*Dr. Aminu Maida, Executive Vice-Chairman and CEO of the Nigerian Communications Commission presents the draft Application-to-Person Messaging Service Regulatory Framework to stakeholders, highlighting the telecoms sector regulator’s commitment to fostering innovation, inclusivity and collaboration as well protection of businesses, licenses and telecoms consumers in a ‘fair, transparent, and secure鈥� A2P SMS space in the economy

Gbenga Kayode | 绿帽献妻

The Nigerian Communications Commission (NCC) has intensified efforts at evolving a thriving and sustainable Application-to-Person (A2P) Messaging Service ecosystem will assure protection of businesses, telecoms consumers, service providers, and other stakeholders in the West African country’s digital space.

绿帽献妻 reports Dr. Aminu Maida, Executive Vice-Chairman and Chief Executive Officer (EVC/CEO) of the Commission, in a recent virtual stakeholder engagement, assured that the telecoms sector regulator would continue to engage both internal and external industry stakeholders on collating helpful feedbacks and inputs ahead of the release of the final draft of its A2P Messaging Services Licensing Framework.

A2P messaging service concept聽 聽 聽 Photo: TextGrid

Keen observers of the country鈥檚 emerging digital ecosystem have aligned with the NCC’s acknowledgement of the fact that it has become imperative for the industry stakeholders to deliberate on the A2P messaging licensing framework in the country’s telecoms space.

Maida has equally affirmed that聽 Application-to-Person Messaging Service is “a critical segment of the telecommunications ecosystem that affects businesses, consumers, and service providers alike.”

Evolution of A2P Messaging Service in telecoms environment

In her presentation highliting the A2P Message concept, Mrs. Truddy Tony-Awusaku, Assistant Director at the Licensing and Authorisation Department at NCC, provided an Overview of Framework for International A2P Messaging in Nigeria.

Mrs. Tony-Awusaku also described Application-to-Person (A2P) messaging as “a communication format in the telecommunications sector used to send Short Message Services (SMS), or sending notifications from an application directly to a recipient鈥檚 mobile phone.”

According to her, it is initiated through the Internet, but recipients receive messages via Cellular Connection, that is A2P.

In terms of the inherent benefits of the initiative, she stated the A2P Messaging “enables businesses to send SMS directly to recipients via mobile networks”, and common uses include marketing, notifications, alerts, and transactional messages.

Likewise, Sinch referred to Application-to-Person Short Messaging Service, otherwise called A2P SMS, as a term used to describe an SMS message sent from a software application (run by an enterprise or business) to a person’s phone, as opposed to P2P SMS, where communication is initiated by a person.

According to the digital media firm, A2P SMS is also described as “business SMS, professional SMS, or enterprise SMS”.

It further explained that receiving a text message with your account balance from your bank, a discount code from your favourite online store, or an appointment reminder from your doctor are all examples of A2P SMS messages.

“A2P messages are being used increasingly for businesses to create new opportunities to engage, serve, and sell to their customers,” Sinch said.

Dr. Maida, EVC/CEO of NCC as well highlighted the significance of A2P SMS in his welcome address Friday, December 20, 2024, at a virtual stakeholders’ forum to discuss the draft A2P messaging licensing framework as part of the Commission’s regulatory efforts at improving the telecoms space in Nigeria.

The telecoms regulator stressed the forum is in consonance with its participatory rule making process towards ensuring the success of the new licence category in the telecoms environment in the West African country.

Maida, represented at the virtual forum by Mrs. Chizua Whyte, Acting Head of Legal and Regulatory Services of NCC, further emphasised the criticality of the new A2P messaging licensing framework to the telecommunications ecosystem and this segment actually affects businesses, consumers, and service providers in the ecosystem.

The place of A2P Messaging Service in modern digital world

Highlighting the strategic importance of A2P SMS as a modern communication tool, Dr. Maida stated the A2P messaging service now plays a vital role in the modern digital world.

The Executive Vice-Chairman of NCC noted in his address that A2P Messaging Service has become the “go-to platform” for businesses to send notifications, whether transactional, promotional, or service-related, directly to telecoms consumers.

He stated: “From bank alerts and healthcare reminders to promotional campaigns and government updates, A2P messaging drives efficiency, enhances communication, and supports our socio-economic development.”

On roles of government, consumers and licensees in sustainable A2P SMS ecosystem

Speaking on the specific roles of three key industry stakeholders in the success of the platform, the EVC/CEO asserted that the Nigerian Communications Commission’s strategic focus is centred on the government, consumers, and the industry, which comprises its licensees.

According to Maida, each of these stakeholders plays a vital role in the success of the A2P messaging platform in the telecoms environment.

He explained for the government, A2P messaging is a powerful tool for communication with citizens, enabling the efficient delivery of public services and information.

The Executive Vice-Chairman of NCC noted for consumers, the service platform “guarantees timely, secure, and reliable access to essential updates and services.”

For the industry, Maida averred the A2P messaging service “creates opportunities for businesses and service providers to innovate, drive competition, and achieve sustainable growth.”

Strategies to maximise A2P messaging platform in Nigeria

Despite the “undeniable value” of the international A2P messaging space, the NCC Chief in his address also asserted the platform still faces significant challenges in Nigeria.

Maida stated such extant challenges include consumer protection, fraud prevention, and ensuring industry fairness in the country’s telecoms environment.

“These gaps have led to issues, such as fraud, spam, data privacy concerns, and an unequal distribution of value across the ecosystem.

“Such challenges not only affect businesses and consumers but also pose a threat to the sustainable growth and potential of this crucial communication tool,” said he.

Typical of its collaborative approach and consultations with stakeholders for feedbacks and inputs on regulatory matters, the EVC/CEO again, used the forum to present the several feedbacks received as inputs into the draft A2P Licensing Framework.

Maida as well as related the Commission’s responses to each of the observations and recommendations by the licensees thus far.

In respect of making the best of the A2P platform in the Nigerian telecoms space, Dr. Maida restated the industry regulator in conjunction with key stakeholders would address identified challenges in the A2P messaging service space in the country.

According to him, Friday’s stakeholders’ forum marked a pivotal step towards addressing such identified challenges.

He confirmed this as the Commission officially presented the proposed A2P Messaging Service regulatory framework for deliberation and further observations and/or inputs.

The NCC Chief Executive said: “This framework represents our commitment to fostering innovation while ensuring that all players in the value chain operate in a fair, transparent, and secure environment.

“At the NCC, we firmly believe that effective regulation stems from inclusivity and collaboration.”

Urging operators, aggregators, businesses, service providers, and consumers to engage in meaningful discussions, Maida as well charged the stakeholders to offer their perspectives, experiences, ideas, and make聽 recommendations.

He averred: “Together, we can refine this framework to ensure it meets the needs of all of us.”

NCC’s objective of A2P Messaging framework in telecoms ecosystem

Appreciating the active participation of stakeholders as essential, the Executive Vice-Chairman of the Commission disclosed the NCC overarching goal is “to create a sustainable and thriving A2P messaging ecosystem that protects consumers, promotes fair competition, and unlocks new opportunities for growth.”

Maida assured the Nigerian Communications Commission remains committed to providing a regulatory environment that “supports innovation, protects stakeholders, and ensures that our telecommunications sector continues to thrive.”

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