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P U B L I C A T I O N

O F

S Y N I V E R S E

T E C H N O L O G I E S

N O V E M B E R

THE PATH TO MOBILE’S FUTURE

MESSAGING IN AFRICA MMS EXPLOSION FINANCIAL CLEARING UPGRADES

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2

Inside SYNERGY VOLUME 4

E X E C U T I V E

C O R N E R

NUMBER 3

6 Winning the Mobile

Revolution

Three operator challenges

to overcome

T

hose of us who are part of the mobile communications industry are some of the most fortunate people in the world. Why? Because we stand on the front lines of a global com-

munications revolution that has been propelled by our day-to-day work. Our industry has helped empower the world’s disadvantaged citizens, increased business productivity, stimulated econo-

3 Regional Update

Latest highlights from our

global team

mies and connected communities in ways never imagined even one decade ago.

Momentous change also brings momentous challenges. We all must address how to prepare

for tomorrow’s business and technological changes while simultaneously providing superior service 4 Enterprise Messaging

for today’s customers during a period of unprecedented growth.

in Africa

SMS empowers consumers

at lowest cost

• Last year, global mobile data traffic reached the 1 exabyte

Consider the following statistics from industry analysts:

5 Employee Spotlight

(that’s 1,000,000,000,000,000,000 bytes or 1018 ) milestone.

Traffic likely will hit 1 zettabyte, which is 1,000 exabytes,

Meet Ranga Jagannath

sometime in 2016.

8 Financial Clearing

Automation upgrades add value

• 32 percent of all global operators – about 219 of them – have

to Syniverse services

LTE in service, planned or in trials. • SMS and MMS volumes continue to shatter industry records.

9 Customer Connection

Pinger’s app capitalizes on

Syniverse alone has processed more than 1 trillion since 2007.

popularity of messaging

• In 2009, the number of apps downloaded globally was

11 Multimedia Messaging

approximately 7 billion. By 2012, that number is expected to

reach almost 50 billion downloads per year.

Demand expected to skyrocket

This issue of Synergy touches on a number of important topics our industry faces today and

in the future. On page 6, Syniverse’s CTO Jeff Gordon discusses new challenges for operators that have come about because of fundamental changes in how we use mobile. You’ll also find an article on page 4 that focuses on how enterprises can use SMS to engage untapped audiences in Africa. And page 8 gives you an update about what we’re doing to make financial clearing more efficient, secure and accurate.

In closing, I want to mention our exciting announce-

ment that Syniverse has entered into a definitive agreement to be acquired by global alternative asset manager The Carlyle Group – a transaction that will benefit our

“We all must address how to prepare for tomorrow’s business and technological changes while simultaneously providing superior service for today’s customers.” Tony Holcombe

President & CEO

employees, our customers and our shareholders, and means we will become a private company.

At Syniverse, we take great pride in our role as part of the mobile revolution, both in how

we make mobile work today and in what we’re doing to prepare for tomorrow. We thank you for allowing us to work side by side with you to help make our world a better place for all. J


3

R E G I O N A L

U P D A T E

At Syniverse, we make mobile work in every way, everywhere in the world. From Tampa to Hong Kong, Mexico City to Dubai, we maintain offices in every region of the globe to ensure we have expert staff located on Asia Pacific

Caribbean & Latin America

Europe, Middle East & Africa

North America

We are gaining significant traction with data and financial clearing, and SCCP signaling services with GSM operators across Asia Pacific (AP), having recently signed multi-year data clearing deals with leading operators in India, China and Taiwan. We’ve long provided similar services to CDMA operators in AP, and now we’re seeing more GSM operators electing to move to Syniverse away from other providers. We also have strengthened our AP sales team, with Veni Folta now leading sales in the northern part of the region, including China, Korea, Japan and Guam. Mahgan Zand Farid also has joined Syniverse to lead our sales teams in Oceania, including Australia and New Zealand.

One of our newest roaming solutions, Syniverse GAIN Roaming Business Management Services, recently was selected by Telefónica for 11 of its properties across Latin America. GAIN provides operators of all sizes and types with roaming specialists and resources to help accelerate and enhance operators’ roaming revenue and speed time to market to meet subscriber demand. We also have seen significant messaging success in the Caribbean and Latin America (CALA), where we’ve signed almost 20 messaging contracts this year. One is Open Mobile of Puerto Rico, a long-time network customer that now relies on us for both in-country and international SMS interoperability.

