telenity telescope may 2009

8/8/2019 Telenity Telescope May 2009

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Weathering the Storm

LBS-based Mobile Marketing

New Opportunities in the SDP Market

Innovation Drive

Personalized Call Management

More

May 2009 - Online Newslette

Beyond Voice - Future of Mobile VAS


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In This Issue

Contact Us

EMEA HeadquartersAHL Serbest Bolgesi,

No. 472 Yesilkoy,

Istanbul, Turkey

Phone: +90 212 468 2100

Fax: +90 212 465 0910

APAC Headquartersth

509, 5 Floor, World Trade Centre,

Babar Road, Connaught Place,

New Delhi 110001, India

Phone: +91 11 4152 6886

Fax: +91 11 4152 6887

Corporate HeadquartersTelenity Incorporated

755 Main Street, Building 7

Monroe, CT 06468 USA

Phone: +1 203 445 2000

Fax: +1 203 268 1860

www.telenity.com

For more information on Telenity and its products please contact

Telenity and Canvas are registered trademarks of Telenity

[email protected]

Executive Message

Industy Outlook

Product Focus

Events

Press Releases

Weathering the Storm 03

LBS-based Mobile Marketing 05

New Opportunities in the SDP Market 07

Innovation Drive 09

Mobile Marketing: Donning a New Hat 11

Personalized Call Management 15

Leveraging SMS to Attract AdditionalData and Voice ARPU 19

th 6 Annual Media And TelecommunicationsConvergence Conference 2009 22

Mobile VAS Forum 2009 23

West & Central AfricaCom 2009 24

VAS Asia 2009 25

AfricaCom 2009 26

GSM>3G Middle East 2009 27

Telenity and Datatronics Expand Partnership to Latin America 28

Telenity and Life:) Sign a Four YearFrame Agreement 29

Eagle Mobile Selects Telenitys AdvancedMessaging Applications 30

Telenity Appoints Yogesh S. Bijlani as VP Sales APAC 31
http://www.telenity.com/mailto:[email protected]:[email protected]://www.telenity.com/


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Weathering the StormBy Gurol Akman, CTO, Telenity, Inc.

There is no doubt we are going through one of the agreements currently in place. Also, there is no better

worst global economic downturns. For quite some time time to pay closer attention to enhancement requests

now, we have been witnessing a large number of filed by our customers, as each one of these requests

companies steadily trying to reduce cost/expenses as carry the potential of generating new purchase orders.

well as re-structure/strategize in an effort to cope with While much of the credit in the above fronts goes to our

the adverse changes taking place. Many credible dedicated employees, our brand new issue tracking

sources predict that the current economic and market and knowledge management system (KMS) plays an

adversities are here to stay for an extended period, well integral role in coordinating their efforts and

into 2010. optimizing our internal/external

support systems. Investing into a

These unfavorable conditions seem state-of-the-art KMS was a choice

to present unique challenges and on the side of the executive leader-

opportunities for the executive ship of the company whereas

leadership/management teams as making it work in record time was a

well as employees of all businesses result of our talented staff. As of thisand Telenity is no exception to this. writing, there is hardly any doubt in

The mainstream challenge is being our minds that this investment will

what specific measures should be go a long way in ensuring increased

taken to weather this storm with the customer satisfaction and loyalty.

least amount of damage when one

cannot even predict how long it will Another highly effective measure

last. A more aggressive challenge involves cost effective and efficient

involves whether and how a delivery of our products/solutions

company can emerge stronger from to our customers. Some of the

this storm. Commonly known reme- major recent initiatives we put in

dies include cost control, cost place on this front include better

reduction, increased productivity prioritization of our customer

and efficiency. While these meas- needs (facilitated via business and

ures may be quite effective and technology consultancy services),

necessary, they are likely to fall short of addressing all staged delivery of product releases to site (employing

the above needs; hence, necessitate additional agile development methodologies), exhaustive testing

(custom-tailored) ones. Also, the way a particular and validation of products in our labs (using automated

measure gets applied may make a huge difference in its test frameworks), and advanced training of our local

effectiveness. partners (by our subject matter experts) for more

effective and timely product delivery and post-

In our opinion, one key measure involves striving for installation support.increased customer satisfaction and nurturing of

existing customer relations during these times. This

includes providing them with premium support

services, regardless of the severity of the trouble tickets

or other queries issued by them and/or the service level

Gurol Akman, CTO

We thrive on the complex

world of our customers tobuild the simplest products.

Executive Message

Copyright Telenity, Inc. 2006-2009

May 2009 / 03


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Weathering the StormBy Gurol Akman, CTO, Telenity, Inc.

Speaking of cost-effectiveness, there is no better

time for us to take a harder look at all third-party

hardware/software costs incurred and try to

squeeze every bit of performance out of them in an

attempt to optimize our overall CoGS. Similarly,

comprehensive benchmarking and performance

optimization of company products/technology are

likely to pay off dearly. For the past six months or so,

we have been spending a good chunk of our time

and resources in measuring, analyzing, and fine-

tuning all third-party components that we rely

upon. We further have been working diligently to

create cost-effective alternatives to avoid potential

vendor lock-in.

As stated earlier, while sound measures like the ones mentioned above may prove to be sufficient for survival, they may

fall short of ensuring that we emerge from these difficult times as a clear winner. That is because growth in business

requires a never-ending quest for new business models whereas growth in technology requires constant investment in

R&D. Let me be the first one to hint you that despite all the bad weather we continue to invest in both areas by

evaluating applicability of latest business models (such as revenue sharing, managed services, SaaS) to our business

and expanding our canvas family of products (in messaging, SDP, VAS, and LBS domains) for further competitive

differentiation. Stay tuned for more news

To sum it all up, our core strategy for these tough times relies on trying harder to improve our current ways of doing

business by delivering higher quality products and supporting them at premium levels, and continuing to raise the

technology bar for ourselves and our partners. Our next wave of growth largely depends on our ongoing exploration

and experimentation with emerging business models and continued investment in new product design.

Executive Message


May 2009 / 04


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LBS-based Mobile MarketingAn Interview with Yogesh Bijlani, VP APAC Sales, Telenity, Inc.

India is a booming mobile market on this by delivering advertise-with over 15 million subscribers ments to the subscriber of theirbeing added every month and the interest, at a time convenient tocurrent mobile density almost him and possibly at the relevant

touching 40%. With the current slow location. The key growth driversdown impacting all spheres, the enabling this service are first aadvertising industry is looking very viable business model that allowsclosely at the ubiquitous mobile subscribers to receive relevantscreen that offers it both address- marketing information for free. (Asability and personalization. Even of today, the whole mobile servicethough it is still in a nascent stage in is a paid model where you have toIndia, its potential is well under- first pay and then receive thestood. Telenity Inc. being a market service.) Secondly, simplicity acrossleader in Location Based Services all handsets in the bearers that theand driving the solution develop- subscribers are comfortable with.ment of Location Based Marketing This means for the bulk of the users,and Advertising is at the fore front in

the service should be enabled onaddressing some of the unique voice, SMS and USSD that work onneeds of the India market. Below is all handsets. For the high end users,an interaction of Yogesh S. Bijlani, it is enabled as MMS, WAP links andVice President Sales, Asia Pacific at Video. The third key driver is aTelenity with a leading telecommu- mechanism that enables the oper-nications publication in India. ator to easily capture the usage

behavior of the co-opted subs-cribers and share it with the adver-You have been very closely

tisement owners. Successful services like freeinvolved in the evolution of Value Added Servicessubscription alerts provided by My Today or free CRBTand its success in India. What have been the clearwith Ad content being used by millions of customersMega trends and the reasons for their success?are examples that highlight the above mentioned

The two mega trends of VAS in India in the last few years growth drivers.are Caller Ring Back Tones and Infotainment Subscrip-tions with the former having crossed the 20%

Could you elucidate on the various forms of mobilepenetration mark and the latter slowly inching towardsmarketing? What are the some of the global trendsthe same penetration. The reasons for success are the

same that makes us so optimistic about the success of specifically in US/UK/Japan?mobile marketing in India the vibrant music and Though various forms of mobile marketing have beeninfotainment culture that is so visible across all media of introduced in different markets, we observe a universalradio, television, movies, on the net and now the trend in all countries where the service has beenmobile. successful and it is all linked to FREE. Telenity recently

did a study of Mobile Marketing in 11 Countries and theresult was as follows:How do you see the Mobile Marketing concept in

India? What according to you are the key growth 88% of surveyors were willing to receive m-drivers?coupons for freeMobile Marketing as a concept is very relevant to India86% liked advertising if it enabled them to keepas it enables subscribers to get information that isservice cost downrelevant to them, possibly at the right time, the right51% were willing to receive push advertising oflocation and for FREE. For the mobile operators andpreferred categoriesadvertisement owners, it is an opportunity to capitalize

?

