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Spotlight on BT products and services
BT signs first SMS Hubbing contract, simplifies international SMS interoperability
BT has signed its first SMS Hubbing contract with one of Liberia's rapidly expanding mobile service providers. BT's solution will help the operator reach more destinations and achieve better message completion rates, enhancing their customers' user experience.
In addition, BT will provide strengthened fraud protection services in conjunction with Tyntec, BT's service specialist provider.
The launch of SMS Hubbing demonstrates BT's focus on the mobility sector, shortly to be augmented with a full IPX Mobility service that will comply with the emerging GSMA IP Interoperability standard.
Why is international SMS interoperability so complicated?
The way the GSM world is interconnected means that complete international SMS interoperability does not exist. Each operator must establish separate SMS inter-working agreements with all other mobile operators and international SMS can only transit from one operator to another if there is a bi-lateral roaming agreement in place.
It is unlikely that full international SMS reach will be achieved by setting up more and more agreements because they are time-consuming and costly to put in place. Plus the revenue benefits of a new inter-working connection might not justify the investment required to set it up in the first place.
What is SMS hubbing and what are its advantages?
SMS hubbing enables broad international SMS coverage for mobile operators ("client operators") through the connection via independent transit centres or hubs. These hubs have multiple agreements in place with other operators and can therefore route messages on behalf of the client operators.
Because of strict GSMA rules, most SMS hubbing providers share the same major selling points. The general benefits of choosing SMS hubbing instead of individual inter-working agreements are:
- Easy turnkey solution: One connection will open up new markets and enable rapid implementation of SMS inter-working with operators directly or indirectly connected to the SMS hubs.
- Reduced capital expenditure: Hubbing removes the need for each carrier to make its own investments, which would result in duplicate spending across carriers.
- Improved revenue assurance: The hub provider takes responsibility for the settlement of all billable traffic flowing via the SMS hub.
- Operational support and quality of service: Hubs offer 24/7 operational support and inter-connection service-level agreements to facilitate end-to-end quality of service for the users.
- Reduced testing: Hubs will perform end-to-end testing with each destination offered so operators only need to test when they connect with the hub.
- Enhanced customer service: Operators will be able to provide seamless services and more consistent user experience to their individual customers.
- Advanced prevention of spam and spoofing: Hubs will standardise fraud management controls and offer advanced utilities to fight spam and fraud.
- Opportunities beyond GSM: Hubs are well placed to offer conversion services for operators wanting to open inter-working relationships with non-GSM operators.
What is BT’s proposition?
Launched the past quarter, BT SMS Hubbing conveys SMS messages originated from customer mobile handsets to international destinations. BT offers two service variants to suit the requirements of different customers according to their sector, whether they are mobile virtual network operators/mobile operators or specialist enterprise or SMS aggregators.
The One-way service is similar to voice hubbing in the way its commercial model operates: BT collects one fee per destination for the customer, with access to 484 mobile networks. This option appeals to corporate enterprise customers and also to mobile operators/mobile virtual network operators.
The more complex Two-way service gives customers - Mobile Operators/Mobile Virtual Network Operators - the option of accessing their own web portals to set up two-way commercial agreements for inbound/outbound termination fees, or to have BT manage these roaming relationships on their behalf with 320 mobile networks. Today there are more than 700 mobile operators, most of them with 150 and 350 roaming agreements, so BT’s product offers excellent reach.
What are the advantages of BT’s offer?
Unlike some of our competitors, BT will not charge a transit fee for delivering inbound messages to our customers’ networks. BT's network provides conversion of SMS messages between all standards and valuable extra features such as message termination where roaming and Mobile Number Portability (MNP) are involved.
Powered by proprietary, robust and scalable technology, the BT platform delivers a telco-grade SMS transit service with minimal configuration changes for customers, while enabling them to avoid additional investment and operational complexity. BT can deliver seamless SMS services to GSM destinations as yet uncovered by international roaming agreements.
Charging, rating and accounting are aligned with GSMA Open Connectivity requirements, with built-in redundancy and proof of message delivery. BT also offers built-in anti-spam and anti-spoofing features and transparency in all transactions. Like BT's Roam Connect service, SMS Hubbing rides on the C7 signalling network or on Sigtrans/SMPP interoperability in the IP world.
SMS Hubbing from BT with its partner Tyntec presents a new opportunity for mobile network operators and mobile virtual network operators of all sizes. For incumbent carriers, we offer a cost effective way of increasing your global reach. For those just starting out, we give you the opportunity to immediately connect with global partners and compete for international SMS business.
For more information about BT SMS Hubbing, please contact your account manager or your voice business manager, and see our GTM website.
For other news of Premium Wholesale Voice please read "Let's talk Voice" in this issue of Global Telecom News.
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