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There is a growing business appetite for more interactive forms of enterprise messaging, including two-way SMS, enhanced SMS such as messaging based on the Rich Communications Standard and Chat bots, reveals Ovum's Enterprise Messaging Survey 2017.
The use of A2P SMS continues to surge (Ovum forecasts 1.28tn messages by 2019 up from 1.16tn in 2016). It is an established and trusted channel by which enterprises send transactional and promotional messages, with 42% and 35% of respondents, respectively, indicating that their use of SMS for these purposes increased over the past year.
However, the survey results also suggest that a higher year-on-year proportion of organizations now enable their customers to send SMS replies, for example, to reschedule an appointment or to have an SMS-based conversation with a contact center agent; 23% of respondents stated that their...