Highlighting best practice as a representative in The Parliamentary Review

The ability to listen and learn from one another has always been vital in parliament, in business and in most aspects of daily life. But at this particular moment in time, as national and global events continue to reiterate, it is uncommonly crucial that we forge new channels of communication and reinforce existing ones. The following article from mGage is an attempt to do just that. We would welcome your thoughts on this or any other Parliamentary Review article.

Highlighting best practice
14 | MGAGE
Nick Millward, European
vice president
Situated in Waterloo, London, is mGage Europe: a company
that (along with its American parent company, Vivial Inc.)
helps to enhance relationships between brands and their
customers via mobile channels like SMS, RCS, MMS and Push.
By embracing new methods of customer interaction in the
digital era, the company has continued to ride from success to
success. According to mGage’s European vice president Nick
Millward, navigating this space – though profitable, exciting and
worthwhile – has not always been easy.
At mGage, we provide a proven and trusted solution for brands to reach new
customers or increase engagement with existing customers, while performing
customer care or marketing functions. More specifically, we do this through mobile
messaging via our proprietary and state-of-the-art platform which features a
campaign management application and flexible APIs, through which it’s possible
to send SMS, MMS, Push, Social, RCS and two-way interactive messages. We also
facilitate mobile billing – that is, paying via your mobile phone. Our multivertical
mobile solutions are built to meet needs across all mobile devices.
The scale of our enterprise is worth mentioning. As a Tier 1 global aggregator with
direct connections to more than 500 carriers globally, it’s not surprising that our reach
spans more than three billion devices in more than 150 countries. One of the keys to
attaining and retaining such a large share of the market is reliability: our uptime and
throughput meets the highest industry standards and we have invested millions of
pounds into our technology and infrastructure globally over the past three years.
New demands on the market
A key to our success is the recognition that consumers today want deeper and more
direct means of connecting with brands. Indeed, a recent poll revealed that while 89
per cent of consumers would like to use messaging to communicate with businesses,
only 48 per cent of businesses are equipped to connect with customers through
mobile messaging. This problem will only become more important to solve over time,
as younger demographics have a stronger desire to connect to brands via mobile.
People want to have real-time updates in the palm of their hands regarding, for
instance, their bank balance or a shopping offer – particularly via textmessage.
We are well aware of this necessity and we have embraced this market, offering the
best service in the industry to the brands who want to join us in this new era. This
is where our Connect API, Communicate Pro and Pay platforms come in. Through
these platforms, we reliably and securely facilitate connections between brands and
Another service we offer is a live chat feature through SMS messaging. This is
highly beneficial on two counts. On the one hand, call centre volume for the
company is greatly decreased, meaning fewer overheads. On the other hand,
»CEO: Jim Continenza
»European vice president: Nick
»Established in 2013
»Based in London
»Services: Mobile messaging
»No. of employees: Over 50
»More than 100 million mobile
interactions each year
end-users enjoy the rapidity and ease
with which they can have their queries
answered. Though this does not
solve all cases, it does solve the basic
questions, of which there are many.
This frees up call centres to answer the
more difficultrequests.
Working with difficulties
It would be wrong to assume that
there have been no obstacles to
our success. For example, we need
to continuously educate clients
and prospects on the benefits of
performing transactions through
mobile devices. We believe there are
two main reasons for this:
»Mobile is now the fastest-growing
payment method in the world –
although it can be seen as a counter-
intuitive way of paying for some
»There is a significantly higher charge
(except in cases of charity) on
transactions of this kind – contrast
this with standard credit and debit
card charges of 1-2 per cent.
However, this frictionless payment
mechanism means that conversion
rates are typically seven times higher
A considerable challenge is also posed
by the presence of giants like Google
and Apple, whose payment systems
are similar to ours. Competing with
them is often a futile exercise, so it’s
often the case that partnering with
them is the more sensible course of
action – an approach which has won
us success in the case of Google.
As a company providing services that
involve processing vast quantities
of data in Europe, the new General
Data Protection Regulations (GDPR)
present exciting challenges in
implementation and enforcement.
GDPR is designed to give citizens
across the EU more control over their
personal data. Compliance with these
regulations is part of our commitment
to transparency and openness, which
helps us to attain and retain our
clients. In fact, we manage to retain
98 per cent of our clients and have
excellent relationships with such
companies as Vodafone, BT/EE and O2
as a result of our reputation.
An exciting future
Looking to the future, we have nothing
but optimism – not least because we
are working on the next generation
of mobile messaging: RCS (Rich
Communications Services), a new
mode of text messaging that combines
the ubiquity of SMS with the types of
features found in messaging apps such
as multimedia, interactive content and
unique branding.
We have been closely involved with the
development of this new technology,
and we will be one of the first to launch
RCS in Europe. It is a technology that is
already dominating our conversations
when speaking with brands and we feel
confident that RCS will be well received
by consumers as its roll-outcontinues.
From existing messaging solutions such
as SMS to innovative technologies
such as RCS and mobile payments,
mGage is at the forefront of the
global messaging industry. Brands
look to us for ways to connect with
their customers via mobile messaging
– one of the most powerful forms of
communication today. With our best-
in-class infrastructure and technology,
we will continue to serve as a
benchmark for the industry.
mGage at events
We have
nothing but
optimism – not
least because
we are working
on the next
generation of
messaging: RCS

This article was sponsored by mGage. The Parliamentary Review is wholly funded by the representatives who write for it.