?

?

Yogesh Bijlani, VPAPAC Sales

We constantly listen to ourcustomers to provide them

with right solutions for theirgrowth.

Executive Message


May 2009 / 05


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In western world, the concept of Bluetooth What role does VAS services play in accelerating theMarketing has gained immense heights. How do Mobile Marketing space in India? How are these twoyou see its relevance in India? interrelated?Viral marketing has been successful in India but VAS and Mobile Marketing are interrelated. VAS in Indialimitations of Bluetooth as a technology and issues of is defined as all services besides peer to peer voice callsspamming will result in limited success. that the subscribers are willing to pay for. This includes

P2P SMS and all kinds of infotainment and entertain-ment services. Mobile Marketing on the other hand isWhat are new technologies in mobile marketingany sponsored infotainment or entertainment servicespace? What are the various challenges associatedthat the subscriber can receive for free and is paid bywith it?the enterprise for his target audience.Telenity sees the emergence of USSD as a very relevant

and popular technology for mobile marketing. It hasWhat are your initiatives in this space?various features and functionality that make it veryAs mentioned, Telenity is a global leader in Locationrelevant for mobile marketing.Based Mobile Advertising and technologies like USSDIt works on all GSM handsetsthat are very relevant in the Mobile Marketing space.It is unobtrusive and appears as a flash on theWe have already deployed the service with BSNL andmobile screenwould be launching similar services with a couple ofIt has a browser with a menu and sub treesprivate operators in the next few months. The mainfunctionality of this service is that it automaticallyUSSD services like subscription alerts, prepaid rechargebroadcasts advertisement, promotion information, etc.services are already being offered by all the operators invia SMS/USSD messages to subscribers of theirIndia and browsing on USSD is enabled for free. Telenitypreferred category when they travel within a definedbeing a dominant solution provider for the USSDcommercial region. As the service is free and theportfolio is seeing a lot of demand from the Indianinformation is received via SMS/USSD it is accessible tosubcontinent. Location Based Advertising is anotherthe operators complete subscriber base.very relevant technology in this space as it enables

reaching the right customer, at the right time andWhat are your future projections for India market?location. This is a push service that is event driven

where the user receives a notification (IVR, SMS, USSD, Do you see any issues for operators/marketers?MMS) based on his preference, location or movement. We all know that India is a prepaid mobile marketFor example, a person who has chosen restaurants as where at any given time one third of the mobile

his interest area for mobile advertisements will receive subscriber base is sitting on a balance of sub Rs. 10. Buta mobile coupon alert giving him discount information even this 100 million base wants to consumeas he passes near a Mc Donalds outlet. infotainment, wants to engage with the mobile screen,

wants to choose preferred categories, receive alerts butfor FREE. The issue is to enable an ecosystem that isFor some consumers, Mobile Marketing is a breachviable for all the partners in the value chain.of privacy. What are your views and what needs to

be done to ensure the privacy of consumers?Yogesh Bijlani is a seasoned telecom executive with overThe fundamental basis of Mobile Marketing is that the18 years of business and technical expertise includingservice is offered only to those subscribers that haveregional management, sales and marketing of telecomopted for it. Within that segment it should also worknetwork solutions in India and throughout South Asia.only when you receive advertisements of products thatHaving a mix of strategic insight, analytical mindset and ayou have an interest in and have chosen the same. Instrong technical background, Yogesh Bijlani has an acutethe case of Telenitys Location Based Mobile

understanding of the market needs for new services andAdvertisement Platform, customers opt on a USSDtechnology deployments and has been actively involvedbrowser to receive ads from options like Movies,in the convergence of entertainment and Internet on theRestaurants, Apparel, Food Items, Household Items ormobile. Having joined Telenity in 2009, Yogesh leads theAll of the above. Depending on their chosen option,business development and sales operations activity forthey receive push alerts when they are in the vicinity ofLocation, Messaging, Value Added Services (VAS) andcommercial shops or Malls as IVR, SMS on entry levelService Delivery (SDP) solutions in the Asia Pacific region.handsets and MMS and Video on high end handsets.

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LBS-based Mobile MarketingAn Interview with Yogesh Bijlani, VP APAC Sales, Telenity, Inc.

Executive Message


May 2009 / 06


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New Opportunities in the SDP MarketKristofer Kimbler, The Moriana Group

SDP Market 2009-2012 Drivers for SDP Market Growth The Service Delivery Platform (SDP) market has There are several factors that will drive the growth o

enjoyed substantial growth, from just $0.1 billion in Service Delivery Platform market in the coming years.

2002 to nearly $1 billion in 2008. In the recently Communication Service Providers (CSPs) will requiremore openness, extendibility and flexibility from suchpublished Analyst Report, SDP Market 2009-2012

service platforms to quickly boost their service deliveryMoriana (www.morianagroup.com ) forecasts that,

capabilities and will be more alert in avoiding vendordespite the current economic downturn, this market

lock-ins. This will also drive adoption of SDP for newsegment will steadily grow year-by-year and will

classes of services including VoIP, IMS and NGN richexceed $3 billion in 2012, as the result of increasing

communications, IPTV, VoD, mobile commerce, mobilemobile saturation in the emerging markets and

banking, mobile payment, mobile advertising, as wellgrowing penetration of broadband access services in

as convergent and real-time charging.the mature markets.

However, the most important SDP market growth isNot surprisingly, the SDP market segment has attractedexpected to be in the emerging markets. The globalall leading Network Equipment Providers, System

number of mobile subscribers will increase from 3.3Integrators and IT infrastructure suppliers as well as

billion in the beginning of 2008 to over 5 billion in 2011-innovative Independent Software Vendors (ISVs) and

2012. This will mainly come from markets such APAC,Application Providers. Due to strategic importance of

LATAM and MEA. Due to the increasing saturation,SDP investments, large Telecom and IT suppliers

Mobile Network Operators (MNOs) in these markets willconsider this relatively small market segment as key to

no longer enjoy rapid revenue growth from expandingtheir business, because it is added value driving the

subscriber base. They will have to find new ways ofsales of their core offerings. This is also becoming

increasing ARPU through attractive service bundling,apparent for relatively new SDP players such as Huawei.

mobile content and advertising and advanced servicesto their prepaid customer base.Even after the intense period of merger and

acquisitions, including those happening among leading

Network Equipment Providers (Alcatel-Lucent, Nokia-

Siemens Networks) and Enterprise IT suppliers (Oracle-

BEA-Sun), there is still healthy and intense competition

in the SDP market. The recent Moriana market research

has shown that there were over 300 SDP deployments

by the end of 2008. Several innovative ISVs, such as

Telenity successfully compete in this market by using

their unique capabilities and differentiators and byfocusing on specific markets and applications.

Industy Outlook


May 2009 / 07
http://www.morianagroup.com/http://www.morianagroup.com/


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New SDP Opportunities in

the Emerging MarketsMobile content and messaging services, For ISVs like Telenity, there is a great

potential in providing a standard-based,mobile commerce and money transfer,pre-integrated SDP with set of ready-to-mobile advertising and real-time char-deploy services to Tier 2/3 MNOs in the

ging will be main classes of SDP appli-emerging markets. These types of pre-

cations in the emerging markets. Mobilepackaged SDPs can both simplify the

Network Operators (MNOs) will also look deployment and cut the CAPEX and OPEXfor cost-efficient alternatives to tradition- costs for these MNOs. This concept will beal IN-based solutions for voice services obviously most attractive in the areas of

value-added voice and messagingincluding both Next Gen IN and VoIP plat-services, mobile content and real-timeforms. There will be substantial growthcharging. However, the flexibility of SDP

from data services over mobile networksplatforms will certainly allow agile vendors

because in many places in Asia, Africa or to provide many new attractive offerings inLatin America wireless is, and for many the areas of location-based services,years to come will be, the only access to mobile advertising or multimedia.

Internet.

According to the Moriana forecast, APAC will be the

single biggest contributor accounting to nearly 50% of

all SDP investments in 2012. Africa and Latin America

are other geographical areas where the SDP market is

poised to grow. For example, once the basic mobile

voice service gets deployed, there will be demand forpersonalized content services (prayer time alerts,

horoscope, etc.) and content download. Real-time

charging, advertising, content downloads and mobile

wallet-type services will have also significant impact on

the SDP market growth in these regions.

