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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

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building partnerships
Building Partnerships

the way ahead for value- added services

Andreas Fink

CTO & Vice President

Global Networks Inc.

what is a value added service3
What is a value added service?

It’s a service with a content representing a value!

examples
Examples
  • Airtravel Lookup

send “ZURICH to SAO-PAULO 21MAR2002”

get “Swissair SR146 22:45 ZRH”

“British Airways BA999 17:15 ZRH via LHR”

examples5
Examples
  • Ringtones

send “RING Anastacia - Paid my dues”

get a ringtone with the Song.

examples6
Examples
  • Logo’s

send “LOGO SMSRELAY”

get

examples7
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”

examples8
Examples
  • Speed checking by radar

get “New Radar Trap at Schwarzwaldallee 16, Basel”

examples9
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.
how to earn money with content12
How to earn money with content?
  • Identify the value
  • Get the content
how to earn money with content13
How to earn money with content?
  • Identify the value
  • Get the content
  • Sell the content
how to do it
How to do it?

Let someone else do it for you!

how to earn money with content15
How to earn money with content?
  • Identify the value
  • Get the content
  • Sell the content
market study
Market Study
  • USA
    • Competitive carriers
    • “Do everything our selves” attitude
    • Limited services
    • Unhappy customers
    • Limited revenue
market study17
Market Study
  • Europe
    • Collaborative carriers
    • “join and share” attitude
    • Very high count of services
    • Happy customers
    • High additional revenue
market study18
Market Study
  • Latin America?
    • Its up to you to choose now!
technical parts
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.
interactive services poll user requests information
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
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
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
Interactive Services (poll)Answer gets delivered

SMSC

Gateway

MSC

Interactive Services Platform

SMSC delivers answer to phone

interactive services push user subscribes to information
Interactive Services (push)User subscribes to information

SMSC

Gateway

MSC

Interactive Services Platform

User requests information

interactive services push by sending an sms
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
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
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
Interactive Services (push)An event occurs starting a trigger

SMSC

Gateway

MSC

Interactive Services Platform

trigger

interactive services push message gets sent
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
Interactive Services (push)Another trigger occurs

SMSC

Gateway

MSC

Interactive Services Platform

Another trigger occurs

interactive services push another message gets sent
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
Interactive Services (push)Unsubscribe

SMSC

Gateway

MSC

Interactive Services Platform

…until user unsubscribes

technical infrastructure
Technical Infrastructure
  • SMSRelay SMSC:
    • runs on standard Sun platform
    • Unix operating system
    • Fault tolerant / redundant
    • High availability
    • Good price/performance ratio
technical infrastructure35
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 infrastructure36
Technical Infrastructure
  • Content Provider „Interactive Services Platform“
    • Simply a Webserver.
requirements
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
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
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
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
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 for carrier level short messaging services
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