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Mobile Content Networks

"It’s getting harder and harder to differentiate between
schizophrenics and people talking on a cell phone."
- Bob Newhart

With mobile markets edging towards saturation for voice services and IP-based networks deployed in all major markets, mobile operators are shifting from a focus on subscriber growth to increasing average revenue per user (ARPU) by developing, launching and promoting mobile content services to the consumer and business user market.

The challenge for the mobile operator is to provide consumers with a seamless experience from device acquisition to service discovery and subscription. An easy, compelling user experience is essential to keep the competitive hounds at bay as companies like Yahoo!, AOL and Google offer low cost, or even free (advertising supported), direct-to-consumer services.

The mobile operator must offer a personalized experience without incurring the cost of tailoring feeds to each user.

Solution Summary

Solace Systems provides a content networking platform that mobile operators use to develop and deploy new services directly to consumers. Solace’s flexible and scalable products embed the ability to route, filter, transform and personalize content directly in the operator’s network. Content publishers and subscribers are decoupled with the network automatically configuring
and maintaining these connections. This simplifies content distribution because the entire network operates with greater intelligence, matching users, content and applications instead of looking up information in a central database.

A Solace-based content network simplifies delivery of new services and offers mobile operators a host of both cost and efficiency benefits.

• Flexible content-matching — Users can define the content they want using comparison strings and Boolean operators with the same ease as searching on the web. Content matching is based entirely on open standards and user subscriptions are automatically maintained by the network, dramatically reducing operational costs.
• High availability for reliable service — Solace content-aware routers can be deployed in active/active pairs, ensuring that no single failure can interrupt network service.
• Multicast behavior for minimal network resource use — Solace routers send just one copy of each document between themselves and fan out content to many subscribers at the edge of the network instead of routing every request through the core of the network.
• Flexible billing alternatives — Solace routers track each subscription, document, application and user on the network.
• Secure partitioning of user groups — Many services can be delivered to many user groups over the same infrastructure with entitlement systems and Virtual Private Networks (VPNs) at the core to ensure security.

Solace’s content networking system allows mobile operators to roll out applications more quickly with less risk and lower maintenance costs. As mobile networks embrace 3G and WIMAX to deliver enhanced video and data services, the pressure to respond quickly increases. With the Solace platform, mobile operators can deliver a single platform that can be rapidly configured to target highly specialized market segments such as stock traders, sports enthusiasts, business travelers, gamers, political junkies and more. Each segment can be further subdivided, or users can define their own applications. Every interaction is automatically tracked and maintained by the network.

Value to Customers

Solace’s solution offers the following benefits:

• New service and user revenue — Mobile operators can deliver a compelling and integrated user experience and increase ARPU.
• Improved go to market agility — Mobile operators need to test new services quickly and easily, since many will fail for every one that succeeds. The Solace platform simplifies new service definitions, decreasing the risk of testing new applications and increasing the potential to get to market first with the next killer application.
• Reduced churn and improved competitiveness — As the owner of the customer relationship, mobile operators have a substantial advantage over content partners, and can negotiate better agreements with those content partners to provide compelling, successful information and entertainment services to end users.
• Lower cost of service delivery — By embedding intelligence at the network layer, new services are faster to develop and deploy, are very low in required operational maintenance and easily scale as volumes increase. One content-aware routing system can be shared by many services, further reducing costs.