New Opportunities in the SDP MarketKristofer Kimbler, The Moriana Group

Industy Outlook

Kristofer KimblerExecutive Editor


May 2009 / 08


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We are one of the ten biggest SDPCOMMSMEA:HOW DID TELENITY

companies in the world. We haveDEVELOP AS A COMPANY, AND

contributed a lot to one of theHOW IS THE COMPANY

largest Turkish operators, for whomDEVELOPING IN THE REGION?

we provided the main part of theirSerif Beykoz: Telenity was estab-

SDP two years ago and it is runninglished in 2001 in the US, and after

very well. Since then, we have en-that it came to Turkey and acquired

hanced our solution and made aa company called Telsoft. Telenity

slight improvement to our SDP. Weinvested in Telsoft and enlarged the

have provided SDP solutions toengineering team and devised a

Nawras with a tier two solution. Wenew roadmap for value addedhave provided similar SDP solutionsservice platforms and applications.

for tier two and tier three operators,

and we can also contribute a lot toSince then, over the last six or seven

tier one solutions.years, we have been generating and

producing our own platforms serv-

All our solutions are based on theing wireline and wireless operators

Canvas platform. Canvas provides 60% of theand we are developing VAS applications and platforms

functionality of applications, including distribution,for them. We have four main offices, with headquarters

fault management, statistics, error handling andin the US, and offices in Turkey, India and Dubai. We

database management. So whenever you want tohave several enlargements planned, the first one of

create a new application, you dont have to worrywhich is in the United Arab Emirates. We have opened aredeveloping these functionalities.Dubai office to serve the area better; we have several

operations in the region and supporting them from the

Dubai office will be much easier and faster. COMMSMEA: IN WHICH OTHER COUNTRIES CAN

TELENITY PRODUCTS AND SERVICES BE FOUND?

Serif Beykoz: We are now in 30 countries serving over 35COMMSMEA:WHAT ARE THE MAIN BUSINESS AREAS

operators globally. In the Middle East, we are workingTHAT TELENITY IS INVOLVED IN?

with Etisalat, and in Oman with Nawras. We are alsoSerif Beykoz: We have three main business lines in

providing solutions in Egypt, Kuwait, and Saudi ArabiaTelenity. The first one is the messaging group, providing

where we work with both Mobily and STC. Also, we arevery stable messaging platforms. The second group is

working very closely with Zain Group; they have 22the service delivery platform (SDP) and the location

different operations and six or seven of them aregroup, and the third business line is value added serviceworking with us at the moment. So we are quiteapplications, like Canvas PayForMe, which is a call

powerful in the region and with the Dubai office I thinkcollect application for mobile subscribers. We have

this should be reinforced giving better post-salesanother product, Canvas SmartConnect, which is a

support.personalized call management service which helps

operators realize new revenue streams by effectively

managing call termination.

Innovation DriveGeorge Bevir, Deputy Editor, CommsMEA

Serif Beykoz, GM,Telenity EMEA

We stay committed to thesuccess of your business.

With operators facing ever tougher competition and falling ARPU, Serif Beykoz, Telenity's general manager for

Europe, Middle East and Africa, tells CommsMEA how operators can boost revenues by offering next

generation services.

Industy Outlook


May 2009 / 09


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We are supporting all kinds of standards, that is very In crisis times operators prefer to work with us to stop

important for us. We are not producing just for one the decline of ARPU. For instance, our very stable SMS

country but for the world. We are supporting all system creates 10% of the overall revenue in

the communication and IT standards. many operators. And we have deployed

There is a lot being said about conver- over 15 SMSCs worldwide, so we can

gence and we are ready for this mobile claim that we are generating 3.5% or

convergence; telecommunication 4% of all SMS traffic through our

and IT services are coming together system. It's very stable and very future

and we are ready for it. wise, it is a very economical solution.

We also see increasing popularity ofCOMMSMEA:WHICH SERVICES ARE

location-based services, mobile mar-MOST POPULAR, AND WHAT ARE

keting and mobile payment services. TheOPERATORS ASKING FOR?

most important LBS services are buddy-Serif Beykoz: The main one is Canvas

finder, navigation, tracking and local search. WePayForMe, its very popular. Canvas PayForMe,

have had increased demand for our Canvas PFS,Mobile Collect Call Service, allows wireless subscribers

Location-based People Finder Service especially into easily initiate mobile reverse charge calls without the

India and South Asian countries.involvement of an operator - through a simple USSD

message followed by the target MSISDN, an SMS

We also see increasing popularity of location-basedmessage or a call - which makes the service available

services, mobile marketing and mobile paymenteven while roaming. It works like this: If I dont have any

services. The most important LBS services are buddy-credits left, I still can call you, and you pay for the call.

finder, navigation, tracking and local search. We haveFor example, when I call you, the sysytem sends you a

had increased demand for our Canvas PFS, Location-message asking whether you want to accept a collect

based People Finder Service especially in India andcall from me. If you dont want to accept the call, you

South Asian countries.just select no, and hang up. If you accept the call, we get

connected and you will be charged for the duration of

the call. Its very popular in the Middle East and Africa

region.

ARPU decline is a very big problem for all operators and

they still get their main part of ARPU from voice. What

we can do is stop the decline with targeted value added

services. This is the main differentiator for operators,

even for 3G operators. For 3G, the main service is data

plus video. We can provide 3G services like video

services and we have four or five of them already (e.g.

video mail, video ringback tones, etc.).

Innovation DriveGeorge Bevir, Deputy Editor, CommsMEA

Industy Outlook


May 2009 / 10


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Mobile Marketing: Donning a New HatJatinder Singh, May 2009, Voice & Data

Business has only two functions-marketing and

innovation-the famous management guru, PeterIn February 2001, when London staged the world's first

Drucker once said. And if we analyze the ambit ofconference to discuss mobile advertising, not all were

mobile marketing, it seems to encompass both theseconvinced about its prospects. However, as cellular

objectives.subscribers started to outnumber TV sets anddesktop/laptop population, operators and advertisers

In the bleak economic sce-realized significant buoyancy in its effectiveness to

nario where marketers arepromote their products and services.

battling to get people toopen their wallets, utilizing

With almost every third person in India being mobiledigital channels to reach

now, mobile marketing becomes the most effectiveconsumers, in an innovative

channel to reach the end user, says Madhusudan

manner is gaining huge Gupta, senior research analyst, Gartner.significance.

In a recent survey car-Currently, India boasts of over 370 mn mobile users

ried out by Telenity, over(which is expected to double in the next three years).

51% consumers wereApproximately 30 mn of these users access mobile

willing to receive pushInternet-the largest in Asia.

advertising of preferredcategories. The survey

Considering this, the country offers huge potential towas done in eleven key

marketers to reach their audiences in a direct andmarkets which also re-

personalized way.vealed that majority of

consumers liked mobileToday, the number of mobile subscribers has surpassed marketing if it enabled them to keep service coststhat of Internet users. This is fast turning the mobile

down. When it comes to TV or radio, no one is suredevice into a vital marketing medium. Particularly

about the end consumer, however in mobile, we cansignificant for operators in India as ARPU is relatively

identify our target consumers and can get the best juicelow and they are banking upon alternative channels to

out of the campaign, says Zubin Dubash, AVP, VAS, TTSL.increase ARPU in rural and semi-urban markets.

The concept of mobile marketing holds the promise ofSo far, mobile marketing in India has not been able toproviding an additional revenue stream to operatorspick up as compared to the western world. Thewho are looking for ways to deal with continuouslyapproximate budget allocation for this medium as ofdeclining ARPUs, says Sunil Rajshekhar, president &

now is 2-3% of the total advertising budget in India.COO, Times Internet.

The main obstacle is that this is a very new mediaAlthough cellular numbers are increasing, ARPU ischannel. And hence the advertising ecosystem is notdeclining as voice rates continue to fall. Mobilefully conversant about the technicality andoperators are looking at VAS to augment their ARPUs,functionality of this channel, says Debasis Chatterji,adds Vishwadeep Bajaj, co-founder and CEO, ValueFirst.CEO, Netxcell.

Watch this Space

The Problem

The number of mobile subscribers is way exceeding that of Internet users. This is turning the third screen

into a personalized marketing device.

