Vernacular SMS and MVASA tool for mass communication in near future<br />Exploring Opportunities and Challenges in India<b...
Mobile: Socio-economic impact in India<br />Impact of Increase in Mobile Penetration on Growth in GD<br />1st order of imp...
VAS: Taking delivery thru mobile further <br />Universal Reach / Inclusive Growth<br />Enterprise / SME / Rural / Poor urb...
The future of MVASA INR 121,000 crore industry over the next 5 years<br />VAS as % of total telecom revenue in India remai...
Off deck mobile VAS<br />Key Growth drivers for Off deck Mobile VAS<br />Evolving ecosystem, continued push by D2C players...
The importance of SMS<br />A2P SMS remains the most effective and timely way to reach out to people (for business, social ...
SMS: Evolution of an effective mass communication media<br />Often overlooked, this A2P SMS is a very powerful mass market...
Reach of Indian Languages<br />10 Million Indians study Hindi every year. Similar numbers for others.<br />Top 10 Indian n...
SMS Usage in India<br />SMS continues to be most popular non-voice service but usage levels are still low compared to othe...
Explaining the Gap<br />One of the contributing factors towards high SMS usage in Philippines and China is pricing<br /> I...
The Challenges<br />Establish a standard in the eco-system<br />Telecom Operators<br />Device Manufacturers<br />Applicati...
The Challenges<br />To evolve a core system of Indic MVAS/SMS to be implemented uniformly across vendors and service provi...
The Challenges<br />To evolve a core system of Indic MVAS/SMS to be implemented uniformly across vendors and service provi...
Existing Coding schemes for messaging<br />GSM Alphabet – Supports languages that use Latin character set<br /> UCS-2 – Su...
Encoding Indian Languages in UCS-2<br />Users who want to send an SMS in an Indian language are faced with two disadvantag...
Current Scenario<br />SMS in several Indic languages is currently supported by operators<br />Based on proprietary picture...
Indic SMS Challenges<br />Indic SMS challenges<br />Standards-based solution at the same cost as English SMS<br />Inter-op...
Requirements<br />Basic requirement<br />Standards-based solution with the same level of encoding efficiency as the 7-bit ...
Support for National Languages<br />Two methods have been specified for including National Language characters in a short ...
Work till date<br />Indian language tables developed<br />Based on the 3GPP templates for 7-bit locking and single shift t...
Indic Locking Shift Tables<br />Locking Shift Table of an Indic language consists of<br /> Control characters pre-defined ...
Indic Single Shift Tables<br />Single Shift Table of an Indic language consists of <br />Control characters pre-defined in...
Key Benefits in New Encoding Scheme<br />An SMS written in any of the 22 official Indian languages can have up to 154 char...
The Challenges<br />To evolve a core system of Indic MVAS/SMS to be implemented uniformly across vendors and service provi...
English is “NOT” an Indic Script<br />
Understanding Unicode for “Indian languages”<br />
Language over script<br />
Language over script<br />Unicode script code pages are almost exhaustive for a “script”<br />Support for a language is si...
The Challenges<br />To evolve a core system of Indic MVAS/SMS to be implemented uniformly across vendors and service provi...
The text entry Challenge: The English Bias<br />
Indianization of the key pad<br />
Incomplete solutions!<br />
Closing the Loop<br />IntroducingStatistical Techniques to Language SMS<br />Faster than ENGLISH keypad<br />Best predicti...
The Challenges<br />To evolve a core system of Indic MVAS/SMS to be implemented uniformly across vendors and service provi...
Issue : Backward Compatibility with Legacy Devices<br />A handset that supports the new 7bit Indic encoding sends an Indic...
Solution C<br />Conversion from 7bit Indic to UCS2 and visa versa<br />A Silent Conversion application is required<br />A ...
Solution P: Conversion before delivery<br />Recipient phone does not support UCS2<br />Received Message can be converted t...
Solution P: Conversion after delivery<br />
The Challenges<br />To evolve a core system of Indic MVAS/SMS to be implemented uniformly across vendors and service provi...
