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Is SMS Ready for SOS? Terry McCabe Airwide Solutions Market leader in next generation mobile messaging and mobile internet infrastructure, applications and solutions Developing innovative, high-performance messaging solutions since 1992 We are an industry leader in innovation, performance, quality and customer flexibility Serving more than 120 mobile operators in 48 countries Leader in mobile security solutions (EIR) 53 systems in 46 operators Strong regional presence in EMEA, Asia and Americas Market share leader in key strategic components Confidential ~ Not for copy or distribution without written consent of Airwide Solutions Global Presence – Local Experience Espoo Montreal Burlington Reading Madrid Atlanta Dubai Gurgaon Bangkok Kuala Lumpur Singapore Jakarta Johannesburg Santiago Confidential ~ Not for copy or distribution without written consent of Airwide Solutions Sydney What do we consider an Emergency? Natural Disasters - Severe weather - Tsunami - Volcanoes - H5N1 flu, SARS Manmade Crises - Terrorism - Campus or workplace shootings - Child abduction - Food/Drug contamination Confidential ~ Not for copy or distribution without written consent of Airwide Solutions What is the role of Mobile Devices? Cellphones make Everyone Contactable Penetration rates high and increasing Always on – Always connected Network coverage greater than 90% Benefits of Cellphone over other means Personal and immediate Demands attention and response Allows 2-way communication Confidential ~ Not for copy or distribution without written consent of Airwide Solutions What makes SMS particularly effective? Well understood and Ubiquitous All mobile devices support SMS today Network agnostic - CDMA - TDMA - GSM Viral nature of SMS messaging Mature and reliable Technology Not dependant on deployment of “next new thing” Will continue to be supported long into the future Share infrastructure with Mobile Marketing Common technology, different usage model Confidential ~ Not for copy or distribution without written consent of Airwide Solutions Global experience – Local applicability What have we learned elsewhere? Many examples of different use models and approaches Concrete cases of lives saved and property protected Some examples… Mountain rescue triggered by SMS Emergency responders alerted by SMS (www.sms-responder.com) Other Mountaineers alerted to respond by SMS Confidential ~ Not for copy or distribution without written consent of Airwide Solutions More examples from around the globe… Emergency Alert System operated by FEMA FCC has approved nationwide cellphone alerts integrated with emergency alert system To be online by 2010 Many universities in the the US have alert services since the tragedy at Virginia Tech last year Commercial Tsunami warning SMS alert services cwarn.org / www.tsunami-alarm-system.com Confidential ~ Not for copy or distribution without written consent of Airwide Solutions Why should the Mobile Industry participate? Because it re-enforces positive potential of technology This shows commitment to social responsibility Deepens the sense in which customers trust the service Confirms association between operator brand and safety Introduces positive images of mobile messaging Balances the “bad news” stories of spam, abuse, bullying Creates association between device and immediate access to valuable data As new delivery channels open up, these can be used - MMS for Amber alert - Location information to refine warnings - WAP Push for detailed information - Push-to-Talk to connect emergency responders Confidential ~ Not for copy or distribution without written consent of Airwide Solutions So what are the enablers are needed? Burst messaging capability to reach subscribers quickly Delivery platform that will support thousands of deliveries per second Network connectivity that will allow this to operate without congestion Prioritization of Emergency messages over other traffic Prioritize and deliver emergency messages rapidly Maintain some person to person capacity also Source alert and warning information from a trusted source Using per-nation, pan-Caribbean, and global sources Lists of communities for campus and enterprise environments Resort or Visitor specific programs Create lists from CRM systems Notification mechanisms for volunteer responders and civil defense Use roamer network registration to include visitors to the mechanism Confidential ~ Not for copy or distribution without written consent of Airwide Solutions What makes this possible now? Network and technology evolution Possible to create and maintain significant “non-commercial” capacity COTS hardware and IP based Sigtran connectivity break traditional barriers Campaign Management technologies developed for Mobile Marketing Reusing the solutions developed for mobile marketing for particular application Avoid the association with “spam” and the issues of “opt-out” Collecting the data from “welcome” to roamers builds additional lists Location technology in the network Whether it be GPS based or network timing based location is now maturing Emergency applications of the technology remove privacy barriers Public awareness and Government activity Many high-profile civil emergencies over the past 10 years Governmental desire both locally and globally to be proactive Confidential ~ Not for copy or distribution without written consent of Airwide Solutions Example of Messaging and Location Integration 1) Create an alert list via GUI 2) Target alerts to a specific location (fetch locations) SMSC Campaign Manager 3) After location is selected, opted-in subscribers are fetched (MSISDNs) MMSC 4) Push the alerts to the gateway for delivery WAP Push Confidential ~ Not for copy or distribution without written consent of Airwide Solutions Gateway Mobile Location Centre GMLC Alternative and Supporting Technologies Cell Broadcast Suited to getting information out quickly, but indiscriminate and limited Lack of subscriber awareness and poor experience on the device and device may ignore message MMS Content delivery for appropriate services Enriched information delivery – graphics and text Enhanced “Amber alert” to speed the recovery of lost children Concerns over network congestion in 2.5G networks Poor user experience on device and device may be configured not to download messages Campaign management Creation and maintenance of subscriber lists is an overhead Must ensure that they are not abused and misused – never mix marketing messages with safety Mobile Internet and WAP May be a useful supplement to SMS or MMS (links embedded in the message – additional detail) Charging and roaming issues will be barriers to easy deployment Network capacity issues as with MMS until 3G networks in place Confidential ~ Not for copy or distribution without written consent of Airwide Solutions SMS as a tool to address emergencies Built from Existing, standard products Already familiar to the general population Uses tools than can be reused for commercial purposes when not needed for emergencies Simple and effective Create a partnership with government agencies such as CDERA Engage public organizations in the creation and management of alert specific lists Supported by flexible, high performance technologies Emergency use above regular licence limits for platforms Full power of platforms available when needed Regionally shared approach through and organization such as CANTO possible to manage cost Confidential ~ Not for copy or distribution without written consent of Airwide Solutions Summary SMS is an excellent means to support the population through a crisis… People are already using SMS on an ad-hoc basis to deal with personal and public emergencies… So let’s capitalize on the tool we have for the community's benefit… To take the theme of this conference… lets “Connect the Caribbean” with SMS Confidential ~ Not for copy or distribution without written consent of Airwide Solutions Thank You Terry McCabe (416) 830 8117 David Fisher (404) 402 4900 Carlos Guio (416) 618 1372