Airwide helps operators to tap into mobile demand

Airwide Solutions has announced that it can help operators tap into the demand for emerging applications by enabling them to enrich existing applications with network and operator data.
The offerings also provide capabilities for managing the extreme traffic surges that are potentially associated with highly popular applications like mobile social networking.
According to a study conducted on behalf of Airwide Solutions by Direct2Mobile, three-quarters of operators surveyed believe that mobile social networking will play an important role in driving messaging growth, and 75 per cent of the surveyed operators plan to invest in mobile social networking technology over the course of the next 12 months.
With this demand come challenges, including how to monetise the opportunity and support what many operators expect will be extreme traffic surges.
Airwide Solutions' suite of offerings, including Airgate Multimessaging, Airmessenger Router, can help operators benefit from and expand this opportunity by enabling them to enrich mobile social networking applications with network and operator data, like billing and location information as well as subscriber preferences, while better aligning revenue with traffic and protecting the subscriber base.
Operators are the keepers of subscriber data and the billing relationship, and in today's economic environment they are acutely aware that all applications, especially popular ones like mobile social networking, can be enhanced using these assets.
In doing so, operators can increase value for their subscribers and social network partners, ultimately uncovering new and expanded revenue opportunities.
Through the flexible business logic of Airgate Multimessaging, and the deep customisation it offers, operators can expose valuable information and operator capabilities like location and billing to social networking applications.
This allows social networks to provide valuable capabilities for which operators can charge, enabling the development of new and lucrative business models.
Using Airgate Multimessaging, operators can leverage flexible business logic to implement new business models that address these social networking opportunities, as well as kick-start their own internal social networking initiatives.
Airgate Multimessaging enables operators to determine the best business model to suit their needs, for example subscription-based charging, ad-funded models, or any number of blended business models that best suit the specific needs of the operator.
Unlike any other application before it, the high demand for mobile social networking has the potential to cause a significant disconnect between traffic generated and operator revenue.
Airwide enables messaging infrastructure efficiency in order to ensure profitable business models with efficient infrastructure that can manage the volume without becoming a cost drain.
Combining Airgate Multimessaging with Airmessenger Router provides cost savings for operators that are grappling with the traffic surge associated with mobile social networking.
Also, increasingly mobile social networks rely on multiple messaging channels to enhance the user experience.
In addition to supporting SMS posts and status updates, social networks now frequently allow users to employ MMS to upload multimedia content to their network.
The result is typically a multi-channel application - for example, a subscriber may upload an MMS photo, triggering an SMS alert to their entire network of contacts.
To support the resulting growth in both SMS and MMS traffic this generates, using Airgate Multimessaging operators can avoid expensive legacy licensing and hardware costs while taking advantage of a common platform that can optimise the delivery of both SMS and MMS across an operator's messaging infrastructure with advanced functionality like load balancing, throttling, and direct delivery.
Airgate Multimessaging also provides safe and secure connectivity for third-party providers as well as functionality for managing numerous service providers, controlling access to network and service reporting and monitoring.

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