A number of operators across Europe, the Middle East and Africa (EMEA) are migrating to Syniverse from other providers for both data and financial clearing, driven partially by our recently upgraded Financial Clearing Services. You can read more about these upgrades on page 8. Solidifying our in-region sales support function, Mike Furey has relocated to London to lead our solutions engineering team in EMEA. Additionally, Giorgio Miano, based in Rome, has transitioned into a new role as Vice President of Sales and is focused on delivering the solutions operators in this region need to meet subscriber demands and remain competitive in the marketplace.

Syniverse continues to grow in the enterprise messaging space in North America (NA), having recently added a number of significant Mobile Enterprise Services contracts, including another leading global financial services company plus one of the world’s largest international logistics companies. Our momentum also continues to grow with new entrants to the mobile space. M2M leader Numerex recently signed multi-year agreements for Syniverse network, roaming and messaging solutions that expand its reach globally. Finally, as the leading IPX gateway into NA, we’ve won more than 20 IPX contracts in the region, including four of the largest mobile operators.

the ground where our customers do business.


4

E MX EE SC SUAT GI IV NE G C I ON R N A E F R I C A

Seizing Opportunity in Africa’s Enterprise Messaging Market

T

here’s no doubt that mobile has changed

way communications between brands and consum-

the way people communicate, work and

ers – all at a low cost that typically produces higher

play around the globe. And nowhere

return on advertising investment than traditional

are its effects more evident than in Africa, where

media campaigns.

mobile penetration growth is skyrocketing.

of enterprise messaging comes down to increasing

“Mobile has emerged as an ideal communica-

At the same time, the primary operator benefit

tions channel in the region, due to factors such

revenue. Because mobile data usage has yet to see

as the ubiquity of mobile, the lack of fixed-line

the same astronomical growth as in more developed

Daniel Coheur

infrastructure in Africa’s

markets, driving existing

Vice President Global Business Development

expansive rural areas and

revenue streams is essential

the relative affordability

for operators in Africa.

“The message to enter-

of mobile devices, versus

televisions or PCs,” said

traffic due to the widespread

Daniel Coheur, Vice Pres-

adoption of enterprise mes-

in Africa is simple:

ident, Global Business

saging campaigns represents

SMS represents an

Development.

huge revenue potential for

With even the

African operators,” Daniel

most inexpensive, basic

said. “They simply need to

feature phones, millions

communicate its benefits to

of people in developing

drive demand.”

areas of the continent are

empowered with access

options for encouraging

to news, health informa-

the growth of enterprise

tion, banking and more.

messaging, such as using

But, Daniel said, enter-

case studies of successful

prises and operators

opportunity to better empower consumers at the lowest cost”

“An increase in SMS

Operators have several

prises have only reached the tip of the iceberg

implementations in other regions to illustrate the

when it comes to mobile’s potential to engage

benefits of a campaign. Offering enterprises A2P

with untapped audiences on the continent.

solutions that are optimized to their needs, such

as by providing full reporting on outreach efforts,

“Nearly every mobile device is capable of

sending and receiving SMS messages,” he said. “As

also makes it easier to justify an investment in

a result, application-to-peer (A2P) SMS messaging

mobile tactics.

can be used to reach target audiences and build

brand loyalty, all while driving network traffic to

Africa is simple: SMS represents an opportunity

boost operator revenues.”

to better empower consumers at the lowest cost,”

Daniel said. “As familiarity grows and campaign suc-

The unique characteristics of mobile make

“The message to enterprises and operators in

it a particularly compelling tool for marketers,

cesses build momentum, mobile messaging will be-

many of whom view enterprise messaging as a

come a major part of enterprises’ communications

customizable, direct channel that enables two-

strategies as well as operators’ revenue streams.” J


5

E M P L O Y E E

S P O T L I G H T

Ranga Jagannath, Senior Product Manager Synergy: Tell me a little

taking a disciplined

“If technology can

about your transition to

approach to exploring

Syniverse.

innovative, new ideas have

help complete a task

Ranga: The transition has

been integral to both my

faster and more

been quite smooth for me,

past achievements and my

and I’m pleased that I’ve

current role at Syniverse.

efficiently – use it!”

been able to contribute

That’s the motto

to the company in my

Synergy: How do you help

short time here. My co-

keep Syniverse’s customers

workers – both those

satisfied?

lives by and embraces

who joined Syniverse

Ranga: I consider myself

as Senior Product

with me and those who

the eyes and ears of the

were onboard prior to the

customers in my region.

Manager for

acquisition – continually

By providing cross-

Syniverse’s Mobile

inspire me with their

functional support to

depth of knowledge. I also

teams like sales, customer

am extremely proud to be

support and operations, I

(MES) in Bangalore,

a part of an organization

am able to understand and

with such a strong focus

translate the market needs

India. Ranga joined

on putting its customers

into the MES product

the Syniverse team as

first.

roadmap and portfolio

part of the VeriSign

that I manage.

