TRAI guidelines become effective from today. They have divided India in two groups – one hates the initiative and the other loves it. If you ask me, I am in second category and feel they have just taken the first baby step. My belief is it will evolve over a period of time into a better and more intelligent set of rules and this is just the first step.
They have started with a binary approach either 0 or 1 – which is usually the easiest to start off with. While it is easy to implement at technical level, it is not the last word here I believe (All SMS should pass through NCPR to find out whether it will get delivered or not). In a sense, they are testing how it should work and before incorporating all the required changes, they want to understand the right set of rules which will form the guidelines.
Since most startups & businesses rely on SMS, it now a tough ask for these service providers to find a working alternative. Obviously there has been lots of noise in the social media on the opt-in services. TRAI is being asked to consider opt-in categories or sub-categories.
With the present implementation, it’s going to be hard to implement the logic for SMS delivery (at operator level). However this is an evolving process and if the set of rules is well defined, the operators have to fall in line. The onus also lies – to some extent – on the VAS / SMS bulk providers to implement as they have been the worst offenders in the past.
Coming back to businesses and brands, I believe brands will be more active over social media to persuade their users to use their services. Even for verification and information purposes, they need to find solid & working alternatives. Twitter & FB are possible alternative. What others do you think?
I can smell many of Indian Brands registering on twitter today after #TRAI
What do you think? What are the possible alternative for businesses in order to keep their cost minimum and still be as effective as SMS?
[Guest post by Kunal Kant, Operations Manager at Pluggd.in]