Omnichannel Business Messaging: SMS, OTT and a Future of Opportunity

Traditionally, businesses have been the ones to decide on the channels that customers can use to contact them. However, the tables have turned in today’s digital world, with customers wanting to use the communications channels that work best for them, such as messaging apps, chatbots and SMS rather than just email. This demand has led to a huge spike in demand for omnichannel business messaging.

As a result, more and more enterprises want to use Short Messaging Services (SMS) and Over-The-Top (OTT) messaging apps to connect with their customers. This is known as Application-to-Person (A2P) messaging, with Research and Markets predicting this market to grow from $66.84 billion in 2022 to $96.73 billion by 2030.

Omnichannel communications enable businesses to effectively communicate with their customers while providing a seamless journey end-to-end. On top of this, business messaging can be useful for regulations and compliance. Enterprises cannot risk having staff communicating with customers via private chats on channels like WhatsApp, without meeting the necessary record-keeping obligations. However, by upgrading to WhatsApp Business or the equivalent business packages on alternative OTT channels, they can ensure they are following the correct procedures.

For businesses in the channel like Managed Service Providers (MSPs), Value-Added Resellers, Systems Integrators and Internet Service Providers (ISPs), there is a huge opportunity in the messaging market. They can better serve their existing enterprise customers’ demands, all while creating additional revenue streams and attracting new customers in the process.

It can seem challenging for service providers without any experience in messaging to enter this market, but a comprehensive Communications as a Service (CPaaS) platform and expert partner can make it simple.

How to Resell Messaging

There are many use cases when it comes to business messaging, with some key categories including two-way messaging, transactional A2P SMS and marketing campaigns/customer engagement.

· Two-Way Messaging – Two-way messaging is a good way for enterprises to build relationships with their customers/end users. Customers will often better engage with businesses when given the option to communicate freely back and forth, rather than the communication being slow and one-way.

· Transactional SMS – Transactional A2P SMS refers to messages that deliver important information to customers, such as two-factor authentication (2FA) codes. It also covers areas like tracked parcel deliveries, appointment reminders, traffic updates, alerts, and weather warnings.

· Marketing Campaigns – Marketing campaigns are increasingly using A2P SMS thanks to the higher average open rates of 98%, when compared to emails offering just 20% according to Gartner. Using text messages in marketing campaigns can usually provide a far higher return on investment and customer engagement as a result.

CPaaS Platform Benefits

A variety of messaging services are often packaged up into an all-in-one CPaaS platforms, making it easier for channel businesses to have everything they need to get started in one place.

Businesses should look for platforms with white-label capabilities, to ensure they can easily be rebranded and resold with ease to capture new growth.

The right messaging partner will also ideally offer end-to-end support for partners, including step-by-step training, troubleshooting and round-the-clock customer service. Even a business with no experience in the messaging market should be able to move forward with confidence with the right help and support.

There are many benefits for companies when entering the messaging market with expert tools and support, including:

· New Monetisation Opportunities – Messaging can be utilised by enterprises in a variety of ways when communicating with customers, making it a great option to resell to create new revenue streams.

· Better Serve Demands – A comprehensive CPaaS platform can make it easier for service providers to keep up with the growing demands for messaging services from enterprise customers.

· Global Business Growth – The right platform and partner can help businesses in the channel to grow on a global scale without having to invest in expensive infrastructure or owned solutions.

· Staying Competitive – By offering messaging services to customers, one service provider can differentiate itself from another to stay competitive in a fast-paced market.

· Improved Scalability – Messaging provides a great opportunity to scale according to business demands, with additional add-on services, platforms, and destinations available as and when they are needed.

· Retain Loyal Customers – If a service provider listens to its enterprise customer demands and pivots its offerings to match, the result will be a customer base that feels valued and will keep coming back for more.

Communications Fit for the Future

Service providers and resellers need to change their strategies and exceed the expectations of enterprise customers to stay competitive in today’s channel market.

Business messaging services are a huge value-add which can be utilised by businesses in almost every sector, providing service providers with a huge opportunity for growth. An expert messaging partner can hold the key for businesses in the channel to turn this opportunity into reality, with all the tools and guidance needed for long-term success.