Regulatory Aspects<br />The standard only defines a method for representing Indian language characters in short messages u...
Thanks<br />Credits<br />Dr. NadeemAkhtar (CeWIT)<br />Biju R Balagopal (ComViva Technologies)<br />Sharad Sharma (NASSCOM...
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Language Sms

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An update on development of a vernacular based MVAS standard in India.

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Language Sms

  1. 1. Vernacular SMS and MVASA tool for mass communication in near future<br />Exploring Opportunities and Challenges in India<br />
  2. 2. Mobile: Socio-economic impact in India<br />Impact of Increase in Mobile Penetration on Growth in GD<br />1st order of impact of increase in mobile penetration on growth in GDP (impact of voice primarily by allowing people to connect / talk)<br />VAS and off-deck usage will bring in 2nd order of impact on GDP growth<br />
  3. 3. VAS: Taking delivery thru mobile further <br />Universal Reach / Inclusive Growth<br />Enterprise / SME / Rural / Poor urban areas<br />Leapfrogging the PC<br />Low cost access medium for entertainment, information<br />Utility of Content and Services<br />Commerce, Rural applications, Local Content<br />Driving Innovation<br />Localization, Voice based VAS<br />
  4. 4. The future of MVASA INR 121,000 crore industry over the next 5 years<br />VAS as % of total telecom revenue in India remains lower as compared <br />to other markets today; However it is expected to contribute INR 35,400 <br />crores in 2013<br />
  5. 5. Off deck mobile VAS<br />Key Growth drivers for Off deck Mobile VAS<br />Evolving ecosystem, continued push by D2C players and emergence <br />of alternate billing channels will be the key growth drivers for <br />off-deck mobile VAS in India<br />
  6. 6. The importance of SMS<br />A2P SMS remains the most effective and timely way to reach out to people (for business, social organizations & govt.) & is therefore critical from a social and economic perspective<br />
  7. 7. SMS: Evolution of an effective mass communication media<br />Often overlooked, this A2P SMS is a very powerful mass market <br />medium. With 400 mn expected subs and 5 A2P SMS/day this <br />corresponds to 2 Billion pieces of information delivered per day<br />
  8. 8. Reach of Indian Languages<br />10 Million Indians study Hindi every year. Similar numbers for others.<br />Top 10 Indian newspapers are regional<br />Top TV channels are vernacular. Star TV converted 100% to Hindi<br />In urban India, only 37% of the literate population knows English; <br />the number drops to 17% in rural areas<br />10 out of top 30 most-widely used languages worldwide are Indian<br /> 8 out of top 50 best-selling newspapers in the world are published in an<br /> Indian language<br />Compared to only 3 English language papers from India in the list<br /> Despite these impressive statistics, not a single Indian language makes to the list to most-widely used languages in the mobile/Internet world<br />
  9. 9. SMS Usage in India<br />SMS continues to be most popular non-voice service but usage levels are still low compared to other countries<br />
  10. 10. Explaining the Gap<br />One of the contributing factors towards high SMS usage in Philippines and China is pricing<br /> In Philippines, SMS started as a free service!<br /> Voice calls are cheaper in India but SMS pricing levels are relatively higher<br /> Another important factor is the use of standards-based solutions for local language SMS<br />In Philippines, local languages use Roman script, so 7-bit default GSM alphabet can be used<br /> The inherent efficiency of Chinese language mitigates the inefficiency of 2- byte UCS-2 encoding<br /> Both countries have lower English-literacy levels compared to India<br />Local language SMS is used heavily<br />
  11. 11. The Challenges<br />Establish a standard in the eco-system<br />Telecom Operators<br />Device Manufacturers<br />Application Providers<br />
  12. 12. The Challenges<br />To evolve a core system of Indic MVAS/SMS to be implemented uniformly across vendors and service providers <br />Font rendering to make the fonts standard across all handsets <br />Key pad design challenge <br />How do legacy handsets which donot have this Indic feature be included in them <br />Regulatory Aspects<br />
