SMS is not dead: Anam named winner of Telenor deal at MWC 2016

23 Feb 2016

Big in Barcelona - Irish company Anam has just won a major deal that will grow Norwegian telecoms giant Telenor’s SMS revenues

Not many people are aware that it is Irish company Anam that is responsible for filtering billions of SMS messages in 60 countries. And it emerged today (23 February) at Mobile World Congress that Anam has just won a major deal that will grow Norwegian telecoms giant Telenor’s SMS revenues.

Anam has been selected by Telenor to deliver a group-wide A2P (application-to-person) SMS initiative to improve service quality and revenues by fully securing Telenor’s SMS infrastructure.

The global A2P SMS market is forecast to grow beyond $70bn by 2020 and it is estimated that 66pc of A2P traffic reaches subscribers via ‘grey routes’ and goes unbilled by mobile network operators.

Anam’s securing of Telenor’s SMS infrastructure will be achieved via a combination of locally-deployed and a central SMS firewall to eliminate grey-route SMS traffic and to offer aggregators’ and customers’ A2P termination to all Telenor’s networks.

Protecting revenue


Clive Steady, director of Sales AnamTechnologies; Kjetil Hanshus, vice president, IPX & Interconnect Solutions Telenor; and Noel Kelly, CEO, Anam Technologies

“Anam FW Solution is helping Telenor improve customer satisfaction, secure its revenues on already existing traffic and monetize the messaging traffic,” Tor Ølve Andreassen, head of messaging solutions at Telenor’s wholesale unit, explained.

“A2P traffic is constantly growing, but it is also a big problem that there are many grey routes which the traffic can be delivered to if the network is unprotected.

“By securing the network, Telenor and its subscribers, aggregators and OTT players will benefit from delivery of high-quality traffic in a grey-free zone. This is a proof that SMS is not dead, and service providers are willing to pay for a reliable service. Our partnership has proven to be a big success and we are looking forward to implementing Anam’s solution in all 13 Telenor business units.”

Headquarted in Dublin, with an Asian hub in Kuala Lumpur, as well as offices in London, Hong Kong and Hanoi, Anam is helping mobile operators to fight back against threats posed by lost revenues and competition from over-the-top players like Facebook and WhatsApp.

Anam’s technology has generated incremental revenues in excess of $2m per annum for every 1m subscribers.

Anam owns the worldwide patent for Home Routing, a technique invented by John Murtagh, Anam’s chief technology officer, in 2006, which is fundamental to SMS Firewalls.

“Telenor is a long-standing and highly valued customer of Anam,” said Anam’s chief commercial officer Brian D’Arcy.

“They are innovative and market leading in so many respects and, in this case, driven by a strategic vision to create a high quality and monetised A2P environment for all of their mobile operator markets.”

Barcelona image via Shutterstock

John Kennedy is a journalist who served as editor of Silicon Republic for 17 years