TATA ROCCO A2P SMS Messaging Vendor Performance Report 2019

ROCCO A2P SMS Messaging 1 of 175 Vendor Performance Report 2019 - MNO Ratings TATA Conﬁdential

VENDOR RATINGS BY MOBILE NETWORK OPERATORS A2P SMS MESSAGING VENDOR PERFORMANCE REPORT 2019

STRATEGIC ANALYSIS VERSION + REGIONAL ANALYSIS

RoamingROCCO Consulting A2P SMS Messaging Vendor Performance ReportROCCO™ 2019 Company Ltd © 2019 June 2019 was created, designed and sponsored by ROCCO™ www.roccoresearch.com ROCCO A2P SMS Messaging 2 of 175 Vendor Performance Report 2019 - MNO Ratings TATA Conﬁdential

“When text messaging ﬁrst came out, you could only text within your network, whatever operator you had. It seems silly now, but once those walls came down, all sorts of applications and services were built on top of that. It ended up being good for everybody.” Peggy Johnson

A2P SMS Messaging Vendor Performance Report 2019 - MNO Ratings

Contents

Contents 2 About the Authors 9 Executive Summary 11 Introduction 11 The Leading Vendors 13 How the Vendors Performed 13 Vendor Tier Table 14 About the MNOs 16 MNO’s Challenges with A2P SMS 16

Roaming Consulting ROCCO™ Company Ltd © 2019 June 2019 ROCCO A2P SMS Messaging 3 of 175 Vendor Performance Report 2019 - MNO Ratings TATA Confidential Performance on the Key KPIs for A2P SMS 18 Customer Satisfaction Ranking 19 Return on Investment 20 STRATEGIC ANALYSIS 21 Performance 21 Introduction 21 Reliability 24 Customer Service 25 Technical Expertise 26 Reputation 27 Value for Money 28 Understanding of the Messaging Business 29 Offers Excellent Value Added Services (VAS) 30 Quality of Service 31 Transparency 32 Flexibility 33 Performance+ (KPIs on important A2P SMS Messaging aspects) 34 Implementation Process 34 Uptime Performance 35 Global Reach 36 Route Monitoring and Management 37 Technical Support 38 Data Security 39 Reporting 40 Impact on existing messaging 41 Direct connections 42 Pricing Model 43 Monetisation of traffic 44

Roaming Consulting ROCCO™ Company Ltd © 2019 June 2019 ROCCO A2P SMS Messaging 4 of 175 Vendor Performance Report 2019 - MNO Ratings TATA Conﬁdential They help me explore other types of Mobile Engagement solutions 45 Leadership 45 Introduction 46 Global Presence 47 Trusted 48 Industry expertise 49 Innovative 50 Enabler 51 Dynamic 52 Thought Leadership 53 Empowering 54 Customer Orientated 55 Inspiring 56 Simple to work with 57 Local Expertise 58 Value 59 Introduction 59 General Rating 60 Brand Awareness 61 Brand Awareness Continued 62 Net Promoter Score 63 Conclusions 65 Introduction 66 Airtel Business Performance 66 Airtel Business Performance + 68 Airtel Business Leadership 69 Airtel Business MNO Comments 70 BICS Performance 71 BICS Performance+ 72

Roaming Consulting ROCCO™ Company Ltd © 2019 June 2019 ROCCO A2P SMS Messaging 5 of 175 Vendor Performance Report 2019 - MNO Ratings TATA Conﬁdential BICS Leadership 73 BICS MNO Comments 74 C3ntro Performance 75 C3ntro Performance+ 76 C3ntro Leadership 77 C3ntro MNO Comments 78 CITIC Performance 79 CITIC Performance+ 80 CITIC Leadership 81 CITIC MNO Comments 81 Clickatell Performance 82 CIickatell Performance+ 83 CIickatell Leadership 84 CIickatell MNO Comments 85 Comviva Performance 85 Comviva Performance+ 85 Comviva Leadership 86 Comviva MNO Comments 87 Dimoco Performance 87 Dimoco Performance+ 88 Dimoco Leadership 89 Dimoco MNO Comments 90 GMS Performance 91 GMS Performance+ 91 GMS Leadership 91 GMS MNO Comments 92 IDM Performance 93 IDM Performance+ 94 IDM Leadership 95 IDM MNO Comments 95

Roaming Consulting ROCCO™ Company Ltd © 2019 June 2019 ROCCO A2P SMS Messaging 6 of 175 Vendor Performance Report 2019 - MNO Ratings TATA Conﬁdential Infobip Performance 97 Infobip Performance+ 97 Infobip Leadership 99 Infobip MNO Comments 99 Link Mobility Performance 103 Link Mobility Performance+ 104 Link Mobility Leadership 105 Link Mobility MNO Comments 105 Messagebird Performance 106 Messagebird Performance+ 107 Messagebird Leadership 108 Messagebird MNO Comments 108 Monty Mobile Performance 109 Monty Mobile Performance+ 110 Monty Mobile Leadership 111 Monty Mobile MNO Comments 112 Mr Messaging Performance 113 Mr Messaging Performance+ 113 Mr Messaging Leadership 114 Mr Messaging MNO Comments 115 Nexmo Performance 116 Nexmo Performance+ 117 Nexmo Leadership 118 Nexmo MNO Comments 118 Orange Performance 119 Orange Performance+ 120 Orange Leadership 121 Orange MNO Comments 121 Route Mobile Performance 122 Route Mobile Performance+ 123

Roaming Consulting ROCCO™ Company Ltd © 2019 June 2019 ROCCO A2P SMS Messaging 7 of 175 Vendor Performance Report 2019 - MNO Ratings TATA Conﬁdential Route Mobile Leadership 124 Route Mobile MNO Comments 125 SAP Performance 125 SAP Performance+ 126 SAP Leadership 128 SAP MNO Comments 128 Sinch Performance 129 Sinch Performance+ 129 Sinch Leadership 131 Sinch MNO Comments 131 SMS Highway Performance 132 SMS Highway Performance+ 134 SMS Highway Leadership 135 SMS Highway MNO Comments 135 Syniverse Performance 136 Syniverse Performance+ 136 Syniverse Leadership 138 Syniverse MNO Comments 138 Tata Communications Performance 139 Tata Communications Performance+ 140 Tata Communications Leadership 141 Tata Communications MNO Comments 142 Twilio Performance 143 Twilio Performance+ 144 Twilio Leadership 145 Twilio MNO Comments 146 tyntec Performance 146 tyntec Performance+ 147 tyntec Leadership 148 tyntec MNO Comments 148

Roaming Consulting ROCCO™ Company Ltd © 2019 June 2019 ROCCO A2P SMS Messaging 8 of 175 Vendor Performance Report 2019 - MNO Ratings TATA Conﬁdential Leaderboards 150 Leaderboard Tier 1 150 Leaderboard Tier 1 Alternative view 151 Leaderboard Tier 2 Leaderboard 151 Overall Conclusions 152 Notes on Our Report 153 Identifying Vendors 153 Vendors who were included in this years report 154 Eligibility for taking part in this research and Validation Process 158 How the Ratings were Calculated 159 Performance KPIs: 159 Performance+ KPIs: 159 Leadership KPIs: 160 Your Feedback, Our Future Reports 161 Annex 1: Regional Analysis 162 Introduction 162 Africa 163 North America 163 South America 164 Asia 164 Europe 165 Middle East 166 Vendor Scores Region by Region 166 Airtel Business 166 BICS 167 C3ntro Telecom 167 CITIC 167 Comviva 168 Dimoco 168

Roaming Consulting ROCCO™ Company Ltd © 2019 June 2019 ROCCO A2P SMS Messaging 9 of 175 Vendor Performance Report 2019 - MNO Ratings TATA Conﬁdential GMS 169 IDM 169 Infobip 170 Link Mobility 170 Monty Mobile 171 Mr Messaging 171 Nexmo (The Vonage API Platform) 171 Route Mobile 172 SAP 172 Sinch 172 Syniverse 173 TATA Communications 174 Twilio 174 Tyntec 174

About the Authors

Jason Bryan

Jason is Senior Consultant, Analyst and CEO of ROCCO based at ROCCO HQ in the UK. He has overseen the last 4 years of in-depth monthly research on Industry Analysis, Vendor Performance, Market Intelligence and Market Pricing in the Roaming and Interconnect space. Jason was the founder of ROCCO in 2012, building on 20 years experience of Roaming and Interconnect roles in Vodafone, Telefonica Groups and a number of Vendors, as well as GSMA Chairmanship roles.

Executive Summary

Introduction

While predictions for the peak of A2P SMS have been toted for several years as 2020, it seems more and more likely that SMS will remain the number one channel for messaging well into the future. A2P SMS is clearly big business and while other more innovative solutions maybe making ground, many of them are not as proﬁtable or as eﬀective as A2P SMS.

While RCS is not mature enough in the market to make a detailed comparison yet (we plan to conduct research on that later in the year) it is progressing. The chat bot functionality that it brings and multi media experiences similar to that we see on some Chat app messaging suggests that Enterprises want to experiment with richer messaging experiences. Often in full colour with graphics, upsetting attributes and most of all the increased interactivity with the client are all great factors but are about a different experience to that we see on SMS. While for some the 160 character limitations of SMS are a blessing, to others they might be too little. Enterprises will have to decide the level of interactivity they think the client wants and offer optionality to suit everyone. Right now, and for the foreseeable future, RCS will not have the coverage for at least another 2 years. Meanwhile, we can satisfied with the familiarity and convenience of that special place on your phone dedicated to receiving important information.

In our Messaging Strategy research1 where A2P SMS was called by several respondents “old tech” we identiﬁed all the challenges and opportunities A2P SMS has in

1 ROCCO Messaging Strategy Report 2018

Roaming Consulting ROCCO™ Company Ltd © 2019 June 2019 ROCCO A2P SMS Messaging 12 of 175 Vendor Performance Report 2019 - MNO Ratings TATA Conﬁdential the market, but we could also see how compared with most (but not all) messaging solutions available, it still holds considerable importance and support from Enterprises and MNOs.

This is the ﬁfth time that ROCCO has studied A2P SMS Messaging Vendor Performance. Previous reports took place every year since 2015 and the next report is due in May 2020. We ﬁnd that despite capturing data about Vendors performance multiple times that Mobile Network Operators (MNOs) consistently request A2P SMS Messaging reporting for the following reasons:

•Mergers and acquisitions often bring changes to organisations which eﬀect performance or company leadership and sometimes impact clients. A2P SMS Messaging Vendors are especially likely to continue to face consolidation so this is a very real need right now.

•Changes in management or brand can eﬀect a companies strategic direction and changes to Industry Standards and Regulations have been known to alter the performance in A2P SMS Messaging.

•A2P SMS Messaging is an important part of the telecoms environment this as we know constantly evolves. Which vendors are there to help clients evolve with it, who consult on strategy and ultimately can identify monetisation patterns for the future.

Over 500 MNOs each year contribute to ROCCO Research. MNOs often ﬁnd it challenging to ﬁnd the right

Roaming Consulting ROCCO™ Company Ltd © 2019 June 2019 ROCCO A2P SMS Messaging 13 of 175 Vendor Performance Report 2019 - MNO Ratings TATA Conﬁdential Vendors and when there are many Vendors in the marketplace (in this research we identiﬁed 50+) who could deliver at least satisfactory A2P SMS Messaging services how does a client choose the right vendor for their needs?

Investing in Vendors always takes a great effort, MNOs need to make an RFP and selection processes which takes time and energy away from exploring other revenue opportunities. ROCCO Reports offer advice which MNOs and MNO Groups actively follow in choosing vendors. If the MNO is not part of a group, or independent they hardly ever get the opportunity for advice from other MNOs to help make decisions on the challenges they face, so the benefits of getting some more intelligence from a truly neutral 3rd party like ROCCO is one of the reasons we make these reports.

This report follows the our other reports in SMS Firewall, Messaging Strategy and our Market Intelligence Reports into the vendors. For a complete picture of which vendors to approach for A2P SMS and all the other Omni-channel options you can also now consult with ROCCO Strategy.

The Leading Vendors

The infographic to the left features the leading Vendors for 2019. Starting in alphabetical order we have 5 leaders in tier one for 2019. This means that these Vendors scored between 4-5 points in their Overall Score. Most MNOs will be aware of some familiar names of A2P SMS Messaging Vendors but may not have heard of all the players.

Congratulations to all the Vendors who appear in the report for the good feedback they have received from MNOs.

How the Vendors Performed

Incase you don’t know how we prepare out report here is a short guide. We ask the MNOs to give a general rating about all Vendors. We then ask them to choose a vendor to give more ratings about and they choose a vendor and are then led through a number of questions on Performance and Leadership speciﬁc to that vendor.

We take all this data:

• General Rating

• Ratings on Performance e.g. Reliability, Flexibility

Roaming Consulting ROCCO™ Company Ltd © 2019 June 2019 ROCCO A2P SMS Messaging 14 of 175 Vendor Performance Report 2019 - MNO Ratings TATA Conﬁdential • Ratings on speciﬁc performance aspects related to A2P SMS Messaging, e.g. Monetisation, Support for grey routes etc

• Ratings on Leadership e.g. Trust, Global presence and Innovation

Taking the average of these four areas we rank all the Vendors on how they performed across all the MNOs who responded. All rating are on a scale on 1-5. Any Vendor who scores in the overall score higher than a 4 out of 5 is a Tier One vendor.

This is not easy to achieve since in realistic terms the MNOs are being asked insightful questions which often lead to them to take this opportunity to give feedback. MNOs want to help each other to understand the issues they have had as well as the successes.

The following Vendors have been ranked according to tiers. Most people ﬁnd this insightful however for more information about the speciﬁc performance of Vendors to all the KPIS please see the Strategic Analysis version of this report.

Vendor Tier Table

Roaming Consulting ROCCO™ Company Ltd © 2019 June 2019 ROCCO A2P SMS Messaging 15 of 175 Vendor Performance Report 2019 - MNO Ratings TATA Conﬁdential Vendor Tier Table Tiers Vendors All ratings are out of 5 points. The Overall Vendors are shown in Alphabetical Order Score determines the Tier in which the with an overall ranking available in the Vendor is placed within our Table. The Strategic Analysis Version of this report. Overall Score is determined by the 4 sub- scores for the four rating sections: 30 Vendors did not have the minimum of 5 • Performance KPIs, ratings from MNOs needed to provide • Performance KPIS speciﬁc to this meaningful rating results for this report research, and are therefore not analysed further in • Leadership this report. Please see Report Notes for • and their Overall Rating further information.

