Messaging Platforms

Voicemail Platforms
While voicemail appears to be a very simple service to provide to customers,
the fact is that it is an extremely important platform for operators — especially in
terms of revenue generation.

First, any call that is answered by a voicemail announcement is technically
terminated. All of the networks involved in the delivery of the call will receive
revenue. Second, on receipt of a voicemail message, many users will return the call,
generating yet further revenue for the operators.

In many cases, basic voicemail services are provided free of charge or included
in the monthly tariff. However, operators can charge a premium for premium
voicemail services, where the user is able to keep messages stored for a longer
period. Combining voicemail with calling line ID, operators can provide a service
that allows the user to call the person who left the message by pressing a single
key.

Short Message Service SMS
SMS allows for the exchange of short alphanumeric messages between a mobile
station and an SMS service center (SMSC). The messages can be either mobile
terminated
(from SMSC to mobile) or mobile originated (from mobile to SMSC). Of
course, in most SMS interactions, the mobile originated service is followed almost
immediately by the mobile terminated service (of the same message, but different
users). Messages are limited to 160 characters (depending on the language used).

Mobile Terminated Point-to-Point
These messages are sent from an SM service center (Figure 3.37) to a mobile station.
Upon receipt of the message, the mobile station will return a confirmation to
the SM service center. The message may be received when the mobile is not being
used, or even while it is being used for a voice call.

Mobile Originated Point-to-Point
Here the message is from the mobile to the SM service center, and a confirmation of
receipt (not necessarily delivery) is given. The generally accepted problem of mobile
originated SMS is the inputting of the text to the phone, which can be a slow and
laborious process. One increasingly popular short-cut is to edit the message on a
computer, laptop, or PDA (personal digital assistant) and then transfer the message
to the phone. On mobile phones themselves, intelligent text recognition software is
becoming increasingly sophisticated.

Enhanced Messaging Service (EMS)
An extension of SMS, EMS allows ringtones, operator logos, and other simple visual
images and icons to be sent to compatible devices. Pictures, sounds, animation, and
text can be sent to a device in an integrated package. No modification of the SMSC
is necessary because EMS uses the User Data Header (UDH) that is already present
in SMS messages. However, EMS-compatible handsets are required. The EMS
standard is included as part of the standard 3GPP feature set.

SMS Cell Broadcast
The SMS cell broadcast service transmits the same message to all mobiles within
a particular cell (or group of cells). The message limit in this case is 93 characters,
and the mobile must be in idle mode to receive the message. No acknowledgment
of receipt is given. Cell broadcast does not generate revenue because broadcast messages,
which offer no confirmation of receipt, cannot be charged. They tend, therefore,
to be seen as a value-added feature to attract customers. Uses might include
advertising (e.g., other network features) or the broadcasting of PSTN local area
codes such that a mobile user is able to distinguish between local and long-distance
calls (tariffs may vary between the two).

The Multimedia Messaging Service (MMS)

MMS is a non-real-time service, often seen as a natural progression from the GSM
Short Message Service. Like SMS, messages can be stored before being forwarded
to the recipient whenever they are available or they request to see the message. It
combines different networks and integrates messaging systems that already exist in
these networks, for example, SMS in GSM and so-called “Instant Messaging” via
the Internet.

MMS is designed to support either standard e-mail addresses or standard ISDN
telephone numbers; and WAP (Wireless Application Protocol) development also
provides significant support for MMS.

The user terminal operates in the Multimedia Messaging Service Environment
(MMSE). MMSE provides the service elements such as delivery, storage, and
notification, which may be located in one network or distributed across different
networks.

The basis of connectivity between the networks is provided by IP (Internet Protocol)
and its associated set of messaging protocols, enabling compatibility between
2G and 3G wireless messaging and Internet messaging.