Indosat Ooredoo: Boosting A2P SMS Traffic Revenue with Infobip Anam Protect SMS Firewall

• Analytics & Modeling - Machine Learning
• Networks & Connectivity - Routers & Bridges

• Cement
• Telecommunications

• Traffic Monitoring
• Transportation Simulation

• System Integration

Indosat Ooredoo, Indonesia’s second-largest mobile operator, was facing a stagnation in its A2P SMS revenue. The company had initially seen exponential growth in this area, but over time, the revenue began to plateau. This was largely due to the increasing interest in A2P SMS from different teams and verticals within the company, leading to inconsistent pricing across departments. This imbalance in A2P pricing between wholesale and enterprise customers was affecting both international and domestic traffic. In some cases, when wholesale pricing was increased, traffic would simply switch to another vertical within Indosat Ooredoo, such as enterprise or consumer. The company recognized the need for a tool to help coordinate market approach and pricing details. They decided to partner with a single A2P SMS provider to manage all A2P SMS traffic and ensure harmonized pricing across different departments. The partner also needed to eliminate grey routes and provide consistent A2P SMS revenue growth.

Indosat Ooredoo is a mobile network operator and provider of residential and corporate solutions, including landline and broadband services. It is a part of the Qatar-based Ooredoo Group. As Indonesia’s second-largest mobile operator, Indosat Ooredoo has a significant customer base of 60.4 million subscribers. The company has been a pioneer in A2P SMS services, sharing its experiences with other operators within the Ooredoo group on how to reverse negative revenue trends. However, the company faced challenges with A2P SMS revenue stagnation and unbalanced pricing between wholesale and enterprise customers.

Indosat Ooredoo selected Infobip as their A2P SMS partner after an international tender. Infobip offered the Anam Protect SMS firewall and monetization consultancy, which met all of Indosat Ooredoo's requirements. The Anam Protect system uses machine learning to provide efficient and precise traffic filtering, with the number of false positives declining with each system upgrade. The SMS Firewall also has a dedicated SIM box detection module, which proved its efficiency with Indosat Ooredoo and other partners worldwide. Infobip's global expertise in A2P SMS messaging, coupled with their flexibility and agile approach to business, allowed the system to be live and operational in less than two months. Infobip's engineers were able to quickly and accurately implement the filtering system on top of Indosat Ooredoo’s complex IT infrastructure. They also provided visibility and insight into all incoming A2P SMS traffic and helped with domestic traffic segmentation.

• The implementation of Infobip's Anam Protect SMS firewall and monetization consultancy led to significant operational improvements for Indosat Ooredoo. The company was able to harmonize activities between its wholesale, enterprise, and customer verticals, leading to more coordinated and efficient operations. Indosat Ooredoo was also able to identify and filter out legitimate A2P SMS partners and their legitimate traffic, from those using grey routes and routing unsolicited traffic. This helped to protect the company's SMS prices and match market pricing. The elimination of grey route and SIM box traffic, which were significant pain points for Indosat Ooredoo, also helped to protect revenue derived from A2P SMS traffic.

• International traffic revenue increased by more than three times
• Domestic A2P SMS traffic saw an increase of up to 10%
• The system was live and operational in less than two months from the start of the negotiations