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

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100%

Dea

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Mas

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arke

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voic

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l, sm

s

SM

S c

on

ten

t se

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es

Tex

t B

un

dle

s: S

MS

bas

ed a

cqu

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ion

Exp

and

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VA

S p

ort

folio

Ch

urn

red

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pro

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SP

AM

pro

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ion

Dif

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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 Architectandrew.harteveldt@acision.commobile: +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