Outreach Messaging

Product Description

CONFIDENTIAL AND PROPRIETARY INFORMATION

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Table of Contents
1.

INTRODUCTION ........................................................................................................................ 3

2.

PRODUCT FEATURES ............................................................................................................... 4

3.

SERVICE OVERVIEW................................................................................................................. 7
3.1.
3.2.
3.3.
3.4.
3.5.
3.6.
3.7.
3.8.
3.9.

4.

OVERVIEW ............................................................................................................................. 7
SS7 PROBE SERVER ................................................................................................................ 8
INTELLIGENT ROAMER PROFILE AND DATABASE SERVER................................................... 8
OM APPLICATION SERVER AND FRAMEWORK .................................................................... 8
READY TO DEPLOY APPLICATIONS VIA RULEMAKER .......................................................... 8
MESSAGE DELIVERY INTERFACE .......................................................................................... 9
ADMINISTRATIVE INTERFACE ............................................................................................... 9
SYSTEM REPORTS ................................................................................................................ 10
SYSTEM MONITORING......................................................................................................... 11

PRODUCT EXTENSIONS ........................................................................................................ 12

4.1.
4.2.
4.3.
4.4.

WINBACK MESSAGING ....................................................................................................... 12

WELCOME BACK MESSAGING ............................................................................................ 12
WINOVER MESSAGING ....................................................................................................... 12
DIRECT SMS DELIVERY ...................................................................................................... 13

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Outreach Messaging Product Description

Roamware, Inc. 2007. All Rights Reserved.

Page 2

1. Introduction
Roamwares Outreach Messaging solution is a next-generation, state of the art
roamer relationship and communication application. Through Outreach Messaging,
mobile operators can truly take roamer messaging beyond the standard Welcome
SMS level that is gaining acceptance in the industry today. With Outreach
Messaging, an operator can send Welcome and Bon Voyage messages to
inbound and outbound roamers, and additionally take advantage of a host of
powerful, leading edge features to perform advanced messaging based
communication with roamers as well as open up revenue generation streams that can
leverage existing infrastructure inside the operators environment!
The business value lies in reaching out to the roamers and informing them about
innovative services that will keep them on the network. Statistics show that the
average call time for a roaming user is 3.12 minutes while that for local calls is only
2.8 minutes. Roamers also provide a rich source of international calling revenue since
they often call back office numbers to check voicemail etc. Needless to say, the more
services they use, more revenues will be realized by the network. So how does one
educate, in a non-intrusive manner, the temporary subscriber who is often on the
network only for a few hours or a few days? How does a carrier introduce services
to convert passive roaming, as it is today, to active roaming (user actively choosing
one network over another for roaming services)?
In addition, most networks treat roamers as transit visitors and do not maintain their
profile. Once the roamer profile has being built and enhanced, it is possible for a
carrier to extend this information in a secure, anonymous mechanism to the local
enterprises. These enterprises can now inform the roamer of services (a.k.a.
advertising!) or build loyalty using various offers (for example through airlines and
hotel reward programs etc.).
It thus becomes necessary for an operator to launch a communication platform that
leverages various channels of communication to keep in touch with roamers both
inbound and outbound. Roamwares Outreach Messaging offering offers mobile
operators a next generation platform based on an extensible, flexible and scalable
architecture that serves as an essential component of the drive towards building and
maintaining loyal relationships with roamers.

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2. Product Features
The salient functional features of Outreach Messaging are described in brief in this
section.

Roamer Intelligence
The Outreach Messaging framework is equipped with a non-intrusive monitoring
mechanism to probe for roamer information based on his location as determined by
registration and de-registration messages when he is roaming on a network. Such
information forms the basis for communicating with the roamer through targeted,
personalized and relevant messages. Identification of inbound and outbound
roamers is the first step towards effective communication with roamers. In addition,
the solution has the ability to capture roamer profile information such as post-paid,
pre-paid, Teleservice, CAMEL subscription, etc.

