Potential to ruin a good SMS campaign increases
txtNation has contacted us to point out that only last week [August 2013], MNOs (Mobile Network Operators) in Ireland are now blocking off-net and foreign SMS traffic. This is part of a global trend whereby MNOs are working to make sure bulk SMS campaign messages are sent and received direct (locally), rather than via in-direct (off-shore) routes. Ireland is just a recent example of a country where traffic from indirect routes is blocked. By choosing quality over cheapness, mobile marketers can be sure of higher delivery rates, so bulk SMS campaigns perform much better.
Naturally, txtNation reckons it has the solution to this problem. In the shape of an SMS Gateway provider with direct routes to the local MNOs.
txtnation argues that whilst interconnect routes can prove cheaper than the local alternative, they frequently return poor campaign results – with low delivery rates.
txtNation points out that bulk SMS specialists like itself are actually contractually connected to mobile operators in multiple countries for the delivery of bulk SMS with a high throughput.
This arrangement helps to ensure that bulk SMS messages are sent and delivered first time – with no bottlenecks.
By providing direct mobile routes only, a provider can therefore offer more reliability in terms of SMS delivery.
txtNation claims that if marketers send an SMS message to a bulk SMS Gateway, it can generally be delivered in under 10 seconds, with 99.9 per cent reliability.
By contrast, if they use an indirect international routing option, which may well prove cheaper, the SMS messages are routed off-shore.
Then the message is sent via one or two different places before being passed to a local gateway and to the end user’s phone.
This means a message can take up to 10 minutes and the delivery rate in most cases is more like 70 to 80 per cent.
Hence by choosing an SMS Gateway provider with direct links with the MNOss marketers can actually get better value for money and a better ROI than the supposed ‘cheaper’ option.