  13. 13. The Challenges<br />To evolve a core system of Indic MVAS/SMS to be implemented uniformly across vendors and service providers <br />Font rendering to make the fonts standard across all handsets <br />Key pad design challenge <br />How do legacy handsets which donot have this Indic feature be included in them <br />Regulatory Aspects<br />
  14. 14. Existing Coding schemes for messaging<br />GSM Alphabet – Supports languages that use Latin character set<br /> UCS-2 – Supports all major languages of the world<br /> User-defined – Any arbitrary character set can be defined<br />
  15. 15. Encoding Indian Languages in UCS-2<br />Users who want to send an SMS in an Indian language are faced with two disadvantages from the encoding point of view<br />Complexity of Indic scripts results in relatively high number of characters per word on the average<br />With UCS-2 encoding, only 70 characters are allowed per message<br />The net result is that only a few words can go in a single SMS<br />
  16. 16. Current Scenario<br />SMS in several Indic languages is currently supported by operators<br />Based on proprietary picture-messaging based solutions since UCS-2 is inefficient and/or not supported<br />Picture-enabled handsets needed to display SMS<br />
  17. 17. Indic SMS Challenges<br />Indic SMS challenges<br />Standards-based solution at the same cost as English SMS<br />Inter-operability across operators and devices<br />
  18. 18. Requirements<br />Basic requirement<br />Standards-based solution with the same level of encoding efficiency as the 7-bit GSM alphabet<br /> Additional requirements<br />All 22 official languages must be supported<br />Support for bi-lingual messaging (Indic + English)<br /> Optional requirement<br />Enable easy transliteration between Indian languages<br />
  19. 19. Support for National Languages<br />Two methods have been specified for including National Language characters in a short message<br />Single shift mechanism<br />‘Escape’ character is used to signal that the next character is encoded using a National Language Shift Table<br />Locking shift mechanism<br />All the characters are encoded using a National Language Locking Shift Table<br /> In both cases, the language being used is indicated by an identifier added in the message payload<br />
  20. 20. Work till date<br />Indian language tables developed<br />Based on the 3GPP templates for 7-bit locking and single shift tables<br />Using the character sets for Indic languages defined by Unicode Consortium<br />Tables for 10 languages/scripts have been defined<br />Bengali, Gujarati, Hindi, Kannada, Malayalam, Oriya, Punjabi, Tamil, Telugu, and Urdu<br />As the same script is sometimes used by more than one language, the 10 tables can support all the 22 official languages of India<br />
  21. 21. Indic Locking Shift Tables<br />Locking Shift Table of an Indic language consists of<br /> Control characters pre-defined in the template (4)<br /> The lower case English alphabet (26)<br /> The numbers 0-9 (10)<br /> A small subset of special characters commonly used in SMS (8)<br /> The commonly used characters of that language (80, at most)<br /> Non-Indic characters appear in the same positions as in the GSM table<br />This ensures that even if a handset does not have the locking table, at least the English part of a bi-lingual SMS can be decoded<br /> Similar sounding characters of different languages are put in the same positions (not always possible because of differences in character sets)<br />Enables easy transliteration<br />
  22. 22. Indic Single Shift Tables<br />Single Shift Table of an Indic language consists of <br />Control characters pre-defined in the template (4)<br />The upper case English alphabet (26)<br />Remaining special characters from default GSM alphabet (31)<br />Characters of the Indic language which do not appear in its locking shift table (67, at most)<br />
  23. 23. Key Benefits in New Encoding Scheme<br />An SMS written in any of the 22 official Indian languages can have up to 154 characters<br />Nearly as many as in an English SMS!<br />English words can be included in the message without extra overhead<br />Transliteration from one language to another is very simple<br />Compatibility with Unicode character sets for Indian languages<br />Possibility to augment the character sets using free spaces available in the single shift tables<br />