Synergy: How has your

Ranga Jagannath

Enterprise Services

messaging business

background helped you be

Synergy: What’s your life like

successful in your current

outside of Syniverse?

position?

Ranga: In addition to work,

Ranga: Discipline was

I also am in the process

a core value in my

of earning my master of

household growing up,

business administration

his life and work at

so I’ve always instilled a

degree, so free time is

strong sense of discipline

extremely precious! My

Syniverse.

into my work. Later in life,

world revolves around my

I was a part of a start-up

amazing wife and daughter

company that showed

with whom I love spending

me how experimentation

time whenever I can. I

and taking the path

also really enjoy reading, as

less traveled can pay

well as anything outdoors,

off with great success.

especially playing sports

Combining the best of

like cricket and field

these experiences and

hockey. J

acquisition in 2009, and he recently spoke with Synergy about


6

By Jeff Gordon Chief Technology Officer

We’ve all heard the word “evolution” used to describe changes in the mobile ecosystem. However, I believe that we’re seeing something much bigger and more far-reaching than an evolution. Our society is actually experiencing a full-fledged mobile revolution that’s changing how billions of people around the globe think and behave.

WINNING THE MOBILE REVOLUTION Three Key Operator Challenges to Overcome


7

In just a few years, mobile phones have

flights and join live video calls. I even have an app

morphed from brick-sized luxuries used for

that identifies the planets and constellations in the

voice calls into multi-purpose devices that are,

night sky visible from my exact location.

in essence, irreplaceable mobile life manage-

ment systems.

information has presented clear opportunities for

mobile operators. However, with the constant ap-

Today’s use cases are vast and evolving quick-

Such radical change in the way we exchange

ly. We take photos and videos, and send them to

pearance of new ecosystem players looking for their

families, friends, colleagues and customers. We

share, operators must tackle three key challenges to

make purchases with mobile wallets, check in for

make the most of this revolution.

Cont. on page 10


8

F I N A N C I A L

C L E A R I N G

Automation Upgrades Add Value to Financial Clearing Services “The changes we’ve made will significantly improve the way operators manage their roaming businesses, enabling them to be more efficient and effective”

E Mary Clark

Vice President Clearing and Fraud Control

ach month

out that the newly implemented tools minimize

millions

human intervention, resulting in fewer errors.

of voice,

“Our staff is now focusing on exception

messaging and data

management and customer requests,” Mary said.

roaming transactions

“As a result, our customers can expect a higher

that require financial

level of support with the newly upgraded plat-

clearing and settle-

form that delivers fast, secure and controlled

ment services occur

financial settlement.”

between operator

roaming partners.

resulted in greater efficiency and accuracy,

With growing

The recent improvements also have

with 80 percent of receivable positions allo-

demand for seamless global connectivity by

cated automatically and 90 percent of payable

subscribers, the average number of roaming

invoices reconciled automatically. These high

partners per operator has climbed to more

percentages lead to quick and consistent trans-

than 300. To address the associated increas-

action processing. In addition Syniverse has

ing complexity of financial clearing, many

adapted its dynamic reporting tool Analyzer

operators

for financial

around the

clearing, materi-

world offload

ally increasing

this task to

transparency,

Syniverse

functionality

– a neutral,

and custom

trusted third

reporting

party.

capabilities.

“Clearing and settlement is one of Syni-

Ultimately, Mary said the upgrades to

verse’s specialties, and our top priority is

Syniverse’s financial clearing solution ensure a

meeting the diverse and evolving needs of our

customer can focus on its core roaming busi-

customers,” said Mary Clark, Vice President

ness, instead of spending time performing

of Clearing and Fraud Control. “We recently

manual, routine processes.

invested heavily in strengthening the automa-

tion capabilities of our Syniverse MORE

SM

“The changes we’ve made will significantly

improve the way operators manage their roam-

Financial Clearing Services to ensure we can

ing businesses, enabling them to be more ef-

successfully meet this objective.”

ficient and effective,” she said. “By handing off

the huge task of clearing roaming transactions

The newly upgraded clearing platform

ensures reliability by leveraging financial

to Syniverse, our customers can rest easy know-

industry best practices and state-of-the-art

ing their transactions are being settled with

work-flow tools. Syniverse’s financial clearing

the right partner, for the right fee, and on time

team is highly experienced, and Mary pointed

each month.” J


9

C U S T O M E R

C O N N E C T I O N

App Maker Pinger Capitalizes on Messaging Popularity

T

he popularity of mobile messaging is un-

Greg said Pinger selected Syniverse for its SMS

deniable, especially among teenagers. In

interworking needs because the company offered a

fact, teens that own mobile devices in the

highly scalable, cost-effective solution with a quick

United States are sending an estimated 3,146 text

implementation timeline, and because of the unpar-

messages per month, according to Nielsen – prefer-

alleled reliability that Syniverse’s carrier-grade call

ring this medium to traditional voice calls. Unfor-

processing platform brought to the table.

tunately for those

footing the bill,

reach their destination, which is not always the case

the rate at which

for other similar apps that use less-dependable deliv-

Greg Woock

these heavy users

ery solutions,” he said.

