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WirelessDevNet.com Press Release
Mobile Multimedia Services Expand Market Opportunities for Mobile Carriers
With the growth of mobile multimedia technologies, mobile operators are offering an increasing number of multimedia value-added services. This gives them a competitive advantage in this fast-growing market and, at the same time, enhances increased revenue potential. The long-term possibilities for mobile entertainment services growth are endless – multimedia messaging (MMS), music and video download, mobile Internet surfing, mobile blogging, and services not yet imagined. Analysts forecast that the mobile data market will reach $100B by 2010.
Services – such as MMS – have been created specifically for the mobile domain. Others, including video streaming and instant messaging, have been adopted from the Internet. Unlike the Internet domain, where the responsibility for each and every service is fragmented among many parties (e.g. ISP, website, e-mail provider and more), in the mobile domain, subscribers place end-to-end accountability for all services on their operators. Consequently, in order to maintain customer loyalty, operators must maximize the user experience of these paid services by making top quality content delivery a top priority.
Challenge No.1: Adapting Different Types of Multimedia Content to Different Types of Handsets
One of the biggest issues facing today’s mobile operators is adapting all multimedia content to each type of mobile handset. This challenge is derived from three key differences between the mobile domain and the fixed-line Internet domain: 1) the characteristics and features of the large variety of mobile handsets; 2) the network bandwidth enabling receipt of rich media content; and 3) the business model where mobile operators charge per traffic and content.
Challenge No.2: Managing all Rich Media Services
Interoperability between handsets – the most important factor for service take-off – is one of the most blatant MMS challenges. Operators quickly realized that subscribers lose confidence and refrain from using the service if a high-quality user experience is not maintained. Bearing that in mind, operators are also beginning to face the identical challenge in other rich media services. For example, content download requires individual content preparation for each and every handset. Similarly, video streaming and mobile internet browsing require specific content adaptation to cater to network limitations and handset characteristics. Finally, other emerging services – such as instant messaging, M-blogging and more – require the same type of treatment.
The Conclusion: Poor User Experience = Low Usage and Low Penetration
A Mobixell study, based on live network traffic, showed that because of handset interoperability issues, up to 50% of the messages customers send encounter a poor user experience or are not delivered. Messages are rejected or diverted, while content parts are either removed or received in an inoperable manner. Out of these 50% non-optimized messages, around 25% of these messages will arrive with an unacceptable user experience or will not be delivered at all, the remaining 75% of these messages could be optimized for superior user experience by performing enhanced media adaptation.
Other surveys in that field indicate that once delivery failure occurs most customers do not use the service again -- only 4% call technical support, while 47% tell friends about their experiences, creating a negative viral affect. Additionally, Mobixell’s advanced technology enables time-sensitive content to be delivered on time, every time. It also allows Internet-based services (such as mobile blogging) to be used in the mobile environment. The end result is that all of these services become real moneymakers for the cellular providers.
Solution: The Mobixell Rich Media Service Center
Mobile operators require solutions that enable them to seamlessly deliver any content or messages, on any network, to any handset. Mobixell’s Rich Media Service Center solutions support the full range of mobile multimedia services – from MMS and instant messaging, through content download and video streaming to mobile internet browsing. It helps operators ensure that messages and content arrive as intended by the user, thereby ensuring an optimal user experience for maximizing revenue potential of all rich media services.
Mobixell's Rich Media Service Center (RMSC) is a carrier-grade, stand-alone network solution that transcodes, optimizes and adapts rich media content and messages by seamlessly delivering them through the operator's existing infrastructure. Within its patented logic, Mobixell uses a unique multimedia profile for each mobile handset, containing information on more than 200 different handset parameters and outlining each terminal's exact multimedia capabilities.
About Mobixell Networks
Mobixell Networks provides top performance, multimedia adaptation processing and delivery solutions to the mobile multimedia market. Mobixell's line of Rich Media Service Center (RMSC™) solutions enables the delivery of multimedia content to many and diverse mobile end user devices. Mobixell solutions are commercially deployed worldwide among Tier-1 providers, including Vodafone, Telefonica, and AIS. Mobixell Networks is a U.S. based company established in 2000. For more information, please visit http://www.mobixell.com.
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