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Developing Solutions Developing Solutions WithWith
User Experience in MindUser Experience in Mind
Andrew Harteveldt,Sr. System’s Engineer
Agenda
• My background• The Messaging Experience• Market Characteristics• SMS and QoS• Information Overload• Conclusion
My Background
• Originally from development background– With Acision (Logica) for 8 years.– In telecoms for 11 years.– Prior to moving to North America, was a Subject
Matter Expert for messaging gateway product.
• Solution Architect for Tier 1 account• Designed many solutions for operators
globally, including the infrastructure for campaigns such as American Idol.
The Messaging Experience
• What was messaging in North America?– Under utilized– Non conversation based
• What has messaging become today?– The fastest growing revenue stream for US Wireless
Carriers (approximately 8% growth month on month)– A ‘real time’ messaging experience has led to
conversations and information sharing using text messaging.
© 2008 Acision BV. All rights reserved
Market Characteristics Emerging Exponential
GrowthExtendedGrowth
Mature
Vo
lum
e p
ote
ntia
l →
Time →
100%
Dea
ling
wit
h v
olu
me
gro
wth
Acq
uis
itio
n V
oic
e o
ffer
ing
Mas
s m
arke
t se
rvic
e :
voic
emai
l, sm
s
SM
S c
on
ten
t se
rvic
es
Tex
t B
un
dle
s: S
MS
bas
ed a
cqu
isit
ion
Exp
and
ing
VA
S p
ort
folio
Ch
urn
red
uct
ion
pro
gra
mm
es
SP
AM
pro
tect
ion
Dif
fere
nti
atio
n s
trat
egie
s
Mu
ltim
edia
co
nve
rsio
n
SMS and QoS
• Initial messaging platforms focused on core functionality:– Address translation– Routing– Protocol support
• But did not consider how to maintain QoS
SMS and QoS
• Messaging platforms, the middle men…
SubscriberDatabase
Prepaid
SS7Network
Celphone / OEM
IntercarrierServices
ContentProviders
SMSC
ApplicationGateway
SMS and QoS
• The biggest QoS issue for SMS yesterday, today and tomorrow is latency.
• Increase in latency is the number one driver for reducing messaging usage by subscribers.
SMS and QoS
• How the development culture was changed:– Started to have developers put themselves in the
operators shoes.– Consider the influence of external systems.– Make assumption that all other systems have no
OA&M capabilities.• This led to:
– Advanced metrics / KPI for OA&M.– Automated failover on external system failures.
Information Overload!
• Watch out for information overload• KPI and QoS information needs to be:
– Accurate– Timely– Focused
Conclusion• Core functionality is not everything to making a good
product. Ensure that KPI and OA&M capabilities are in depth.
• Automated failover / failback capabilities on all interfaces help build a highly available solution.
• Remember who is supporting your system and put yourself in their shoes. Their experience of your product could ultimately determine it’s success or failure.
• Lastly, proactive is the key. Warning before an issue occurs can dramatically reduce the impact to QoS than warning that an issue has occurred!
Thank you
Andrew HarteveldtSolution [email protected]: +1 617 281 4962
67 Griswold Street, Cambridge, MA 02138. United Statestel: +1 617 395 4486 fax: +1 617 395 4486 web: www.acision.com