Industy Outlook


May 2009 / 11


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However, with easy accessible services and Internet on

cell phones, it is witnessing a growth rate of over 200%Besides people in the metros, people in rural area are

per annum and is poised to reach greater heights in thealso recognizing the potential of a mobile phone. And it

years to come.has undoubtedly become the single largest platform to

reach an individual in an effective and personalizedMobile marketing is a nascent but rapidly growing

manner. In the last couple of years, many new playersindustry in India. In the last one year we have seen the

have mushroomed in this space. However, not manymarket more than double, given the efforts of all key

have been able to generate significant margins.components of the mobile media ecosystem, says AnujKumar, executive director (South Asia), Affle.

If mobile service operators are to leverage thisopportunity they would have to rapidly provide wider

Aakash Moondhra, head, telecom and retail verticals,spread mobile packet access. Also, they have to enable

Baring Private Equity Partners says, At present theinterfaces that advertising value added application

market is small, somewhere between Rs 50-100 crore.infrastructure providers can leverage to access

However, as the benefit per rupee spent is on the highersubscriber profile and location information, says Sajal

side in this space, the medium holds a great potential.

Gupta, VP, Aricent.The concept has already grabbed enough eyeballs in

The prospects of mobile marketing are huge in India.matured markets. For instance, in Spain 76% of mobile

However, it has yet to take off in a splendid manner.phone owners receive ads; in France over 62%; and in

There has to be innovative business models, otherwiseJapan 54%. More importantly, the estimate suggests

RoI is not going to be a cakewalk, says Krishna Durbha,that as the concept of mobile marketing matures so

head, VAS business & marketing, Reliance Communi-does the user involvement. In Japan, nearly 45% of

cations.mobile phone owners are believed to click on ads they

receive on their phones today.The company has recently implemented an integratedcarrier-class mobile marketing software platform

In the US, brands hold mobile property which istermed Neon on its network as part of its tie-up with

urbanized along with data-rich network and hence, has Flytxt, a mobile advertising and marketing technologymore prospects for advertisers. However, in the UK,

provider. Apart from using mobile marketing forrevenue generation is comparatively low because of

existing products, it also offers mobile advertisinglingual challenges.

solutions for other companies as well.

Says Anil Sardana, MD, Tata Teleservices, In the comingAmong various mobile marketing channels globally,

days, targeted advertisement will emerge as a big ticketSMS is the trendiest because of its ubiquitous nature

application. For example, the Big Bazaars of India wantAlso, mobile coupons are gaining recognition as part of

to announce a sale where the customer will gets 50%the overall marketing campaign; the coupons are

discount if he/she gets to the store within six hours oremailed and then can be redeemed at specific vendor

so. We can offer such Big Bazaars an advertisementmachines. There is growing interest in location in terms

application that follows a highly segmented approach

of time, place and occasion where people shop, andand which would be delivered to the customers living experts believe that mobile is an ideal medium for this.within, say, 5 km of the stores.

Trendy is In


Industy Outlook


May 2009 / 12


13/32

Other marketing media holding strong appeal include USSD services are another area gaining traction in the

MMS, Bluetooth, adver-gaming, full-screen interstices market. It includes subscription alerts, prepaid rechargeand audio advertisements that can take the form of a services, etc. Location based advertising is another very

jingle before a voicemail recording. While Bluetooth relevant technology to which enables reaching the

marketing has been around for quite some time, MMS right customer, at the right time and location.is still in its early days and yet to make a strongstatement.

Bluetooth could be for a niche segment that can dowell at high foot-fall areas. But it would have to discover

methods where the interaction is continuous once thecustomer is out of Bluetooth coverage. It would have a

limited scope in India for niche segments, states RajivMadhok, director, One97 Communications.

Security is another pitfall in the way of successful There is also another business model where companiesmarketing campaigns using the technology. As people such as mGinger, mGarlic, YouMint, 160by2, etc, are pro-tend to keep their Bluetooth off due to the fear of viding SMS advertisement services in which a consumertransmission of spams and viruses, it really can't will receive ads of only those particular products orbecome a mass marketing instrument, says Tim services that he is interested in buying. Interestingly, itWilliams, co-founder & executive VP, worldwide sales, also pays the consumer depending upon the ad heFlytxt. receives in a particular day. However, most of these

companies have not been able to succeed in a big way.At present, companies like Cafe Coffee Day, Pantaloon,

Levis, Adidas and Pepsi have offered mobile content Although it is interesting to see what the global trendsfree of cost and discounts via Bluetooth in India. are, it is important that operators focus on channels and

needs of their own country. For instance, implementingAmong new segments, in-game advertising is one of a mobile email based campaign may not be suitable ifthe fastest growing areas. According to the Yankee the majority of your subscribers are avid SMS users,Group, revenues are predicted to grow from $732 mn underlines Ronan Casey, CTO, Asia Pacific, Acision.by 2010, up from $56 mn in 2005.

This is a push service that is event driven where the user receives

a notification (IVR, SMS, USSD, MMS) based on his preference,

location or movement. For example for a person who has chosen

restaurants for receiving mobile advertisements will receive a

mobile coupon alert giving him discount information as he

passes near a McDonald's outlet, says Yogesh Bijlani, vicepresident, sales, Asia Pacific, Telenity.

"innovative business

models otherwise RoI isnot going to be an easy

cakewalk"

Krishna Durbha, head,VAS business & marketing,Reliance

Communications

There has to be "niche segment that can

do well at high foot-fallareas but interactions

have to be continuouswhen customer is out of

its coverage"

Rajiv Madhok, director,

One97 Communications

Bluetooth could be a "are in SMS, in English

which rural India can noteasily understand"

C Mohan Ram, MD,

Lattice Bridge Infotech

Today most campaigns "targeted advertisement

will emerge as a big ticketapplication"

Anil Sardana, MD, Tata

Teleservices

In the coming days,


Industy Outlook


May 2009 / 13


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Forward March The success of any mobile marketing initiative solely Today most advertisement campaigns are in SMS independs upon the end user who also expects to make English, which rural India cannot easily understand.interactivity selections as per his decision. Voice adverts is the future, where this dependency

would be removed. But voice calls are still not as cheapUser privacy should be the key concern for all service as SMS, says C Mohan Ram, managing director, Lattice

providers. At any level it should not be compromised Bridge Infotech.and an effective mechanism should be in place for the

same, says Kiran Konduri, co-founder, Asklaila. In a country that represents over one third of themobile subscriber base with an average balance of Rs

Agrees Jagdish Mitra, CEO, Canvas M Advertisements 10, there is still a huge demand for infotainment.should be speci fic to consumer interests and People also want to connect to the third screen anddemographics mentioned during sign-up. want selected ads and alerts but for free.

While mobile marketing does seem like a possible The major challenge is to build an ecosystem with

cause of the breach of privacy, it does not necessarily constructive partnership to communicate with highlyhave to be so. The key to this in opting for DNDs (do- targeted and profiled users for mobile marketing.

not-disturb) and DNCs (do-not-call) registry which givethe option of not receiving promotional messages Jatinder Singhand/or information. Therefore, to reach consumers [email protected] breaching their privacy, companies will have tolook for more innovative models.

Like all other forms of marketing, there are things to

keep in mind: online, which includes email spam,display advertising, pop ups; offline, which includes

junk mail reaching your home. Hence mobile

marketing will also have its share of junk. Responsiblecompanies however rely on options when it comes to

direct marketing, says Ashish Gupta, managingdirector, Helion Advisors.

Further, rural segments also represent a vast

opportunity for personalized advertisement. As thisspace is maturing, marketers can actually educatefarmers and villagers about the best quality seeds, ways

to keep crops healthy and so on. However, barriersrelated to language and education would be a key

concern here.


Industy Outlook


May 2009 / 14
mailto:[email protected]:[email protected]


15/32


Connecting with Subscribers to Capture New RevenuesWhite Paper

Does Voice Still Matter? For years, voicemail and missed call alert servicesseemed as the basic and standard value added services

With the slow down of world economy, servicefor every telecommunications network. The revenue

providers are signaled that they will need to find new benefit derived from voicemail comes fromtools and creative ways to offer new types of services

incremental uplift in voice/text (up to 10% ARPU fromleveraging existing investments in voice and

subscribers who use the service), missed callmessaging infrastructure. Based on industry forecasts,

notification or a ringback to the user. After basic dialthe number of global mobile subscribers will expand

tone in wireline networks or airtime in wirelessfrom almost 2.5 billion at the end of 2007 to 3.5

networks, voicemail and missed call alert should be twobillion by 2012, with the majority of growth occurring

of the most important services in terms of revenue andin Middle East and Africa (MEA), Asia Pacific (APAC) and

subscriber retention. However, most operators are notCentral America and Latin America (CALA) regions.

currently exploiting these services to their fullestWhile this growth remains mainly through subscriber

potential and lack the right penetration levels toacquisition, it is not sustainable in the long run for

generate additional ARPU. This paper articulates howrevenue generation. Carriers must adopt innovative

service providers can further boost their revenues byservice models to generate enough revenues from up-offering personalized intelligent call management

selling to existing and new users.solutions comprising both of these key services.

