MEFTV speaks to MEF Member and Future of Messaging Programme participant XConnect‘s VP of Marketing and Sales Tim Ward about what the future holds for A2P messaging, and his views on Rich Communications Services and their role in driving enterprise messaging forward into 2019.

“It’s a technology that has been lurking in the background; no-ones been quite sure what to do with it, however the momentum has grown in the last 12 month period and all of a sudden it’s been recognised that the business messaging world has a real opportunity to up their game.

The technology is actually quite ready – its in our phones – but you feel from an end user perspective its still in stealth mode… from a business perspective there are only a few companies that have grasped it whole-heartedly – and that’s the next thing that has to happen, stepping over the parapet and the combination of it becoming day to day and something everybody’s going to use, and giving the enterprise and A2P world the opportunity to take advantage of that.

The technology’s ready, the players are ready and it is an adoption curve now, which is more about the marketing and awareness than it is about anything else…”

Watch the full video below.