All rating are combined to achieve an average Overall Score. E.g. 3.5 + 3 + 4 + 3.5 = 3.5 Overall Score = Tier Two Tier One Vendors: Whose Overall Score is between 4-5 out of 5 Infobip Nexmo (The Vonage API Platform) Sinch Tata Communications tyntec All other vendors rated in this research: Airtel Business BICS C3ntro Telecom CITIC Clickatell Comviva Dimoco GMS Interactive Digital Media Link Mobility MessageBird Monty Mobile

Roaming Consulting ROCCO™ Company Ltd © 2019 June 2019 ROCCO A2P SMS Messaging 16 of 175 Vendor Performance Report 2019 - MNO Ratings TATA Conﬁdential Tiers Vendors Mr Messaging Orange International Carrier Route Mobile SAP SMS Highway Syniverse Twilio

About the MNOs

303 respondents representing 365 MNOs (including perceptions from 15 MNO Groups) in 122 Countries took part in this research. Responses contained MNOs from all continents of the world. Many thanks to all the MNOs who took the time to respond. The average response time for the survey was 14 minutes.

MNO’s Challenges with A2P SMS

Taking into consideration our research is not only about the Vendor ratings but an opportunity to speak to MNOs about their challenges in this ﬁeld we asked what the biggest challenge was for them. It’s no surprise that the number of Vendors still using grey routes remains the number one issue. But there have been some changes since last year in the rankings.

The number of MNOs who ﬁnd these areas becoming more challenging has increased since last year:

Many destinations hard to reach 2 % Lack of Graphics 2 % Poor open rate information / tracking conversion 3 % International termination costs Grey Routes 3 % Traffic reports issues 27 % Standardisation 2 % 3 % Openness of market Lack of Innovation 2 % 3 % User Adaptability 3 % Unknown Hops 3 % MNO Many Hops from end to end Challenges with 4 % A2P SMS ROCCO Guaranteed delivery issues Margins are getting smaller 4 % 10 % Getting Enterprises to use old tech 4 % OTT Verification Code issues Monitoring and filtering 7 % 5 % Security Issues Regulations 6 % 5 % Pricing disparity (same destination, different vendors) 5 %

Grey Routes Margins are getting smaller Monitoring and filtering Security Issues Pricing disparity (same destination, different vendors) Regulations OTT Verification Code issues Getting Enterprises to use old tech Guaranteed delivery issues Many Hops from end to end Unknown Hops Lack of Innovation User Adaptability Standardisation International termination costs Poor open rate information / tracking conversion Lack of Graphics Many destinations hard to reach Traffic reports issues Openness of market

• Monitoring and ﬁltering of messages ( up 3 positions on last year to number 3)

• Data Security issues ( up 5 places to number 4)

Roaming Consulting ROCCO™ Company Ltd © 2019 June 2019 ROCCO A2P SMS Messaging 18 of 175 Vendor Performance Report 2019 - MNO Ratings TATA Conﬁdential • OTT Veriﬁcation issues up ( up 3 places to number 7)

• Getting Enterprises to use old tech ( jumped up 8 places to number 8)

Whats less of a concern is:

• Poor open rate information / tracking conversion ( down 7 places to 15)

Performance on the Key KPIs for A2P SMS

When we ask MNOs to rate Vendors on speciﬁc KPIs we get to see how every vendor performs individually, but it’s also useful to see how overall the KPIs rank to see what trends there are in performance. In most categories Vendors are overall good scores especially in “Uptime Performance”. Here we can also see that perhaps not all vendors are encouraging optionality in messaging and the omni channel approach.

Vendor Performance on A2P SMS Speciﬁc KPIs

Uptime Performance 3,99 Global Reach 3,92 Pricing model 3,91 Direct connections 3,91

Implementation Process 3,87

Technical Support 3,87

Security 3,86

Monetisation of traﬃc 3,83

Impact on existing messaging 3,82

Route Monitoring and Management 3,8

Reporting 3,75

They help me explore other types of Messaging solutions 3,71

3,6 3,7 3,8 3,9 4 Overall Rating Out of 5 by MNOs on these KPIs

Customer Satisfaction Ranking

We asked the MNOs to rank the messaging options in the market according to their perception of Customer Satisfaction. This is the satisfaction they perceive their customers feel with the messaging options. Clearly the table shows a strong favour to A2P SMS, RCS (even if RCS is not mature enough to know in great detail the Customer Experience) and Chat Apps and a strong disfavour for Wi-Fi Calling and Web RTC. Clearly here some MNOs did not respond on all types of messaging.

MNO’s Customer Satisfaction Ranking 2019

A2P SMS

Chat Apps

A2P RCS

Push Messaging

Chat Bots

Mobile Wallet

Voice Calling

USSD

Video

Flash Calling

Wi-Fi Calling

Web RTC

0 60 120 180 240 300 Number of respondees

1 The best 2 3 4 5 6 7 8 9 10 11 12 The worst

Return on Investment

We asked the MNOs to rank the messaging options available to them today in terms of ROI. This is the ROI they perceive about the messaging options in the market. Clearly the table shows a strong favour to A2P SMS, RCS and Chat Apps and a strong disfavour for Wi-Fi Calling, Video, Voice Calling and Web RTC. Clearly here some MNOs did not respond on all types of messaging.

End of Executive Summary

MNO’s Perception of Return on Investment Ranking 2019

A2P SMS

A2P RCS

Chat Apps

Push Messaging

Chat Bots

Mobile Wallet

Flash Calling

USSD

Video

Voice Calling

Web RTC

Wi-Fi Calling

0 60 120 180 240 300 Number of respondees 1 The best 2 3 4 5 6 7 8 9 10 11 12 The worst STRATEGIC ANALYSIS

Performance

Introduction

ROCCO wants to know how A2P SMS Messaging Vendors are perceived for performance criteria which are fundamental to the delivery of the A2P SMS Messaging service.

Several performance criteria are key “buzz words” used in our industry to denote a quality performance. For example… “X is good Value for Money but isn’t very Flexible”.

Roaming Consulting ROCCO™ Company Ltd © 2019 June 2019 ROCCO A2P SMS Messaging 22 of 175 Vendor Performance Report 2019 - MNO Ratings TATA Conﬁdential Brand messages often use performance criteria to advertise certain features of a product or service. However, sometimes we can’t quantify if the brand message is accurate or simply a marketing vision. For example, Data Security of the A2P SMS Messaging is a performance indicator required of an A2P SMS Messaging Vendor and may be advertised as a feature of an A2P SMS Messaging Vendor but not always delivered to the degree needed by the MNO.

Our survey helps quantify performance criteria to assist MNOs to get a wider perspective.

General Performance KPIs:

• Reliability • Customer Service • Technical Expertise • Reputation • Value for Money • Understanding of the Messaging Business • Oﬀers Excellent Value Added Services (VAS) • Quality of Service • Transparency • Flexibility

Performance+ (On important A2P SMS Messaging aspects):

• Implementation Process • Uptime Performance • Global Reach • Route Monitoring and Management • Technical Support • Data Security • Reporting • Impact on existing messaging • Direct connections • Pricing model • Monetisation of traﬃc

Roaming Consulting ROCCO™ Company Ltd © 2019 June 2019 ROCCO A2P SMS Messaging 23 of 175 Vendor Performance Report 2019 - MNO Ratings TATA Conﬁdential • They help me explore other types of Mobile Engagement solutions

Reliability

Airtel Business 4,08 BICS 4,05 C3ntro Telecom 4,04 CITIC 3,75 Clickatell 3,87 Comviva 4,08 DIMOCO 4,11 GMS 4,04 IDM 4,04 Infobip 4,24 Link Mobility 4 Messagebird 4 Monty Mobile 3,8 Mr Messaging 3,95 Nexmo 4,03 Orange 3,5 Route Mobile 4,03 SAP 3,91 Sinch 4,23 SMS Highway 4 Syniverse 4,03 Tata Communications 4,22 Twilio 3,73 tyntec 4,16 0 1,075 2,15 3,225 4,3 Ratings out of 5

Customer Service

Airtel Business 4,04 BICS 4,01 C3ntro Telecom 3,99 CITIC 3,5 Clickatell 3,9 Comviva 4,06 DIMOCO 4,06 GMS 3,99 IDM 3,99 Infobip 4,35 Link Mobility 3 Messagebird 4 Monty Mobile 3,83 Mr Messaging 3,61 Nexmo 3,54 Orange 3 Route Mobile 4,21 SAP 3,61 Sinch 3,96 SMS Highway 4,2 Syniverse 4,35 Tata Communications 4,4 Twilio 3,67 tyntec 4,03 0 1,1 2,2 3,3 4,4 Ratings out of 5

Technical Expertise

Airtel Business 4,06 BICS 4,03 C3ntro Telecom 4,02 CITIC 3,5 Clickatell 3,83 Comviva 4,06 DIMOCO 4,08 GMS 4,02 IDM 4,02 Infobip 4,26 Link Mobility 3 Messagebird 4 Monty Mobile 3,83 Mr Messaging 3,61 Nexmo 3,48 Orange 3 Route Mobile 3,94 SAP 3,9 Sinch 4,13 SMS Highway 3,92 Syniverse 3,87 Tata Communications 4,29 Twilio 3,73 tyntec 4,08 0 1,1 2,2 3,3 4,4 Ratings out of 5

Reputation

Airtel Business 4,06 BICS 4,04 C3ntro Telecom 4,05 CITIC 4 Clickatell 3,88 Comviva 3,86 DIMOCO 4,09 GMS 4,05 IDM 4,05 Infobip 4,24 Link Mobility 4 Messagebird 4 Monty Mobile 3,82 Mr Messaging 3,94 Nexmo 4 Orange 4 Route Mobile 3,8 SAP 3,93 Sinch 4,23 SMS Highway 3,91 Syniverse 3,73 Tata Communications 4,1 Twilio 4,2 tyntec 4,05 3,6 3,775 3,95 4,125 4,3 Ratings out of 5

Value For Money

Airtel Business 4,04 BICS 3,99 C3ntro Telecom 4,01 CITIC 3,75 Clickatell 3,97 Comviva 4,06 DIMOCO 4,08 GMS 4,01 IDM 4,01 Infobip 4,19 Link Mobility 4 Messagebird 4 Monty Mobile 3,84 Mr Messaging 3,95 Nexmo 4,09 Orange 3,5 Route Mobile 4,03 SAP 3,87 Sinch 4,24 SMS Highway 3,92 Syniverse 4,02 Tata Communications 4,29 Twilio 3 tyntec 4,04 0 1,1 2,2 3,3 4,4 Ratings out of 5

Understanding of the Messaging Business

Airtel Business 4,04 BICS 3,99 C3ntro Telecom 4,01 CITIC 4 Clickatell 3,97 Comviva 4,06 DIMOCO 4,08 GMS 4,01 IDM 4,01 Infobip 4,19 Link Mobility 4 Messagebird 3,5 Monty Mobile 3,84 Mr Messaging 3,95 Nexmo 4,09 Orange 3 Route Mobile 4,03 SAP 3,87 Sinch 4,4 SMS Highway 3,92 Syniverse 4,02 Tata Communications 4,29 Twilio 4,11 tyntec 4,04 0 1,1 2,2 3,3 4,4 Ratings out of 5

Offers Excellent Value Added Services (VAS)

Airtel Business 4,03 BICS 3,97 C3ntro Telecom 3,96 CITIC 3,75 Clickatell 4,02 Comviva 3,9 DIMOCO 4,04 GMS 3,96 IDM 3,96 Infobip 4,19 Link Mobility 3 Messagebird 3,5 Monty Mobile 3,82 Mr Messaging 3,44 Nexmo 4,63 Orange 3,5 Route Mobile 3,92 SAP 3,53 Sinch 4,22 SMS Highway 3,66 Syniverse 3,87 Tata Communications 4,27 Twilio 3,7 tyntec 4,02 0 1,2 2,4 3,6 4,8 Ratings out of 5

Quality of Service

QoS

Airtel Business 4,06 BICS 4,01 C3ntro Telecom 3,99 CITIC 4 Clickatell 3,96 Comviva 4 DIMOCO 4,07 GMS 3,99 IDM 3,99 Infobip 4,2 Link Mobility 3 Messagebird 4 Monty Mobile 3,82 Mr Messaging 3,61 Nexmo 4,58 Orange 3 Route Mobile 4,03 SAP 3,9 Sinch 4,13 SMS Highway 3,91 Syniverse 3,88 Tata Communications 4,29 Twilio 3,73 tyntec 4,05 0 1,15 2,3 3,45 4,6 Ratings out of 5

Transparency

Airtel Business 4,04 BICS 3,99 C3ntro Telecom 3,96 CITIC 4,1 Clickatell 4,01 Comviva 4,05 DIMOCO 4,06 GMS 3,96 IDM 3,96 Infobip 4,18 Link Mobility 3 Messagebird 4 Monty Mobile 3,8 Mr Messaging 3,6 Nexmo 4,64 Orange 4 Route Mobile 3,98 SAP 3,91 Sinch 4,25 SMS Highway 3,9 Syniverse 4,03 Tata Communications 4,2 Twilio 3,7 tyntec 4,02 0 1,2 2,4 3,6 4,8 Ratings out of 5

Flexibility

Airtel Business 4,01 BICS 3,96 C3ntro Telecom 3,97 CITIC 4 Clickatell 4,04 Comviva 4,05 DIMOCO 4,05 GMS 3,97 IDM 3,97 Infobip 4,24 Link Mobility 3 Messagebird 4 Monty Mobile 3,84 Mr Messaging 3,61 Nexmo 4,64 Orange 3 Route Mobile 3,89 SAP 3,61 Sinch 4,23 SMS Highway 3,92 Syniverse 3,72 Tata Communications 4,07 Twilio 2,67 tyntec 4,18 0 1,2 2,4 3,6 4,8 Ratings out of 5

Roaming Consulting ROCCO™ Company Ltd © 2019 June 2019 ROCCO A2P SMS Messaging 34 of 175 Vendor Performance Report 2019 - MNO Ratings TATA Conﬁdential Performance+ (KPIs on important A2P SMS Messaging aspects)

Implementation Process

Airtel Business 4 BICS 3,99 C3ntro Telecom 3,98 CITIC 3,5 Clickatell 3,9 Comviva 4,05 DIMOCO 4,03 GMS 3,98 IDM 3,98 Infobip 4,22 Link Mobility 4 Messagebird 4 Monty Mobile 3,84 Mr Messaging 3,95 Nexmo 4,03 Orange 3 Route Mobile 3,88 SAP 3,47 Sinch 4,13 SMS Highway 3,92 Syniverse 3,5 Tata Communications 3,76 Twilio 3,67 tyntec 4 0 1,1 2,2 3,3 4,4 Ratings out of 5

