Content Management for MNOs
interact Service Delivery Platform

Scenario

Challenges: User Centered Networks
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Challenges: Content is aging
• The sales value of content is
decreasing
• Ringtones sales has been falling constantly
over last 12 months in Europe (IT, GB,
DE, ES, FR)
• Steve Jobs 2 years ago introduced DRM-
free music
• New ways to mix and combine
existing resources are fueling the
Content communication
• Sharing is King and sites like Facebook,
MySpace, flickr and Hi5 are booming
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Opportunities: Channel ARPU and Mobile Advertising
• Delivery of 3rd party Services and Products to the
subscriber is a new source of revenue
• the operator can sell the last mile in an open application environnent
(TIM in Italy is going revenue share with Nokia’s OVI)
• Mobile Advertising is a new revenue earning business area
for the operators
• Mobile advertising is a new business idea for any mobile operator.
The network operator can play the role to act like a medium for
advertisement
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Scenario
+ applications
+ privacy
+ target ads
+ location
+ social
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Background

About us
• interact operates as a communication technology provider to
support NetOp in the creation, management and delivery of rich
media contents. Our field of action integrates the creation of
innovative products and services with on going research
activities on converging media
• well-known for its open-minded business approach involving
international technology, partners, suppliers and most importantly
MNO with GSM operations in Italy, Greece, Egypt, Algeria, Tunisia
and Pakistan
• with more than 60 employees interact is serving a number of the
most prominent clients in the international
telecommunication and broadcasting industry around the
World
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Our strengths
• innovation is the key our success
• all the proposed technologies are developed
and engineered in-house providing:
• better customization,
• premium support
• 360-degree view on the technology and the
business behind it
• we have 10 years of experience on Content
Management for Web, Mobile and IPTV and
we understood that...
• organizations prevails over technology
10

What a CMS can do for you?
• manage your content services portfolio and
leverage the power of multiple content types and
formats,
• deploy new services, maintain relationship with
multiple content partners and your valued
customers,
• track overall performances and optimise revenue
generation,
• attract quality third party content providers by
providing enhanced quality assurance and user
profiling
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X-manager

X-manager: architecture overview
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X-manager: features
• One platform designed for:
– multiple sites (web and mobile web)
• +7.000 devices handled
– multiple content and service providers
– multiple editors and fined grained permissions
– content sharing among sites to enable cross-selling
– multiple channel delivery (integration with messaging platform,
charging,
– RBT and IVR)
– centralized user profiling for community services
• language, user preferences...
– centralized reporting tool for strategic planning (access and
transactions)
– centralized content advertising management
• multiple campaign and multiple sites
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X-manager: multiple channel delivery - SMS
1. Sub sends a message with a short-code to a dedicated number
2. SMSC notifies the delivery platform
3. Mobile Gateway intercepts the code and asks the CMS the proper content
4. SDP delivers the content via Operator SMSC
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X-manager: multiple channel delivery - IVR
1. sub calls the 3rd party IVR and requests a specific content
2. the 3rd party IVR does the Handset recognition
3. and asks the CMS the proper content for the subscriber
4. SDP charges the subs and delivers the content via Operator SMSC using
SMS or Wap Push
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X-manager: multiple channel delivery - RBT
The integration with the RBT
provides:
– One single point of
ingestion for the CPs
– One single management
interface for the
marketing team to manage
its content offering on the
different platforms
– One single and
comprehensive
reporting tool
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X-manager: reporting
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X-manager: mobile advertising
• Displays Ads from multiple sources on your Wap
and Web sites interfacing with:
• AdNetworks
• Ad exchange
• Ad formats
• Keeps under control
the performances of 100
75
all your mobile 50
25
advertising 0
2007 2008 2009 2010
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Editorial Support

Editorial Support
Real people to support you on day-by-day operations
and strategic planning:
– Collaborate with you and the CPs to define, implement
and manage smart workflows for the mobile content life
cycle including archiving and removal
– Be constantly vigilant in assuring design/IA requirements
remain valid for all content development projects
– Audit, analyze and report on content offering and
Subscribers activities
– Develop and employ best practices to increase usability,
navigation and revenues
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Integration with 3rd Parties

Content ingestion: interfaces
• Xform: a tool to create custom input forms for manual ingestion; Xform are created with a web
wizard and can update any kind of content (i.e. to upload a new ring-tones, a games or a RBT)
• RSS 2.0 importer: the system provides a specific input to connect RSS 2.0 feeds and ingest them
on a regular basis
• Web DB importer: a dedicated Web interface to import any kind of data from external CSV files
• FTP: to acquire contents sent via SFTP/FTP; the tools works in conjunction with the Web
importer.
• Media transcoder: the platform provides transcoding functionalities using Video System
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Content ingestion: content formats
The platform can be customized to ingest any kind of
format but for each delivery scenario there are
different supported formats:
– The SDP performs the content filtering using its internal
Handset DB and for Ringtones, Wallpaper, Images and
Video clips will use the mime-type of the content provided
by the CPs; for games the CP shall provide also the list of
the supported handset
– Ringtones for SMS Legacy shall be in MID/MIDI format and
for Images BMP will be used
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Integration APIs
The APIs available are:
– Content search: An API that accepts a search term and an array of
restrictions that define the scope of the search (ie search any True-
tone ringtones of Madonna); returns all the Content ID that match
the request;
– Content retrieve: An API that accepts categories and service name
and returns all the available content in this category for this service;
– Content details: An API that accepts a content code and returns the
content details;
– Handset DB support: An API that accepts the handset as a
parameter and returns all the available formats supported;
– Content delivery: An API that accepts the content code and
MSISDN and executes the delivery. These API is responsible for
charging, content filtering and delivery (SMS and Wap Push). Per
content charging can be disabled for IVR subs charged already on per
minute basis
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Thank you!