Identification of Repeat Roamers

The Outreach Messaging system keeps a track of the historical data about visits that
allows identification of frequent roamers.

Operator Network Classification and Grouping

Outreach Messaging allows maintaining and categorizing mobile networks as
partner, border, competitor, group, etc. Different categories can be defined and
applied. This enables differentiating between cross-border roamers and other
international roamers, for instance.

Workflow based Service Logic Definition

The message definition in the Outreach Messaging system is very intuitive and quick
to deploy. All messages are defined through a powerful and flexible rules-driven
workflow-modeling tool, thereby enabling a message to be treated as an application
that performs its own logical processing and interacts with other message
applications and data/information sources.

Dynamic Messages
Messages can be based on dynamic templates either pre-configured or customized.
Further, placeholders can be dynamically replaced with data obtained from different
sources, both internal and external.

Prepackaged Messaging Applications

The Outreach Messaging system is equipped with several messaging applications
pertaining to common communication scenarios between mobile operators and
roamers. Some examples of these are
Welcome Message and theme based messages to welcome inbound roamers
to the operator network, and inform them about services and facilities
available on the network.

Bon Voyage Message and other outbound messages that notify outbound
roamers about critical home or visited location based information.

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Priority based Queuing and Delivery

The Outreach Messaging system has the ability to evaluate rules to sequence a set of
messages at a configurable time interval and maximum message count. For example,
the system can be configured to deliver not more than 5 messages and then sequence
them for delivery in say 2 hours intervals. It is possible to also configure rules that
put a cap on the maximum number of messages delivered over a given time period
for example, no more than 3 messages are sent to a user over a 72 hour period,
irrespective of how long they stay connected on the network.

Location Sensitive Messaging

Roamers can be sent messages that are relevant to their current location, based on the
level of location information that is gleaned from the network level registration
information. Outreach Messaging supports messaging based on the VLR address
information so that messages pertaining to predefined VLRs can be sent to the users
serviced by them.

Flexible Messaging Criteria

Messages can be sent based on a combination of one or more of several different
criteria. Several common messaging criteria are supported out of the box, including

Home Country and Home Network (can be used to send specialized
messages if the user is from a partner network).

Language (based on country and network code derived from IMSI). Messages
sent by the home network can be smarter in language selection.

Time/Date based messaging. For example:

Time interval based messages e.g. 10:00 PM and 7:00 AM.

Special messages on occasions like New Year, Christmas etc.

Multi-language Support
Messages can be sent in any language in the UCS-2 character set. Further, the
language can be intelligently deduced from rules based on roamer identification, as
mentioned earlier. The system can effectively message in all known languages, and
messages can be displayed on any terminal that has the requisite display capabilities.

Black List (Exception List)

Outreach Messaging system has the ability to block at the level of operator, as well as
groups of MSISDNs and even a single MSISDN.

White List (Allowed List)

The Outreach Messaging system allows the network administrator to define a list of
IMSI/MSISDNs that can receive SMS purely because of the fact that an operator
would like to test the rules etc before exposing the system for everyone.

Administration and Configuration Interface

The platform is equipped with intuitive and powerful web-based interfaces for
administrative operations, and simple configuration of parameters.

SNMP Support
The system is SNMP compliant, and has extensive provision for generating alarms
for control and correction activities. In addition, various components of the system
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can be controlled (e.g. stop, pause, report statistics) through any third party
management console which is used by the operator.

Open Standards
The system is based on open standards and does not contain or utilize and
proprietary software/hardware.

Extensive Activity Reporting

The Outreach Messaging solution supports extensive reports out of the box. The
database is a standard relational database (Oracle) and therefore is available for
access to generate any special analysis based reports as may be desired.

Load Management
The Outreach Messaging application can have multiple connections to an SMSC and
also connects with multiple SMSCs.

