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This white paper explains in plain terms the key differences between Application-to-Person (A2P) and over-the-top (OTT) mobile messaging and what implications it has for your mobile strategy.
Facebook’s recent acquisition of WhatsApp and Alibaba’s investment in Tango emphasize today’s shift by consumers to use over-the-top (OTT) messaging apps, which allow for communication through internet-based messaging, instead of the traditional SMS message. In contrast, application-to-person (A2P) SMS messaging, the channel businesses use to engage with customers, is on the rise – powering everything from brands’ marketing efforts to banking security and password authentication. Despite OTT’s popularity, enterprises shouldn’t write off SMS as a dated technology – it is the powerhouse that will enable enterprises to interact with the larger majority of consumers, lower costs and drive increased revenue.
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