The voicemail penetration is very high (90%) in maturemarkets such as North America and Western Europe

but very low (1% to 15%) in the rest of the world. Thisresults in low voicemail service revenues due to the

large number of non-voicemail users. In order toClearly, voice services have been the killer applicationaddress this segment, operators should carefullyso far as they account for the lion's share (80%) of totalexamine their customer behavior and understand whyrevenues - a significant revenue contributor estimatedthey are not using voicemail service.to reach $734 billion in 2012. However, this growth is

slowing down due to the commoditization of voiceservices.

For several years now, we have been hearing that the,

The share of voice revenues and average revenue

per user (ARPU) are declining while the data

revenues are increasing. This trend has forcedoperators to consider different opportunities to

increase subscriber ARPU. In fact, this is statisticallytrue. However, the question remains whether the

operators have tried their fullest potential to capture allthe voice revenues. Calls that do not connect

subscribers immediately due to unavailability of thecalled party or coverage area represent a significant

1 Portio Research, 2008potential for new revenue streams if acted upon with

the right set of solutions.

Still the killer mobile application, voice services are1

expected to reach $734 billion in 2012 .

Calls that do not connect subscribers immediateldue to unavailability of the called party or coverag

area represent a significant potential for new revenustreams if acted upon with the right set of solutions.

Product Focus


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Different geographies have distinct types of users. At Best practices in introducing a voicemail service withfirst, it seems obvious to relate customer behavior to ease-of-use components include:cultural differences and think that there is not much an

operator can do. Is it really the case? The simple answer Familiarity: Forward all incoming calls to theis yes, but in reality there is more to it than just simply voicemail, missed call alert or temporary voicemailsaying that the voicemail usage is low due to cultural systems free of charge on different conditions: noreasons. There may be more fundamental reasons answer, out of coverage or busy.behind low voicemail usage, including: Choices: Offer friendly greetings such as Record a

message or Hang up for missed call alert to calledMost People think that the voice message will not party.reach to the called party immediately Connect: Create instant voicemail box for all usersPeople think that the receiver of the message will or send direct voice message.not listen or pay attention to it Simplicity: Eliminate long personal greetings andComplex message deposit/retrieval practices are offer simple IVR menus, short announcements and

annoying for subscribers simple personalized notifications. e.g., VM to MMS,Subscribers do not want to listen to long greeting SMS and out dial options.messages Immediate: Fast message delivery and retrievalPeople think that they will get charged for listeningto the voicemail due to calling party pays These alternatives can easily be implemented to boostPeople do not like to leave messages to complex call revenues immediately. The key is to offer customerssystems. Instead, they prefer to call the person ease-of-use with simple features that will increase theback later. voicemail service adoption, usage and hence the new

call rates.However, creating voicemail usability and habit, and

combining it with missed call notification is a This of course does not mean that the voicemail systemchallenging, yet a rewarding task for operators to should not have advanced features. As Telenity, weovercome. believe that Personalized Intelligent Call Management

encompassing voicemail and missed call alert type

services is a very crucial component for operators andsubscribers. To this end, Telenity has developed

Canvas SmartConnect, Personalized Intelligent CallLike in any system, most subscribers always prefer

Management Suite, which helps operators createsimplicity versus complexity. To create usage habit

usage behavior first and then introduce advanced callamong subscribers, operators should focus on

management and completion features as the customerproviding a voicemail service that is initially simple and

usage behavior matures.easy-to-use rather than offering advanced andcomplex features which are difficult to understand and

The key to success in introducing any new service is toadapt.

first appeal with basic features to create the usabilityhabits of mass users. With voicemail, enhanced features

such as increased message management options,extended notification services, parental control, callscreening, time and day based call management rules

etc. can be alternatively positioned later to maintainuser levels, increase loyalty and service penetration.

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The Solution Personalized Intelligent Call Management



Product Focus


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Bringing Simple Service to Life How Does It Work?

Revenue Potential

1. A Party calls B Party

2. In caseB Party's phone is switched off or out of coverage, A Party hears the modified unavailability announcementfrom the MSC at no charge. The announcement would be like The person you have called cannot be reached at themoment, please try again later or wait for 2 seconds to record your message

3. A Party on his first attemptSlams down the call without leaving any messageWhen B Party turns on the phone, he/she gets a missed call notification with the information on who called whileat the same time A Party gets notified that B party is now available

4. A Party on his second attemptWaits for 2 seconds and leaves a voice message after the beep soundB Party turns on the phone and immediately gets the voicemail as a multimedia message (MMS),

A Party again gets notified that B Party is now available.5. A Party calls B Party who is not carrying a multimedia MMS enabled handset:

Waits for 2 seconds and hears the beep sound and leaves a voicemailB Party receives this voicemail message as VoiceSMS and is able to listen immediately without making any call tothe voicemail system. A party also gets notified ofB Party's then-availability.

As illustrated in the sample case above, these simple service scenarios of Canvas SmartConnect solution with effectivecall management capabilities capture all those calls that would have been lost otherwise, and help increase airtimeusage and maximize voice revenues of the operators. The above use-case is fully customizable based on operators' andmarkets' choice while the described scenario is already proven to be very successful. The possible add-on features canbe automatic connect on busy and automatic call back when available.

Through a real business case example, we will now show how much additional ARPU an operator can potentiallygenerate from call completion services that can contribute to their overall revenues.

Operator X with $10 of ARPU has 20% uncompleted calls in the network and it generates 90% of its revenues throughvoice services. This operator decides to provide voicemail and missed call notification services to all users and as a resultturns 10% of uncompleted calls into new airtime revenues.

When we do the calculation: 10% of 20% is equal to 2%of total calls and 2% of 90% equals to 1.8% of totalrevenues.

Basically Operator X can increase its revenues by 1.8%,which is $0.18 increase in ARPU of $10.

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Subscriber

Growth 20% Monthly % Voice Uncompleted

Retained

Calls Increase Increase

Year Subscribers ARPU Revenues Calls RevenuesCall

Completion ARPU/Mon Revenues

Year 1 800,000 $10 90% 20% $86,400,000 10% $0.18 $1,555,200

Year 2 960,000 $10.18 90% 20% $105,546,240 10% $0.18 $1,899,832

Year 3 1,152,000 $10.36 90% 20% $128,935,287 10% $0.19 $2,320,835

The solution enables service providers to captureadditional revenues of about 1.8% of their total revenues.



Product Focus


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As more users start benefiting from voicemail system, operators will start enjoying increasing revenues. This will alsobring an inevitable need for voicemail capacity expansion, which will be a key point for operators when they aremaking their initial system selection. Operators should utilize a low-cost, easily scalable system with a proven success

for high capacity usage.

A leading GSM operator realized the importance of voice revenues lost due to non-voicemail users in its network is

significant opportunity to improve on. The operator offered a Simple Voicemail service but positioned it differently.The

focus was on ease-of-use and immediate access in order to increase service usage first by offering basic

voicemail service to all the users for free. With this Simple VoiceMail service:

Callers leave a short voicemail message (30 to 45 seconds long knowing that the called party will get his/her

message immediately)Then the called party is notified via SMS to retrieve the messageOnce the message is retrieved it is automatically deleted for good

Additionally, in order to increase the message retrieval rates, the operator delivers voicemail messages via MMS tothe called party.

As a result of this new service introduction, the voicemail penetration rates were increased by 5 times in 8 months. Thetake rate was incredible but more importantly voicemail usage behavior was created among operator's users.

Case in Point

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Leveraging SMS to Attract Additional

Data and Voice ARPU

Global messaging marketplace is growing at a rapid

pace and mobile messaging revenue is expected toreach $212 billion by 2013. Short Message Service

(SMS) is still the predominant messaging service with

ever increasing short message exchanges amongsubscribers and bringing the highest revenue tooperators. In their recent report Leveraging SMS toAttract the Low End of the Income Scale, Pyramid

Research predicts that SMS revenues will far exceed therevenues of other higher-end data services such as

mobile broadband for years to come especially in theMiddle East and Africa (MEA). The report also predicts

that this development will go beyond the revenueopportunity coming directly from peer-to-peer SMSand that it will create new ways for operators in the Key Findings of"Leveraging SMS to Attract the Lowhighly competitive and usually low-income markets of End of the Income Scale" indicate that:the MEA to capitalize on subscribers new familiaritywith SMS in order to increase not only their data ARPUs, Catering to the low end of the income scale isbut their voice ARPUs too. inevitable, and so is the resulting decrease in voice

ARPU. Leveraging an already existing or a new SMSplatform, coupled with USSD technology, to

launch a slew of attractive services makes businesssense and can make the transition less drastic.SMS-based initiatives can have a direct, positive

and quantifiable effect on operators KPIs such asARPU and churn, with prepaid ARPU rising as much

as 6%. These initiatives can also help with other

important indicators, such as network congestion,CRM and brand identity.While SMS-based initiatives have competitiveimplications, the outcome is not necessarily a win-

lose situation. Low-cost services that make senseto subscribers and respond to their needs have a

potential to expand the total market as opposed toredistributing subscribers and revenue.

