SERVICE DELIVERY PLATFORM – THE MOMA PLATFORM
m-Wise provides one of the industry's most robust Service Delivery Platforms (SDP) for mobile operators, wireless ASPs and large content and media providers. The proven platform has already added tremendous value to m-Wise clients by increasing their data traffic and premium revenues. At the same time, the platform minimizes capital, commercial, training and technical requirements for the management and control of value-added services by providing a unified solution for clients' client VAS departments, including IT, marketing, customer care, and billing.
The MOMA SDP and related management / control tools are commercially proven to stimulate data ARPUs in multi-vendor operations. The platform has been in commercial production since March 2000 to deploy, bill, manage and support over 1,000 value-added services and applications across more than 50 European, Latin American and Asian networks.
This vast field experience has practically developed the MOMA SDP to provide real solutions to real problems in the mobile value-added services arena, which include the following key features and modules:
MOMA Application Gateway and SDK
The MOMA Application Gateway is the leading application server for value-added, multi-channel data services, content and profits. This gateway serves as a mediation middleware between the mobile operator's infrastructure and the VAS applications and it provides an extensive, multi level API and an SDK for application developers and content providers that enables faster time to market, and expands the number of third parties that can easily develop and launch applications on a given network.
Third-Party Connectivity
The MOMA Open API ensures that secured third-party connectivity to an operator's network can be established within a few hours to a few days. The API does not require significant technical investment or expertise, thus enabling any application developer to become a mobile ASP by rapidly developing and deploying its own applications.
Important features include:
- XML over HTTP APIs for MMS, SMS, WAP, voice (IVR), Web and email
- MMS API storage management functions
- FTP data exchange protocols
- Server authentication and data encryption
- Port, application and third-party provisioning
- Access control, monitoring suite, and system message/content
Application Development
The MOMA Application Gateway further includes a highly scalable, web-based SDK that enables operators, ASPs and third-parties to use existing VAS Java classes to rapidly develop and launch new applications. These tools support multiple billing models, external application calls and data exchange, any language, and simultaneous deployment over MMS, SMS, WAP, USSD, voice (IVR) and other channels. The tools enable m-Wise clients to define the logic of new applications, benefit from real-time editing of content and billing definitions per application, and gain instant back-end tools, live reporting and user analysis data.
Centralized Administration, Management and Control
The MOMA Centralized Controls help operators and ASPs manage their own-branded and third-party VAS, regardless of whether the services are running over MMS, SMS, voice (IVR), Web or other channels.
The controls provide a live window to view and manage what services, text and multimedia files are sent, to and by whom, via what delivery channel, and at what price.
The MOMA Centralized Controls enable the filtering of live and historic reporting, user analysis, and subscriber-specific data per application, per provider and per port. Live monitoring is also provided, thus enabling operators and ASPs to:
- Monitor and ensure all traffic and services are operating correctly <//span>
- Gain live feedback for testing of each application - with the monitoring tools instantly displaying any given service roundtrip in and out of the system <//span>
- Accelerate trouble-shooting procedures - with the monitoring tools providing an instant means to determine whether it is the connection (e. g. SMSC, MMSC or IVR) or application at fault <//span>
- Enable the marketing department to obtain instant data regarding the success and response rates to specific applications <//span>
The MOMA Centralized Controls also mitigate many typical problems, including real-time billing, anti-spam policies and subscriber opt-in confirmation across all third parties.
MOMA Management Center
Interconnection Gateway
The MOMA SDP is designed to support cross network, multi-channel interconnectivity to all VAS related protocols such as SMSC, MMSC, WAP Gateways, USSD Servers and IVR channels. This is done by the MOMA MMSentre, which provides the access link between the MOMA application gateway or VAS providers and the mobile operator’s communication entities. The MOMA MMSentre supports all of the standard SMS and MMS protocols and numerous mobile operator proprietary protocols and it implements all message types including: text, flash text, pictures, ringtones, operator logos, EMS messages, WBXML, SMIL, etc.
The MOMA Platform diagram
The MOMA MMSentre includes the following key connectivity features:
- Throttling - capacity throttling of traffic generated by the MOMA towards the MMSentre servers.
- Load balancing - the MOMA load balances traffic across multiple SMSC, MMSC, WAP, USSD and IVR servers in order to increase the overall capacity of the MMSentre servers.
- Failover detection - the MOMA stops routing traffic to failed MMSentre entity in case of such entity's failure. The traffic will then be routed only to an active MMSentre entity, based on activity polling done by the MOMA over those entities.
- Back-up - the MMSentre servers include persistent file (both DB and Log) bases storage of all MO/MT/DLR transaction.
Content Based Billing
The MOMA Content-based Billing Platform allows for applications to be simultaneously delivered using a variety distinct billing models. This gives mobile users the flexibility to select from and switch between payment formats based on their comfort level and the selected content:
- Pre-paid data cards, including vouchers, scratch cards, M-Coupons, fun units or credits
- Premium MO for contract & pre-paid users
- MT reverse charge, including real-time pre-paid account balance queries Integration with IVR, credit card, online and external billing systems
Key Features:
Flexible rating and charging
The MOMA Content-based Billing Platform minimizes an operator's or ASP's capital, commercial and technical requirements with several content-based, real-time integrated billing services.
