Case Study: Sicap - Interactive USSD Advertising Application
Interactive USSD Advertising Application
As an innovator and pioneer of USSD-based services, Sicap established a partnership with a major
operator group to capitalise on USSD messaging by integrating sponsored ads.
The goal was to enable brand names or enterprises in a specific region to intelligently target mobile
subscriber groups with promotional messages.
iQuest and Sicap joint forces to create an advertising solution that could allow operators to reach their
customer base in a personalised way through an intelligent mobile ads offering.
The Business Context
The result of our partnership
with iQuest is a reliable and
interactive solution, ready to
cope with USSD potential
for advertising. iQuest’s
hard-work, support and
commitment to the project
have proven to be
Telecommunications | Sicap
Telecommunications | Sicap
Software Services Case Study
iQuest was engaged to design, develop and test
the solution that allows ad tagging into a USSD
message, using the remaining number of free
characters after the USSD message body. The
advertising promotion in USSD can be a simple
static text without a service activation command,
or it can be an interactive menu allowing the user
to directly purchase/activate the advertised service
without interrupting the actual USSD session.
Together with Sicap, iQuest created Tails Provider,
a smart application for creating and deploying
advertising messages based on the subscriber’s
profile, message history and assigned priority of
The application was built using JDK 1.7, thus
leveraging new language features and improved
garbage collection (G1 GC). It can run in any server
such as Tomcat, Jetty, Jboss, Weblogic. The
performance was carefully optimised in order to
ensure the best user experience.
Tails Provider was designed to run on multiple
nodes, each connecting to the underlying
database, that is itself on multiple nodes and
synchronised using Oracle RAC.
The Solution The Business Impact
Tails Provider ensures smooth integration for
interactions with other internal systems,
including the billing system. It also provides
interfaces for the Tails GUI in order to create,
update, modify and approve tail texts as well as
manage domain entities associated with tails
(service plans, service codes, market codes,
marketing initiatives, services & service content)
and system parameters like default texts and
Mobile operators can exploit the USSD
advertising solution for multiple, widely used
services, capitalising on both volume and
scope. For the operator, the financial gains are
not offset by any technical challenges or
network capacity strains. When subscribers
request information from their handset menu,
the USSD tail simply fills up the otherwise
wasted space, without causing an additional
load on the network.
The USSD interactive advertising solution
completes the range of services already
available on this channel, allowing operators to
further exploit the advertising potential in a
very simple, user-friendly manner.
Mobile operators can
exploit the USSD
advertising solution for
multiple, widely used
services, capitalising on
both volume and scope.
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iQuest. All other product names, service marks, and trademarks mentioned herein are trademarks of their respective owners.
iQuest is an independent, global IT services and solutions provider that for more than 17 years has been delivering
first-class software solutions to leading companies in Life Sciences, Telecom, Transportation, Financial Services, and
Energy. With a growing international presence, iQuest provides a full range of software development services,
integration services, and software products, all of which rely on the latest commerce, cloud, big data, and analytics
Headquartered in Germany, iQuest currently employs more than 600 people, distributed across delivery centers in
Romania, as well as local and affiliate offices in Europe, the US and Asia.
For more information on this project, please contact:
Sicap is a global leader in software solutions for Mobile Network Operators (MNOs).
With almost 20 years of experience, Sicap has over 920 million subscribers and a strong market presence with an
impressive list of customers featuring 120 MNOs across EMENA, Africa, Russia, and Southeast Asia.