Motorola_Messaging_Solutions__SMS_and_SMSC_Gateway.ppt
- 1. 1 September 2005 MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005. Motorola Messaging Solutions SMSC and SMSC Gateway
- 2. 2 September 2005 MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005. Presentation Agenda Setting the Stage - Industry Snapshot Motorola Messaging Platform SMSC Product Description SMS Gateway Product Descriptions Motorola End-to-End Value Proposition SMSC SMS Gateway Value Added Services
- 3. 3 September 2005 MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005. $87 Billion Global Messaging Revenue Forecast in 2009 SMS 26% Rich Messaging 2% Email 5% Photo Messaging 7% Video Messaging 4% Instant Messaging 2% Messaging Total 46% Source: Strategy Analytics, August 2004 2009 Total global data Revenue to grow to $189 Billion (from $61 Billion in 2004) Huge potential from data revenue Messaging revenue will continue to grow MMS=10B ~30B TAM SMS=17B ~53B Corp Connect, 4% Personalization, 8% Information, 13% Entertainment, 28% Communication, 46%
- 4. 4 September 2005 MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005. Global Data Revenue Trend 48% 43% 30% 30% 28% 26% 26% 25% 25% 25% 23% 23% 22% 22% 22% 21% 21% 21% 20% 20% 0 10 20 30 40 50 60 Philippines - Smart UK - Hutchison 3G UK - O2 Japan - KDDI Korea - SK Telecom Germany - O2 Hong Kong - CSL Japan - Vodafone Poland - Centertel Hong Kong - Hutchison Data % of revenue Data has real revenue impact! Mobile Data subscriber numbers continue to grow as operators deploy better data coverage and fast speed Source: EMC 0 20,000,000 40,000,000 60,000,000 80,000,000 100,000,000 120,000,000 140,000,000 Q1 2003 Q2 2003 Q3 2003 Q4 2003 Q1 2004 Q2 2004 Q3 2004 Q4 2004 Q1 2005 GPRS CDMA2000 1xEV-DO CDMA2000 1X Europe : Eastern Europe : Western
- 5. 5 September 2005 MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005. SMSC Traffic Trend G lobalAnnualSMSTrafficG rowthbyR egional 0 50,000 1 00,000 1 50,000 200,000 250,000 300,000 350,000 2000 2001 2002 2003 2004 year million W . E urope Asia-P acific N A LA E E M E A SMSC is seeing robust annual growth 1Q05 China Mobile SMS traffic is tapering off due to MMSC replacement Global QuarterlySMSTrafficGrowthbyRegion 0 20,000 40,000 60,000 80,000 100,000 120,000 Q 1 2 0 0 0 Q 3 2 0 0 0 Q 1 2 0 0 1 Q 3 2 0 0 1 Q 1 2 0 0 2 Q 3 2 0 0 2 Q 1 2 0 0 3 Q 3 2 0 0 3 Q 1 2 0 0 4 Q 3 2 0 0 4 Q 1 2 0 0 5 Million W . E urope Asia-P acific N A LA E E M E A Source: EMC
- 6. 6 September 2005 MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005. Top SMS Service Providers Quarterly SMS growth of Top SMS Providers 0.00 1 0,000.00 20,000.00 30,000.00 40,000.00 50,000.00 60,000.00 70,000.00 China Mobile HK China Unicom HK Globe Smart Cingular T-Mobile Verizon O2 T-Mobile TIM Telcel Mexico Telefónica Móviles T-Mobile Orange UK Orange France Telcel Venezuela SFR Movilnet SMS is growing in popularity! Quarterly SMS growth by top SMS providers (w/o CM) 0.00 2,000.00 4,000.00 6,000.00 8,000.00 10,000.00 12,000.00 14,000.00 Q 1 2000 Q 3 2000 Q 1 2001 Q 3 2001 Q 1 2002 Q 3 2002 Q 1 2003 Q 3 2003 Q 1 2004 Q 3 2004 Q 1 2005 millions/qtr China Unicom HK Globe Smart Cingular T-Mobile Verizon O2 T-Mobile TIM Telcel Mexico Telefónica Móviles T-Mobile Orange UK Orange France Telcel Venezuela SFR Movilnet Motorola is serving one of the top SMS tier 1 providers!
