OVERVIEW

Almost all MNOs today are grappling with the problems of declining Voice ARPUs while the Data ARPUs not rising commensurately. In order to see a dramatic increase in Data ARPUs the need today is for MNOs to move from a "all you can eat" data services packages of commoditized services to a model where the MNOs value is perceived as more than a vehicle/ gateway for connectivity (much like the ISPs on the Internet). XMS provides the necessary infrastructure to provide impetus to MNO to be able to position themselves as a critical piece in the content/service delivery value chain.

eXtensible Meta-mediary Service (XMS) is an Identity enabled messaging solution that enables targeted, 1-to-1 marketing using subscribers enhanced profile based on state, availability, intent while preserving privacy. XMS enables MNO to partner with advertisers who are desirous of pushing promotions and offers to a targeted audience. Instead of having the advertisers spend bigbucks in the broadcast and print media XMS offers the advertisers the capability to push their content, offers and promotions to those mobile subscribers who have genuine interest in receiving this content.

XMS works by aggregating offers and promotions from advertisers on the one hand and then marking up the subscribers as persistent identities on the other (federated from various data sources like CRM, billing systems etc.). Then the service allows matching the content offers with the subscriber based on the profile information available. However targeting of content happens only with user consent thus eliminating any spam. Once the subscriber wishes to receive some promotions, an identity contract is established that governs the privacy of the subscriber (data never exposed to the content provider) and security. XMS provides access control by validating incoming messages according to the conditions specified by the contract. XMS also provides message status tracking and correlation and delivery of replies from mobile devices back to the originating Internet application.

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KEY FEATURES

• Provides a contemporary new advertising medium - short video & rich media ads packaged as MMS
• Allows subscribers to define their intent and preferences to receive very specific promotions and offers without revealing their identity
• Leverages MNOs relationship with subscribers to generate MMS traffic
• Implements 1:1 targeting using machine readable identity contracts as opposed to a manual system of transmitting / blocking ads
• Ease of deployment based on web services model and subscriber incentives
• Regulatory Compliance for auditable and verifiable privacy of subscriber data

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HIGHLIGHTS

• Drives revenue for advertisers by targeting ads to an audience desirous of receiving them (as opposed to broadcasting)
• Subscriber's privacy is never breached because subscribers explicitly define their intent to receive promotions/ads
• Machine readable and implementable contracts assure subscriber delivery of only relevant promotions, no Spam
• Preserve & enhance carrier value by controlling subscriber-to-content provider relationship with support of Internet like content delivery model
• Consolidated billing provided via MNO augments transaction based revenue
• Leverage consumer usage / purchase history along with preferences and intent

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