ussd: a communication technology to potentially oust sms ... - Aricent

6.3 UPDATING MOBILE SOFTWARE OVER-THE-AIRAs mobile phones are getting highly complicated, the demandfor an effective firmware update service is increasing steadily.A proposed solution is to update and manage the softwareover- the-air (OTA).Before these operations can be carried out, all OTA-capablemobile phones must be registered with a distributer/third partythat has new software or an updated version of existing software.To update/install new software, information is required touniquely identify devices, initiate a device management session,and determine if a firmware update is needed.To get this information, the network operator can use USSD.The “Updation Service” is made available via a USSD menuoption, wherein a user can select update options andcommunicate phone/model details. After receiving the modeldetails at the operator end, the software version, features, IMEImanufacturer for that model, etc. are identified. If there areany latest updates applicable for that model from the mobilecompany, the updates are performed via OTA. Thus, phones nolonger need to be taken to a service center, but rather can beupdated at the user’s leisure.However, the cost of receiving the update may vary dependingon location, with whom the operator has agreements, softwareused, etc. This kind of service can both generate a lot of revenuefor the operator and help mobile manufacturers service theircustomers with updated software.Although the three initiatives/innovative proposals discussedin this paper are still in their infancy stage, they have a real-timescope of becoming fully fledged applications in the near future.> Direct balance inquiry by user without using IVR> Prepaid recharge (even while roaming) through registeredcredit card> Card validity time information> Prepaid balance transfer: prepaid subscriber can transfermoney to another prepaid user’s account (e.g., press*short code*Security Code*other party number*Amount#and dial)Various modules of TM Forum’s TAM Framework, as indicatedbelow, can be used to effectively implement the USSD applications.With these modules, integration of software with standardinterfaces is significantly faster and reduces implementationcosts. Also, automation enables lower operational expenditure.6.5 CUSTOMER SELF-MANAGEMENT AND SERVICECATALOG MANAGEMENTThese modules can be used to provide fully automated serviceor assisted service over various customer touch points. As serviceproviders, shift to multidimensional services, new businessrealities require self-service systems. Hence, these module canbe used to implement menu-based USSD systems/applications.For e.g.: Portfolio driven guided selling (Product Catalogue,Product Lifecycle Management Applications). These operationsexpect to gain more customer loyalty, service stickiness, andARPU for the service provider. An aboriginal factor for increasingARPU through self-empowered systems is “high usability”. Highusability requires seamless customer experience leveragingfunctionality. Since USSD services can be used seamlessly inthe roaming network, thus usage of these modules may result inhigh usability and hence increased ARPU to the operator.6.4 POPULAR USSD APPLICATIONS ALREADY IN USEHere is a list of some popular applications already being usedextensively.> Pull-based services like informational services• News, weather, movies, sports update• Currency update, stock market• Telephone directory, Yellow Pages> Push services• Voting/polling• Flash emergency information> Reservations (train/movies)> Sponsored menu items/advertisements• Companies/shops/theaters can get listed on the menuand promote their services> To indicate the account balance information from networkto user after each call6.6 CUSTOMER SELF-MANAGEMENT AND SERVICECATALOG MANAGEMENTThese modules can be used to effectively maintain customerrelationship and to personalize customer profile. Hence, thesemodules can be helpful in implementing USSD applications thatwould be used to send detailed medical instructions only tointended/registered customers. For e.g.: Daily reminders to takemedicine, information on different epidemics,tracking all themedicines subscribed to respective cases, and reporting eachof the case via USSD.Correlation is another sub-feature of the mentioned modules,which can be very effectively used for correlation of all familymembers/blood relations to one group subscription (of thesame root). This could be featured for sending messages withrespect to each family or logical groupings.USSD: A Communication Technology to Potentially Ouster SMS Dependency10