So are you ready to maximize your SMS revenues and

profitability from this most popular mobile messagingapplication? Will you be able to take advantage of the

largest single contributor to data revenues and addressthe largest, lowest-income subscriber segments inMEA? Are you ready to launch new services with SMS

and USSD technologies?

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Our recent report covering the Middle East and Africa(MEA) Leveraging SMS to Attract the Low End of the IncomeScale looks at how operators in MEA can leverage the SMSplatform to boost revenue from the largest, lowest-incomesubscriber segments. In the region, Peer-to-peer SMSaccounted for about 60% of total mobile data revenue in

2008, and we predict that it will continue to be the largestsingle contributor to data revenue over the forecastedperiod (2009-2013). The fast subscriber growth that MEAoperators are witnessing a 39% annual CAGR over thepast four years and a forecast 8% annual CAGR from 2009-2013 is posing some serious challenges related tonetwork efficiency and declining ARPU. However, over thenext four years, SMS-based services will be a powerful toolthat operators can use to target the large base of low-income subscribers and generate higher revenues from

both data and voice, adding up to a minimum of US$6bn innew annual revenue by 2013, Dearbhla McHenry, BadiiKechiche, Pyramid Research.

Product Focus


May 2009 / 19


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Or Are you struggling with: canvas MMSC - Multimedia Messaging Service CenterFrequent peaks of subscriber traffic volumes that

?Network agnostic, all-IP based multimediayour systems can not handle

messagingHigh OPEX of legacy messaging servers deployed

?Advanced media adaptation, video support andin your network that drain your resourcesLack of next generation network readiness MMS routing servicesInflexible routing, load balancing and geograph- ?Full 3GPP standards complianceical distribution capabilitiesRevenue Assurance problems caused by non-real

canvas UMS - Unified Messaging System with Voice, SMS,time charging interfaces

MMS, Email, Fax, Video MailDont be alarmed! Telenity has the right messaging

?Scalable and reliable solutionsolutions to help you solve all of the problems above

?Easy integration with other Canvas voice servicesand move forward. Telenitys Canvas Converged?Multiple subscriber interfaces for messageMessaging Solutions enhance revenues from P2P and

A2Pmessaging with a modular, scalable next genera- recording and management; WEB and IVRtion IP based architecture designed for offering SMS-

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Subscriber based settings, address books, andbased services and CAPEX and OPEX savings.personalized messaging

Canvas Converged Messaging Solutions include:canvas MSGW - Messaging Gateway

canvas SMSC - Short Message Service Center and ?Single solution to manage all (text, binary, multi-canvas SMSR - SMS Router media) messaging services SMSC, MMSC and

?Next generation, IP-based, high performance and USSD connectivity

distributed short messaging ?Uses standard network interface protocols with

?First delivery attempt, SMS routing, IP-offload, flexible routing and charging capabilities

and advanced SLA management features ?One-time OSS/BSS (charging, reporting)

?One stop integration point for charging, integration for all messaging applicationssubscriber database and third party service ?Advanced SLA, congestion, and traffic control

management solution

?Advanced messaging services such as Subscriber Telenitys Canvas Converged Messaging Solutions help

based screening (black) lists, Message delivery operators offer innovative P2P and A2P messaging

settings (SMS Diversion/Forwarding), Message services, while helping them increase revenues and

Copy (Carbon Copy), Subscriber and Customer reduce/maintain costs.

Care Web Portals, Out-of-Office SMS, etc.

canvas USSD Service Center - Interactive Mobile Services

?USSD Gateway with pre-packaged service options?Flexible, graphical service creation environment

with interactive menu service templates

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Data and Voice ARPU

Telenitys Canvas Converged Messaging Solutions help operators offer innovative P2P and A2P messaging services,while helping them increase revenues and reduce/maintain costs.

Product Focus

Canvas Converged Messaging Solutions Value Proposition?

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Gracefully handle traffic peaks to assure additional/no lost revenues with a scalable and adaptive messagingserverModular design allowing flexible feature selection and deployment options

Increase your ARPU by enabling more applications without system overload or service outageReduce your maintenance costs with a standards based system that works on off-the-shelf-components thatdo not require proprietary hardware or software knowledgeGet your network ready for next generation now with a future proof, network agnostic solution that supportsboth legacy and next generation networksAdd to or Replace your existing messaging systems, with a solution that can co-exist with your currentinvestment and grow for futureMaximize your revenue assurance and minimize fraud with a high performance and fault tolerant real timecharging capability to cover the entire messaging trafficGreen solution supporting low power consumption with high performance resulting in lower OPEX

Canvas Converged Messaging Solutions Overview


May 2009 / 21


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th6 Annual Media And Telecommunications

Convergence Conference 2009Amman, Jordan

thThe 6 Annual Media And Telecommunications Convergence Conference 2009 organized by the Arab Advisors Group

is taking place during June 1-2 at the Four Seasons Hotel, in Amman, Jordan

thThe 6 Media and Telecoms Convergence Conference builds on the success of Arab Advisors Group's Annual Media and

Telecoms Convergence Conference held in Amman over the past five years.

The convergence of media, telecom and information technology pushes the hitherto disconnected players in the three

sectors towards operating in an increasingly merged segment. This convergence carries threats to existing revenue

and business models, but also bears new opportunities for new models.

thArab Advisors Groups 6 Media and Telecoms Convergence Conference 2009 is the ideal forum for networking,

discussions and debates on the convergence trends underway in the Arab media and telecom markets.

Date: June 1-2, 2009

Location:Amman, Jordan

th Telenity will speak at the 6 Media and Telecomms Convergence Conference 2009. On day 2, at 12:45pm, the

presentation given by Mr. Serif A. Beykoz, General Manager EMEA at Telenity will focus on Growing Mobile VAS

Business in Arab World.

Come out and meet the Telenity team who will be available to discuss your needs for converged messaging, value

added services and service delivery solutions.

thTo arrange a meeting with the Telenity team at the 6 Media and Telecoms Convergence Conference, please email us at

[email protected]

Events


May 2009 / 22
http://www.arabadvisors.com/Convergence/schedule.htmhttp://www.arabadvisors.com/Convergence/schedule.htmmailto:[email protected]:[email protected]://www.arabadvisors.com/Convergence/schedule.htmhttp://www.arabadvisors.com/Convergence/schedule.htm


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Mobile VAS Forum 2009Miami, FL, USA

The Mobile VAS Forum 2009 organized by Informa Telecoms & Media is taking place during June 9-10 at the Sonesta Bay

Front Hotel Coconut Grove, in Miami, FL, USA.

Mobile VAS Forum is the exclusive event focused on Latin-Americas VAS experiences to bring together the key players

of the mobile industry. With decreasing voice ARPU in upcoming years, the strategic need for developing successful

VAS products to ensure a resilient and sustainable revenue generation has become critical in Latin & Central America

and the Caribbean. Mobile VAS Forum 2009 aims at sizing up this challenge and identifying which business

opportunities are being created or underused, and how the players could or should explore these alternatives.

Evolving from the well established Mobile Messaging & VAS Americas, this major conference focuses on the

alternatives and opportunities for revenue growth through value added services. Addressing the critical issues to

increase revenue for mobile operators and the whole value chain, this summit tackles acknowledged world class case

studies, winning strategies to develop and roll out new products, business opportunities and a deeply and

comprehensive networking driven agenda.

The agenda covers all VAS topics, such as SMS and MMS boosting strategies, business models for mobile marketing and

advertisement, mobile payment, content products, music, games, mobile TV, entertainment, 3G services and others

products available for the telecom market.

Date:June 9-10, 2009

Location:Miami, FL, USA

Telenity will exhibit at Stand 5 and speak at the Mobile VAS 2009 event. On day 1, during the VAS Services and Trends in

this Economic Times, the presentation given by Mr. Nitin Patel, VP Strategic Marketing at Telenity will focus on Gaining

Competitive Advantage with VAS and Messaging.

