Swedish telco Telia has set a new world record for mass calling
using programmable intelligent IVR and service control systems
designed and built by Telsis.
Handling a total of 4.9 million calls at a peak rate of over 1,000
per second during prime-time television, Telia successfully
answered calls from the equivalent of more than a third of
Sweden's population in just one hour.
Typically, 50 or more televotes, competitions and charity
fund-raising events are simultaneously running on the mass calling
system, in conjunction with television and radio programmes. The
most successful shows regularly clock up several millions calls in
Telia pioneered mass calling and has gone on to secure its
position as the world's most experienced - and largest scale -
user of the technology. It first installed the Telsis mass calling
solution in 1997 after competitive evaluations showed the UK-based
manufacturer's platforms to be the most highly developed.
The telco re-confirmed its choice recently by deploying further
Telsis Ocean fastIP interactive voice response platforms at
regional sites around Sweden in a deal worth more than £1 million.
The Ocean fastIP is a high-performance intelligent peripheral
supporting 120 ports with up to 3,000 hours audio capacity.
"Distributing them throughout our network, but using a Telsis
Ocean fastSCP service control point to manage them centrally,
gives us the best of both worlds", explains Telia mass calling
product manager Stewe Wahlström.
"On-the-fly management becomes easy - we can even record new
announcements and distribute them almost in real-time as radio or
TV shows are aired. But it also means our network is not heavily
loaded with calls in transit. Most callers will now be
geographically quite close to a fastIP and we have the capacity on
the fastSCP to handle 1,200 calls per second. I think we'll be
breaking our own world record before too long."
Under Wahlström's direction, Telia's mass calling service has
successfully adopted a distinctly different business model to that
used by other telcos. "It works so well because it combines
Telsis' technology with our own business and marketing skills.
Rather than sell the service to TV or radio broadcast companies,
we work directly with programme producers. It means you get much
closer to the point of creativity and can help them use mass
calling to make their output truly interactive. We also don't
charge them. The deal is effectively that we provide the
mass-calling toolbox, and they advertise it."
Wahlström's model means Telia's only revenue from mass calling is
from successfully handled calls. "You need to be very confident
that you've got the infrastructure in place to do it properly", he
observes. "If a caller gets a busy tone and can't be bothered to
try again, you've lost revenue and your business model doesn't
work. That's why we value so highly our partnership with Telsis
and depend on close co-operation. We've answered over 200 million
calls and we haven't had a single major problem. Reliability is
everything. Telsis promises us that the system will work. We
promise our customers that it will work. And it does. A failure
would be very high profile."
Telsis' high-performance infrastructure and value added service
platforms are in use around the world with major incumbents,
mobile operators and many new entrants.
With its headquarters, research and production site in the UK,
Telsis has sales and support operations in
Australia, France, Germany, Italy, The Netherlands, Singapore and
For more information visit the website http://www.telsis.com
Further editorial information:
+44 (0) 1489 885877
+44 (0) 1189 344007
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