What is IP Messaging?
Communicating with target audience is extremely critical for any enterprise. This communication may involve transactional, promotional or informative exchange of details. Enterprises use various mediums such as email, SMS, calls and social media platforms to pass information to their audience. However, when it comes to sharing day-to-day transactional details or important updates, email and SMS are the most preferred communication channels used by enterprises. But as SMS has a much higher opening rate as compared to emails, SMS is widely adopted by enterprises globally.
SMS has been the foremost mobile messaging channel used for P2P (Person-to-Person), A2P (Application-to-Person) and P2A (Person-to-Application) messaging. P2P messaging stands for communication between two or more individuals, A2P messaging is when an enterprise sends a message to its audience from an application and P2A is when the audience initiates interaction with the enterprise via an application.
After reaching its peak in 2012 with nearly 8 trillion messages, SMS started to stagnate and decline. This was due to the introduction of smartphones and mobile internet that gave way to newer channels of communication. Messaging evolved and transitioned from SMS to IP (Internet Protocol) messaging. IP messaging is a two-way messaging channel over internet (mobile data, wifi). It includes OTT (over-the-top) apps and RCS (Rich Communication Service). OTT apps include WhatsApp, Facebook Messenger, WeChat, Skype, Viber, etc. while RCS is the telecom carrier supported evolution of SMS. RCS is touted as the next generation native messaging evolution that can transform the experience for Android users.
Why IP Messaging?
SMS is simple, instant and universal. The benefits of SMS made it an attractive medium for enterprise communication for years together. But with the rise of IP messaging, we are able to witness the limitations of SMS. IP messaging is a modern channel of communication whereas SMS is traditional.
IP messaging brings along appealing services and features that enable real-time communication and sharing of rich media content like never before. These channels are a low-cost alternative to SMS, additionally providing interactive & richer user experiences, innovative offerings, convenience and enhanced engagement. These varied reasons have led to IP messaging channels revolutionise P2P messaging across the globe and gain immense popularity. These channels have the advantage of a huge, ever-growing user base of individuals which is now being leveraged by enterprises for A2P and P2A messaging. Enterprises are opened to the opportunity of IP messaging as it can successfully create high levels of engagement and personalisation.