Uptime Performance

Airtel Business 4,06 BICS 4,03 C3ntro Telecom 4,01 CITIC 4 Clickatell 3,97 Comviva 4,03 DIMOCO 4,08 GMS 4,01 IDM 4,01 Infobip 4,23 Link Mobility 4 Messagebird 4 Monty Mobile 3,83 Mr Messaging 3,96 Nexmo 4,14 Orange 4 Route Mobile 4,01 SAP 3,93 Sinch 4,06 SMS Highway 3,94 Syniverse 3,7 Tata Communications 4,04 Twilio 3,73 tyntec 4,02 3,6 3,775 3,95 4,125 4,3 Ratings out of 5

Global Reach

Airtel Business 4,02 BICS 3,98 C3ntro Telecom 3,95 CITIC 3,75 Clickatell 3,93 Comviva 4,05 DIMOCO 4,04 GMS 3,95 IDM 3,95 Infobip 4,24 Link Mobility 4 Messagebird 4 Monty Mobile 3,78 Mr Messaging 3,93 Nexmo 4,09 Orange 3 Route Mobile 3,94 SAP 3,55 Sinch 4,15 SMS Highway 3,89 Syniverse 4,07 Tata Communications 4,06 Twilio 3,7 tyntec 4,08 0 1,1 2,2 3,3 4,4 Ratings out of 5

Route Monitoring and Management

Airtel Business 4,01 BICS 3,99 C3ntro Telecom 3,97 CITIC 3,75 Clickatell 3,89 Comviva 4,05 DIMOCO 4,02 GMS 3,97 IDM 3,97 Infobip 4,22 Link Mobility 3 Messagebird 3,5 Monty Mobile 3,83 Mr Messaging 3,44 Nexmo 4,03 Orange 3 Route Mobile 3,93 SAP 3,61 Sinch 4,03 SMS Highway 3,67 Syniverse 3,68 Tata Communications 4,19 Twilio 3,55 tyntec 4 0 1,1 2,2 3,3 4,4 Ratings out of 5

Technical Support

Airtel Business 4,04 BICS 4,01 C3ntro Telecom 4 CITIC 3,75 Clickatell 3,97 Comviva 4,05 DIMOCO 4,07 GMS 4 IDM 4 Infobip 4,25 Link Mobility 3 Messagebird 4 Monty Mobile 3,84 Mr Messaging 3,61 Nexmo 4,09 Orange 3 Route Mobile 4,03 SAP 3,77 Sinch 4,13 SMS Highway 3,92 Syniverse 3,88 Tata Communications 4,04 Twilio 3,37 tyntec 4,05 0 1,1 2,2 3,3 4,4 Ratings out of 5

Data Security

Airtel Business 4,02 BICS 3,99 C3ntro Telecom 3,98 CITIC 4 Clickatell 3,96 Comviva 4,03 DIMOCO 4,04 GMS 3,98 IDM 3,98 Infobip 4,21 Link Mobility 3 Messagebird 3 Monty Mobile 3,8 Mr Messaging 3,27 Nexmo 4,09 Orange 4 Route Mobile 3,93 SAP 3,91 Sinch 4,14 SMS Highway 3,4 Syniverse 3,87 Tata Communications 4,04 Twilio 3,7 tyntec 4,01 0 1,1 2,2 3,3 4,4 Ratings out of 5

Reporting

Airtel Business 3,98 BICS 3,96 C3ntro Telecom 3,96 CITIC 3,5 Clickatell 3,83 Comviva 4,04 DIMOCO 4 GMS 3,96 IDM 3,96 Infobip 4,21 Link Mobility 3 Messagebird 3 Monty Mobile 3,73 Mr Messaging 3,24 Nexmo 4,09 Orange 3 Route Mobile 3,73 SAP 3,91 Sinch 4,19 SMS Highway 3,36 Syniverse 3,53 Tata Communications 4,3 Twilio 3,7 tyntec 3,8 0 1,1 2,2 3,3 4,4 Ratings out of 5

Impact on existing messaging

Airtel Business 4,03 BICS 3,99 C3ntro Telecom 3,97 CITIC 3,75 Clickatell 3,95 Comviva 4,06 DIMOCO 4,05 GMS 3,97 IDM 3,97 Infobip 4,23 Link Mobility 3 Messagebird 3,5 Monty Mobile 3,82 Mr Messaging 3,44 Nexmo 4,08 Orange 3 Route Mobile 3,91 SAP 3,93 Sinch 4,14 SMS Highway 3,66 Syniverse 3,53 Tata Communications 4,31 Twilio 3,37 tyntec 3,99 0 1,1 2,2 3,3 4,4 Ratings out of 5

Direct connections

Direct Connections

Airtel Business 4,05 BICS 4 C3ntro Telecom 3,99 CITIC 3,5 Clickatell 3,88 Comviva 4,05 DIMOCO 4,07 GMS 3,99 IDM 3,99 Infobip 4,22 Link Mobility 4 Messagebird 4 Monty Mobile 3,82 Mr Messaging 3,96 Nexmo 3,53 Orange 3 Route Mobile 3,97 SAP 3,9 Sinch 4,15 SMS Highway 3,93 Syniverse 3,87 Tata Communications 4,36 Twilio 3,67 tyntec 4,01 0 1,1 2,2 3,3 4,4 Ratings out of 5

Pricing Model

Airtel Business 4,01 BICS 3,96 C3ntro Telecom 3,96 CITIC 4 Clickatell 3,89 Comviva 4,06 DIMOCO 4,03 GMS 3,96 IDM 3,96 Infobip 4,2 Link Mobility 4 Messagebird 3,5 Monty Mobile 3,84 Mr Messaging 3,78 Nexmo 4 Orange 4 Route Mobile 3,74 SAP 3,64 Sinch 4,05 SMS Highway 3,67 Syniverse 3,85 Tata Communications 4,31 Twilio 3,33 tyntec 4 0 1,1 2,2 3,3 4,4 Ratings out of 5

Monetisation of traﬃc

Monetisation of Trafﬁc

Airtel Business 3,99 BICS 3,94 C3ntro Telecom 3,96 CITIC 4 Clickatell 3,95 Comviva 3,66 DIMOCO 4,03 GMS 3,96 IDM 3,96 Infobip 4,19 Link Mobility 4 Messagebird 3 Monty Mobile 3,79 Mr Messaging 3,6 Nexmo 4,07 Orange 3,5 Route Mobile 3,93 SAP 3,37 Sinch 4,15 SMS Highway 3,4 Syniverse 3,85 Tata Communications 4,19 Twilio 3,33 tyntec 4,16 0 1,05 2,1 3,15 4,2 Ratings out of 5

They help me explore other types of Mobile Engagement solutions

Airtel Business 3,95 BICS 3,87 C3ntro Telecom 3,89 CITIC 3,75 Clickatell 3,93 Comviva 3,66 DIMOCO 3,98 GMS 3,89 IDM 3,89 Infobip 4,15 Link Mobility 3 Messagebird 3 Monty Mobile 3,73 Mr Messaging 3,24 Nexmo 4,58 Orange 3 Route Mobile 3,87 SAP 3,37 Sinch 4,14 SMS Highway 3,36 Syniverse 3,5 Tata Communications 4,07 Twilio 3,33 tyntec 3,95 0 1,15 2,3 3,45 4,6 Ratings out of 5

Leadership

So few companies these days demonstrate their leadership, preferring to “play it safe” or wait for their customers to demand services. However, leadership can just provide the kind of working relationship which Inspires MNOs, even if the Product, Service or methodology fails at the ﬁrst hurdle.

For example, opening oﬃces in locations nearby to customers or potential customers is an example of investment in the client relationship which shows good leadership.

Trust is hard to accomplish and must be built, but is probably the most important leadership criteria of all, since it typically creates a client-Vendor relationship that grows and grows.

MNOs expect A2P SMS Messaging Vendors to lead in development of products to take their quality to a new level. Only leaders have the right foundations and trust of their MNO clients to invest in such new models.

Leadership KPIs

• Global Presence. • Trusted • Industry Expertise • Innovative • Enabler • Dynamic • Courageous • Empowering • Customer Orientated • Inspiring • Simple to work with • Local Expertise

Global Presence

Airtel Business 4,04 BICS 4 C3ntro Telecom 3,99 CITIC 4 Clickatell 3,95 Comviva 3,64 DIMOCO 4,06 GMS 3,99 IDM 3,99 Infobip 4,23 Link Mobility 4 Messagebird 4 Monty Mobile 3,82 Mr Messaging 3,96 Nexmo 4,05 Orange 4 Route Mobile 3,96 SAP 3,6 Sinch 4,22 SMS Highway 3,94 Syniverse 4,03 Tata Communications 4,21 Twilio 3,67 tyntec 4,14 3,5 3,7 3,9 4,1 4,3 Ratings out of 5

Trusted

Airtel Business 4,07 BICS 4,03 C3ntro Telecom 4,03 CITIC 3,75 Clickatell 3,89 Comviva 3,84 DIMOCO 4,09 GMS 4,03 IDM 4,03 Infobip 4,24 Link Mobility 4 Messagebird 4 Monty Mobile 3,85 Mr Messaging 4 Nexmo 3,53 Orange 4 Route Mobile 4,01 SAP 3,76 Sinch 4,23 SMS Highway 3,94 Syniverse 4,05 Tata Communications 4,19 Twilio 4,1 tyntec 4,18 0 1,075 2,15 3,225 4,3 Ratings out of 5

Industry expertise

Industry Expertise

Airtel Business 4,06 BICS 4,02 C3ntro Telecom 4,01 CITIC 3,5 Clickatell 3,9 Comviva 3,84 DIMOCO 4,08 GMS 4,01 IDM 4,01 Infobip 4,23 Link Mobility 4 Messagebird 4 Monty Mobile 3,82 Mr Messaging 3,8 Nexmo 3,54 Orange 3 Route Mobile 4,01 SAP 3,89 Sinch 4,22 SMS Highway 3,94 Syniverse 4,05 Tata Communications 4,2 Twilio 4 tyntec 4,19 0 1,1 2,2 3,3 4,4 Ratings out of 5

Innovative

Airtel Business 3,98 BICS 3,95 C3ntro Telecom 3,94 CITIC 3,75 Clickatell 3,93 Comviva 3,84 DIMOCO 4,01 GMS 3,94 IDM 3,94 Infobip 4,22 Link Mobility 3 Messagebird 4 Monty Mobile 3,79 Mr Messaging 3,61 Nexmo 4,08 Orange 3 Route Mobile 3,91 SAP 3,74 Sinch 4,18 SMS Highway 3,92 Syniverse 3,52 Tata Communications 3,9 Twilio 3,7 tyntec 3,99 0 1,1 2,2 3,3 4,4 Ratings out of 5

Enabler

Airtel Business 3,97 BICS 3,93 C3ntro Telecom 3,91 CITIC 3,5 Clickatell 3,85 Comviva 3,84 DIMOCO 3,98 GMS 3,91 IDM 3,91 Infobip 4,21 Link Mobility 3 Messagebird 4 Monty Mobile 3,77 Mr Messaging 3,61 Nexmo 3,53 Orange 3 Route Mobile 3,91 SAP 3,73 Sinch 4,14 SMS Highway 3,91 Syniverse 3,65 Tata Communications 3,91 Twilio 3,67 tyntec 3,95 0 1,1 2,2 3,3 4,4 Ratings out of 5

Dynamic

Airtel Business 3,98 BICS 3,94 C3ntro Telecom 3,93 CITIC 3,75 Clickatell 3,82 Comviva 3,44 DIMOCO 4 GMS 3,93 IDM 3,93 Infobip 4,21 Link Mobility 3 Messagebird 4 Monty Mobile 3,82 Mr Messaging 3,62 Nexmo 3,98 Orange 3 Route Mobile 3,95 SAP 3,87 Sinch 4,13 SMS Highway 3,94 Syniverse 3,8 Tata Communications 4,04 Twilio 3 tyntec 4,13 0 1,1 2,2 3,3 4,4 Ratings out of 5

Thought Leadership

Airtel Business 3,97 BICS 3,91 C3ntro Telecom 3,89 CITIC 3,5 Clickatell 3,79 Comviva 3,53 DIMOCO 3,98 GMS 3,89 IDM 3,89 Infobip 4,14 Link Mobility 3 Messagebird 4 Monty Mobile 3,78 Mr Messaging 3,59 Nexmo 3,95 Orange 3 Route Mobile 3,92 SAP 3,73 Sinch 4,18 SMS Highway 3,89 Syniverse 3,68 Tata Communications 4,02 Twilio 3,37 tyntec 3,93 0 1,05 2,1 3,15 4,2 Ratings out of 5

Empowering

Airtel Business 3,97 BICS 3,92 C3ntro Telecom 3,91 CITIC 3,75 Clickatell 3,92 Comviva 3,78 DIMOCO 3,99 GMS 3,91 IDM 3,91 Infobip 4,19 Link Mobility 3 Messagebird 4 Monty Mobile 3,78 Mr Messaging 3,61 Nexmo 4,05 Orange 3 Route Mobile 3,91 SAP 3,59 Sinch 4,13 SMS Highway 3,91 Syniverse 3,53 Tata Communications 3,87 Twilio 3 tyntec 3,94 0 1,05 2,1 3,15 4,2 Ratings out of 5

Customer Orientated

Airtel Business 3,98 BICS 3,94 C3ntro Telecom 3,94 CITIC 3,5 Clickatell 3,8 Comviva 3,53 DIMOCO 4 GMS 3,94 IDM 3,94 Infobip 4,22 Link Mobility 3 Messagebird 4 Monty Mobile 3,79 Mr Messaging 3,63 Nexmo 3,73 Orange 3 Route Mobile 3,93 SAP 3,61 Sinch 4,05 SMS Highway 3,95 Syniverse 4,2 Tata Communications 4,03 Twilio 3,33 tyntec 4,13 0 1,1 2,2 3,3 4,4 Ratings out of 5

Inspiring

Airtel Business 3,94 BICS 3,9 C3ntro Telecom 3,9 CITIC 3,5 Clickatell 3,79 Comviva 3,53 DIMOCO 3,97 GMS 3,9 IDM 3,9 Infobip 4,2 Link Mobility 3 Messagebird 4 Monty Mobile 3,78 Mr Messaging 3,59 Nexmo 3,71 Orange 3 Route Mobile 3,91 SAP 3,73 Sinch 4,13 SMS Highway 3,89 Syniverse 3,52 Tata Communications 3,68 Twilio 3,67 tyntec 4,12 0 1,05 2,1 3,15 4,2 Ratings out of 5

Simple to work with

Airtel Business 4,02 BICS 3,99 C3ntro Telecom 3,98 CITIC 3,75 Clickatell 3,96 Comviva 3,7 DIMOCO 4,04 GMS 3,98 IDM 3,98 Infobip 4,24 Link Mobility 3 Messagebird 3,5 Monty Mobile 3,83 Mr Messaging 3,44 Nexmo 4,06 Orange 3 Route Mobile 4,01 SAP 3,61 Sinch 4,23 SMS Highway 3,66 Syniverse 4,03 Tata Communications 4,02 Twilio 3,33 tyntec 3,96 0 1,1 2,2 3,3 4,4 Ratings out of 5

Local Expertise

Airtel Business 3,99 BICS 3,93 C3ntro Telecom 3,94 CITIC 3,5 Clickatell 3,72 Comviva 4,03 DIMOCO 4,02 GMS 3,94 IDM 3,94 Infobip 4,15 Link Mobility 4 Messagebird 4 Monty Mobile 3,77 Mr Messaging 3,92 Nexmo 3,41 Orange 3 Route Mobile 3,96 SAP 3,46 Sinch 4,24 SMS Highway 3,89 Syniverse 4,02 Tata Communications 4,03 Twilio 3 tyntec 3,97 0 1,1 2,2 3,3 4,4 Ratings out of 5

Introduction

This section is core to the Survey Results as it contains maybe the most important aspects of the A2P SMS Messaging feedback, what is the value to the MNO of the A2P SMS Messaging service.