- 7. 7 September 2005 MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005. Market Requirements are Changing Total Available Market (TAM) is large due to changing requirements Legacy solutions cannot scale to support capacity required in 2005 and beyond Operators need to forklift upgrade to new SMSC platforms SMS Trend 2000 2001 2002 2003 2004 2005 2006 beyond SMSC Throughput (MPS) <10mps <100mps 100mps 500mps 1000mps 2000mps >2000mps SMS Size (Handset) SMS SMS EMS EMS EMS EMS New Technology Bulk SMS SMS over GPRS WAP Push over SMS SMS over EVDO Content Text Text Ringtone Game Interactive Motorola is well positioned to win a substantial share of this expansion market!
- 8. 8 September 2005 MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005. Presentation Agenda Setting the Stage - Industry Snapshot Motorola Messaging Platform SMSC Product Description SMS Gateway Product Descriptions Motorola End-to-End Value Proposition SMSC SMS Gateway MMSC Value Added Services
- 9. 9 September 2005 MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005. One Platform for SMS to EMS to MMS! Feature transparency Common look and feel Reduced OpEx & CapEx Multiple Collocation Options Supported SMSC & SMSC Gateway MMSC & SMSC Motorola Messaging Platform and Architecture Benefit Field proven messaging platform in place since 1993 No single point of failure Guaranteed delivery Overload congestion control Linearly scaleable as HW expands Automatic load balance Application startup concurrent with new message processing Real-time GUI OA&M with realtime statistics Two lockstep CPUs for data integrity 4 internal disk controllers and 2 differential SCSI controllers X and Y fabric for fault tolerant intra-system connecting Mirrored disks Communications Communications or external I/O or external I/O SCSI SCSI SCSI SCSI SCSI SCSI SCSI SCSI SCSI SCSI SCSI SCSI Communications Communications or external I/O or external I/O ServerNet Y Memory Memory ServerNet Transfer Engine ServerNet Transfer Engine Lockstep processors P P M M Memory Memory ServerNet Transfer Engine ServerNet Transfer Engine Lockstep processors ServerNet X Minimum 2 processors for continuous availability Multiple Technology Supported CDMA and GSM SMS traffic on the same Motorola SMSC
- 10. 10 September 2005 MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005. Motorola Messaging Platform Performance Highest Performance Systems High, Linear Scalability High Availability - Fault Tolerant Nebs Compliant Open Standards Low Cost of Ownership S7xxxxSE Configuration System Availability Down-Time Seconds/year 2-Processor 0.99999994 1.91 4-Processor 0.99999990 3.10 6-Processor 0.99999987 4.24 8-Processor 0.99999982 5.78 10-Processor 0.99999976 7.54 12-Processor 0.99999970 9.52 14-Processor 0.99999966 10.66 16-Processor 0.99999963 11.79 Capacity Capacity Number of Number of processors processors 98.8% 98.8% scalability scalability
- 11. 11 September 2005 MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005. Motorola SMSC SMS Contracts Worldwide Covering 68 Million Subscribers Motorola Solutions are Field Proven and Competitive Motorola MMSC MMS Contracts Worldwide Covering 47 Million Subscribers 60% SMSC Share in NA CDMA Market Guamcell Piltel Hutchison H.K Reliance / Tata Angola Uruguay Argentina Honduras Dominican Republic Mexico Motorola SMS GW Contracts Supporting 38B Messages Per Year
- 12. 12 September 2005 MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005. Presentation Agenda Setting the Stage - Industry Snapshot Motorola Messaging Platform SMSC Product Description SMS Gateway Product Descriptions Motorola End-to-End Value Proposition SMSC SMS Gateway MMSC Value Added Services
- 13. 13 September 2005 MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005. Motorola SMSC Network Architecture Flexible architecture that supports interoperability SS7 Access Network CDMA/GSM/TDMA/GPRS/ UMTS SMS Gateway MR SMSC MMSC Inter-Carrier SMSC SMS, EMS Capable Handsets IP Network VM OTA CSC VASPs, etc.
