GMS Talks at MWC 2025: Exploring Innovations Shaping Tomorrow's Communications

Mobile World Congress in Barcelona is the telco industry's most influential annual event that brings together global leaders in telecommunications and technology to showcase groundbreaking developments and discuss future trends. This year's GMS Talks was our way to contribute to the broader conversation by sharing valuable insights into technologies and strategies reshaping the communication landscape, delving deeply into critical developments in customer engagement, messaging trends, AI innovations, and network protection.

The Future of Customer Engagement with CPaaS

The "The Future of Customer Engagement with CPaaS" session underscored the transformative impact that the Communication Platform as a Service continues to have on customer interaction. Vova Gerneshii, Growth Product Director at GMS; Robert Galop, Partner & CMO at CPaaS Acceleration Alliance; and Gert-Jan Huizer, Partner at CPaaS Acceleration Alliance, outlined essential success elements for organizations implementing CPaaS. They highlighted how personalized customer experiences significantly enhance satisfaction, brand loyalty, and operational efficiency, emphasizing the importance of integrating CPaaS seamlessly into existing platforms to effectively streamline customer communication and engagement.

The Future of A2P Messaging and the Role MNOs Will Play in 2025

Another insightful session, "The Future of A2P Messaging and the Role MNOs Will Play in 2025," featured prominent leaders Hermi Hizon, Chief Commercial Officer at m360; Usama Shahid, Director of Operations at GMS; and Salman Nayyar, Senior Regional Director Asia at GMS. They projected a significant shift in A2P messaging, highlighting an anticipated increase in OTT traffic and a need for enhanced security practices and strategic partnerships essential for MNOs to secure revenues in a competitive landscape.

Technologies Reshaping Fraud Prevention: AI-driven Approaches and Capabilities

In "Technologies Reshaping Fraud Prevention: AI-driven Approaches and Capabilities," Nick Lane, Chief Messaging Officer at MobileSquared, was joined by Salman Nayyar and Vova Gerneshii to discuss innovations for countering communication network fraud using AI. The panel highlighted AI-driven predictive analytics, automated threat detection, and continuous network monitoring as vital components in mitigating these emerging threats.

Enterprise Communication Evolution: Empowering Next-Gen CX

The session "Enterprise Communication Evolution: Empowering Next-Gen CX," led by Ketty Gofer, Senior Partnership Account Manager at Rakuten Viber; Limor Bailey, Partnerships Account Director at Rakuten Viber; and Vova Gerneshii, explored emerging trends shaping next-generation customer experiences. It underscored the effectiveness of innovative communication strategies in boosting customer retention and business growth.

High-Value Implementations of Conversational AI

"High-Value Implementations of Conversational AI," presented by Maksym Solodovskyi, Conversational AI Business Lead at GMS, showcased the substantial benefits that conversational AI offers across diverse industries. Businesses adopting conversational AI reported significant performance improvements, such as 75% noting enhanced response times, 90% seeing greater efficiency in resolving customer requests, and 78% observing customer preference for independent issue resolution. Case studies included AI-powered customer support in telecommunications, achieving an 80% reduction in cost per interaction, e-commerce companies experiencing 20% lower average holding times, and healthcare organizations reporting a 30% increase in customer satisfaction through personalized financial advice.

Expert Session on Network Protection

Finally, the "Future of SMS and Network Protection" session, featuring Salman Nayyar and Mariia Slabkovska, Senior Growth Product Manager at GMS, addressed the increasing severity of fraud and network security threats. The session revealed that 20% of network traffic was classified as grey, causing significant revenue loss for operators. They emphasized deploying comprehensive AI-powered security solutions, including automated threat intelligence, flash call monitoring, and proactive SMS fraud detection. Such strategies are crucial for safeguarding networks against evolving security threats, ensuring regulatory compliance, and maintaining revenue integrity.

GMS Talks at MWC 2025 provided great insights into the advancement of communication technologies, emphasizing the crucial role of proactive measures and innovative strategies to thrive and secure our future in a swiftly evolving telco landscape. Thank you to all speakers and participants, and we look forward to meeting you again in 2026!