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Mobile operators given opportunity to build revenue from MMS at launch


London 22 April 2002; elata, the innovative wireless software specialist today launched a new MMS delivery product as part of the elata senses platform. The MMS push delivery manager is designed to enable mobile operators to create push based MMS service packages and generate immediate MMS revenue from launch. It provides the market’s first real solution that will help mobile operators package, target, personalise and deliver dynamic MMS propositions.


According to analysts Frost and Sullivan, the European MMS market will be worth €68 million euros in 2002 and will grow to €26.9 billion euros in 2006, which is arguably over optimistic.


“MMS will ramp-up subscriber usage and generate revenue opportunities for mobile operators and service providers, but device-to-device MMS will not be the first big revenue spinner, ” said elata’s CEO Gavin Freed. “Although person-to-person communication will drive much of the market demand, this won’t impact revenues until MMS capable devices reach critical mass in the market. In the meantime, the greatest revenue potential lies in push-based content service packages and propositions, controlled and marketed by the operator, which need to be developed now”.


The elata senses MMS Push Delivery Manager will enable service providers to deliver compelling, compatible and personalised multimedia packages to their subscribers’ varying interests and device capabilities. These packages can contain several different data ‘bundles’ within one message such as J2ME, MPEG, MP3 and BMP.


With growing device complexities, including Java and MMS functionality, the ability to deliver and present MMS packages in the correct format for a broad range of devices is a key pre-requisite of mobile service providers – and something a Multimedia Messaging Service Centre (MMSC) alone is incapable of doing.


CTO Bruce Jackson continued: “The greatest challenge the industry faces with MMS is the targeting, delivery and presentation of services to subscribers, it requires a new infrastructure layer to work alongside the network. The elata senses MMS push delivery manager comprises a sophisticated infrastructure layer that works with operators’ MMSCs to enable the creation, launch, targeting and delivery of services simultaneously from the various content locations. It also provides clear migration path functionality that handles both wireless java and MMS content”.


elata senses integrates content from a variety of operator and third party sources and server locations, which it filters and packages to suit the users’ specific market segment, device capabilities and personal preferences. These messages can then be sent to either an individual or group of subscribers using the MMSC as the store and forward facility.


The subscriber can elect for an individual MMS message to be sent to their device, or may chose to subscribe to an interest group which will automatically send out new message packages as and when they are published, for example the Liverpool football MMS subscription service.


Each separate component of a message (image, text, audio or video clip) has billing data, or rules, associated with it to create sophisticated compound billing structures that are based on the ‘value’ of the message sent to the user e.g. a video clip will be charged at a higher rate than a sound or text component.


elata senses captures real-time data about a user’s market profile and their choices as they occur, allowing continuous proactive management, and user self-management of services. With user preferences linked into real-time CRM and customer care workflows, new services can be quickly launched, offered and delivered directly to the subscriber’s device.


“The user experience for new generation data services must be nothing short of compelling and immediate,” Jackson concluded. “Service providers need to act now by adopting push based content technologies, like elata senses MMS Push Delivery Manager, to generate new billable services and fuel urgently needed revenue growth.”


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MMS service packages could include:


· For football fans: every match they receive video clips of their favourite team’s goals; images of the scorers; and text or audio based commentary in an MMS subscription package

· For youth subscribers: whenever their favourite band releases a new song, they receive an MMS message containing a sound clip of the song; an image of the band; and a personal audio message.



About elata


elata has been developing Java software solutions since 1996 and has created the elata senses platform to deliver new generation wireless Java and MMS services to mobile handsets. Both platform and device independent, elata senses enables the mobile operator to:


· Increase revenues by introducing billable wireless Java and MMS services quickly and simply

· Deliver and download mobile services and applications compatible with different Java handsets

· Provide a simple, cost-effective migration path to introduce new services and technologies, including MMS.

· Manage and target personalised services by modelling the subscriber base according to the subscriber’s profile and interests.

· Enable subscribers to simply self-select services for their device from a Web portal or their device menu.

· Link to customer care, CRM and billing systems to enable real-time management.

· Manage and introduce portfolio services and applications from third party provider server locations.


A J2EE based platform, elata senses offers carrier class scalability and can be fully customised to integrate into an end-to-end OSS/BSS system. elata senses removes the complexities of modern data delivery and management and sets a clear migration path to third generation services. Visit the website at http://www.elata.com


For more information, please contact:


Emma Bickerdike
elata
Tel: +44 (0)1202 207 407
Mobile: +44 (0) 7771 852 650
emma.bickerdike@elata.com


Claire Smither
Nelson Bostock Communications
Tel: +44 (0)20 7229 4400
Mobile: +44 (0) 7747 618 825
claire.smither@nelsonbostock.com



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