- 14. 14 September 2005 MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005. Motorola SMSC Capacity Assumptions Tested latest SMSC release - SMSC 18.0 8 proc S86k system Tested delayed logging of messages Dynamic logging of messages - additional 30% improvement Traffic Type Traffic Type % of Mix Delivery Attempts per Msg % of Msgs Delivered before Logged IP to SS7 VMN 60% 1 100% SS7 to SS7 CTM 20% 1 100% SS7 to IP CTM 20% 1 100% Processors Messages Per Second With Dynamic Logging 2 125 160 4 275 350 8 500 650 12 725 940 16 950 1200 Predicted Throughput at 80% CPU Utilization Traffic Mix Assumptions
- 15. 15 September 2005 MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005. Motorola SMS Services Person to Person SMS Service Application to Person SMS Service Value Added Applications: Mobile Marketing Interactive marketing SMS voting SMS broadcast SMS competition Mobile Portal SMS news & alerts Web SMS Mobile content distribution Branded mobile portal Mobile advertising Other Applications using SMS Location based service Case Studies Content download with DRM support: Ring tone, Wallpaper, etc. Voting Service (Voting Platform) Presence services (ALLTEL using Motorola SMSC to support Presence service )
- 16. 16 September 2005 MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005. Motorola A2P SMS Solution Motorola supports both P2P SMS and A2P SMS on a single platform Tune system based on reliability vs. speed expectations 3 modes of message logging supported Confirmed store and forward (fast & reliable) Forward and store (faster) Forward only (fastest) Traffic spikes dynamically - activates the last two modes Interface specific over-rides to guarantee delivery for critical services, e.g., voicemail guaranteed but voting short codes exempt Store-and- forward SMS- handling architecture SMS router for direct delivery of selected messages Bulk SMS Premium SMS WAP Push over SMS Person to Person Person to Email Email to Person
- 17. 17 September 2005 MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005. Motorola SMSC Feature Highlights • Prepaid SMS via LDAP • Configurable store and forward options • Geographic redundancy • ANSI – ITU support • System monitoring and reacting • Offer SMS gateway on the same hardware platform for better management of A2P messaging • Offer CDMA cell broadcast on the same hardware platform • Real time statistic gathering and presentation: dashboard
- 18. 18 September 2005 MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005. SMSC Dashboard Feature Operational Personnel: Real time statistics to monitor the system Network Planner: Hourly, daily, weekly, monthly and yearly trend analysis for system capacity and performance planning Marketing Manager: Real-time data to monitor time sensitive promotion and marketing campaigns. Data retrieval and presentation to measure the success and efforts of marketing campaigns Pricing Manager: Real time data to measure the effects of pricing campaign or incentive plan Senior Manager: High level view of the messaging system performance and capacity Everyone: Coordination of various marketing and engineering activities related to messaging to optimize capacity, performance and revenue generation Definition: The goal of the dashboard is to automatically show a user useful information as they go about their day! • Strong statistics gathering capabilities • Support statistics gathering in one minute intervals • Collected data is available for retrieval and presentation one minute after collection • Flexible presentation • Friendly web interface is accessible from everyone’s desktop • Shipped with a set of useful default reports • New reports can be created easily
- 19. 19 September 2005 MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005. SMSC Dashboard Feature - Value Propositions Easy to Use Web interface access from everyone desktop No programming experience needed No excel experience needed Preconfigured reports (canned report) for various purposes Customized views can be created for individual Quick to Deploy No specialized server software are required. Distribution of data across firewalls is supported Extremely Useful Real time data for fast response Dynamic graphic objects link to several integrated sources of data
