SOURCE: Airwide Solutions

December 16, 2008 08:30 ET

Airwide Announces Enhanced MMS Functionality to Address Growing Use of Rich Media Messaging Applications

AirGate MMS Direct Delivery Capability Opens Up a Variety of New Revenue Opportunities for Operators

BURLINGTON, MA--(Marketwire - December 16, 2008) - Airwide® Solutions, the leading provider of next-generation mobile messaging and mobile Internet infrastructure, applications and solutions, today announced enhanced MMS functionality for the AirGate MMS messaging gateway. The enhanced MMS Direct Delivery functionality is designed to help operators grow their MMS business by enabling them to support high-value performance intensive MMS applications, participate in mobile marketing and support the convergence of mobile with Internet with social networking.

In answer to increasing demand for A2P and P2A MMS applications like goal alerts and mobile marketing, Airwide has enhanced the MMS functionality of its AirGate offering to provide a low-cost way for operators to support this demand while improving performance and QoS for all forms of MMS messaging. These enhancements extend the feature-rich connectivity and service management facets of the product with high performance A2P MMS delivery, providing a cost-effective solution to the growing need for separately scalable A2P MMS capacity. Together with the campaign and reporting capabilities of AirGate, Airwide's messaging gateway now enables a variety of new A2P MMS business opportunities ranging from mobile marketing campaigns to content services to social networking and user generated content.

Application-oriented MMS Set for Takeoff

Now more than ever, application-oriented MMS represents a tremendous opportunity for operators because key requirements for application-oriented multimedia services have fallen into place in many markets worldwide:

--  MMS-capable handset penetration is at or above 95% in many developed
    markets such as North America, Western Europe and South-East Asia
--  Attractive pricing and creative service bundling approaches are for
    the first time making MMS affordable for the mass market
--  Interoperability agreements are in place so that mobile operators can
    enable interworking between multiple carriers
--  Subscribers, content providers and brands now recognize the vast
    potential and maturity of MMS as a medium
--  Web 2.0 services like blogging, user generated content and mobile
    marketing/advertising have created a need amongst both consumers and brands
    for a ubiquitous medium for multimedia messaging

As a result of these key requirements finally being in place, MMS has been gaining momentum and shifting from a vision of the future to a real-world capability that can differentiate mobile operators and dramatically increase subscriber loyalty through rich multimedia services. Person-to-person (P2P) P2P traffic in markets such as North America, Asia, and Eastern Europe is experiencing torrid growth, and other markets -- such as countries in Western Europe -- are also showing signs of significant growth. Mobile operators are also now finding that application-to-person (A2P) and person-to-application (P2A) MMS can stimulate high-value services as well as incremental person-to-person (P2P) MMS uptake. A2P MMS is frequently used in educational and marketing campaigns, as well as multimedia alerts, and services are being created to stimulate viral adoption.

Cost Efficiency for a Difficult Economy

The advantages of using AirGate MMS for the direct delivery to handsets of application-oriented MMS messages include reducing costs by avoiding the expensive legacy licensing and hardware costs associated with conventional MMSCs and providing a superior user experience by segregating application traffic from person to person MMS traffic. The enhanced feature set meets customer and industry demand by providing best-of-breed, high-performance, separately scalable components for the messaging and mobile Internet challenges operators are facing today. Enabling the MMS direct-delivery capability of the AirGate gateway provides an easy and cost-effective way to support application-oriented MMS traffic for operators. AirGate's feature-rich functionality for VASP management and advanced service delivery, combined with sophisticated campaign and reporting capabilities provides an ideal solution for supporting high impact mobile marketing activities.

"With high performance bulk messaging as provided by AirGate MMS, cost per message is reduced, offering an attractive way for operators to provide subscribers with interesting, useful and economical services in difficult financial times," said Chris Lennartz, vice president of product marketing. "Additionally, this component architectural approach extends Airwide's commitment to allowing operators to buy only the capacity they need when they need it. Since A2P traffic is separated from P2P traffic, each can be scaled independently of each other. This, for example, avoids the need to purchase excess P2P capacity in preparation for a spike in A2P traffic, while ensuring that all multimedia messages in a campaign or alert are received in the required time frame and with the required quality of service."

About Airwide Solutions

Airwide Solutions is the leading provider of next-generation mobile messaging and wireless Internet infrastructure, applications and solutions. Its products help more than 140 wireless operators worldwide drive mobile messaging usage and revenues and enable them to leverage multiple delivery channels and next-generation infrastructure in new and more powerful ways. With a history of industry firsts -- including the first text message ever sent, the introduction of the first SMS router, the first A2P MMS push gateway and mobile service control which enables mobile context, personalization and profiling -- the company continues to pioneer new technologies. Airwide's open, tiered Fusion architecture offers mobile operators advanced revenue options, a practical pathway to Mobile Messaging 2.0 and a foundation to bridge mobile messaging and the mobile Internet.

Airwide Solutions operates globally with offices in Europe, the Americas, Asia Pacific, India, the Middle East and Africa. For more information about Airwide Solutions, please visit

Contact Information

  • For further information please contact:

    Brenda Suarez
    Airwide Solutions
    Email: Email Contact
    Tel: 781-229-2406 ext. 2731

    Gemma Yates
    Email: Email Contact
    Tel: +44 (0) 207-751-4444

    Kristin Conforti
    PAN Communications
    Email: Email Contact
    Tel: 978-474-1900