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Taral Networks Announces the Availability of the AirNgine Application-To-Person MMS Gateway
LEXINGTON, Mass. & LONDON--May 12, 2003--
Carrier grade platform developed to enable and manage the complexities of cross-carrier MMS delivery
Taral Networks, a provider of infrastructure to wireless operators and content aggregators, today announced the immediate availability of the AirNgine application-to-person (A2P) MMS Gateway. AirNgine is the first and only technology designed to enable and manage the complexities of content delivery from any application server to any MMS-enabled device over any operator network.
Today's announcement reflects the strong commitment Taral Networks has made to support the needs of operators who wish to capitalize on the outstanding revenue opportunities presented by premium MMS. "AirNgine was designed from the ground up to support large MMS broadcasts, providing significantly better MMS throughput than an MMSC--critical for application-to-person messaging," said Vinit Nijhawan, Taral Networks' president and CEO. "We believe that premium A2P MMS content, such as interaction with TV shows, multimedia news and sports highlights, presents operators with the greatest revenue opportunity and that the market will explode once operators become aware that the technology they need to offer premium A2P MMS services is available today. We're excited to have the opportunity to help our customers be first to market with premium A2P MMS services--the most promising of all customer wireless applications."
A recent study by Juniper Research found that by 2004 much of the revenue for MMS will be generated via content delivery and provisioning, at $5.6bn, rather than pure peer-to-peer messaging, at $2.7bn. "MMS enables a wide range of mobile information and entertainment services. These services will generate twice as much revenue as Peer-to-Peer messaging," commented Charles Lafage, Senior Analyst at Juniper Research. "MMS can deliver where WAP failed: easy to access to content and services over mobile networks and a revenue opportunity for operators and third party providers."
The SMSC made person-to-person (P2P) SMS possible, and the SMS gateway then enabled A2P SMS access. Correspondingly, the MMSC enables P2P MMS, but the unique requirements of A2P MMS can only be met with an MMS gateway. These requirements include:
-- Content adaptation to enable graphic designers to create different versions of content optimized for specific classes of devices
-- Device management to optimize content for the unique characteristics of the hundreds of different styles of devices on the market. P2P content originates from a picture phone, whereas A2P content can originate from many sources
-- Scalability to avoid disruption of the network or P2P traffic by a large broadcast, such as a recent SARS alert sent to 8 million SMS subscribers in Hong Kong
-- Global interoperability to enable content providers to not only inter-operate across local carriers, but to reach their users worldwide. For example, Manchester United has 50 million fans worldwide but only 8 million in the U.K; China is the second largest market for Manchester United.
-- Digital rights management including forward locking and end-to-end security to ensure that premium content is available only to those who pay for it
-- Standardized value-added service provider (VASP) provisioning to speed "hot content" to market and minimize QA overhead
-- Opt-in, Opt-out capabilities to facilitate the matching of relevant content with interested subscribers based on their preferences
-- Adult content control
-- SPAM control
Interoperable with leading MMSCs or operable without an MMSC, the AirNgine A2P MMS Gateway was developed to address the requirements of operators who wish to tap the huge potential of A2P MMS while avoiding the need to make costly infrastructure investments. For example, AirNgine has successfully delivered MMS messages on all four of the operator networks in the UK and will enable content providers to reach subscribers on all four networks. In addition, using inter-AirNgine communications, these UK content providers have the ability to reach subscribers to an AirNgine-connected wireless network anywhere in the world, regardless of whether roaming is in place between the networks. With AirNgine, Taral Networks is the only company with the technology and expertise to meet all of the requirements of A2P MMS, including device management, content adaptation and optimization, worldwide operator independent message delivery and digital rights management as well as carrier-grade scalability and reliability.
And, because AirNgine utilizes the 3GPP industry standard web services protocol MMS MM7 to provision value-added service providers into the network, wireless operators and content aggregators can rapidly certify, deliver and deploy large quantities of complex, rapidly-changing third-party messaging content while protecting network integrity and user experience. This allows the operator/aggregator to quickly and efficiently introduce a variety of "hot," relevant content that is consistently tailored for a productive user experience; attract and manage a large number of value-added service providers; and offer differentiated services.
Pricing and Availability
AirNgine is immediately available and has successfully delivered MMS messages on all four operator networks in the U.K., as well as networks in Germany, Sweden, India, the U.S., Canada, China and Taiwan. Taral Networks' AirNgine can be licensed by aggregators and operators, with pricing starting at $250,000. The company also offers customers the option of licensing the application through a revenue-sharing model. For more information on the AirNgine Application-To-Person MMS Gateway, call +1 781-674-0111, email sales@taralnetworks.com or visit www.taralnetworks.com.
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