Scalable and Extensible

The framework extends very simply and seamlessly to accommodate increases in
requirements for message volumes, and roamer loads. The modular and distributed
architecture of the system ensures that different components can scale independently
of others. Also the system resides on Roamware SDS and pulls components based on
various other applications that require any dialogue with Outreach Messaging
system.

Overlay and Coexistence Capabilities

As Outreach Messaging is the next generation roamer relationship system, its
deployment can help to leverage existing investments while adding powerful new
features to an operators communication channel with the roamers. For example, if
an operator has already installed network monitoring equipment, the system can
utilize the roamer registration and de-registration notifications from such external
monitoring platforms.

Secure Access
The system is secured from unauthorized access through strong authentication and
authorization schemes.

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Outreach Messaging Product Description

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Page 6

3. Service Overview
3.1. Overview
Roamwares Outreach Messaging solution is built on Roamware SDS platform, and
allows a mobile operator to send targeted messages using standard delivery
mechanisms like SMS. The messages can be sent to both the inbound and outbound
roamers. A comprehensive and extensible set of rules can be defined to select and
sequence a set of messages for delivery.
The SDS platform consists of a set of common services that form the foundation for a
suite of roamer focused services offered by Roamware. The SDS platform and
corresponding applications (like Outreach Messaging, Short Codes, Roaming
Rewards etc.) are designed in a modular fashion and leverage each others business
services. For example, the Loyalty Management System (LMS) application leverages
the messaging service provided by the Outreach Messaging solution. Similarly, the
Outreach Messaging and Short Codes applications leverage the RoamProbe service
of the SDS platform that constructs a dynamic view of the operators inbound and
outbound roamers.
The core components of Roamwares Outreach Messaging solution are depicted and
described below.

Figure 1: Roamwares Outreach Messaging Platform

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3.2. SS7 Link Monitoring

RoamProbe (SS7 probe) is a non-intrusive SS7 network interface and analysis
component. In the standard Outreach Messaging product, the SS7 network interface
physically connects to the roaming E1 links and uses third party SS7 Probes to tap
the roaming links that connect the GMSC(s) to the outside world.
In addition to this, Roamware SDS also provides handlers to various other third
party monitoring systems (e.g. Nettest, Agilent) to capture MAP messages.

3.3. Intelligent Roamer Profile and Database Server

The probe server captures all the relevant MAP messages regarding the roamer
registration and deregistration processes, and serves as the complete repository of
roamer information and profile on which queries are fired and data is extracted. It
also maintains a current state of the roamers in the network. The current version of
Outreach Messaging system uses standard Oracle database.

3.4. Outreach Messaging Framework

The Outreach Messaging architecture merges the best attributes of a layered
application framework solution. The Outreach Messaging Framework is the generic
name given to the sub-system that is responsible for managing the messaging service
and all the applications that are deployed on every server. The framework essentially
hosts the set of application rules. These rules control the conditions that govern the
transformation of an event into a message. One of the most powerful features of
Outreach Messaging framework is its extensibility.

3.5. Ready to Deploy Applications via Rulemaker

Outreach Messaging comes bundled with a sample application that is completely
designed and implemented using a web-based graphical interface tool - Rulemaker.
The application has two basic workflows based on whether the roamer is Inbound or
Outbound. This gives complete control to the mobile operator to have a
comprehensive business logic based on various business conditions, and
corresponding SMS text to be generated and sent to both inbound and outbound
roamers.

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Figure 2: Outreach Messaging Rulemaker Interface

3.6. Message Delivery Interface

Outreach Messaging has interfaces with third-party SMSC for delivery of SMS to the
Mobile Station. The interface provides the mechanism for Outreach Messaging to
communicate with any SMSC using standard communication protocols like SMPP,
CIMD2, and EMI UCP. The system inherently takes care of the load-balancing factor
across all the configured SMSCs.