If MNOs have any doubt about the solutions they have at present the information contained here is optimal.

We are also introduced to some candid information about what MNOs appreciate and wish for from their A2P SMS Messaging Vendors and what challenges they face.

Value contents

• General Rating • Brand Awareness • Net Promoter Score

General Rating

At the beginning of our survey we ask all the MNOs who responded to tell us about their general perceptions of all the vendors. We call this the general rating and if the MNO does not know the Vendor then they just say they Don’t know the Vendor, that element of the score is not reﬂected here.

General Ratings 2018, 2019 Ranked on the ratings for 2019

Nexmo (The Vonage API Platform) 3,73 4,13 Infobip 4,22 4,11 tyntec 3,56 3,9 SAP 3,88 3,8 BICS 3,74 3,76 Sinch 3,98 3,69 Tata Communications 3,67 3,61 Route Mobile Ltd 3,72 3,61 Syniverse 3,49 3,59 Monty Mobile 3,24 3,58 Twilio 3,73 3,55 Orange International Carriers 3,64 3,55 GMS 3,31 3,47 MessageBird 3,66 3,4 Airtel Business 3,28 3,37 DIMOCO 3,46 3,3 Telecom Italia Sparkle 3,34 3,32 OpenMarket 4,1 3,28 MITTO 3,26 3,27 PCCW Global 3,24 3,26 C3ntro Telecom 3,23 3,25 AMD Telecom 3,19 3,23 Citic Telecom International 3,39 3,23 JT (Global) ltd 3,29 3,23 SMS Highway 3,26 3,23 CM.com 3,46 3,22 Telesign 3,52 3,2 0 2,25 4,5 6,75 9

General Ratings 2018, 2019 Ranked on the ratings for 2019

Tele2 Group 3,36 3,2 Silverstreet 3,33 3,16 Horisen 3,35 3,15 Clickatell 3,23 3,15 Lleida 3,23 3,13 Telintel 3,21 3,12 Comviva 3,21 3,1 LINK Mobility 3,47 3,09 Cequens 3,14 3,08 Agile Telecom 3,27 3,05 Interactive Digital Media 3,27 3,04 Tanla 3,22 3,03 Mr Messaging Ltd 3,36 3 Javna 3,02 2,98 Panacea Mobile 2,93 2,96 Calltrade 3,16 2,93 CS Networks 2,84 2,9 Locotel Ltd 3 2,88 MobiWeb 2,92 2,88 Hook Mobile 3,22 2,87 SerwerSMS 3 2,86 M-STAT 3,09 2,83 InterVAS Uganda ltd 2,98 2,81 0 1,75 3,5 5,25 7

Brand Awareness

Roaming Consulting ROCCO™ Company Ltd © 2019 June 2019 ROCCO A2P SMS Messaging 62 of 175 Vendor Performance Report 2019 - MNO Ratings TATA Conﬁdential At the beginning of our survey we ask all the MNOs who responded to tell us about how well they know the brand of the Vendors. We call this Brand Awareness. All MNOs are in a position to say whether they know or do not know a vendor so all responses are counted.

The scores are out of 5 and you can see that its very tough for some Vendors to market themselves globally and are not as well known as others who maybe have more established customer bases. All those Vendors ﬁnding themselves at a score less than 3 should increase brand awareness. Contact us for consulting about this at [email protected]

Brand Awareness: How well known are the Vendors 2018 and 2019, Ranked on 2019 Scores

Infobip 4,53 4,38 SAP 3,81 3,93 BICS 3,81 3,9 Tata Communications 3,75 3,81 Syniverse 3,7 3,73 Monty Mobile 3,08 3,28 Orange International Carriers 3,29 3,27 Mitto AG 3,42 3,13 tyntec 3,1 3,09 Twilio 3,23 3,07 Sinch 3,72 3,06 Nexmo (The Vonage API Platform) 2,99 3 Route Mobile Ltd 3,24 2,97 Telecom Italia Sparkle 2,87 2,93 AMD Telecom 2,88 2,77 GMS 2,46 2,75 Airtel Business 2,82 2,72 MessageBird 2,76 2,72 Tele2 Group 2,67 2,66 2018 2019 PCCW Global 2,72 2,66 JT (Global) ltd 2,32 2,41 SMS Highway 2,44 2,37 Citic Telecom International 2,24 2,31 OpenMarket 2,47 2,27 Lleida 2,14 2,26 0 2,25 4,5 6,75 9 Score out of 5

Brand Awareness Continued

Brand Awareness: How well known are the Vendors 2017, 2018 and 2019, Ranked on 2019 Scores

Clickatell 2,33 2,25 Telesign 2,34 2,24 DIMOCO 2,32 2,22 Silverstreet 2,49 2,21 Cequens 2,15 2,2 Comviva 2,05 2,19 Horisen 2,14 2,18 Telintel 2,09 2,15 Mr Messaging Ltd 2,09 2,14 CM.Com 2,21 2,11 LINK Mobility 2,1 2,11 MobiWeb 2,01 2,08 C3ntro Telecom 1,67 2,05 Interactive Digital Media 2,1 2,03 Tanla 1,88 1,92 Calltrade 1,9 1,9 Agile Telecom 2,15 1,88 Hook Mobile 1,73 1,77 2018 1,68 1,68 Panacea Mobile 2019 CS Networks 1,59 1,58 Javna 1,57 1,57 M-STAT 1,57 1,56 InterVAS Uganda ltd 1,45 1,52 SerwerSMS 1,43 1,46 Locotel Ltd 1,45 1,44 0 1,25 2,5 3,75 5 Score out of 5 Net Promoter Score

Since the industry of MNOs is so small and MNOs very commonly discuss with other MNOs the Vendors they have chosen, this year we introduced into our survey the Net Promoter Score. Net Promoter Score®, or NPS®, measures customer experience and predicts business growth. This proven metric transformed the business world and now

Roaming Consulting ROCCO™ Company Ltd © 2019 June 2019 ROCCO A2P SMS Messaging 64 of 175 Vendor Performance Report 2019 - MNO Ratings TATA Conﬁdential provides the core measurement for customer experience management programs the world round.

Net Promoter Score

Airtel Business 7,76 BICS 7 C3ntro 6,8 CITIC 7,4 Clickatell 5,7 Comviva 7,4 DIMOCO 8,1 GMS 6,9 IDM 8,1 Infobip 9,24 Link Mobility 6 Messagebird 7,6 Monty Mobile 7,1 MR Messaging 7,4 Nexmo (The Vonage API Company) 8,5 Orange International Carriers 6,1 Route Mobile 8,22 SAP 7,28 Sinch 8,8 SMS Highway 5,6 Syniverse 7,3 TATA Communications 8,25 Twilio 7,3 Tyntec 8 0 2,5 5 7,5 10 Score out of Ten

The scores feature the 24 vendors who are featured in this report. In the future we may consider how to integrate these scores into our Tier calculations. Compare this with the Leaderboards to see how the MNOs rated the vendors compared to how they would recommend them to others.

Respondents are grouped as follows:

Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fuelling growth.

Passives (score 7-8) are satisﬁed but unenthusiastic customers who are vulnerable to competitive oﬀerings.

Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.

Conclusions

Review Vendor by Vendor • Airtel Business • CITIC • BICS • Clickatell • C3ntro • Comviva

Roaming Consulting ROCCO™ Company Ltd © 2019 June 2019 ROCCO A2P SMS Messaging 66 of 175 Vendor Performance Report 2019 - MNO Ratings TATA Conﬁdential • DIMOCO • Orange • GMS • Route Mobile • IDM • SAP • Infobip • Sinch • Link Mobility • SMS Highway • Messagebird • Syniverse • Monty Mobile • Tata Communications • Mr Messaging • Twilio • Next • Tyntec

Introduction

Having reviewed Vendors across many diﬀerent measures its now time to summarise the perceptions of MNOs on a Vendor by Vendor basis.

We conclude with a few slides on the Leaderboard and summarise the survey.

Then we ask for your feedback on our Survey and tell you about our next steps for surveys on the Data Clearing Vendors in the future.

Welcome to our ﬁnal conclusions.

Airtel Business Performance

Airtel Business Performance Rating

Reliability 4,08

Customer Service 4,04

Technical Expertise 4,06

Reputation 4,06

Value for Money 4,04

Understanding of the Messaging Business 4,09

Oﬀers Excellent Value Added Services (VAS) 4,03

Quality of Service 4,06

Transparency 4,04

Flexibility 4,01

3,99 4,015 4,04 4,065 4,09 Ratings out of 5

Airtel Business Performance +

Airtel Business Performance + Ratings

Implementation Process 4

Uptime Performance 4,06

Global Reach 4,02

Route Monitoring and Management 4,01

Technical Support 4,04

Data Security 4,02

Reporting 3,98

Impact on existing messaging 4,03

Direct connections 4,05

Pricing model 4

Monetisation of traﬃc 3,99

They help me explore Mobile Engagement solutions 3,95

3,8 3,875 3,95 4,025 4,1 Ratings out of 5

Airtel Business Leadership Rating

Global presence 4,05 Trusted 4,07

Industry expertise 4,06 Innovative 3,98

Enabler 3,97

Dynamic 3,98

Thought Leadership 3,97

Empowering 3,97

Customer Orientated 3,98

Inspiring 3,94

Simple to work with 4,02

Local expertise 3,99

3,8 3,875 3,95 4,025 4,1 Ratings out of 5

MNO Comments Airtel Business Good Very good telecom and recommended to do business. Excellent

BICS Performance Rating

Reliability 4,05

Customer Service 4,01

Technical Expertise 4,03

Reputation 4,04

Value for Money 3,99

Understanding of the Messaging Business 4,04

Oﬀers Excellent Value Added Services (VAS) 3,97

Quality of Service 4,01

Transparency 3,99

Flexibility 3,96

3,95 3,975 4 4,025 4,05 Ratings out of 5

BICS Performance+

BICS Performance + Ratings

Implementation Process 3,99

Uptime Performance 4,03

Global Reach 3,98

Route Monitoring and Management 3,99

Technical Support 4,01

Data Security 3,99

Reporting 3,96

Impact on existing messaging 3,99

Direct connections 4

Pricing model 3,96

Monetisation of traﬃc 3,94

They help me explore Mobile Engagement solutions 3,87

3,7 3,8 3,9 4 4,1 Ratings out of 5

BICS Leadership

BICS Leadership Rating

Global presence 4 Trusted 4,03

Industry expertise 4,02 Innovative 3,95

Enabler 3,93

Dynamic 3,94

Thought Leadership 3,91

Empowering 3,92

Customer Orientated 3,94

Inspiring 3,9

Simple to work with 3,99

Local expertise 3,93

3,8 3,875 3,95 4,025 4,1 Ratings out of 5

BICS MNO Comments

MNO Comments on BICS Great very good BICS is excellent, good at customer experience and troubleshooting reliable They are a great partner , very supportive and creative in their solutions They are really good. They have sent a lot messagings towards South Korea. Which is helpful to make a revenue for me. BICS is reliable, has technical expertise and customer service. BICS Messaging is meeting our company's expectation they have enough experience in what they are doing. In general BICS is a good and consolidated company, but having the inconveniences of big companies (as dealing a lot of people to solve a small issue and no one replies you). They are reliable Relatively satisﬁed with their performance. However, as for all A2P providers they also used grey routes, which they rectiﬁed later.

