How do you think you are different from other businesses in your business domain? How do you ensure that maximum business turn up to you and not your competitors in the market? Do you consider doing something out of the box to gain fruitful customer database?
Looking into today’s business scenario, every domain has cut-throat competition and all the participants businesses are looking for the best way to grab the attention of potential customers and eventually encash them into business. Adding to this, every business ensures providing the best in class product and services that too at an economical, affordable price range. In such edge to edge competition if you wish to sustain your business and eventually foster it to grow, you must think out of the box. As a lead to the same, the business can emphasize on its business marketing and communication technique to fetch maximum attention of potential customers and clients.
The advent of SMPP software
SMPP protocol is an industry standard protocol used to send and receive bulk messages to and from millions of business audiences using internet. Yes, you read it right. SMPP services enable the business to use internet for sending and receiving bulk messages. SMPP is technically a low level binary internet protocol that uses the principles of level 7 TCP/IP telecommunication protocol to trans-receive high and medium volumes of SMS messages. Since this protocol directly employees usage of internet services, there is no need of any GSM modem or a SIM card. The business users are simply facilitated to have an internet connection and efficient SMPP software provider.
On the architecture level, SMPP services consists of three significant entities namely, SMSC (better known as SMPP server), ESME (External short messaging entity) and the SMPP software. While the former two acts as the server side and client side entities in the framework, SMPP software acts as the interface through which these two entities can interact.
The software comprises of methods and protocols that gel with SMSC and ESME. Therefore, whenever either of these entities wish to transmit or receive data from the other entity, the information passes through SMPP application in forms of data packets and requests.
Say for example, if the business application or ESME wishes to send bulk messages to the target audiences using SMPP services, it intimates the application interface. The application interface then initiates the connection request between ESME and SMSC. If the SMSC is in ideal state at that very instance, the request is responded with a positive response and the connection is being established successfully. Here it is worth noting that the entire cycle of communication is handled by the SMPP application. A similar process takes place when the set connection has to be terminated.
Diving into load balancing feature
The architecture of SMPP protocol follows the concept of one-to-many. Therefore, a single SMSC is assigned for multiple client entities. However, it must be noted that only one client side entity (technically the ESME) can establish a connection with the SMPP server at any given instance.
This architecture leads us to the conclusion that there are considerably lesser number of SMPP servers in comparison to the client entities. There are often scenarios when numerous clients wish to connect with an SMPP server. The SMPP server receives a plethora of connection requests and messages at the same time. Since the server is not designed to handle such huge amount of connection request simultaneously, the server is bound to face setbacks and get ladened. Such severe hiccups can lead to loss of data and failure of the entire bulk messaging system. In order to avoid such situation and prevent SMPP servers from getting encumbered various SMPP software providers in India offers SMPP application that supports load balancing. Thus, the application is developed in such a manner that it equally distributes the bulk SMS across the available servers using its dynamic algorithms. With such an interesting feature at hand, the business houses can predefine the threshold according to their business needs. Once the threshold is reached, the algorithm automatically distributes the load and therefore prevent SMPP servers from muddling situation.
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