  24. 24. The Challenges<br />To evolve a core system of Indic MVAS/SMS to be implemented uniformly across vendors and service providers <br />Font rendering to make the fonts standard across all handsets <br />Key pad design challenge <br />How do legacy handsets which donot have this Indic feature be included in them <br />Regulatory Aspects<br />
  25. 25. English is “NOT” an Indic Script<br />
  26. 26. Understanding Unicode for “Indian languages”<br />
  27. 27. Language over script<br />
  28. 28. Language over script<br />Unicode script code pages are almost exhaustive for a “script”<br />Support for a language is significantly simpler<br />3GPP Indic Language Tables also adopt the simplicity<br />“LANGUAGE” is different from a “SCRIPT”<br />
  29. 29. The Challenges<br />To evolve a core system of Indic MVAS/SMS to be implemented uniformly across vendors and service providers <br />Font rendering to make the fonts standard across all handsets <br />Key pad design challenge <br />How do legacy handsets which donot have this Indic feature be included in them <br />Regulatory Aspects<br />
  30. 30. The text entry Challenge: The English Bias<br />
  31. 31. Indianization of the key pad<br />
  32. 32. Incomplete solutions!<br />
  33. 33. Closing the Loop<br />IntroducingStatistical Techniques to Language SMS<br />Faster than ENGLISH keypad<br />Best predictive efficiency<br />Least effort in key movements<br />Least number of key taps ( &gt; 3 taps per character is unacceptable)<br />Most Intuitive<br />Wins 97% of the times<br />
  34. 34. The Challenges<br />To evolve a core system of Indic MVAS/SMS to be implemented uniformly across vendors and service providers <br />Making SMS services cost effective. Presently India is high on the SMS versus Call costings. Penetration will be a factor of pricing. <br />Font rendering to make the fonts standard across all handsets <br />Key pad design challenge <br />How do legacy handsets which donot have this Indic feature be included in them <br />Regulatory Aspects<br />
  35. 35. Issue : Backward Compatibility with Legacy Devices<br />A handset that supports the new 7bit Indic encoding sends an Indic language SMS to a legacy device<br />
  36. 36. Solution C<br />Conversion from 7bit Indic to UCS2 and visa versa<br />A Silent Conversion application is required<br />A Mechanism by which received messages are converted to UCS2<br />Multiple concatenated messaged can be handled.<br />
  37. 37. Solution P: Conversion before delivery<br />Recipient phone does not support UCS2<br />Received Message can be converted to picture message<br />Solution1: Before delivering to the Recipient<br />Solution2: SIM can send it for Conversion<br />
  38. 38. Solution P: Conversion after delivery<br />
  39. 39. The Challenges<br />To evolve a core system of Indic MVAS/SMS to be implemented uniformly across vendors and service providers <br />Making SMS services cost effective. Presently India is high on the SMS versus Call costings. Penetration will be a factor of pricing. <br />Font rendering to make the fonts standard across all handsets <br />Key pad design challenge <br />How do legacy handsets which donot have this Indic feature be included in them <br />Regulatory Aspects<br />
  40. 40. Regulatory Aspects<br />The standard only defines a method for representing Indian language characters in short messages using 7-bit codes<br /> Handset vendors may or may not choose to implement it<br /> A vendor may decide to support only a subset of the Indian languages for which 7-bit tables have been defined<br /> Furthermore, the 3GPP specification (TS 23.038) states that:<br /> Encoding of a message using the national locking shift mechanism is not intended to be implemented until a formal request is issued by the relevant national regulatory body<br /> Regulatory intervention is required to mandate the support for 7-bit Encoding and other necessary features required for Indic SMS<br />
  41. 41. Thanks<br />Credits<br />Dr. NadeemAkhtar (CeWIT)<br />Biju R Balagopal (ComViva Technologies)<br />Sharad Sharma (NASSCOM)<br />SwaranLata (TDIL)<br />VikasPhogat (SagemOrga)<br />VivekananadaPani (Reverie Technologies)<br />

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