‘A2P’ (Application to Person) communication is currently undergoing the customary generational shift. The leading channel for ‘A2P’ communication ‘the old guard SMS’ is slowly gaining the legacy status. It (SMS) is still relevant and being used as a primary channel for ‘A2P’ communication but the challenge has started and the decline will accelerate in the coming years as it has happened in the ‘P2P’ (Person to Person) communication space. The alternatives that have emerged out there (based on OTT channel) have addressed the issue from a one way communication point of view. That is enabling communication from the application side to the person (mobile device). Which takes care of the current day requirement of notifying people with transactional reference information, event notifications, etc. This is only half the problem solved. Wide range adoption of OTT (Over the top) channel for A2P notification is on the anvil of accelerating. But, there are always challenges and teething problems when it comes to wide range adoption of any new technology, can these contemporary OTT channels support bi-directional structured communication? This would be a game changer. The jury is still out there.

1. Instant Messaging Apps for
A2P
COMMUNICATION
www.meoncloud.comWebsite:
enquiry@appiyo.com

2. WHY ENTERPRISES ARE LOOKING FOR INSTANT
MESSAGING APPS ?
Notifying Customers
Low Cost
Messages can reach across Geographic location
Secured Messaging
HUMAN BEHAVIOURCHANGE IN

3. HUMAN BEHAVIOURAL CHANGE
EMAIL SMS
P2P communication has
existed for decades with
emails and SMS
Behavioural change (moving away
from SMS & EMAIL)
is bound to happen for A2P
communication as well.
MESSAGING APPSSOCIAL MEDIA

4. PROBLEMS OF A2P COMMUNICATION VIA SMS
The alternatives that have emerged out there (based
on OTT channel) have addressed the issue from a one
way communication point of view. That is enabling
communication from the application side to the
person (mobile device).
SMS is limited to 160
characters per message
SMS does not support ‘Rich Text’
communication
SMS does not support images and
videos
SMS is not very elegant when it comes
to broadcast or group communication
SMS channels does not provide value added
features like text chat, voice chat, video chat, etc.
SMS is cost prohibitive when it comes
to cross border communication.
AIU

5. SOLUTION OF A2P COMMUNICATION BY INSTANT
MESSEGING APP
History has shown us that any wide range, game changing, market defining adoption of a replacement technology will have
to be associated with a behavioural change. We have seen this in the case of ‘P2P’ communication. People suddenly
discovered they can share images, videos and ‘Rich Text’ based content apart from plain text with additional ability to
communicate to groups and broadcast the same, this led to the explosion of this space.
Rich Text content
Password protection
for messages
Larger message size
Ability to invoke
transactions through
commands
Ability to embed transactional
buttons in messages
Forms Shipping
PAY
“&”
AIU

6. PASSWORD PROTECTION FOR MESSAGES
01 02 03
Secure communication like OTP, messages with account number and so on can be protected by password so that the
same is not compromised even if the mobile device is lost.

7. ABILITY TO EMBED TRANSACTIONAL BUTTONS IN MESSAGES
MeOnCloud provides the ability to embed buttons in messages, these buttons can be preprogramed to trigger transactions
in the backend. Some examples of buttons are ‘LIKE’, ‘PAY’, “CONTACT ME’, etc.

8. ABILITY TO INVOKE TRANSACTIONS THROUGH COMMANDS
MeOnCloud provides the ability to issue commands through messages. Any message starting with a designated special
character ‘&’ is considered a command. The command if configured at the backend will trigger a transaction and will elicit
a response as a reply message. For example ‘&BAL’ could give you your account balance as a reply message.
Ordering cheque book
through commands
Getting response as per
cheque book request

9. Two Way Communication
One Way Communication
BI-DIRECTIONAL APPLICATION TO PERSON
Your Gift voucher
has been delivered.
Your Debit card for A/c No
XXXX5656 dispatched to your
branch Kindly collect card and
Pin from branch after 7 days.
Oh! Yah…Thank you.
One can send structured communication from a back office application to MeOnCloud.
Examples of structured communication are Account Debit Intimation, Shipping Delivery
Confirmation and so on. When we say bi-directional structured communication, we
mean that the MeOnCloud messenger users will also have the ability to communicate
back to the back office application via a structured information packet.

10. THANK YOU
www.meoncloud.comWebsite:
enquiry@appiyo.com