3.7. Administrative Interface

A browser based Graphical User Interface is provided for the mobile operator
administrator to configure and customize the system. In addition, the console allows
the operator to view real time statistics on messages delivered and active roamers
etc. The System Administrator can also perform maintenance of system wide
parameters through the same browser-based interface.
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Figure 3: Outreach Messaging Graphical User Interface

3.8. System Reports

Outreach Messaging system generates predefined reports that help various
departments inside a mobile operator monitor the system as well as gauge important
statistics from the network regarding the roamers movements and behavior. The
reports that are generated from the system are as follows:
Roamer Traffic Reports
1. New roamers
2. Roamer entries
3. Roamer exits
4. Average visit frequency
5. Average roamer stay
Message Traffic Reports
1. Successful dispatch
2. Failed dispatch
3. Percentage message dispatched
General Reports
1. Daily statistics
2. Message count
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3. Message history
The reports are available in the CSV (Comma Separated Value) form so that it can be
directly imported into Microsoft Office tools like Excel. Extensive graphical
representation is also available for all the reports.

Figure 4: Outreach Messaging Reports

3.9. System Monitoring

The Outreach Messaging system supports SNMP based alarm generation for real
time monitoring and control, under standardized O&M procedures. The system
extensively logs all the critical events across various components and generates
subsequent alarms. The current version is compliant to SNMP version 1.

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4. Product Extensions
Roamwares Outreach Messaging functionality can be further enhanced through
deployment of value-added product extensions, which are described in brief in this
section. Any of these capabilities can be purchased as additional optional
components on top of the core Outreach Messaging framework.

4.1. Inbound Winback Messaging

The Inbound Winback message can be sent to inbound roamers that were on the
operators network at some point but then registered on another network, in the
event that the roamer is still in the same country but on another (competing)
operators network. This lets the implementing operator try to win back the lost
inbound roamers through a special kind of solicitation message.
The Inbound Winback Messaging value-added component utilizes the Active
Node of the Roamware SDS to determine the location of an inbound roamer who
leaves the network. Suitable user-defined messages can then be dispatched to such
roamers who are still located in the same country but are roaming on competing
networks.

4.2. Subscriber Welcome Back Messaging

The Welcome Back message can be sent to outbound roamers on return to the
home network after roaming on foreign networks. The Welcome back Messaging
value-added component also utilizes the Active Node of the Roamware SDS to
determine whether a subscriber has returned home or is still roaming, and
accordingly dispatches a configurable text message

4.3. Inbound Winover Messaging

Winover is a special kind of message that can be sent to inbound roamers who are on
a competitor's network, and the implementing operator needs to try and "winover"
them through a message that will encourage them to shift to the roaming partners
network.
The Winover application uses an innovative method of monitoring specific message
exchanges between the deploying mobile operator and the competitor networks in
the same country. Flexible messaging rules for Winover application can be designed
and implemented by the operator through RuleMaker - a web-based graphical
interface tool. The Winover application also utilizes the "Active Node" of the
Roamware SDS to determine whether the inbound roamer is still in the competitor
network or has left the network. In case the roamer has left the network and gone
back to his home country, the Winover SMS is not sent. Some of the salient
capabilities of the Inbound Winover messaging module are listed below.

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Ability to control the maximum number of messages that are sent to a

roamer (e.g. one Winover message per day and a maximum of 2 messages if
the inbound roamer is still registered in a competitor network).
Different message based on the elapsed interval since the time when the last
message was sent
Sleep period settings to prevent dispatch of SMS messages at odd hours of
the day (e.g., to prevent messaging at night)
GUI based rule creation using Rulemaker.

4.4. Direct SMS Delivery

Roamwares Direct SMS Delivery component facilitates delivery of the SMS
messages directly to the in-roamer without using the operators SMSC infrastructure.
The component manages the load balancing of the SMSs in case of high traffic
situation, and can be smoothly integrated with the Outreach Messaging application.
This mechanism of bypassing the SMSC to deliver the OM messages serves to free up
the SMSC capacity, which can be used for mobile to mobile messaging and by other
applications.

---- END OF DOCUMENT ----

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