Pinnacle at Mobile Ecosystem Forum (MEF)

It was business as usual at the buzzing Taj – Land’s End Mumbai added to it was a power packed MEF India Messaging Meet-up. The event organizers included MEF and Globe Teleservices. The Mobile Ecosystem Forum or MEF is well known for their contributions to the mobile ecosystem as a whole that encompasses Mobile Network Operators, Aggregators, OS and Platform Providers, Device Manufacturers, Media & Content owners, Financial Institutions, Brands & Agencies, Technology Platforms among others. As a global trade body, MEF advocates ecosystem throughout the world. MEF, through its member network, increasingly works to accelerate sustainable market growth that drives inclusion for all. MEF also acts as a catalyst to deliver trusted services to improve the lives of consumers worldwide.

As the world is recovering from COVID waves and engaging far out from the virtual meeting rooms, this event came as a much needed breather for everyone from the industry to interact in person. The Mumbai event was aimed at bringing together stakeholders from across the Business Messaging industry in India to discuss ALL the relevant issues – trust, security, the role of MNOs, how the benefits of Business Messaging can be brought to a wider audience, the commercial models in play.

Pinnacle Teleservices, a leader in enterprise communication in India and a member of MEF, was part of this exciting event. Attendees from Pinnacle included Mr Muktesh Narula, Prinsal Parikh, Gaurav Diwedi, Sarojini Yadav, Jayesh Bagde, & Krishna Singh.

The event begin with traditional welcome and lamp lighting ceremony. The first session was an insightful ‘Status of Mobile Messaging’ driven virtually by the Founder and Chief Insight & Analyst Nick Lane. This session, among various others, was particularly significant for aggregators like Pinnacle. Nick highlighted the growth of RBM or Rich Business Messages in the coming years but also stressed upon a continued growth of A2P messaging. New areas such as IoT driven A2P messaging will drive this growth, other experts opined.

Many other panels followed post this insightful analysis shared by Nick that included, Trust in Business Messaging: Identity Management in India, which mainly covered the prevailing identity management solutions available for Know Your Customer (KYC) and Know Your Sender (KYS) and new challenges in identity management. This session was followed by another insightful discussion on Messaging in India and the Role of Mobile Operators. This topic mainly covered the Mobile Network Operators entry into CPaaS and the crossroads it puts the entire mobile ecosystem into. A Security and Anti Fraud session moderated by MEFs James Williams discussed in details the challenges the industry faces with fraudulent and phishing messages in India and if DLT is successful in adding that layer of filtration. India is one of the most regulated markets globally in terms of SMS space. The participants in this track agreed that more to be done in terms of technology, user education and cumulative efforts by all the stake holders to curb this nuisance.

Our own Mr Muktesh Narula was a panelist on the important highlight of the day, a session on ‘Messaging in India: New role of Mobile Operators’. The other panelists included Chris Almeida, Ashutosh Jha from Globe Teleservices, Ravi Shankar from Axiata, Eishan Gupta from Tata Communications. The session revolved around changing dynamics of the industry and the challenges posed by technology developments along with the ecosystem changes. Mr Narula emphasized on cohesive working in the ecosystem that needs instrumental efforts from the mobile operators.

The session ended with networking and high hopes that all the stakeholders will work in unison to address the pertaining issues clouding the industry and emphasis on higher degree of collaboration between the MNOs and Aggregators.