Second largest generator of revenue, SMS has established usage and an established billing model – in short it is a proposition that already works.

A focus on SMS quality of service and on new applications may well be operators' lowest cost and fastest route to new revenues, with net returns that tower above those from 3G, video and MMS.

What's more, recent developments in SMS development and delivery technology make extending the phone user experience a low-risk step, rather than a high-risk leap.

This workshop will examine a practical model for advanced text services deployment and feature demonstrations throughout the day.

Agenda

• 10.00 am – Welcome and introductions.

• 10.10 am – Potential of SMS as a VAS revenue generator

Market realities

- Operators' pressure to grow core services

- Messaging revenue commoditisation

The barriers to advanced SMS

- technical

- internal resources

- risk

- time to market

• 11.00 am – Coffee and networking
• 11.10 am - The phone user view – a three city survey

- Current SMS usage patterns.

- Core services for individuals and enterprises.

- The survey responses.

- What survey results mean for your market.

- Conclusions and discussion.

• 12.00 – Lunch, networking, email and coffee.
• 1.00 pm – a 4 tier model for new era advanced SMS services

- The criticality of gold-standard message transport

- Flexibility in service design - creation of new services in days – not months.

- Service tuning and lifecycle management

- Bridging the resource gap

• 1.50 pm – Coffee and networking.
• 2.00 pm - Exploiting the model
  

- driving new revenues and recruitment, cutting churn

- New segmentation in the SMS user market.

- Developing new service innovations – some examples and suggestions.

• 2:45pm – Q&A and whiteboard session
• 3.00 pm – Close