These features let operators and ASPs easily control the message charges per application, content item, message specific, user's rate plan and even per content provider, including defining and editing rates for:
- Each port
- Each application (e. g. 1.00 for standard games and 1.50 for cash prize games) Multiple applications on each port (minimises short code resources)
- Each message within an application (e. g. 0.20 for information and 1.00 for bookings)
Stand-alone pre-pay card system
The MOMA Content-based Billing Platform further includes a stand-alone pre-pay solution that includes the following features:
- Generation of data cards, vouchers, M-Coupons, scratch cards or fun units
- Code generation with flexible format specification and data card packages
- Management throughout the coupon life cycle - from code generation and distribution, to sold, activated, used, disabled or expired status
- Full reporting of coupon codes/packages, number of activated codes/packages, total number of codes/packages, user balance, application revenue and more
- User credit re-charge and balance inquiries via simple Web, SMS, MMS or IVR interaction
- Automatic user credit refunds if service was not delivered (e. g. user's Inbox is full)
Premium charge models and client provisioning
- Credit-based billing for pre-paid data card users and IVR users
- Reverse charge with or without a previous MO - MT sent via the same/different port
- Premium MO charge model
- Delivery of CDRs and IPDRs to the operator's existing billing systems per message, per transaction or upon the user's receipt of the message
- Different charges for each port, a single port and multiple services on the same ports
- Control of message charge and port values per application/provider
Reporting and Settlements
Real- time reporting
The MOMA Reporting Module is a robust and flexible tool that enables operators, ASPs and third parties to collect, analyze, bill and present information related to mobile applications. This service enables m-Wise clients to optimize the profitability of their VAS, while providing critical, real-time business data regarding revenues and traffic.
The MOMA Reporting Module is accessed through a web-based interface that allows sorting, filtering and navigation through the different reports and a one-click export tool to MS XL and CSV.
A large number of report types are provided by the MOMA Reporting Module, including:
- Traffic / Revenue related reports
- Services analysis and data-mining related reports
- Settlement, revenue sharing and taxes reports
- User history related reports
- Content related reports
- System metrics and system performance related reports
Reporting wizard for customized reports
In addition to a large, growing number of reporting templates that are included with the system, the MOMA reporting Module provides a user-friendly, web-based wizard for clients to customize instantly new reports for the ever changing need typical of VAS operation.
Reporting scheduler
The MOMA reporting Module further includes a reporting scheduler that allows the programming of automatic report generation for pre-defined dates and reporting templates. The administrator can program the system to automatically generate different report templates to be sent by email to the different reports customer on specific days and times.
Real-time business statistics and metrics module
The MOMA reporting Module includes a live statistic tools to provide operators and ASPs business departments with real-time traffic analysis tools that allow immediate evaluation of their marketing campaigns. These live statistic tools include the following features:
- Real-time traffic presentation (requests, responses, sessions) – statistics and chart
- Real-time traffic presentation of revenue generated by the services
- Real-time traffic presentation of distinct number of users
- Multiple filters (date, time, client, etc…)
- Mini live monitor where clients can see the user incoming service requests in real-time
Revenue sharing and Settlement
Recognizing the revenue share model as a leading business model in the VAS business, the MOMA reporting Module includes a very flexible settlement module that deals efficiently with the large variety of parameters that have to be considered for settlement purposes. In this respect the MOMA settlement module takes into consideration settlement entities such as mobile operators, service providers, aggregators, application developers (3rd party), service distribution partners / affiliates, content providers, royalty partners and more. In addition, the settlement module considers a large variety of settlement agreement attributes such as date range, service name, settlement party, content type (e.g. ringtone, news content, error message), royalty agreement with partners / artists, user profile (pre-paid, post-paid, etc…), complete service transaction, service delivery channel (e.g. short code, MMS address), service usage (e.g. number of content downloads), etc.
CRM and Customer Care
The MOMA SDP collects a wide range of information about subscribers usage of the different value added services and processes this information to form robust and comprehensive CRM and Customer Care tools for operators and ASPs.
Customer Care
The MOMA Customer Care tool enables operators and ASPs to support subscriber VAS queries across all providers. Customer support departments gain online access to accurate live and historical data of any subscriber's application usage and billing, including:
- Delivery status of all content and messages
- Real-time access to user's session history - including all applications utilized
- User's charge method (e. g. premium SMS, IVR or credit), charge amount for each message/session, and current balance
- Text and multimedia files of all the user's MOs and MTs - per application/provider
- Customer care representatives can then track any transaction made by subscribers and provide assistance in relation to such transaction. The customer care tools further include real-time testing utilities for representatives that allow them to resend content related messages to subscribers and verify delivery and proper acceptance of content by subscribers.
Sample Customer Care Interface
