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NewsGlobe: Today's News
(Part II of II) Tekelec tackles SMS evolution
Advocates a phased approach to IMS-based messaging
by Sean Buckley
In part two of a two-part interview series, Tekelec’s Sr. Managers of
Product Marketing Alan Pascoe and Steve French talked to Sean
Buckley, Executive Editor of Telecommunications®, about how wireless
operators can maximize their current and future SMS and overall wireless
messaging network infrastructure.
A key element of the transition
between the current 2G networks and the IMS nirvana will be based on
an evolutionary versus revolutionary strategy. (see Part I of Tekelec
tackles SMS evolution)
Telecommunications: While we continue to see growth in SMS data text messaging in the 2G environments, how will this new network approach to the SMSC facilitate the delivery of other services such as video and multimedia?
Pascoe: In terms of the migration between 2G and 3G what we’re talking
about here is 3G in an IMS environment. What we have is a product
called the TekMedia MM-IM (multimedia instant messaging) that supports
text messaging, picture messaging, and can support video messaging
going forward. (see figure 1.) A lot of the specifications are still being
worked out by an OMA (Open Mobile Alliance) working group working on
the messaging side of IMS traffic. Tekelec is monitoring that work and
once things are firmed up we’ll start to develop that product line.
French: We have been conducting public trials for two years for
operators to see what’s possible with messaging in the future. The
operators are not there yet in terms of deployments, but we want to
make sure that they understand that Tekelec can support their
messaging needs today and their messaging needs with IMS. Then, the
IMS gateway can support the transition between the two.
Telecommunications: Let’s go deeper into IMS. Now that the initial hype
has died down, what’s your take on where IMS and the overall adoption
and migration by service providers?
French: In general, it’s moving along slowly in regards to messaging in
the IMS world. No one is deploying an IMS architecture. Carriers are
deploying very specific applications that are leveraging IMS components.
For example, some video sharing applications use a CSCF for that one application and then they will add another application on there until they do have an IMS architecture.
Pascoe: When they launch the IMS network what we think will be the
first step will be an interworking gateway between IMS and the
equipment to allow operators to leverage their existing messaging
equipment for messaging traffic within the IMS domain. When we talk to operators we talk about how to use messaging in the IMS space. It could be simple text messaging, large payload
messaging, and third multiparty chat. In terms of the operator building
business cases around those particular items and launching an IMS-
based messaging platform, we have not seen much of that yet. From an
operator perspective, they see where things are going. We see that
there are operator issues today and for the long-term. Tekelec has a
portfolio that addresses both the near-term and the long-term issues
when they move down the IMS road.
Telecommunications: What impact will devices have on the messaging
market?
French: A lot of messaging is driven by the fact that the more mobile subscribers you have the more messaging you have. Certainly, the commercialization of it is driving SMS growth. In the Philippines, for example, every person sends 10 SMS messages every day. Culturally, it varies and depends on pricing strategy. Voice minutes traditionally have been priced cheaply in the United States.In some countries voice is so expensive so they
use text messaging with their cell phones because it’s a cheaper way to
communicate. Every operator is slightly different. Africa has incredible
growth and India’s penetration rate of wireless is 14 percent.
Telecommunications: In your work with the wireless operators what are
some of the lessons learned in rolling out next-gen systems to support
SMS?
Pascoe: The only thing I can say, I used to work with European
operators and there was always talk that this was the year for MMS or
some other form of messaging would take off and reduce revenues, but
every year it doesn’t happen.
French: To build on that the key is based on the forecast SMS will be
here for a long time and operators will milk that cash cow for a long time.
MMS was supposed to be a big thing, but it’s been a dud for a number of
reasons. Basic good old-fashioned text messaging will be very profitable
for years to come.
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