C3ntro Performance

C3ntro Performance Rating

Reliability 4,04

Customer Service 3,99

Technical Expertise 4,02

Reputation 4,05

Value for Money 4,01

Understanding of the Messaging Business 4,02

Oﬀers Excellent Value Added Services (VAS) 3,96

Quality of Service 3,99

Transparency 3,96

Flexibility 3,97

3,95 3,975 4 4,025 4,05 Ratings out of 5

C3ntro Performance + Ratings

Implementation Process 3,98

Uptime Performance 4,01

Global Reach 3,95

Route Monitoring and Management 3,97

Technical Support 4

Data Security 3,98

Reporting 3,96

Impact on existing messaging 3,97

Direct connections 3,99

Pricing model 3,96

Monetisation of traﬃc 3,96

They help me explore Mobile Engagement solutions 3,89

3,7 3,8 3,9 4 4,1 Ratings out of 5

C3ntro Leadership

C3ntro Leadership Rating

Global presence 3,99 Trusted 4,03

Industry expertise 4,01 Innovative 3,94

Enabler 3,91

Dynamic 3,93

Thought Leadership 3,89

Empowering 3,91

Customer Orientated 3,94

Inspiring 3,9

Simple to work with 3,98

Local expertise 3,94

3,7 3,8 3,9 4 4,1 Ratings out of 5

C3ntro MNO Comments

C3ntro MNO Comments It's a company that has had a very fast grown, with a great attention 24/7 and a excellent global coverage The best provider and I recommend it a lot to grow business through SMS. Is the best A2P sms vendor The experience with the platform performance is so good C3ntro is a great company with great people. Love to work with them. Very good performance Great company Great company. Agile and innovative. Great tech guys and knowledgeable engineers They are absolutely the best. They're pioneers, they know what they're doing. Great carrier, innovative, professional Best company C3ntro telecom shows knowledge of the industry and focuses on innovation and progress of sms and telecom industry. Communication via SMS has become one of the most effective means to reach our customers, with the support of C3NTRO Telecom we have been able to find a business partner, who has taken us by the hand and has given us his support at the time to provide support and service with our customers; that is one of the main reasons why we value so much collaborating with them. I am satisfied with the costs and benefits. Excellent, great experience working with him

CITIC Performance

CITIC Performance Rating

Reliability 3,75

Customer Service 3,5

Technical Expertise 3,5

Reputation 4

Value for Money 3,75

Understanding of the Messaging Business 4

Oﬀers Excellent Value Added Services (VAS) 3,75

Quality of Service 4

Transparency 4,1

Flexibility 4

3,4 3,575 3,75 3,925 4,1 Ratings out of 5

CITIC Performance+

CITIC Performance + Ratings

Implementation Process 3,5

Uptime Performance 4

Global Reach 3,75

Route Monitoring and Management 3,75

Technical Support 3,75

Data Security 4

Reporting 3,5

Impact on existing messaging 3,75

Direct connections 3,5

Pricing model 4

Monetisation of traﬃc 4

They help me explore Mobile Engagement solutions 3,75

3,4 3,55 3,7 3,85 4 Ratings out of 5

CITIC Leadership

CITIC Leadership Rating

Global presence 4 Trusted 3,75

Industry expertise 3,5 Innovative 3,75

Enabler 3,5

Dynamic 3,75

Thought Leadership 3,5

Empowering 3,75

Customer Orientated 3,5

Inspiring 3,5

Simple to work with 3,75

Local expertise 3,5

3,4 3,55 3,7 3,85 4 Ratings out of 5 CITIC MNO Comments MNO Comments CITIC

Stable The best supplier of A2P service in Asia Reliable Flexible

Clickatell Performance

Clickatell Performance Rating

Reliability 3,87

Customer Service 3,9

Technical Expertise 3,83

Reputation 3,88

Value for Money 3,97

Understanding of the Messaging Business 4,04

Oﬀers Excellent Value Added Services (VAS) 4,02

Quality of Service 3,96

Transparency 4,01

Flexibility 4,04

3,7 3,8 3,9 4 4,1 Ratings out of 5

CIickatell Performance+

Clickatell Performance + Ratings

Implementation Process 3,9

Uptime Performance 3,97

Global Reach 3,93

Route Monitoring and Management 3,89

Technical Support 3,97

Data Security 3,96

Reporting 3,83

Impact on existing messaging 3,95

Direct connections 3,88

Pricing model 3,89

Monetisation of traﬃc 3,95

They help me explore Mobile Engagement solutions 3,93

3,7 3,775 3,85 3,925 4 Ratings out of 5

CIickatell Leadership

Clickatell Leadership Rating

Global presence 3,95 Trusted 3,89 Industry expertise 3,9

Innovative 3,93

Enabler 3,85

Dynamic 3,82

Thought Leadership 3,79

Empowering 3,92

Customer Orientated 3,8

Inspiring 3,79

Simple to work with 3,96

Local expertise 3,72

3,6 3,7 3,8 3,9 4 Ratings out of 5

MNO Comments Clickatell Great support team with lots of technical expertise Easy to work with and get support from Good The understand the business

Comviva Performance

Comviva Performance Rating

Reliability 4,08

Customer Service 4,06

Technical Expertise 4,06

Reputation 3,86

Value for Money 4,06

Understanding of the Messaging Business 4,05

Oﬀers Excellent Value Added Services (VAS) 3,9

Quality of Service 4

Transparency 4,05

Flexibility 4,05

3,7 3,8 3,9 4 4,1 Ratings out of 5

Comviva Performance+

Comviva Performance + Ratings

Implementation Process 4,05

Uptime Performance 4,03

Global Reach 4,05

Route Monitoring and Management 4,05

Technical Support 4,05

Data Security 4,03

Reporting 4,04

Impact on existing messaging 4,06

Direct connections 4,05

Pricing model 4,06

Monetisation of traﬃc 3,66

They help me explore Mobile Engagement solutions 3,66

3,5 3,65 3,8 3,95 4,1 Ratings out of 5

Comviva Leadership

Comviva Leadership Rating

Global presence 3,64 Trusted 3,84

Industry expertise 3,84 Innovative 3,84

Enabler 3,84

Dynamic 3,44

Thought Leadership 3,53

Empowering 3,78

Customer Orientated 3,53

Inspiring 3,53

Simple to work with 3,7

Local expertise 4,03

3,3 3,5 3,7 3,9 4,1 Ratings out of 5 Comviva MNO Comments

Comviva MNO Comments

Acceptable They are good in this business Need improvement Excellent messaging platform partner for leading mobile operators globally....! Dimoco Performance

Dimoco Performance Rating

Reliability 4,1

Customer Service 4,06

Technical Expertise 4,07

Reputation 4,09

Value for Money 4,08

Understanding of the Messaging Business 4,11

Oﬀers Excellent Value Added Services (VAS) 4,04

Quality of Service 4,07

Transparency 4,06

Flexibility 4,05

4,03 4,05 4,07 4,09 4,11 Ratings out of 5

Dimoco Performance+

Dimoco Performance + Ratings

Implementation Process 4,03

Uptime Performance 4,08

Global Reach 4,04

Route Monitoring and Management 4,02

Technical Support 4,06

Data Security 4,04

Reporting 4

Impact on existing messaging 4,05

Direct connections 4,06

Pricing model 4,03

Monetisation of traﬃc 4,03

They help me explore Mobile Engagement solutions 3,98

3,8 3,875 3,95 4,025 4,1 Ratings out of 5

Dimoco Leadership

Dimoco Leadership Rating

Global presence 4,06 Trusted 4,09

Industry expertise 4,08 Innovative 4

Enabler 3,98

Dynamic 4

Thought Leadership 3,98

Empowering 3,99

Customer Orientated 4

Inspiring 3,97

Simple to work with 4,04

Local expertise 4,01

3,8 3,875 3,95 4,025 4,1 Ratings out of 5

Dimoco MNO Comments

Dimoco MNO Comments reliable and innovative Really good routes, especially for Austria They need to be more ﬂexible on pricing, but as their service is better they deliver what they promise. ﬂexible They managed to always try to get the right balance between quality and price. Open to explore new business model in order to help increasing the partnerships

GMS Performance

GMS Performance Rating

Reliability 4,04

Customer Service 3,99

Technical Expertise 4,02

Reputation 4,05

Value for Money 4,01

Understanding of the Messaging Business 4,02

Oﬀers Excellent Value Added Services (VAS) 3,96

Quality of Service 3,99

Transparency 3,96

Flexibility 3,97

3,95 3,975 4 4,025 4,05 Ratings out of 5 GMS Performance+

GMS Leadership

GMS Performance + Ratings GMS Leadership Rating Implementation Process 3,98 Global presence 3,99 Uptime Performance 4,01 Trusted 4,03 Global Reach 3,95 Industry expertise 4,01 Route Monitoring and Management 3,97 Innovative 3,94 Technical Support 4 Enabler 3,91 Data Security 3,98 Dynamic 3,93

Thought Leadership Reporting 3,89 3,96

EmpoweringImpact on existing messaging 3,91 3,97

Customer Orientated Direct connections 3,94 3,99

Inspiring Pricing model 3,9 3,96

Simple to work withMonetisation of traﬃc 3,98 3,96 Local expertise 3,94 They help me explore Mobile Engagement solutions 3,89 3,7 3,8 3,9 4 4,1 3,7 3,8 3,9 4 4,1 Ratings out of 5 Ratings out of 5

GMS MNO Comments

Good and fair company in CIS region. They're excellent Partner, but not flexible as we want I have personally worked with GMS and they have been very professional in their dealing. They have the complete marketing insights and technical expertise to drive this business Professionals, powerful technical team, reliable Good, reliable Flexible and customer oriented company. Reliable company Excellent GMS is an active player with flexible solutions. I think its the best company Responsible company Excellent They are continuously looking for new business ventures and are technically very sound Reliable, customer oriented flexible

IDM Performance

IDM Performance Rating

Reliability 4,04

Customer Service 3,99

Technical Expertise 4,02

Reputation 4,05

Value for Money 4,01

Understanding of the Messaging Business 4,02

Oﬀers Excellent Value Added Services (VAS) 3,96

Quality of Service 3,99

Transparency 3,96

Flexibility 3,97

3,95 3,975 4 4,025 4,05 Ratings out of 5

IDM Performance+

IDM Performance + Ratings

Implementation Process 3,98

Uptime Performance 4,01

Global Reach 3,95

Route Monitoring and Management 3,97

Technical Support 4

Data Security 3,98

Reporting 3,96

Impact on existing messaging 3,97

Direct connections 3,99

Pricing model 3,96

Monetisation of traﬃc 3,96

They help me explore Mobile Engagement solutions 3,89

3,7 3,8 3,9 4 4,1 Ratings out of 5

IDM Leadership

IDM MNO Comments

They have a steady growth. Good Partner professional / agile / business oriented They are reliable and one of the few that put their words into action

IDM Leadership Rating

Global presence 3,99 Trusted 4,03

Industry expertise 4,01 Innovative 3,94

Enabler 3,91

Dynamic 3,93

Thought Leadership 3,89

Empowering 3,91

Customer Orientated 3,94

Inspiring 3,9

Simple to work with 3,98

Local expertise 3,94

3,7 3,8 3,9 4 4,1 Ratings out of 5

Infobip Performance Rating

Reliability 4,24

Customer Service 4,35

Technical Expertise 4,26

Reputation 4,24

Value for Money 4,19

Understanding of the Messaging Business 4,24

Oﬀers Excellent Value Added Services (VAS) 4,19

Quality of Service 4,2

Transparency 4,18

Flexibility 4,24

4 4,1 4,2 4,3 4,4 Ratings out of 5

Infobip Performance+

Infobip Performance + Ratings

Implementation Process 4,22

Uptime Performance 4,23

Global Reach 4,24

Route Monitoring and Management 4,22

Technical Support 4,25

Data Security 4,21

Reporting 4,21

Impact on existing messaging 4,23

Direct connections 4,22

Pricing model 4,2

Monetisation of traﬃc 4,19

They help me explore Mobile Engagement solutions 4,15

4,14 4,168 4,195 4,223 4,25 Ratings out of 5

Infobip Leadership

Infobip Leadership Rating

Global presence 4,23 Trusted 4,24

Industry expertise 4,23 Innovative 4,22

Enabler 4,21

Dynamic 4,21

Thought Leadership 4,14

Empowering 4,19

Customer Orientated 4,22

Inspiring 4,2

Simple to work with 4,24

Local expertise 4,15

4 4,075 4,15 4,225 4,3 Ratings out of 5

Infobip MNO Comments

Infobip MNO Comments It´s a good partner ship for the business SMS A2P Excellent provider They are market leaders, innovative-driven and full-reliable Infobip is a company that adapts very well to changes, They're in constant search for innovative solutions supportive, flexible They are good to be in business with Infobip is the best partner for messaging solutions Good relationship Extremely satisfied They are forward looking and ever ready to serve the mobile opcos their customer support is excellent I think Infobip delivers what they commit in terms revenue, on the Penetration side, they are consistent in providing the results and trends which are useful in identification of leakages. I signed Infobip up to O2 many years ago and they have always delivered without over promising. Their growth comes as a result of effective deal making and clear strategy - good company, good people, great to deal with. Very good Very competent. Excellent Infobip are favourable partner to helping us for Messaging solution Excellent Very good and high professional team Excellent infobip provides excellent service, the support provided is excellent Very good performance very good they know the business Infobip reliable partner and responsible supplier Perfect work Responsible partner, highly professional.

Reliable company Widespread with good technology Very good Reliable Reliable, partnership oriented Good provider A good partner to corporate with Great technical support and quick to response and able to perform required task in the shortest possible time. Deep understanding of the complete messaging ecosystem Trusty and transparent Everything is great ...They have highly motivated people - who really make the works easier even the complicated issues.... Professional company in SMS business Fast respond, customer oriented Keep up a good work. Ahead of the market Very customer oriented. Tech Support is good. So far found very loyal. Excellent team to work with. Great Understanding of their Business and focussed Approach towards decisive objectives. The best on this market Their account managers are very proactive and they respond on a timely manner. Very reliable ProActively looking for new ways of doing business. Overall, Infobip is pretty good from aspect of A2P SMS Reliable Infobip is a Company dynamic, reliable and willing to interact as a partner with telcos They know what they do and provide the best customer experience in messaging and VAS services Very reliable and transparent straight forward cooperative Infobip is a good company and has performed exceptionally well in the A2P Space

Excellent Partner to work with, great messaging performance Fast and excellent support, innovative solutions High reliability Global company, with a huge portfolio of solutions for enterprises beyond the sms itself. Reliable partner with good reach in domestic market They are good! Top class messaging company Satisfactory Very satisﬁed up to date with cooperation with them Nothing really to add They Are Good Infobip brings cutting-edge telco trends and is a true leader in the industry. Given the global experience, we all learn from them what happens in other countries and regions. Great company to work with! They are very good in blocking unwanted SMSs. They need to improve the delivery of SMSs to the customer. They are excellent vendor who care a lot about their client. Innovative, creating trends instead of following them Great expertise, innovation oriented, mixed with very good personal approach. Very good, always fast and very professional in their way to work with us. Trustworthy partner, easy to do business with Infobip is by far the best A2P provider, they always deliver on expectations. EXCELLENT SALES AND COMMERCIAL SUPPORT. GOOD WORLDWIDE CONNECTIVITY Great performance!

