SOURCE: Airwide Solutions

Airwide Solutions

February 16, 2009 07:00 ET

Airwide Helps Operators Monetize Demand, Meet Challenges Presented by Applications Like Mobile Social Networking

Worldwide Mobile Social Networking Phenomenon Expected to Be Foremost Driver of Mobile Messaging Growth

BARCELONA, SPAIN--(Marketwire - February 16, 2009) - MOBILE WORLD CONGRESS -- Airwide® Solutions, (Stand E18, Hall 2) the leading provider of next-generation mobile messaging and mobile Internet infrastructure, applications and solutions, today announced that the company can help operators tap into the demand for emerging applications like mobile social networking by enabling them to enrich existing applications with subscriber and network data as well as manage and control the quality of applications to their subscribers. The offerings also provide capabilities for managing the extreme traffic surges that are potentially associated with highly popular applications like mobile social networking. Unlike other providers, which address only one or the other area, Airwide is uniquely positioned to meet operator needs for both service enrichment and delivery optimization, providing a comprehensive solution to the opportunities and challenges of high-demand applications.

According to a study conducted on behalf of Airwide Solutions by Direct2Mobile, three-quarters of operators surveyed believe that the mobile social networking phenomenon will play a very important role in driving messaging growth, and a full 75 percent of the operators surveyed plan to invest in mobile social networking technology over the course of the next 12 months. With this demand come significant challenges, including how to monetize the opportunity and support what many operators expect will be extreme traffic surges. Airwide Solutions' suite of offerings, including AirGate MultiMessaging, AirMessenger Router and other complementary products 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.

"Mobile social networks are clearly growing by leaps and bounds and in today's economic situation operators are looking for ways to further tap into this opportunity and transform the explosive market demand into real business value," said Jay Seaton, CMO of Airwide Solutions. "This can only be done by addressing both the service enhancement opportunities along with the significant need for delivery optimization to meet unprecedented traffic, which Airwide's products are uniquely positioned to do."

"Our industry research reveals that mobile social networking now accounts for over 50 percent of total mobile Internet traffic in developed markets, and growing at an exponential rate on a global scale," said Nick Lane, Chief Researcher, Direct2Mobile. "Mobile operators looking to capitalize on this phenomenon are naturally drawing on their other most successful data service, messaging, to expand ARPU."

Enriching Mobile Social Networking Applications

Operators are the keepers of the crown jewels of subscriber data and the billing relationship, and in today's economic environment they are acutely aware that all applications, especially highly-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 and easy customization it offers, operators can easily and safely expose valuable information and operator capabilities like location and billing to social networking applications. This allows social networks to provide valuable new 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 rapidly implement new business models that address these social networking opportunities, as well as kickstart their own internal social networking initiatives. Most other solutions on the market today only offer "cookie cutter," pre-built business models that box operators into approaches that may or may not be right for their business. AirGate MultiMessaging, on the other hand, enables operators to determine the best business model to suit their needs. Subscription-based charging, ad-funded models, or any number of blended business models that best suit the specific needs of the operator are typical examples.

Delivery Optimization for SMS and MMS

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 quantum leaps in messaging infrastructure efficiency to ensure profitable business models with highly efficient infrastructure that can manage the volume without becoming a cost drain. Combining AirGate MultiMessaging with the unrivaled power of AirMessenger Router provides significant 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, which typically results in 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 optimize 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 easy, 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.

AirMessenger Router and AirGate MultiMessaging are complemented by Airwide's comprehensive portfolio of integrated products and solutions such as AirGuard AntiSpam, AirGuard EIR and AirManager Profile, all of which offer operators additional value that can further optimize the delivery of traffic by making available insight on: location, appropriate and available channels, intelligence about the devices subscribers are using and detecting information about user preferences that can prevent conflicting services, such as blocking ads from being sent to users that haven't opted-in.

About Airwide Solutions

Airwide Solutions is the leading provider of next-generation mobile messaging and wireless Internet infrastructure, applications and solutions. Its products have helped 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