Create time and location-based advertising programs, targeting content to match individual subscriber preferences.
Overview
Short message service (SMS) is growing at a blistering pace globally, and indications are that the trend will continue well into the future. Some analysts predict a 50 percent growth rate in the five-year period between 2007 and 2012.
Operator margins for the service, however, are not growing at a proportional rate – only 32 percent in the same period. As the revenue per SMS message declines, operators are looking for ways to bolster their bottom line.
The combination of increasing competition and subscriber expectation for bundled messaging plans is driving the decline in SMS revenues. Operators face a dual challenge - how to increase profitability with new revenue streams and reduce customer churn.
Product Description
Tekelec’s SMS Advertising solution enables providers to generate new revenue and increase subscriber loyalty by leveraging their SMS networks to create relevant, targeted advertising. With the application, operators insert message text or advertising before or after the existing, incoming SMS content. Carriers can create time- and location-based advertising programs and, by using subscriber profiles, target content to match individual preferences.
Tekelec’s solution enables providers to insert any text feed into incoming SMS messages for a subscribed mobile recipient including:
- Commercial text for sponsored SMS
- Voicemail enrichment such as a season’s greeting
- News and sports flashes
- Enrichment of other enhanced SMS services such as SMS forwarding and SMS copy
- Text ads for new service offerings
The system takes care of the message handling functions such as segmentation and acknowledgements. The solution manages both non-concatenated and concatenated messages and preserves standard SMS features like status-report handling.
Benefits
The SMS Advertising solution provides a number of advantages for operators in their SMS networks:
- Increases operator revenue from SMS
- Reduces subscriber churn by offering incentives to take part in mobile advertising programs
- Records successful delivery, allowing accurate sponsor charging
- Presents actual and relevant content based on target profiles. The latest information is inserted in every delivery attempt
