revenue from Premium
content (ringtones, wallpapers, subscriptions,
songs)
wireless carriers are moving away from
supporting Premium content as of 2014

17.
Absolutely. Connecting to an Aggregator directly is
bit cumbersome, but doable.
Contact me directly at 1-877-276-7266 or
victoria.roberts@2sms.com and I can give you a
rundown on how to select a decent aggregator and
build a bind to connect to their gateway.
Can I bypass an Application Provider?

18.
Wireless Carriers created a 3rd party
governing body to regulate and monitor the
industry (application/content providers)
Revenue is generated by leasing and
administering shortcodes to companies
who distribute content (campaigns)
Who created the Governing Body?
They won the lottery too. Imagine being able to
charge $500 to $1,500 per month for each number you
create…..and every content provider HAVE to lease
a number in order to send commercial SMS…… it’s
raining money.

19.
How Do I Choose?

20.
It all boils down to each organizations’
business requirement
Connect to Wireless Carriers
Connect to Aggregators
Connect to Application Providers
Best for DYI (Do IT Yourself) warriors
Per SMS cost range 0.001 cent to 3 cents
Fast throughput, scalable
500,000+ SMS per month
Best for all organizations with a specific business requirements
Per SMS cost range 1 cent to 10 cent, depends on value add
Throughput range: 40/second to 600/second, scalable
200+ SMS per month
Best for aggregator wanna be
Per SMS cost range 0 to 0.0000001 cent
Super fast throughput
Gazillion SMS per month

21.
and SMS industry RULES
Campaign applicationOpt-In to receive SMS
APPLICATION DENIED
Verizon Wireless
AT&T
Sprint
TMobile
US Cellualr

22.
and SMS industry RULES.
STOP responseHELP response

23.
Rules are to protect the mobile
subscribers
SMS Campaign?
All SMS alerts initiated by organizations must have an approved campaign, it’s like a
building permit, you submit an application and wait for the approval.
Not complicated but each campaign needs to be approved by wireless carriers
HELP and STOP?
Your subscribers are fickle and forgetful.
Response to HELP refreshes their memory and “why” they are receiving SMS from you.
Response to STOP must be honored and never… ever… never… ever… send SMS to Opt Out mobile subscriber,
unless they Opt In again.
Opt-In to receive SMS?
SMS is a permission based, that means your audience has to sign up to receive
SMS from you.
Governing body such as CTIA and MMA set rules and regulations according to wireless carrier’s T’s&C’s
Wireless carrier’s want to
make sure you are not
SPAMing

24.
TIME TO THINK!
IS IT WORTH IT?

25.
4 REASONS TO
I M P L E M E N T
W I N N I N G
SMS PROGRAM

26.
SMS IS MORE EFFECTIVE
Whopping 98% of SMS is opened
compare to 20% eMail,
12% Facebook posts
and 29% tweets
Reason 1

27.
EVERYONE HAS A MOBILE
PHONE AND WE LOVE TO TEXT
Over 8.6 trillion SMS are sent per year. If you
aren’t sending SMS to your customers you better
believe your competitors are.
Reason 2
97% of people on Earth
owns mobile phone

28.
IT’S TO THE POINT
160 character limitation
forces you to say exactly what you
need to say. There’s a reason
why 98% of SMS are read within 90 seconds
Reason 3

29.
HIGH ROI
Your competitors are using SMS
to improve efficiency
Reason 4
Mobile marketers are
allocating 75% of their
mobile budet to SMS
SMS is affordable.

30.
TIME TO FOCUS

31.
5 S T E P S T O
IMPLEMENTING
W I N N I N G
SMS PROGRAM

32.
GAIN SMS KNOWLEDGE
SMS Limitations
160 characters
Step 1
Shortcode
5 to 6 digit number
Rules and Regulations
governing body & permissions
Type of SMS
standard, premium, free to end user
Timeline for SMS
provisioning & campaign setup
Pricing Structure
why 1 cent vs 10 cents

33.
ASSESS YOUR BUSINESS NEEDS
Through-put requirement
volume threshold
Step 2
Type of SMS
critical versus non-critical
Project Timeline
Monthly Volume
Data Security
SMS Gateway
type of integration

34.
GO SHOPPING FOR
GATEWAY PROVIDER
Application Partner
full service integration
1 cent to 10 cent pricing
Step 3
Aggregator
do it yourself integration
0.01 cent to 1 cent pricing
monthly high volume commitment
Wireless Carrier Brand
as it is connection
0.01 cent to 1 cent pricing
low throughput

35.
BUILD & IMPLEMENT
S M S C A M P A I G N
Opt In Subscribers
to reach highly engaged
audience
Step 4
Send Relevant SMS
to open a brand conversation
Drive Awareness
to sell more
to improve efficiency

36.
MEASURE SMS CAMPAIGN
Step 5
Rinse and repeat
sell more
improve more
Data Analytics
to measure the relative effectiveness

37.
BEST
PRACTICE
Top secrets guarded by
successful
SMS Campaign
Managers

38.
Only send relevant
text messages
DO

39.
Send more than
promised frequency
DON’T
Do you recall $47 million
lawsuit settlement?

40.
Always respond to
“HELP” reply
DO

41.
Align the content
to your audience
DO

42.
Include mobile
optimized link
DO

43.
Send during rush hour
or early morning
or late at night
DON’T
texting while driving
is illegal in most states

44.
Coordinate according
to time zone
and work schedule
DO

45.
Clean up your
Opt-In list frequently
DO

46.
Lets Recap….
A PROVEN FORMULA
Your organization + SMS = ROI
10+
happy
employees
more
customers
more brand
conversation
more
brand awareness

47.
Raise your game, build a great SMS
campaign for your organization or you are
missing the bus
Bottom line….

48.
NOW YOU ARE READY
ENGAGE WITH CUSTOMERS & EMPLOYEES
V I A S M S B A S E D C A M P A I G N S

49.
GET MORE TIPS
FROM VICTORIA & NATHAN
support-us@2sms.com
http://www.2sms.com
1-877-276-7266

50.
–Victoria Roberts
2sms is an enterprise SMS application provider. We
help great companies navigate the SMS industry and
integrate SMS into their existing communication
system to engage people and then turn that
engagement into revenue.