Come out and meet the Telenity team who will be available to discuss your needs for converged value added services,

messaging, and service delivery solutions.

To arrange a meeting with the Telenity team at the Mobile VAS 2009 conference and exhibition, please email us at

[email protected]

Events


May 2009 / 23
http://www.mobilevasforum.com/mailto:[email protected]:[email protected]://www.mobilevasforum.com/http://www.mobilevasforum.com/


24/32

West & Central AfricaCom 2009Abuja, Nigeria

thThe West and Central AfricaCom 2009 6 annual and the regions largest telecoms event is taking place during June 17-

18, 2009 in Abuja, Nigeria. West and Central Africa Com 2009 comprises a 2 day, 6 streamed conference agenda and an

exhibition floor.

West and Central Africas only communications Congress and Exhibition, the event hosts 1,500+ telecoms decision

makers. A panel of 50+ visionary speakers including 20+ CxO level operators lead a 2 day strategic conference featuring

5 streams and 4 keynote sessions while 80+ leading international vendors showcase their solutions in the co-located

exhibition floor.

Date:June 17-18

Location:Abuja, Nigeria

Telenity will be exhibiting at Stand E02 with its partner CIS Nigeria/Rt2i and showing demonstrations of its convergedvalue added services solutions including Mobile Collect Call, Personalized Call Management, and Location-based

People Finder Service.

Come out and meet the Telenity and CIS Nigeria/Rt2i teams who will be available to discuss your needs for converged

messaging, service delivery and value added services.

To arrange a meeting with the Telenity and CIS Nigeria/R2ti teams at the West and Central AfricaCom 2009 conference

and exhibition, please email us at [email protected]

Events


May 2009 / 24
http://wcafrica.comworldseries.com/mailto:[email protected]:[email protected]://wcafrica.comworldseries.com/http://wcafrica.comworldseries.com/


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VAS Asia 2009New Delhi, India

thThe VAS Asia 2009, 5 International Conference and Exhibition is taking place during July 10, 2009 at the Le Meridien

Hotel, in New Delhi, India.

Over 330 million people in India now own mobile phones which are poised to reach 500 million by 2010. India is the

second largest and fastest growing cellular market in the world. With ever rising cellular subscribers, voice is

increasingly becoming a commodity. Service Provider's are experiencing low ARPU's and high subscriber churn rate.

Over the last 6 years, the Indian telecom industry has realized the importance of Mobile Value Added Services. Given

the declining ARPU and increasing competition among operators, it is imperative to focus on alternate revenue

streams. That is where there is a felt need for capitalizing on the Value Added Services (VAS) Market.

Propelled by the need to bring in service differentiation, operators are deploying new value added services in order to

satisfy the growing demand of Indian consumers. There is an increased transformation of business models with an

aggressive focus on VAS. Mobile VAS currently contributes 9% to the operator's revenue which is expected to reach 12%

by June 2010. This is attracting wireless operators, handset manufacturers, content developers, music & film

companies, cartoon artists, game makers and musicians for ring tones, music, gaming, sports, mobile imagery, WAP,wall papers, logos, SMS based contests and streaming audio and video.

thCelebrating 5 Anniversary of VAS Asia 2009 International Conference & Exhibition, the convention will create the best

forum in India for all players of the value chain where business is bound to happen!

Date: July 10, 2009

Location:New Delhi, India

Telenity will have a speaking session and exhibition stand at VAS Asia 2009.

In its booth, Telenity will have demonstrations of converged services solutions.

Come out and meet the Telenity team who will be available to discuss your needs for converged value added services,

messaging and service delivery.

To arrange a meeting with the Telenity team at the VAS Asia 2009 event, please email us at [email protected]

Events


May 2009 / 25
http://www.bharatexhibitions.com/english/VASA2009.phpmailto:[email protected]:[email protected]://www.bharatexhibitions.com/english/VASA2009.phphttp://www.bharatexhibitions.com/english/VASA2009.php


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AfricaCom 2009Cape Town, South Africa

thThe AfricaCom 2009 is taking place during November 11-12, 2009 in Cape Town, South Africa. Now in its 12 year,

AfricaCom is the longest established and the largest annual Pan-African telecoms event. This event comprised of a

high-level conference and co-located exhibition is the best place to meet and build new contacts in the region.

Having evolved to reflect the current market dynamics, the event embraces the entire telecommunications landscape

in both its multi-streamed congress and accompanying exhibition. The conference provides both an overview of the

general trends of the market, and specialist streams on the key aspects of the telecoms market such as: technology

evolution, regulation, new business models, value-added services and marketing strategies. It is attended by senior

representatives of the continents leading operators, regulators, investors, telecoms solutions providers and analysts.

Year-on-year, the event continues to offer African telcos the chance to meet new and existing suppliers of the highest

calibre, discuss the future direction of their business and plan for their expansion.

Date:November 11-12

Location:Cape Town, South Africa

Telenity will be exhibiting at Stand C12 and showing demonstrations of its converged value added services solutions

including Mobile Collect Call, Personalized Call Management, and Location-based People Finder Service.

Come out and meet the Telenity team who will be available to discuss your needs for converged messaging, service

delivery and value added services.

To arrange a meeting with the Telenity team at the AfricaCom 2009 conference and exhibition, please email us at

[email protected]

Events


May 2009 / 26
http://africa.comworldseries.com/event_overviewhttp://africa.comworldseries.com/event_overviewmailto:[email protected]:[email protected]://africa.comworldseries.com/event_overviewhttp://africa.comworldseries.com/event_overview


27/32

GSM>3G Middle East 2009Dubai, UAE

GSM>3G Middle East 2009 is taking place during December 7-8, 2009 in Dubai, United Arab Emirates.

thAs the GSM Middle East and Gulf markets continue to expand, this event in its 14 year will provide unique networking

opportunities and set the regional telco agenda. GSM>3G Middle East 2009 event will bring together wireless

operators, vendors, developers and industry leaders from across the world to discuss future strategies, business

models, and the challenges and opportunities facing todays wireless services. Attendees will benefit from a much

deeper and invaluable learning experience and understand in greater detail the key technological and commercial

opportunities within the Middle East & Gulf telecoms market.

Date: December 7-8, 2009

Location:Dubai, UAE

Stand: 108

Telenity will be exhibiting at the GSM>3G Middle East 2009 conference and exhibition. Telenity will have

demonstrations on converged value added services solutions including personalized call management, location-

based people finder service and video services.

Come out and meet the Telenity team who will be available to discuss your needs for converged messaging, service

delivery and value added services solutions.

To arrange a meeting with the Telenity team at the GSM>3G Middle East 2009, please email us at

[email protected]

Events


May 2009 / 27
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Telenity and Datatronics Expand Their

Partnership to Latin American Telecom MarketTelenity and Datatronics to Offer Messaging and Valued Added Services to Latin American Operators

Combining Telenitys global market experience andMonroe, CT March 25, 2009 - Telenity, a leadingleading converged services solutions, and Datatronicsprovider of next generation converged servicesover 12 years of experience in providing systemsplatforms and applications for communicationsintegration to the telecommunications sector, thisnetworks and Datatronics, a telecommunicationsstrategic partnership will bring next generationvalue-added reseller in Spain, announced today thatmessaging and VAS that much closer to Latin America,they have expanded their partnership to address Latinsaid Oscar Gonzlez, Vice President of Sales andAmerican telecom market. Under the new partnership,Business Development at Datatronics Telecom.Datatronics will distribute Telenitys converged

messaging and value added services (VAS) in LatinLatin American mobile market represents a greatAmerica in addition to Europe. Latin Americaspotential for messaging and VAS solutions. As wetelecoms market remains among the high growthcontinue to increase our footprint in the region, it ispotential ones. According to industry analysts, the totalcrucial that we build the right partnerships to supportmobile data VAS revenues will rise from $4.5billion inour deployments and to ensure the success of our2008 to USD $6billion in 2010, CAGR 31%. VAS

customers, said Enrique Gomez, Director of Sales,accounts for 9% of the mobile services revenues inAmericas and Telenity. Datatronics has an excellentLatin America. Short Message Service (SMS) traffictrack record in system integration and in the region.continues to be the main component of data services,Joining our solutions, as well as, our sales and marketand today still accounts for 50% of mobile operatorsdevelopment teams together with Datatronics systemnon-voice revenues in Latin America.integration expertise will offer an ideal solution formobile operators looking to enhance their services

offering and increase their revenues.