- 20. 20 September 2005 MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005. Motorola Short Code Support The SMSC supports routing of mobile originated messages destined to any configured short code Configuration supports routing messages to SMPP, CDMP, or SMTP External routing can be done on a primary/secondary basis or on a round- robin basis Some examples in use: 622 for NBA all-star MVP voting 6245 for Email (mobile terminated and mobile originated) 8888 for block/unblock capability (spam control)
- 21. 21 September 2005 MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005. Motorola SMSC SPAM Capability Operator Controlled – Global Scope You can also configure a global spam file that: - blocks all messages from one or more subscribers - blocks all messages with a specific text content Operator Controlled – Individual Subscriber Scope You can configure, on a per-subscriber basis, subscribers and/or email addresses that the subscriber does not want to receive messages from This can be provisioned with the –bsid option and the –beml option of SUBMAIN: - add 8475080283 –bsid 3125882300 - add 8475080283 –beml boss@mywork.com - add 8475080283 –bsid 3125882300 –beml boss@mywork.com Subscriber Controlled – Individual Subscriber Scope Block/Unblock Mobile can send a message to short code 8888 with text “B <MDN>” or “U <MDN>” to block or unblock another mobile from sending text messages to them
- 22. 22 September 2005 MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005. Motorola SMSC External Short Message Entity (ESMS) ESME Bind Support Transmitter Receiver Transceiver Session Timers Enquire Link Timer Inactivity Timer Response Timer ESME Session Process Load Balancing SMPP server launched in a round-robin policy across available CPUs ESME Session Fault Tolerance CPU failure affects only servers launched on that CPU When client re-connects, session will be established on a different CPU Common ESME Applications Intercarrier SMS messaging SMS messages to/from subscribers on other carriers Ring tones EMS supported to facilitate this Short code applications Voting applications (e.g. NBA MVP voting, Super Bowl MVP voting, etc.) Web based messaging Commonly sent via WIGs (Wireless Internet Gateways)
- 23. 23 September 2005 MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005. Motorola SMSC Throttling and Limits ESME Throttle An ESME throttle can be applied on an SMPP system ID connection (session) basis Throttle defined as number of messages per second Command Status 0x58 (ESME_RTHROTTLED) to messages when throttle has been exceeded ESME Limits Current limit of 5 unique SMPP system ID’s for outbound messaging Current maximum of 20 connections (sessions) per system ID Overall MR Throttle Dynamic resource-level monitoring activates flow control when necessary Response times to select processes monitored, a reflection of response times to end users and IPDs When flow control is activated, new SMPP messages gracefully rejected with Command Status 0x14 (Message Queue Full)
- 24. 24 September 2005 MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005. Motorola Prepaid SMS Support The platform currently supports a proprietary interface between the MR SMSC and the Lucent Surepay Prepaid system Roadmap support for Diameter Credit-Control Application standard: • Open interface between MR and Prepaid Server (PPS) using IETF’s Diameter Credit-Control Application standard allows the MR to develop a non-proprietary interface to support Prepaid SMS • Open interface allows carrier to choose PPS best suited to its market needs • Debits prepaid subscriber account for SMS origination and SMS termination • MR support for either pre-delivery debit, or post-delivery debit of SMS messages • Stores up to 24 hours of requests to PPS if communication outage occurs • Supports primary and secondary PPS with failover/fallback • Extensive statistics support
- 25. 25 September 2005 MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005. Presentation Agenda Setting the Stage - Industry Snapshot Motorola Messaging Platform SMSC Product Description SMS Gateway Product Descriptions Motorola End-to-End Value Proposition SMSC SMS Gateway MMSC Value Added Services
- 26. 26 September 2005 MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005. Motorola SMS Gateway Architecture Motorola SMS-GW SMPP SMPP TCP/IP Internet Telematics Email Applications Games Advertisements Information VAS/Applications MMS-C Mobile Positioning Platform Other Network Elements MSC SS7 SMSC-1 SMSC-2 SMSC-3 Operator SMSCs Motorola SMS-GW Second Operator SMS Network SMPP