Link Mobility Performance Rating

Reliability 4

Customer Service 3

Technical Expertise 3

Reputation 4

Value for Money 4

Understanding of the Messaging Business 4

Oﬀers Excellent Value Added Services (VAS) 3

Quality of Service 3

Transparency 3

Flexibility 3

0 1 2 3 4 Ratings out of 5

Link Mobility Performance + Ratings

Implementation Process 4

Uptime Performance 4

Global Reach 4

Route Monitoring and Management 3

Technical Support 3

Data Security 3

Reporting 3

Impact on existing messaging 3

Direct connections 4

Pricing model 4

Monetisation of traﬃc 4

They help me explore Mobile Engagement solutions 3

0 1 2 3 4 Ratings out of 5

Link Mobility Leadership Rating

Global presence 4

Trusted 4 Industry expertise 4

Innovative 3 Enabler 3

Dynamic 3

Thought Leadership 3

Empowering 3

Customer Orientated 3

Inspiring 3

Simple to work with 3

Local expertise 4

0 1 2 3 4 Ratings out of 5 Link Mobility MNO Comments

IDM MNO Comments So far I've been exposed to Netsize, who LM just bought out... Good Company

Messagebird Performance

Messagebird Performance Rating

Reliability 4

Customer Service 4

Technical Expertise 4

Reputation 4

Value for Money 4

Understanding of the Messaging Business 3,5

Oﬀers Excellent Value Added Services (VAS) 3,5

Quality of Service 4

Transparency 4

Flexibility 4

3,4 3,55 3,7 3,85 4 Ratings out of 5

Messagebird Performance + Ratings

Implementation Process 4

Uptime Performance 4

Global Reach 4

Route Monitoring and Management 3,5

Technical Support 4

Data Security 3

Reporting 3

Impact on existing messaging 3,5

Direct connections 4

Pricing model 3,5

Monetisation of traﬃc 3

They help me explore Mobile Engagement solutions 3

0 1 2 3 4 Ratings out of 5

Messagebird Leadership

Messagebird Leadership Rating

Global presence 4 Trusted 4 Industry expertise 4

Innovative 4 Enabler 4

Dynamic 4

Thought Leadership 4

Empowering 4

Customer Orientated 4

Inspiring 4

Simple to work with 3,5

Local expertise 4

3,4 3,55 3,7 3,85 4 Ratings out of 5

Messagebird MNO Comments

Global reach, ﬂexible, good customer approach Excellent in Australia

Monty Mobile Performance

Monty Mobile Performance Rating

Reliability 3,8

Customer Service 3,83

Technical Expertise 3,83

Reputation 3,82

Value for Money 3,84

Understanding of the Messaging Business 3,84

Oﬀers Excellent Value Added Services (VAS) 3,82

Quality of Service 3,82

Transparency 3,8

Flexibility 3,84

3,79 3,803 3,815 3,828 3,84 Ratings out of 5

Monty Mobile Performance+

Monty Mobile Performance + Ratings

Implementation Process 3,84

Uptime Performance 3,83

Global Reach 3,78

Route Monitoring and Management 3,83

Technical Support 3,84

Data Security 3,8

Reporting 3,73

Impact on existing messaging 3,82

Direct connections 3,82

Pricing model 3,84

Monetisation of traﬃc 3,79

They help me explore Mobile Engagement solutions 3,73

3,6 3,675 3,75 3,825 3,9 Ratings out of 5

Monty Mobile Leadership

Monty Mobile Leadership Rating

Global presence 3,82 Trusted 3,85 Industry expertise 3,82

Innovative 3,79

Enabler 3,77

Dynamic 3,82

Thought Leadership 3,78

Empowering 3,78

Customer Orientated 3,79

Inspiring 3,78

Simple to work with 3,83

Local expertise 3,77

3,76 3,783 3,805 3,828 3,85 Ratings out of 5

Monty Mobile MNO Comments

They are best and fast growing with delivering and terminating all our trafﬁc and connected to all major OTT players and providers and also with major banks ,after signing with them our customers has never complained of sms delivery or delivering their bank transaction sms

They work hard easily best and the best. Reliable and professional Great team Monty mobile is now a very capable vendor , that knows what it want and how to do it in way that pleases its customers and increase their revenues. monty mobile are the best EXCELLENT After sales services not so good, includes reporting Reliable, fast implementation, trusted Reliable partner with excellent expertise Excellent Always do things the best way possible They performed better than our former provider in active blocking decision and solution and this gave us increased revenue than we had previously. They are professional Fully dedicated company, excellent support, and top-notch customer care Good performance & collaborative team Excellent They act as a partner, not a service provider They are customer eccentric, Response to issue raise is very fast Robust support system They are perfect

Roaming Consulting ROCCO™ Company Ltd © 2019 June 2019 ROCCO A2P SMS Messaging 113 of 175 Vendor Performance Report 2019 - MNO Ratings TATA Conﬁdential Super professional and reliable .. always available for help and support Simply they are Super Value for Money and excellent customer and after sales support and services Good choice Doing good

Mr Messaging Performance

Mr Messaging Performance Rating

Reliability 3,93

Customer Service 3,61

Technical Expertise 3,61

Reputation 3,94

Value for Money 3,95

Understanding of the Messaging Business 3,78

Oﬀers Excellent Value Added Services (VAS) 3,44

Quality of Service 3,61

Transparency 3,6

Flexibility 3,61

3,3 3,475 3,65 3,825 4 Ratings out of 5 Mr Messaging Performance+

Mr Messaging Performance + Ratings

Implementation Process 3,95

Uptime Performance 3,94

Global Reach 3,93

Route Monitoring and Management 3,44

Technical Support 3,61

Data Security 3,27

Reporting 3,24

Impact on existing messaging 3,44

Direct connections 3,94

Pricing model 3,78

Monetisation of traﬃc 3,6

They help me explore Mobile Engagement solutions 3,24

0 1 2 3 4 Ratings out of 5

Mr Messaging Leadership

Mr Messaging Leadership Rating

Global presence 3,96 Trusted 4

Industry expertise 3,8 Innovative 3,61

Enabler 3,61

Dynamic 3,62

Thought Leadership 3,59

Empowering 3,61

Customer Orientated 3,63

Inspiring 3,59 Mr Simple to work with 3,44 Messaging Local expertise 3,92 MNO 3,3 3,475 3,65 3,825 4 Comments Ratings out of 5

Mr Messaging MNO Comments

Operational & technical support are extremely good. Very good Great company

Nexmo Performance

Nexmo Performance Rating

Reliability 4,03

Customer Service 3,54

Technical Expertise 3,48

Reputation 4

Value for Money 4,09

Understanding of the Messaging Business 4,64

Oﬀers Excellent Value Added Services (VAS) 4,63

Quality of Service 4,58

Transparency 4,64

Flexibility 4,64

0 1,2 2,4 3,6 4,8 Ratings out of 5

Nexmo Performance + Ratings

Implementation Process 4,03

Uptime Performance 4,14

Global Reach 4,09

Route Monitoring and Management 4,03

Technical Support 4,09

Data Security 4,35

Reporting 4,09

Impact on existing messaging 4,08

Direct connections 3,53

Pricing model 4

Monetisation of traﬃc 4,07

They help me explore Mobile Engagement solutions 4,58

0 1,15 2,3 3,45 4,6 Ratings out of 5

Mr Messaging Leadership Rating

Global presence 4,05

Trusted 3,53 Industry expertise 3,54

Innovative 4,08 Enabler 3,53

Dynamic 3,98

Thought Leadership 3,95

Empowering 4,05

Customer Orientated 3,73

Inspiring 3,71

Simple to work with 4,06

Local expertise 3,41

3,3 3,5 3,7 3,9 4,1 Ratings out of 5

Nexmo MNO Comments

Good Vendor We have found that in general the company is more US focussed Good Company with very intelligent people behind Flexible Competitive pricing

Orange Performance

Orange Performance Rating

Reliability 3,5

Customer Service 3

Technical Expertise 3

Reputation 4

Value for Money 3,5

Understanding of the Messaging Business 3

Oﬀers Excellent Value Added Services (VAS) 3,5

Quality of Service 3

Transparency 4

Flexibility 3

0 1 2 3 4 Ratings out of 5

Orange Performance+

Orange Performance + Ratings

Implementation Process 3

Uptime Performance 4

Global Reach 3

Route Monitoring and Management 3

Technical Support 3

Data Security 4

Reporting 3

Impact on existing messaging 3

Direct connections 3

Pricing model 4

Monetisation of traﬃc 3,5

They help me explore Mobile Engagement solutions 3

0 1 2 3 4 Ratings out of 5

Orange Leadership

Orange Leadership Rating

Global presence 4 Trusted 4 Industry expertise 3

Innovative 4 Enabler 3

Dynamic 3

Thought Leadership 3

Empowering 3

Customer Orientated 3

Inspiring 3

Simple to work with 3

Local expertise 3

0 1 2 3 4 Ratings out of 5 Orange MNO Comments

Orange MNO Comments

Very professional Flexibility Run like a legacy service, inﬂexible, a small time in their product portfolio

Route Mobile Performance Rating

Reliability 4,03

Customer Service 4,21

Technical Expertise 3,94

Reputation 3,8

Value for Money 4,03

Understanding of the Messaging Business 4,02

Oﬀers Excellent Value Added Services (VAS) 3,92

Quality of Service 4,03

Transparency 3,98

Flexibility 3,89

3,6 3,775 3,95 4,125 4,3 Ratings out of 5

Route Mobile Performance+

Route Mobile Performance + Ratings

Implementation Process 3,88

Uptime Performance 4,01

Global Reach 3,94

Route Monitoring and Management 3,93

Technical Support 4,03

Data Security 3,93

Reporting 3,73

Impact on existing messaging 3,91

Direct connections 3,97

Pricing model 3,74

Monetisation of traﬃc 3,93

They help me explore Mobile Engagement solutions 3,87

3,6 3,725 3,85 3,975 4,1 Ratings out of 5

Route Mobile Leadership

Route Mobile Leadership Rating

Global presence 3,96 Trusted 4

Industry expertise 4,01 Innovative 3,91

Enabler 4

Dynamic 3,95

Thought Leadership 3,92

Empowering 3,91

Customer Orientated 3,93

Inspiring 3,91

Simple to work with 4,01

Local expertise 3,96

3,9 3,928 3,955 3,983 4,01 Ratings out of 5

Route Mobile MNO Comments

Route Mobile MNO Comments Dynamic and vibrant company, their drive for growth and expansion is commendable. Product and service offering is impressive. Its an excellent service provider and i believe the sky is the limit for them Excellent They are excellent partners for setting up messaging business Very good support and excellent rate of deliverability They know the market and go straight to the point Good Route Mobile team works very clearly, dealing quickly. Reliable Its a great company, which offers very user freindly solutions. Also pricing is far good as compared to competitiors. Customer Support is excellent. Very ﬂexible and transparent Not Bad They are professionals in their approach. They are the leaders in SMS A2P business Well reputed company Excellent carrier to work on A2P Reliable, Transparent & Proactive Excellent all around performance Excellent service and go over and above to ﬁnd solutions to problems. Very much customer oriented company with excellent technical support team Innovative in the A2P SMS space They are an excellent cloud communications provider who understand A2P markets both locally and globally and provide reliable services

SAP Performance

SAP Performance Rating

Reliability 3,91

Customer Service 3,61

Technical Expertise 3,9

Reputation 3,93

Value for Money 3,87

Understanding of the Messaging Business 3,9

Oﬀers Excellent Value Added Services (VAS) 3,53

Quality of Service 3,9

Transparency 3,91

Flexibility 3,61

3,4 3,55 3,7 3,85 4 Ratings out of 5

SAP Performance+

SAP Performance + Ratings

Implementation Process 3,47

Uptime Performance 3,93

Global Reach 3,55

Route Monitoring and Management 3,61

Technical Support 3,77

Data Security 3,91

Reporting 3,91

Impact on existing messaging 3,93

Direct connections 3,9

Pricing model 3,64

Monetisation of traﬃc 3,37

They help me explore Mobile Engagement solutions 3,37

3,2 3,4 3,6 3,8 4 Ratings out of 5

SAP Leadership

SAP Leadership Rating

Global presence 3,6 Trusted 3,76 Industry expertise 3,89

Innovative 3,74 Enabler 3,73

Dynamic 3,87

Thought Leadership 3,73

Empowering 3,59

Customer Orientated 3,61

Inspiring 3,73

Simple to work with 3,61

Local expertise 3,46

3,3 3,45 3,6 3,75 3,9 Ratings out of 5

SAP MNO Comments

Roaming Consulting ROCCO™ Company Ltd © 2019 June 2019 ROCCO A2P SMS Messaging 129 of 175 Vendor Performance Report 2019 - MNO Ratings TATA Confidential SAP MNO Comments Customer support is a critical issue as they are not able to troubleshoot messaging problems with their peers Transparent and flexible, always on serve No complaints. Very dynamic and accommodative Undecided SAP has been a great partner providing flexible solution that fits well with industry challenges They could do much better

Sinch Performance

Sinch Performance Rating

Reliability 4,23

Customer Service 3,96

Technical Expertise 4,13

Reputation 4,23

Value for Money 4,24

Understanding of the Messaging Business 4,4

Oﬀers Excellent Value Added Services (VAS) 4,22

Quality of Service 4,13

Transparency 4,25

Flexibility 4,23

3,8 3,95 4,1 4,25 4,4 Ratings out of 5 Sinch Performance+

Sinch Performance + Ratings

Implementation Process 4,13

Uptime Performance 4,06

Global Reach 4,15

Route Monitoring and Management 4,03

Technical Support 4,13

Data Security 4,14

Reporting 4,19

Impact on existing messaging 4,14

Direct connections 4,15

Pricing model 4,05

Monetisation of traﬃc 4,15

They help me explore Mobile Engagement solutions 4,14

3,9 3,975 4,05 4,125 4,2 Ratings out of 5

Sinch Leadership

Sinch Leadership Rating

Global presence 4,22 Trusted 4,23

Industry expertise 4,22 Innovative 4,18

Enabler 4,14

Dynamic 4,13

Thought Leadership 4,18

Empowering 4,13

Customer Orientated 4,05

Inspiring 4,13

Simple to work with 4,23

Local expertise 4,24

3,9 4 4,1 4,2 4,3 Ratings out of 5

Sinch MNO Comments

Excellent They have an excellent team, how Support us to all aspects relating to A2P business. Excellent collaborator Very satisfying Should increase customer success management, rather than just selling solutions SINCH is a very good partner with us. Jonathan Vimont is very proactive. The only problem is that the look ups provide SPIDs and not always the proper NNID causing routing issues. Sinch/CLX is a proud partner of Bell and we look forward to continuing that relationship in all forms SINCH is well known brand for Ukraine Excellent Service, Reliable Good choice! Global largest A2P SMS vendor Well organised and prompt responded.

