mBlox: Providing Developers with Enterprise-Grade Mobile Engagement APIs

mBlox is the largest Application to Person (A2P) mobile messaging provider in the world, trusted by more companies to carry their mission-critical traffic than any other service. As the industry’s most experienced Tier One SMS aggregator, they are known for providing reliable, uncompromising connections and an unfaltering commitment to securely deliver messages on time, every time. They offer a true international presence with more feet on the ground in more countries and specialize in the unique demands of large-scale mobile messaging programs. By creating positive brand experiences, they help clients transform numbers into profitable relationships with loyal customers.  mBlox has the expertise to deliver intelligent mobile strategies today and the innovation to navigate the rapidly evolving mobile ecosystem to leverage what’s next.


Challenges and opportunities

mBlox recognized that modern apps are created in different ways than they were built even five years ago, and that APIs (often from a wide variety of providers) are the building blocks of today’s mobile and web apps.

Early on, developers found that mBlox's proprietary APIs, while highly robust and scalable, could be complex and difficult to use.

As a company with myriad assets around mobile networks and mobile engagement (messaging, number lookup, push notification, and geolocation) it was essential to offer consumable, RESTful, web APIs that would enable developers to quickly and easily build modern apps that used mBlox’s services.

Solution

mBlox is constantly evolving its APIs and envisions its platform becoming the place where developers can find any kind of mobile engagement API. Over time, mBlox’s goal is to create an ecosystem where developers can use its APIs to build solutions that can be served to the rest of the community.

The Apigee Edge digital business platform has enabled mBlox to bring its enterprise-grade messaging, push notification, geolocation and number lookup services APIs to a broad range of customers. Edge acts as mBlox’s front end to safely expose all of its web services while delivering two key capabilities:

  • API Services: Through Edge API Services, mBlox exposes its existing APIs as easy-to-use public REST APIs, with policy mediation and security.

    For security and billing, mBlox uses OAuth 2.0 and adds an AppID field to its application attributes. With this combination, mBlox is able to track analytics and billing while guaranteeing that application billing-related data in the mBlox systems can always be traced back to the correct developer keys in Apigee.
     
  • Analytics Services: Edge Analytics Services help mBlox easily manage its platform, and make informed, data-driven business decisions.

    mBlox measures the success of its API program by how many people use its services. The company looks at the entire marketing funnel to make sure it is driving enough business from the top–from awareness to consideration to purchase, usage, and loyalty. Apigee Edge Analytics Services combined with Google analytics enables mBlox to actively measure performance of all these parts of the funnel and tie its API program to enterprise KPIs.

Results

While maintaining its robust and secure connectedness with operators, by focusing on mobile engagement, driven by RESTful APIs exposed through Apigee Edge, mBlox has seen a number of business benefits including:

  • reduced complexity of interacting with customers and developers
  • accelerated time to market for new services
  • made it simple for developers to discover and trial mBlox’s services
  • made it quick and easy for developers to integrate messaging, push notifications, and geo-location into their apps
     

 

“By exposing our services through APIs, we've been able to interact with our customers and developers in a new way and track how our services are being used very closely.”
Marijn Geurts
Senior Solution Architect
mBlox
Benefits: 
  • reduced complexity of interacting with customers and developers
  • accelerated time to market for new services
  • made it simple for developers to discover and trial mBlox’s services
  • made it quick and easy for developers to integrate messaging, push notifications, and geo-location into their apps
Solutions: 
  • Edge API Services front ends mBlox web services as developer-friendly REST APIs
  • OAuth 2.0 and custom AppID for security and billing tied to individual developer
  • Edge Analytics Services helps mBlox measure the marketing funnel from developer awareness to consideration, to purchase, to usage, to loyalty

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