- 27. 27 September 2005 MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005. Motorola SMS Gateway Benefits SMSC-2 SMSCs Without Gateway With Motorola SMS Gateway Telematics Email Applications Games Advertisement Information VAS/Applications SMSC-1 SMSC-2 SMSC-3 SMSCs Games Advertisement Information Telematics Email Applications Games Advertisement Information VAS/Applications SMSC-1 SMSC-3 Games Advertisement Information Motorola SMS-GW • Complicated and expensive routing for signaling and transport • Difficult to launch value-added service • Enable multi-network SMS interoperability • Simplified OA&M • Reduce facility cost • Facilitate fast introduction of value-added service
- 28. 28 September 2005 MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005. Motorola SMSC Gateway Key Features • Single point of entry into network for launching VAS • Number translation to enable communication with carriers with different numbering plans, and international SMS • Support of number portability w/out NP Query • Extensible software architecture that enables additional protocol support in the future • Mated Pair for geographical redundancy • Can be collocated with SMSC • Real time statistic gathering and presentation: dashboard • Restrict service types from an ESME • Throttle ESME w/Penalty Box
- 29. 29 September 2005 MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005. Motorola SMS Gateway Services Motorola SMS Gateway has provided: • Better management and faster deployment of applications for A2P messaging • Inter-carrier messaging support to increase messaging throughput and revenue • Support for voting applications • Security into the operator’s network
- 30. 30 September 2005 MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005. Presentation Agenda Setting the Stage - Industry Snapshot Motorola Messaging Platform SMSC Product Description SMS Gateway Product Descriptions Motorola End-to-End Value Proposition SMSC SMS Gateway MMSC Value Added Services
- 31. 31 September 2005 MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005. Total End-to-End Messaging Solution for operators - today and into the future Handsets Applications 3G RAN Motorola SoftSwitch MSC Server Media Gateway SMSC MMSC Wireless Infrastructure Services Integration Support Handset IOT Motorola End-to-End Messaging Solution
- 32. 32 September 2005 MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005. Messaging IOT Service MMS/SMS Network IOT • SMSC is running commercially in customer networks with Nortel, Lucent, and Motorola MSCs and HLRs • Glenayre, Comverse, Octel VMBs • HP, Lucent, Alcatel HLRs • Lucent Surepay Prepaid Server • VAS: TCS Internet Gateway, Opsol Email Server, Telematics applications • Motorola and Ericsson MMSCs • Support interoperability testing at the customer site and Motorola Labs
- 33. 33 September 2005 MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005. Motorola SMSC and SMSC Gateway Value Propositions • Highest capacity system deployed since 1993 Throughput >1100mps (based on delivered / attempted) Throughput can reach 2000mps w/o logging • Carrier grade availability and reliability with delivery guarantee • Worldwide presence and leading market share in NA CDMA • Standards based solution with field proven interoperability • Smooth expansion and highly scalable solution • Single platform for CDMA, GSM and UMTS Single Node NonStop Server Architecture MMSC SMSC SMS Gateway -
- 34. 34 September 2005 MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005. Why Motorola? Increase Revenue from Inter- Carrier Messaging Standard Solution Designed for Interoperability Better Customer Satisfaction and Reduced Churn Rate High Availability and Reliability Platform Growth and Revenue Opportunity Market Leading High Capacity System Less Risk in Rolling Out New Services Field Proven Platform and Years of Experience
Editor's Notes
- #16: Motorola
- #26: Central part of operator’s business; simplified value
- #27: As the number of ESME / SMSCs increase routing tables become unmanageable in both ESMEs and SMSCs Single place to maintain large routing tables Single point of entry/access into carriers network for third-party application Inter-carrier SMS – Each carrier will have an SMS Gateway communicating with other carrier’s SMS Gateway via SMPP ESME throttling enabled Multiple SMSCs not exposed to firewall