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Industry Outlook

Mobile Messaging 2.0

When market dynamics shift, you need to shift with them. Yet, your approach needs to be practical—and carefully phased.

‘First generation’ networks were inefficient: coverage was sporadic, handsets were not advanced and battery life was short; there was limited interoperability between operators and services.  Because of these inefficiencies, fewer than 20% of text messages typically were delivered on the first attempt.  The infrastructures that were deployed during this first generation were large, monolithic systems that were optimized to deal with the inefficiencies of networks. 

Today, mobile networks are far more efficient.  Coverage is much more widespread and predictable, handsets are more data capable, batteries last longer, there is better interoperability, processing power and systems are more open.  Most importantly, more than 80% of messages today can delivered on the first attempt.  The obvious benefit to subscribers is that they see faster message delivery.  For you, the impact is even more dramatic.  The underlying infrastructure today can be broken down into separately scalable components that let you buy just what you need when you need it.  More efficient infrastructure enables reductions in OPEX and CAPEX without sacrificing performance. 

At the center of this shift are the key principles behind the industry drive toward Mobile Messaging 2.0 which calls for:

• Common tiers of capabilities across all media types
• Standard interfaces – leveraging Intelligent Network (IN) standards today migrating to IP in the near future
• Functional components operating horizontally across messaging media types
• Greater intelligence at the edge to reduce network and storage usage
• Compliance with evolving IMS and OMA CPM guidelines
• Applying these principles broadly, across all media types, divergent services and subscriber personalization

All of Airwide’s offerings are Mobile Messaging 2.0 compliant and enable you to cost­-efficiently scale your messaging networks, use SMS to drive incremental revenues and to introduce an open messaging environment that supports upgrades and expansion for future growth.