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Wednesday 27 March 2019

Industry Secrets Revealed: Mobile Originated vs Mobile Terminated

MO and MT are frequent terms that you may come across when dealing with EVERWORKS SMS Delivery Gateway. These two jargon terms sound complicated when they really are not! MO standards for Mobile Originated are messages 'originating' from the user's mobile phone. Where as Mobile Terminated which means messages get terminated on the phone. 

MO and MT are frequent terms used by mobile marketing and sms service providers to identify the different requirements and function of each point of action. Think of it simply as a flow chart where there is a point of inquiry and there is a final response.

Firstly, MO simply means user-initiated response from his/her own mobile phone. They usually send in a text word(s) which form the keyword so that the system can identify and respond to the inquiry. This keyword is only just a command instruction partnered with a short-code to help the server respond with to display the information requested for. 

For example: "mobile" is the keyword sent to the short-code "33886" would query a response from the server to sent information relevant to both the "mobile" keyword and short-code "33886".

Secondly, MT simply means the point where after receiving instruction from the MO will display the relevant information for the inquirer.

The command received from the MO's earlier keyword and short-code would generate a response from the server, which would be terminated on the user's mobile phone (terminated messages does not imply messages that stop an action, but instead it means the final point of destination the message is intended to reach). 

For example: after a user has sent an MO containing both the keyword "mobile" and the short-code "333-888" the server would respond to send "sms delivery gateway services special offer 40% discount for bulk orders over RM xx", representing the MT displayed on the user's mobile phone.

With a 140% mobile phone penetration rate in Malaysia there is ever growing opportunity to reach new customers, existing customers, or respond interactively with field employees and more (Source: eCommerce Milo).

Multiple uses of mobile marketing can be employed to generate a user response and initiate pre-sales and post-sales customer service and provide a response to a potential customer demand. 

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