SMS Highway Performance

SMS Highway Performance Rating

Reliability 4

Customer Service 4,2

Technical Expertise 3,92

Reputation 3,91

Value for Money 3,92

Understanding of the Messaging Business 3,69

Oﬀers Excellent Value Added Services (VAS) 3,66

Quality of Service 3,91

Transparency 3,9

Flexibility 3,92

3,5 3,675 3,85 4,025 4,2 Ratings out of 5

SMS Highway Performance+

SMS Highway Performance + Ratings

Implementation Process 3,92

Uptime Performance 3,94

Global Reach 3,89

Route Monitoring and Management 3,67

Technical Support 3,92

Data Security 3,4

Reporting 3,36

Impact on existing messaging 3,66

Direct connections 3,93

Pricing model 3,67

Monetisation of traﬃc 3,4

They help me explore Mobile Engagement solutions 3,36

3,2 3,4 3,6 3,8 4 Ratings out of 5

SMS Highway Leadership

SMS Highway Leadership Rating

Global presence 3,94

Trusted 3,94 Industry expertise 3,94

Innovative 3,92

Enabler 3,91

Dynamic 3,94

Thought Leadership 3,89

Empowering 3,91

Customer Orientated 3,95

Inspiring 3,89

Simple to work with 3,66

Local expertise 3,89

3,5 3,625 3,75 3,875 4 Ratings out of 5

SMS Highway MNO Comments

Good Average Performance Good Customer Experience Small, regional Good I can’t think of anything to say about them A bit chaotic

Syniverse Performance

Syniverse Performance Rating

Reliability 4,03

Customer Service 4,35

Technical Expertise 3,87

Reputation 3,73

Value for Money 4,02

Understanding of the Messaging Business 4,07

Oﬀers Excellent Value Added Services (VAS) 3,87

Quality of Service 3,88

Transparency 4,03

Flexibility 3,72

3,6 3,8 4 4,2 4,4 Ratings out of 5 Syniverse Performance+

Syniverse Performance + Ratings

Implementation Process 3,5

Uptime Performance 3,7

Global Reach 4,07

Route Monitoring and Management 3,68

Technical Support 3,88

Data Security 3,87

Reporting 3,53

Impact on existing messaging 3,53

Direct connections 3,87

Pricing model 3,85

Monetisation of traﬃc 3,85

They help me explore Mobile Engagement solutions 3,5

3,4 3,575 3,75 3,925 4,1 Ratings out of 5

Syniverse Leadership Rating

Global presence 4,03 Trusted 4,05

Industry expertise 4,05 Innovative 3,52

Enabler 3,65

Dynamic 3,8

Thought Leadership 3,68

Empowering 3,53

Customer Orientated 4,2

Inspiring 3,52

Simple to work with 4,03

Local expertise 4,02

3,4 3,6 3,8 4 4,2 Ratings out of 5

Syniverse MNO Comments

Pretty standard Good partner International recommended They made some changes recently where were very positive

TATA Communications Performance Rating

Reliability 4,22

Customer Service 4,4

Technical Expertise 4,29

Reputation 4,1

Value for Money 4,29

Understanding of the Messaging Business 4,36

Oﬀers Excellent Value Added Services (VAS) 4,27

Quality of Service 4,29

Transparency 4,2

Flexibility 4,07

3,9 4,025 4,15 4,275 4,4 Ratings out of 5

Tata Communications Performance+

TATA Performance + Ratings

Implementation Process 3,76

Uptime Performance 4,04

Global Reach 4,06

Route Monitoring and Management 4,19

Technical Support 4,04

Data Security 4,04

Reporting 4,3

Impact on existing messaging 4,31

Direct connections 4,36

Pricing model 4,31

Monetisation of traﬃc 4,19

They help me explore Mobile Engagement solutions 4,07

3,6 3,8 4 4,2 4,4 Ratings out of 5

Tata Communications Leadership

TATA Leadership Rating

Global presence 4,21 Trusted 4,19 Industry expertise 4,2

Innovative 3,9 Enabler 3,91

Dynamic 4,04

Thought Leadership 4,02

Empowering 3,87

Customer Orientated 4,03

Inspiring 3,68

Simple to work with 4,02

Local expertise 4,03

3,5 3,7 3,9 4,1 4,3 Ratings out of 5

Tata Communications MNO Comments

TATA MNO Comments TATA is a close partner of TTI, we always rely on them in terms of quality, reliability and pricing. They offer good prices for reliable Direct routes and are able to get in touch in a friendly way with smaller companies. Implementation and bureaucracy are a little bit slow Excellent performance 1-stop solution best quality and best price. Dynamic, trustable, big player in the world Tata committee is really excellent.! Connected to 290+ direct. Quality assured. Good fraud management system.

Twilio Performance

Twilio Performance Rating

Reliability 3,73

Customer Service 3,67

Technical Expertise 3,73

Reputation 4,2

Value for Money 3

Understanding of the Messaging Business 4,11

Oﬀers Excellent Value Added Services (VAS) 3,7

Quality of Service 3,73

Transparency 3,7

Flexibility 2,67

0 1,05 2,1 3,15 4,2 Ratings out of 5

Twilio Performance+

Twilio Performance + Ratings

Implementation Process 3,67

Uptime Performance 3,73

Global Reach 3,7

Route Monitoring and Management 3,55

Technical Support 3,37

Data Security 3,7

Reporting 3,7

Impact on existing messaging 3,37

Direct connections 3,67

Pricing model 3,33

Monetisation of traﬃc 3,33

They help me explore Mobile Engagement solutions 3,33

3,2 3,35 3,5 3,65 3,8 Ratings out of 5

Twilio Leadership

Twilio Leadership Rating

Global presence 3,67 Trusted 4,1 Industry expertise 4

Innovative 3,7 Enabler 3,67

Dynamic 3

Thought Leadership 3,37

Empowering 3

Customer Orientated 3,33

Inspiring 3,67

Simple to work with 3,33

Local expertise 3

0 1,05 2,1 3,15 4,2 Ratings out of 5

Twilio MNO Comments

One of the best quality services on the market, but the most expensive as well. Overall very good experience

Brand is ok, service is ok.

Great Vendor

Pricey!

tyntec Performance

tyntec Performance Rating

Reliability 4,16

Customer Service 4,03

Technical Expertise 4,08

Reputation 4,05

Value for Money 4,04

Understanding of the Messaging Business 4,04

Oﬀers Excellent Value Added Services (VAS) 4,02

Quality of Service 4,05

Transparency 4,02

Flexibility 4,18

3,9 3,975 4,05 4,125 4,2 Ratings out of 5

tyntec Performance + Ratings

Implementation Process 4

Uptime Performance 4,02

Global Reach 4,08

Route Monitoring and Management 4

Technical Support 4,05

Data Security 4,01

Reporting 3,8

Impact on existing messaging 3,99

Direct connections 4,01

Pricing model 4

Monetisation of traﬃc 4,16

They help me explore Mobile Engagement solutions 3,95

3,6 3,75 3,9 4,05 4,2 Ratings out of 5

tyntec Leadership Rating

Global presence 4,14

Trusted 4,18 Industry expertise 4,19

Innovative 3,99

Enabler 3,95

Dynamic 4,13

Thought Leadership 3,93

Empowering 3,94

Customer Orientated 4,13

Inspiring 4,12

Simple to work with 3,96

Local expertise 3,97

3,8 3,9 4 4,1 4,2 Ratings out of 5

tyntec MNO Comments

tyntec MNO Comments Their services have matured You have the feeling to hand over the whole business to them and they will handle it very well Superlative! We are overjoyed by their technical support in the last year. Very professional. Worth every penny.

We have had the best advice from them

With tyntec support the business really takes off

Leaderboards

Leaderboard Tier 1

The following charts show how the Vendors performed against all rating criteria and deﬁne the overall Vendor Ranking we call the Leaderboard.

Tier 1 Leader Board

Infobip 4,232 4,214 4,207 4,11 4,191

Nexmo 4,225 4,089 3,8 4,13 4,061

Performance Performance+ SINCH 4,202 4,121 4,172 3,69 4,046 Leadership General Rating Vendors Overall Rating

tyntec 4,068 4,006 4,052 3,9 4,006

tata 4,248 4,139 4,009 3,61 4,001

Ratings

How do we calculate the leaders? We take the following 4 criteria…

• Average of all Performance Category KPIs

• Average of Performance + Category KPIs (those KPIS speciﬁc to the Data Clearing service)

• Average of Leadership Category KPIs

And we create an overall average.

We have concluded from our experience that this is the fairest way of understanding the overall Vendor Ranking.

Leaderboard Tier 1 Alternative view

Tier 1 Leader Board

4,191

4,061 4,046 4,006 4,001 Ratings

Infobip Nexmo SINCH tyntec tata Vendors

Performance Performance+ Leadership General Rating Overall Rating

Leaderboard Tier 2 Leaderboard

Tier 2 Leader Board

BICS 4,01 Tier3,98 3 Leader 3,96Board 3,76 3,93 Route Mobile 3,98 3,91 3,96 3,61 3,86

Airtel BusinessOrange 3,354,05 3,294,013,17 4,003,55 3,343,37 3,86 DIMOCO 4,07 4,03 4,02 3,30 3,86

GMS

Vendors 4,00 3,97 3,95 3,47 3,85 LinkC3entro Mobility 3,404,00 3,503,973,33 3,953,09 3,333,25 3,79

Syniverse 3,96 3,74 3,84 3,59 3,78 Monty Mobile 3,82 3,80 3,80 3,58 3,75 Ratings SAP 3,81 3,70 3,69 3,80 3,75 Performance Vendors IDM 4,00 Performance+3,97 3,95 3,04 3,74 Leadership Clickatell 3,95 General3,92 Rating3,86 3,15 3,72 Overall Rating Messagebird 3,90 3,54 4,00 3,40 3,71

Comviva 4,02 3,98 3,71 3,10 3,70

SMS Highway 3,90 3,68 3,90 3,23 3,68

CITIC 3,84 3,77 3,65 3,23 3,62

Twilio 3,62 3,54 3,49 3,55 3,55

Mr Messaging 3,71 3,61 3,71 3,00 3,51

Ratings

Performance Performance+ Leadership General Rating Overall Rating

Overall Conclusions

While we all know that RCS is coming, bringing its richer media interface, ease of reply, and time saving abilities (these are some of our favourite features), we also know that

Roaming Consulting ROCCO™ Company Ltd © 2019 June 2019 ROCCO A2P SMS Messaging 153 of 175 Vendor Performance Report 2019 - MNO Ratings TATA Conﬁdential the pitfalls that SMS is associated with are not so great that it doesn’t still remain the mainstream A2P tool the world over.

In this years report we measured again the satisfaction levels and return on investment of all the messaging types and clearly from the perspective of the MNOs, A2P SMS remains the most eﬀective as well as the most revenue generating messaging solution in the market. Reviewing the vendors it was great to see another strong response from MNOs who patiently went over our KPIs and new Net Promoter Score rating.

The Net Promoter Score (NPS) asks a very personal question, “Would you recommend this provider to a colleague”. According to the NPS methodology, while many vendors are liked only one vendor “Infobip” are actively talked about in the market from this perspective.

As we saw from the previous leaderboard charts, 4 of previous year Tier Ones are back, with Tata Communications joining Tier 1 for the ﬁrst time. Competition is ﬁerce in this market, Brands like Infobip, Sinch, tyntec and Nexmo go from strength to strength in these reports.

Since we have used the KPI’s for this report have been used for 5 years, we will be reviewing closely the information our clients seeks they don’t yet have from the reports. One focus will be on providing more regional data.

Congratulations to the 5 leading Tier One vendors. This year ROCCO held an A2P SMS Leadership event and presented awards to the Vendors. We will continue to do this in future years as the opportunity to review the KPIs with MNOs and Vendors was a welcome opportunity.

Notes on Our Report

Identifying Vendors

Roaming Consulting ROCCO™ Company Ltd © 2019 June 2019 ROCCO A2P SMS Messaging 154 of 175 Vendor Performance Report 2019 - MNO Ratings TATA Conﬁdential There is often no formal list of Vendors available to MNOs. Even Associations don’t have all Vendors as members and often don’t provide full lists for people to view. We found

Airtel Business BICS 3 %2 % C3entro Telecom 3 %2 % 5 % CITIC 2 % 5 % 3 % Clickatell 2 % Comviva 4 % 2 % Dimoco 2 % 2 % GMS Infobip 3 % Interactive Digital Media 7 % Link Mobility What percentage of MNOs 5 % Messagebird rated what vendor? Monty Mobile 2 % Mr Messaging 2 % Nexmo (The Vonage API Platform) 2 % Orange International Carrier Route Mobile Ltd SAP 9 % Sinch 28 % SMS Highway 2 2% % Syniverse 2 % Tata Communications Twilio tyntec there are a number of sources to create a deﬁnite list. The Vendors that were included in this survey appeared because of one of several reasons:

• They are easy to ﬁnd with search engines

• They are active in social media

• They were recommended to be included by MNOs from personal experience

• They attend Industry Events and are known in the Industry, because they have Exhibition stands, produce standards in Industry associations, or simply throw promotional events or parties

• They are known Vendors to ROCCO

Even after checking all these sources, sometimes we miss a certain Vendor. There is no intention behind this. We are happy to include all Vendors however long this makes our list of Vendors that are included. However looking at the list below we believe it to be deﬁnitive.

Vendors who were included in this years report

Regretfully while 54 Vendors were featured in the report, not all Vendors are ranked in our rating table, this is either because there was no MNOs wanting to rate them or the views were so minimal that we were not able to draw meaningful results on how they perform. We seek at minimum 5 ratings on an MNO before including them in our rating table.

However what the research does is to provide any Vendor large or small an opportunity to appear in our reports. We want to encourage competition in the market and in so doing allow a good choice of Vendors to MNOs, so we actively encourage even the smallest Vendor to grow its business and compete.

Overall, Vendors should be recognised for a job well done, or incase they didn’t perform optimally, should have the ability to identify where they can improve. Even if they may not agree with the MNOs views here, they may gain a second opinion into what's important to MNOs.

A vendors position in the tiering system depends upon the Performance and Leadership ratings given for that Vendor. There is no connection between how many people choose to give ratings as to what the Performance and Leadership ratings will be. This is to ensure fairness to all Vendors large and small.

However to get a reasonable perception of a Vendor (not based on a single possibly biased view), ROCCO requires that at least 5 MNOs select to give Performance and Leadership ratings to a Vendor before including that Vendor in our report.

Several Vendors were removed from our report since fewer than 5 MNOs chose to give Performance and Leadership ratings to them.

These Vendors being removed from this report has no reﬂection on their ability to perform A2P SMS Messaging services, just the amount of MNOs who wanted to talk about them within our research.