About DatatronicsDatatronics is a VAR and System Integrator leadingsupplier of solutions for the fixed and wireless market,

leveraging more than 12 years experience in telecomsnetworks and telecoms value added services.

Datatronics Telecom Division provides technologiesand solutions in the field of Signaling, Messaging, NGN

& VoIP, Roaming, Interconnection and Mobile VideoServices. Headquartered in Madrid, Spain, Datatronics

has international business in EMEA and LATAM. The extension of an ongoing cooperation, thispartnership will provide Latin American wireless

operators with access to Telenitys convergedmessaging and VAS solutions with experiencedlocalized support, system integration and maintenance

services from Datatronics. Telenity and Datatronicsalready share a mutual successful history with Telefonica

in Spain and similar partner success is expected tomaterialize in the Latin Americas mobile market.

Combining Telenitys global market experience andleading converged services solutions, and

Datatronics over 12 years of experience in providingsystems integration to the telecommunications

sector, this strategic partnership will bring nextgeneration messaging and VAS that much closer toLatin America.

Press Releases


May 2009 / 28
http://www.telenity.com/http://www.datatronics.es/http://www.datatronics.es/http://www.telenity.com/


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Telenity and Astelit Sign a Four Year

Frame Agreement

We needed a flexible content management systemMonroe, CT February 16, 2009 -Telenity, a leadingcapable of handling a wide range of enhanced valueprovider of next generation converged servicesadded data services for both of our prepaid andplatforms and applications for communicationspostpaid subscriber base. With their proactive

networks, announced today that Astelit, Ukraines third approach, Telenity understood our needs and offeredlargest mobile operator providing communicationus a cost-effective and efficient solution that will helpservices under the life:) brand, chose Telenitys Canvasus support our subscribers now and in the future, saidCSP, Converged Services Platform including a contentTansu Yegen, General Director of Astelit.management system (CMS), common management

and provisioning framework, third-party access andmessaging gateways, and subscriber portal func- Telenitys Canvas CSP, Converged Services Platformtionalities. enables network operators and service providers to

develop and deploy innovative services in acceleratedperiods with little overhead. Astelit will utilize theIn addition to Canvas CSP, the four year framefollowing components of Canvas CSP to offer contentagreement signed by Astelit and Telenity also includesbased advanced value added services to its subscribers:voicemail system enhancements and capacity

upgrades on advanced messaging solutions includingSMSC, MMSC, and USSD Service Center. This multi- Content Management Server (CMS) - Provides amillion dollar agreement is the result of long lasting secure, flexible and comprehensive environmenttrust and strong relationship Telenity has built with to aggregate, host and deliver content fromAstelit over the years. With this contract in place, multiple parties/sourcesTelenity now supports over 75% of life:)s value added Common Management and Provisioningservices (VAS) infrastructure. Framework (CMPF) - Centralized and flexible data

repository comprising platform, service, partner,subscription (personalization), identity, security,and policy management data as well as OAM&Paspects of itAccess Gateway (XSGW) - Allows secure andpolicy-controlled single-point of access to theservice enablers within the SDP environmentSubscriber Portal - Provides Web/WAP interfaceto access content and services with enhancedpersonalization capabilitiesWe are delighted to have signed this agreement to

provide Astelit with our service delivery platformAbout Astelit life :)solution and capacity upgrades on a variety ofThe Ukrainian mobile services operator Astelit life :) ismessaging applications, said Serif A. Beykoz, Generalthe leading operator on the market in terms of newManager Europe, Middle East and Africa at Telenity.customers acquisition, serving 10,7 million subscribersAstelit is a growing operator with a customer base of(as of Q3 2008). Astelit life:) network covers the territoryaround 11 million subscribers. With our provenwhere 93,7% of population lives. Astelit life:) providesadvanced messaging applications and service deliveryroaming opportunities in 168 countries via 411 roamingcomponents, Astelit will be able to differentiate itselfpartners. The operator was the first in the market towith innovative content services, supported by a reliableintroduce EDGE technology and today Astelit life:) offersand high performance messaging infrastructure.large EDGE coverage 64,6% of the current networkssites support EDGE. Astelit life:) offers high qualitymobile services for all segments of the Ukrainian society.Currently the rational expenses for mobile communica-tions are of great significance to any subscriber.

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With their proactive approach, Telenityunderstood our needs and offered us a cost-

effective and efficient solution that will help ussupport our subscribers now and in the future.

Press Releases


May 2009 / 29
http://www.telenity.com/http://www.telenity.com/


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Eagle Mobile Selects Telenitys Advanced

Messaging ApplicationsCanvas SMSC and USSD Service Center Ensure Capacity and Service Flexibility for Eagle Mobile

Canvas SMSC offers a next generation, IP-based, highMonroe, CT February 12, 2009 -Telenity, a leadingperformance and distributed short messaging systemprovider of next generation converged serviceswith:platforms and applications for communications

networks, today announced that Eagle Mobile, thenewest Albanian mobile operator, chose Telenitys First delivery attempt, SMS routing, IP-offload, andadvanced messaging solutions including Canvas advanced SLA management featuresSMSC, Short Message Service Center and Canvas USSD One stop integration point for charging, subscriberService Center to handle its rapidly growing messaging database and third party service managementtraffic and enable the introduction of new USSD and solutionSMS-based innovative services.

Canvas USSD Service Center offers a Telenitys Canvas Converged USSD gateway with pre-packagedMessaging Solutions enhance services and a flexible, graphicalrevenues from Person-to-Person service creation environment with(P2P) and Application-to-Person interactive menu service templates(A2P) messaging with a modular, and USSD Menu Browser capability.scalable next generation IPbased architecture designed for About Eagle MobileCAPEX and OPEX savings. Eagle Mobile is the newest operator

of the mobile telephony that enteredAs a new operator in the into the Albanian telecommunicationAlbanian market, its extremely market on March 2008. Since thevital for us to build a reputation signing of the Shares Purchase Agree-as a reliable and innovative ment between the Albanian govern-service provider. Telenitys SMSC ment and the Turkish Consortiumwill significantly improve our composed of Calik Group and Turkability to gracefully handle SMS Telekom, the Albanian consumers aretraffic peaks and offer higher benefiting highly qualitative reliableservice quality to our subscribers, said Ali Taskin, CEO at services, the latest technology and incredible serviceEagle Mobile. And Telenitys USSD Service Center will packages offered by Eagle Mobile. As of year end inallow us to enhance our offering with new flexible and 2008, Eagle Mobile subscriber base reached 260,000easy-to-use innovative messaging services. representing over 11% of the total market. Eagle

Mobile made the fastest entrance to AlbanianSince the launch of its operations in March 2008, Eagle telecommunication market by giving a wide range ofMobile captured 12% share of the total market in services in such a short time of six months. For furtherAlbania and continues its solid growth. Their selection info:http://www.eaglemobile.al/en/default.aspxof our SMSC and USSD Service Center applications tosupport their rapidly growing customer base and SMStraffic proves the solid reputation Telenity has in the

market for high performance and reliable messagingsolutions, said Serif A. Beykoz, General ManagerEurope, Middle East and Africa at Telenity. This is thestart of a new relationship for us and we are committedto supporting Eagle Mobile on all avenues as theybecome a leading operator.

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Telenitys SMSC will significantlyimprove our ability to gracefully handle

SMS traffic peaks and offer higherservice quality to our subscribers.

Telenitys USSD Service Center will allowus to enhance our offering with newflexible and easy-to-use innovative

messaging services.

Press Releases


May 2009 / 30
http://www.telenity.com/http://www.eaglemobile.al/en/default.aspxhttp://www.eaglemobile.al/en/default.aspxhttp://www.telenity.com/


31/32

Telenity Appoints Yogesh S. Bijlani as

Vice President of Sales for Asia Pacific Region

Prior to joining Telenity, Bijlani was the Vice President ofMonroe, CT and India January 23, 2009 - Telenity, aSales for South Asia at Bharti Telesoft. He has alsoleading provider of next generation convergedserved as India Country Head for Veraz Networks and inservices platforms and applications for communica-

executive sales and marketing management positionstions networks, announced today the appointment of with UTStarcom, Lucent Technologies, Nokia, Star TVYogesh S. Bijlani as the Vice President of Sales for Asiaand Digital Equipment India.Pacific Region. In his new role, Bijlani will be responsible

for broadening Telenitys footprint in the region acrossYogesh S. Bijlani and other Telenity executives will beMessaging, Value Added Services (VAS) and Serviceavailable for meetings

telenity telescope may 2009

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