CEO and Co-Founder of Pinger

are sending and receiving SMS

R

“Our users know messages sent via Textfree will

Thanks to Syniverse-ensured reliability, and Pinger’s innova-

“What sets Textfree

messages can re-

tive ad-supported

apart from the hoard

sult in enormous

business model

monthly charges,

that keeps the app

of other texting

especially if users

free for consum-

applications is that

surpass their allotted maximum

ers, Textfree has

each user is issued an

amount of texts.

become wildly

popular. In fact,

actual 10-digit phone

Pinger, a member of Syni-

verse’s growing customer roster of

Pinger distributed

number from which

new entrants to mobile, is helping

1.6 million Textfree

the messages are sent,

to eliminate this with its Textfree

phone numbers to

Unlimited application for the

users in the first

iPhone and iPod Touch. This free

two months it was

app allows users to send and receive

introduced. The

an unlimited number of SMS mes-

app also has been

sages over an Internet connection.

consistently ranked

“What sets Textfree apart

among the top apps

from the hoard of other texting

in the Apple iTunes

applications is that each user is issued an actual

store, and was a runner up in the TechCrunch Disrupt

10-digit phone number from which the messages

Cup conference.

are sent, rather than an email address,” said Greg

Woock, CEO and co-founder, Pinger. “And with

incorporates new functionalities and looks to expand

Syniverse’s SMS-IP solution as the power behind

geographically. As it does, Greg said Syniverse will play

the app, the messages can be sent to or received

an important role.

from any mobile operator in the United States with

the high quality of service and delivery they expect

with Syniverse, and look forward to continuing our

when sending an SMS.”

relationship together as we grow,” he said. J

The Textfree story continues to evolve as Pinger

“We’ve really enjoyed our experience working

rather than an email address.”


10 REVOLUTION Cont. from pg. 7

Challenge 1: Maintaining relevancy in the ecosystem

New players are entering the mobile ecosystem on a daily basis, including cable MSOs, M2M, Internet

and VoIP providers as well as thousands of over-the-top application developers. And just as operators are, they’re all focused on achieving end-user interaction and tapping into the revenue streams that have been created by the mobile revolution.

Fortunately, almost any operator can look to thrive in this dynamic environment by establishing an

indispensable role as the ecosystem’s “smart pipe,” delivering value to its subscribers, other operators and new mobile players. Jeff Gordon

Chief Technology Officer

The road to “smart pipe” status requires an operator to become an ecosystem partner rather than

standing alone. This means working with these new entrants and thinking about how an operator can add value to the relationship.

“Almost any operator can look to thrive in

By sitting in the middle of the industry’s tremendously complex communication structure and having

the proper business intelligence tools in place, an operator can analyze the massive amount of data flowing through its systems to create value for its ecosystem partners and customers. As a result, the operator is well-positioned to offer its partners valuable, actionable information, such as presence and location. More-

this dynamic environ-

over, the operator is able to create a superior user experience by proactively managing operations.

ment by establishing

Challenge 2: Transitioning to LTE

an indispensable role

as the ecosystem’s ‘smart pipe’ ”

The transition to 4G is at the forefront of the mobile industry right now – and rightfully so, as this

next-generation technology opens up bandwidth highways to take the mobile revolution to the next level.

Without a doubt, moving to LTE is much more complicated than simply launching a new net-

work. Success depends heavily on how customer experience and business operations are addressed. First, operators must ensure subscribers have seamless interoperability, both horizontally and vertically. A 4G transition has to provide users with a seamless experience across all flavors of mobile network technologies, including the legacy systems of traditional mobile operators as well as a growing number of new entrants. Just as importantly, an operator moving to LTE has to provide its subscribers with flawless interoperability with its own legacy network and with future network iterations.

Another key tenet of LTE transition

is roaming. If LTE is to be successful, each operator must be able to give its subscribers the ability to roam and access a full array of LTE benefits beyond that operator’s own network islands.