We encourage MNOs to talk about all Vendors in the market and to give fair and reasonable feedback. In our view all Vendors are equal and should be supported and encouraged to develop their services.

Vendors who were in the Research but not in the ﬁnal Report

Vendors Reason for removal

Not enough Enterprise ratings to provide Agile Telecom meaningful results

Tier 1 Vendors 2019: Performance over the past 3 years with 3 year average

4,3 4,2 4 3,87 3,84

4,47 4,24 4,19 4,19 4,4 4,05 2017 4,03 4,01 3,95 3,7 3,92 4 3,69 3,84 4,01 Ratings 2018 2019 Average Tyntec Infobip Nexmo Sinch / CLX Tata Communications Tata Tier 1 Vendors

Vendors Reason for removal

Not enough Enterprise ratings to provide Airtel Business meaningful results Not enough Enterprise ratings to provide Alphex Capital /Tedexis meaningful results

AMD Telecom No Longer exists as a Vendor

Not enough Enterprise ratings to provide C3ntro Telecom meaningful results

Not enough Enterprise ratings to provide Calltrade meaningful results Not enough Enterprise ratings to provide Cequens meaningful results

Not enough Enterprise ratings to provide CITIC meaningful results

Not enough Enterprise ratings to provide Comviva meaningful results

Not enough Enterprise ratings to provide CM.com meaningful results Not enough Enterprise ratings to provide CS Networks meaningful results

Not enough Enterprise ratings to provide Dimoco meaningful results

Not enough Enterprise ratings to provide Globe Teleservices Limited meaningful results Not enough Enterprise ratings to provide Hook Mobile meaningful results

Not enough Enterprise ratings to provide Horisen meaningful results

Not enough Enterprise ratings to provide Interactive Digital Media meaningful results

InterVAS Uganda ltd Not enough Enterprise ratings to provide meaningful results Not enough Enterprise ratings to provide INTIS meaningful results

Not enough Enterprise ratings to provide Javna meaningful results

Not enough Enterprise ratings to provide JT (Global) ltd meaningful results Not enough Enterprise ratings to provide Lank Telecom meaningful results

Not enough Enterprise ratings to provide LINK Mobility meaningful results

Not enough Enterprise ratings to provide Lleida meaningful results Not enough Enterprise ratings to provide Locotel Ltd meaningful results

Not enough Enterprise ratings to provide M-STAT meaningful results

Not enough Enterprise ratings to provide MessageBird meaningful results

Not enough Enterprise ratings to provide Mitto meaningful results Not enough Enterprise ratings to provide MobiWeb meaningful results

Not enough Enterprise ratings to provide Mr Messaging Ltd meaningful results Not enough Enterprise ratings to provide NRS Gateway meaningful results

Not enough Enterprise ratings to provide Openmarket meaningful results

Not enough Enterprise ratings to provide Panacea Mobile meaningful results Not enough Enterprise ratings to provide PCCW Global meaningful results

Not enough Enterprise ratings to provide SAP meaningful results

Not enough Enterprise ratings to provide SerwerSMS meaningful results

Silverstreet Not enough Enterprise ratings to provide meaningful results Not enough Enterprise ratings to provide SMS Highway meaningful results

Not enough Enterprise ratings to provide Tanla meaningful results

Not enough Enterprise ratings to provide Tele2 Group meaningful results Not enough Enterprise ratings to provide Telecom Italia Sparkle meaningful results

Not enough Enterprise ratings to provide Telintel meaningful results

Eligibility for taking part in this research and Validation Process

Only MNOs were applicable to take part in this research. Feedback from Vendors or companies who were not MNOs was validated and then removed.

It is normal that we receive Vendors who respond to the survey on behalf of their own company rating their own company as the highest. Naturally we remove their responses. However this year we also found around 10% of the responses were not from MNOs, and 5% responses to the survey were illegitimate respondees. This clearly makes

Roaming Consulting ROCCO™ Company Ltd © 2019 June 2019 ROCCO A2P SMS Messaging 159 of 175 Vendor Performance Report 2019 - MNO Ratings TATA Conﬁdential the data less clean so we have to remove these responses too. We are looking for MNO speciﬁc responses from people who understand A2P SMS and have relationships with Vendors.

Our validation process requires analysis. We can see core information from the data we receive from the responder. The MNOs location can easily be veriﬁed with the IP address we capture. We also get concerned when we see inconsistent data in the survey, contradictory responses and responses made in a hurry and we always contact the MNO in this case to verify their data.

How the Ratings were Calculated

The Overall Score has been created by taking all applicable MNO ratings for more than 35+ KPIS, in the category of Performance, Performance+ (performance on important A2P SMS Messaging Vendor aspects) and Leadership. Recommendations for KPIs you think we should include are welcome. Simply write to us at [email protected]

Performance KPIs:

• Reliability

• Technical Expertise

• Customer Service

• Understanding of Roaming

• Transparency

• Flexibility

• Reputation

• Quality of Services

• Oﬀers excellent Value Added Services

• Value for Money

Performance+ KPIs:

• Implementation Process

• Global Reach

• Route Monitoring and Management

• Technical Support

• Data Security

• Reporting

• Impact on existing messaging

• Direct connections

• Pricing model

• Monetisation of traﬃc

• They help me explore other types of Mobile Engagement solutions

• They proactively assist you by identifying A2P grey routes

• They inform you so you can react accordingly

• They inform you how to secure your network

• They help you understand how A2P SMS terminates on your network

Leadership KPIs:

• Industry Expertise

• Dynamic

• Trusted

• Customer Orientated

• Global Presence

• Innovative

• Simple to work with

• Local Expertise

• Empowering

• Inspiring

• Thought Leadership

For every KPI above the MNO was invited to rate the Vendor out of 5. The Strategic Analysis version of this report contains the speciﬁc scores for each of the KPIs for each of the Vendors.

Your Feedback, Our Future Reports

This represents ROCCO’s fourth A2P SMS Messaging Vendor Performance Report.

As we progress with our research we intend to reﬁne questions and results much more ﬁnely but we are also aware that our being able to capture this data depends purely on the MNOs and their willingness to participate.

There are 700+ MNOs within the GSMA Membership. ROCCO made more than 3000 individual e-mails and calls to reach the feedback within this document and reach MNOs at their most available.

It should be noted that it is important to identify respondents who know who the Vendors are and can actively comment.

We would welcome your feedback on our questions, research, interpretation of the results and our presentation of the results. Please contact Federica our Head of Legal, Regulation and Research at [email protected] to give your view.

We have taken a lot of feedback on this survey which we intend to use in the revision of this survey for 2019.

In 2019 we intend to repeat several questions we have created here and then understand how perceptions are changing with regard to A2P SMS Messaging Vendors and how the performance has evolved.

Annex 1: Regional Analysis

Introduction

In this annex we show the leaderboards for world regions by Vendor and region. You can see how the 16 Vendors in this report are performing from the perceptions of the MNOs in this report.

Please note;

• These scores below together contribute to the global view in the Leaderboard of the main report.

• The Performance, Performance+ Scores, Leadership scores are those from the speciﬁc region for the speciﬁc vendor listed.

• The general rating score is based on the combined perceptions of MNOs in the speciﬁc region.

• If a vendor is not listed in a regional table, it may indicate that the Vendor is not present in that region or simply that we did not hear from any MNOs from that region about that vendor.

Africa

Africa Leader Board Tier 1 + 2

4,089 4,088 3,988 3,895 3,864 3,821 3,566 Ratings

Infobip Nexmo BICS Route Mobile Monty Mobile Airtel Comviva Vendors Performance Performance+ Leadership General Rating Overall Rating

North America

North America Leader Board Tier 1 + 2

4,083 3,782 3,791 Ratings

Infobip Syniverse C3entro Vendors

Performance Performance+ Leadership General Rating Overall Rating

Asia Leaderboard Tier 2 + 3

South America Leader Board Tier 1 + 2 + 3 3,988 3,962 3,926 3,817 3,863 3,815 3,804 3,721 3,688 4,317 3,131 4,008 3,944

Ratings 3,551 Ratings Link SAP GMS BICS Sinch CITIC Dimoco Comviva Infobip BICS Sinch Airtel Route Mobile Monty Mobile VendorsVendors PerformancePerformance Performance+ LeadershipLeadership GeneralGeneral Rating Rating OverallOverall Rating Rating

Asia Leaderboard Tier 1

4,247 4,237 4,214 4,028 Ratings

Infobip tyntec TATA Nexmo Vendors

Performance Performance+ Leadership General Rating Overall Rating Asia

Europe Leaderboard Tier 2

3,994 3,917 3,914 3,869 3,788 3,739 3,718 3,539 3,503 Europe Leaderboard Tier 1 Ratings

4,099 4,03 4,029 Ratings IDM SAP TATA GMS BICS Mr M Twilio Route Dimoco Vendors Infobip Sinch tyntec Performance Performance+ Leadership General Rating Overall Rating Vendors Performance Performance+ Leadership General Rating Overall Rating Europe

Middle East Leaderboard Tier 1 + 2

4,22 3,876 3,632 Ratings

Infobip GMS Monty Mobile Vendors Performance Performance+ Leadership General Rating Overall Rating

Middle East

Vendor Scores Region by Region

Please note;

• These scores below together contribute to the global view in the Leaderboard of the main report.

• The Performance, Performance+ Scores, Leadership scores are those from the speciﬁc region for the speciﬁc vendor listed.

• The general rating score is based on the combined perceptions of MNOs in the speciﬁc region.

• If a region is not listed in a vendor table, it may indicate that the Vendor is not present in that region or simply that we did not hear from any MNOs from that region about that vendor.

• Vendor tables are arranged to left to right with the strongest performance on the left side.

Airtel Business

Airtel Business Regional Scores 3,82 3,55 4 3,97 3,95 4 3,75 3,37 3,37 3,08 Ratings

Africa South America Regions

RoamingPerformance Consulting Performance+ Leadership General Rating ROCCO™Overall Rating Company Ltd © 2019 June 2019 ROCCO A2P SMS Messaging 167 of 175 Vendor Performance Report 2019 - MNO Ratings TATA Conﬁdential

BICS

BICS Regional Scores 4,01 4,09 4,1 4,08 4,09 3,99 4,083,99 4,06 4,04 4,06 4,05

3,72

Ratings 3,76 3,76 3,76 3,78 3,76 3,69 3,64

South America Asia Africa Europe Regions

Performance Performance+ Leadership General Rating Overall Rating

C3ntro Telecom

C3ntro Telecom Regional Scores

4 3,97 3,95 3,79 3,25 Ratings

North America Regions

Performance Performance+ Leadership General Rating Overall Rating

CITIC

CITIC Regional Scores

4,08 4,06 4,08 3,86 3,23 Ratings

Asia Regions

Performance Performance+ Leadership General Rating Overall Rating

Comviva

Comviva Regional Scores

4,1 4,09 3,97 3,96 3,83 3,81 3,573,38 3,1 3,1 Ratings

Asia Africa Regions

Performance Performance+ Leadership General Rating Overall Rating Dimoco

Dimoco Regional Scores 3,8 3,79 3,98 3,9 4,03 4,01 3,94 3,9 GMS Regional Scores 3,3 3,3 4,08 4,1 4,06 4,053,93 4,04 4,06 3,87 3,88 3,96 3,99

Ratings 3,94 Ratings

Asia Europe Regions 3,47 3,47 3,47 Performance Performance+ Leadership General Rating Overall Rating

Europe Asia Middle East Regions

Performance Performance+ Leadership General Rating Overall Rating GMS

IDM

IDM Regional Scores 3,74 4 3,97 3,95

3,04 Ratings

Europe Regions

Performance Performance+ Leadership General Rating Overall Rating

Infobip

Infobip Regional Scores

4,384,394,324,39

4,314,25 4,29 4,22 4,28 4,27 4,264,25

4,1 4,09 4,08 Ratings 4,12 4,11 4,11 4,11 4,1 4,11 4,11 4,11 4,11 4,07 4,08 4,08 4,08 4,05 4,06

South America Asia Middle East Europe Africa North America Regions

Performance Performance+ Leadership General Rating Overall Rating Link Mobility

Link Mobility Regional Scores

3,42

3,13 Ratings 3,1 3,09

2,92

Asia Regions

Performance Performance+ Leadership General Rating Overall Rating

Monty Mobile Regional Scores

4,03 3,983,86

3,86 3,83 3,85 3,85 3,78 3,69

Ratings 3,74 3,63 3,65 3,58 3,58 3,58

Africa Asia Middle East Regions

Performance Performance+ Leadership General Rating Overall Rating Mr Messaging

Mr Messaging Regional Scores 3,5 3,72 3,69 3,6

3 Ratings

Europe Regions

Performance Performance+ Leadership General Rating Overall Rating

Nexmo (The Vonage API Platform)

Nexmo Regional Scores

4,09 4,25 4,2 4,03 4,13 4,11 4,13 4,04 3,98 Ratings

3,62 Africa Asia Regions

Performance Performance+ Leadership General Rating Overall Rating

Route Mobile

Route Mobile Regional Scores

4,03 3,92 4,05 4,01 4,01 3,99 3,89 3,93 3,95 3,82 3,87 3,84 Ratings

3,61 3,61 3,61

Europe Africa Asia Regions

Performance Performance+ Leadership General Rating Overall Rating

SAP

Sinch

SAP Regional Scores

4,1 4,09 3,99

3,99

3,8 3,72 3,8 Ratings

3,71 3,69 3,68

Europe Asia Regions

Performance Performance+ Leadership General Rating Overall Rating

Sinch Regional Scores

4,23 4,03 4,16 4,16 3,96 3,94 4,04 4,07 4,03 4,06 4,07

Ratings 3,86

3,69 3,69 3,69

Europe Asia South America Regions Performance Performance+ Leadership General Rating Overall Rating

Syniverse

Syniverse Regional Scores

3,96 TATA Communications Regional Scores 4,21 3,78 3,91 4,46 3,84 4,4 4,39 4,2 3,74 3,94 3,91

Ratings 3,61 3,61 3,59 Ratings North America Regions Performance Performance+ Leadership General Rating Overall Rating Asia Europe Regions

Performance Performance+ Leadership General Rating Overall Rating TATA Communications

Twilio

Twilio Regional Scores

3,58 3,54 3,55 3,54 Ratings

3,49 Europe Regions Performance Performance+ Leadership General Rating Overall Rating

Tyntec

Tyntec Regional Scores

4,38 4,33 4,24 4,35

4,03 4,12

Ratings 4,09

3,9 3,9

Asia Europe Regions

Performance Performance+ Leadership General Rating Overall Rating