Building Partnerships the way ahead for value- added services Andreas Fink CTO & Vice President Global Networks Inc.
What is a value added service?
What is a value added service? It’s a service with a content representing a value!
Examples • Airtravel Lookup send “ZURICH to SAO-PAULO 21MAR2002” get “Swissair SR146 22:45 ZRH” “British Airways BA999 17:15 ZRH via LHR”
Examples • Ringtones send “RING Anastacia - Paid my dues” get a ringtone with the Song.
Examples • Logo’s send “LOGO SMSRELAY” get
Examples • Alarming System Event occurs. get “ALARM TYPE 1 (BURGLAR) OBJECT 1276” “CALL POLICE?” send “1276:1 POSTPONE REASON=CHECKING” get “ALARM 1276:1 POSTPONED” send “1276:1 CANCEL REASON=FALSE ALARM” get “ALARM 1276:1 CANCELED”
Examples • Speed checking by radar get “New Radar Trap at Schwarzwaldallee 16, Basel”
Examples • Read your e-mail by SMS • Receive notification that you received an e-mail on your mailbox. • Receive notification that someone left you a message at your office’s voicemail system. • Receive a calendar event from your secretary.
The content is the value!
How to earn money with content? • Identify the value
How to earn money with content? • Identify the value • Get the content
How to earn money with content? • Identify the value • Get the content • Sell the content
How to do it? Let someone else do it for you!
How to earn money with content? • Identify the value • Get the content • Sell the content
Market Study • USA • Competitive carriers • “Do everything our selves” attitude • Limited services • Unhappy customers • Limited revenue
Market Study • Europe • Collaborative carriers • “join and share” attitude • Very high count of services • Happy customers • High additional revenue
Market Study • Latin America? • Its up to you to choose now!
Technical Parts • MSC (Mobile Switching Center) • Creates billing records • SMSC (Short message service center) • Storage & delivery of SMS • Service Provider • Converting between protocols, aggregates services & operators, acts as clearing house. • Content Provider • Offers the content.
SMS Services for Carriers
Interactive Services (poll) User requests information SMSC Gateway MSC Interactive Services Platform User requests information and sends SMS "WEATHER LONDON" to +9791 9791 9791 or „123“
Interactive Services (poll) Request gets forwarded SMSC Gateway MSC Interactive Services Platform SMSC detects destination as short IDand forwards it to the appropriateinteractive services platform
Interactive Services (poll) Request gets answered SMSC Gateway MSC Interactive Services Platform Interactive Services Platform analysesrequest and replies:"London 25 degrees, cloudy"
Interactive Services (poll)Answer gets delivered SMSC Gateway MSC Interactive Services Platform SMSC delivers answer to phone
Interactive Services (push)User subscribes to information … SMSC Gateway MSC Interactive Services Platform User requests information
Interactive Services (push)…by sending an SMS SMSC Gateway MSC Interactive Services Platform …by sending an SMS "STOCK SMSRELAY > 20$"
Interactive Services (push)… by requesting it over the internet SMSC Gateway MSC Interactive Services Platform ... through the web
Interactive Services (push)… by any other means SMSC Gateway MSC ? Interactive Services Platform ... or any other means
Interactive Services (push)An event occurs starting a trigger SMSC Gateway MSC Interactive Services Platform trigger
Interactive Services (push)Message gets sent SMSC Gateway MSC STOCK SMSRELAY 21.5$ Interactive Services Platform Triggered message gets delivered to all subscribers
Interactive Services (push)Another trigger occurs SMSC Gateway MSC Interactive Services Platform Another trigger occurs
Interactive Services (push)Another Message gets sent SMSC Gateway MSC "Stocksplit SMSRelay 1:2" Interactive Services Platform Triggered message gets delivered to all subscribers
Interactive Services (push)Unsubscribe SMSC Gateway MSC Interactive Services Platform …until user unsubscribes
Technical Infrastructure • SMSRelay SMSC: • runs on standard Sun platform • Unix operating system • Fault tolerant / redundant • High availability • Good price/performance ratio
Technical Infrastructure • SMSRelay Gateway Service • Runs on server farm for high availability and scaleability. • Can easily be customized to specific needs. • Translates complex SMSC message to simple HTTP calls almost any system can understand. • Makes delivering content very easy by providing it on a webpage. • Works with many SMSC platforms. • Supports WAP gateway functionality too.
Technical Infrastructure • Content Provider „Interactive Services Platform“ • Simply a Webserver.
Requirements • Required Connectivity: • SS7 Link to SMSRelay STP • SMSC needs to be globally adressable • TCP/IP Connectivity between SMSC, SMPP Gateway and Interactive Services Platforms. • Recommended Connectivity: • Internet Connectivity to connect to external application providers and to supply content from the internet.
Billing • Sources: • MSC creates instant billing records • SMSC can create billing records • Gateway can create billing records • Interactive Services platforms can create billing records. • Processing: • By carriers billing software • Timing • In batch or live
Revenue Streams: • Person to person messaging • Charge per single message • Charge flat rate per month • Interactive services • Charge per requested information • Ring Tones • Phone Logos (Operator Logos) • Stock information • SMS to Email and Email to SMS • Weather information, Sports results, News etc .etc…
Revenue Potential: • Currently as an average world wide a mobile user is sending approx. 40 messages a month as average. Users sending >300 messages a month are no exceptions. • Prices vary between 0.05$ and 0.30$ per message depending on country and carrier • Interactive services like ringtones, operator logos tend to be a hype and have much higher revenue due to the fact that those services are usually charged around 1 US$.
Conclusion: • SMS is a high revenue stream for mobile operators • Users want it, users use it and they pay for it! • Interactive services further enhance your offerings • Build Partnerships! Interactive service providers and their content providers are a key element as they bring you lots of valuable information and are very easy to be added.
Your partner forcarrier levelshort messaging services Questions and Answers Global Networks Inc. Schwarzwaldallee 16 4058 Basel Switzerland www.global-networks.ch Global Networks Inc. 330 Washington Blvd. Marina Del Rey, CA 90292 USA