Finally, an operator’s legacy network

likely will be operating in parallel with its LTE network for many years. Running independent operation silos for each network is not only expensive, but also creates significant complexity from a customer support perspective, which will be unacceptable to subscribers. To overcome this, the rollout of LTE needs to be accompanied by a set of business operations fully integrated with the operator’s legacy business systems to create a simplified, seamless user experience. Challenge 3: Maximizing customer experience

These first two challenges clearly lead into the third because it’s all about the end user. The most Cont. on page 11


11

MMOUBL I TL I EM E E D N IT AE RMPERS I SS AE G SI N E G R V I C E S

MMS: Demand Expected to Skyrocket

A

Ric Lwin

Senior Product Manager

lthough the

120 billion messages sent in 2009.

concept of

multimedia

it’s also clear that operators must be able to keep

While it’s easy to see why MMS is growing,

messaging has been

up with the increased volumes and message sizes.

around for more than

a decade, its uptake

network capabilities to better meet subscriber

was initially slowed

demands via investments in

by obstacles such as

redundant data centers and

“Our operator customers are scaling their

lack of MMS reach, a

dedicated circuits to man-

need for greater net-

age the increased bandwidth

work capacity and a limited number of MMS-

required for MMS traffic,”

capable devices. These challenges are similar to

Ric said.

the ones that first faced SMS before it exploded

Ric was quick to point out

into popularity, and now that they’re being

that capacity is only part of the

overcome for MMS, Senior Product Manager

equation, with reach playing a

Ric Lwin expects the results will speak for

vital role.

themselves.

voice and SMS, subscribers expect to be able to

“MMS is rapidly becoming a vital compo-

“Just as they do with

nent of the mobile lifestyle,” Ric said. “Sub-

send MMS to any user anywhere, regardless of

scribers are becoming accustomed to sharing

what network the recipient is using,” he said.

pictures and videos with each other in real time

“It falls to the operator to address the issue of

all the time.”

off-network connectivity and interoperability

to provide a seamless user experience, and at

Portio Research predicts subscribers

around the world will send 385 billion MMS in

Syniverse, we’re all about simplifying complexity

2014, a 223 percent increase from the almost

to make mobile work.” J

REVOLUTION Cont. from page 10

scriber even knows something is wrong

effective way an operator can solidify loyalty is to

• Increase levels of personalization and preference

ensure a positive customer experience.

• Provide more subscriber-level management

capabilities to give end users more control

Subscribers don’t want to know how a

device or service works, or what has gone wrong

if there’s a glitch. They just want everything

the way people leverage mobility, it’s easy to see

to work seamlessly on their terms. And in an

that the move to a mobile lifestyle is nothing short

always-on world, they demand immediate access

of a revolution. The winners in the marketplace will

to their own services as well as to the newest

be the operators who drive a compelling, seamless

ones entering the marketplace.

customer experience. By working with vendor part-

This means that operators must implement

ners to future proof their technology investments

proactive customer service systems so they can:

in support of a network roadmap, operators can

• Discover and solve problems before the sub-

make the most of this unmistakable opportunity. J

As the pace of advancement rapidly transforms


Upcoming Events: AfricaCom November 10-11 Cape Town, South Africa

S Y N E R G Y

M O B I L E

G A L L E R Y

Photos displayed in the mobile gallery are submitted by Syniverse employees who took the pictures using their mobile devices.

LTE North America November 10-11 Dallas, Texas, USA MMA Forum: NA November 17 Los Angeles, California, USA Mobile Asia Congress November 17-18 Hong Kong, China RICA-RTG Fall Forum November 17-18 Las Vegas, Nevada, USA GSMA LA November 22-24 Cancun, Mexico MEF Americas 2010 November 30-December 1 Miami, Florida, USA

Headquarters:

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Corporate 8125 Highwoods Palm Way Tampa, FL, USA 33647-1776 +1 813 637 5000 AP 18/F, One Landmark East 100 How Ming Street Kwun Tong, Kowloon Hong Kong, China +852 2893 0737 CALA Thames 91-Office 1 San Isidro-CP: 1609 Provincia de Buenos Aires Argentina +54 11 4765 8680 EMEA Regus Zen Building Newtonlaan 115 Utrecht, 3584 BH The Netherlands +31 30 210 6511

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www.syniverse.com Š 2010 Syniverse Technologies, Inc. All rights reserved. Syniverse and the Syniverse logo are registered trademarks, and Syniverse MORE is a service mark of Syniverse Technologies, Inc. To subscribe to this magazine, email synergy@syniverse.com.


Synergy - November 2010  

Syniverse Corporate Magazine

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