1. Introduction to Bulk SMSC IBA, Karachi 2012-03-24

2. SMSC  What is SMS and SMS-C?  Types of SMS: MO – MT MO – AT AO – MT AO – AT  Originally, All SMS Gateways were designed for MO – MT traffic.  Later, AO – MT and MO – AT SMS were introduced  Standards used for Application interface include: SMPP: More widely used and acknowledged, supported by Mobile Arts CIMD: Nokia SMSC specific, supported by Mobile Arts  Bulk SMSC mainly focuses on AO – MT SMS for advertisement.  All SMS flows to follow in next slides 2

3. SMS Flow-MO – MT Normal GSM Network MSC-B SMSC HLR 8. MT-FSM 7. SRI-Resp6. SRI 9 MT-SMS MSC-A 4. FSM IN 5. ACR 2. IDP 1- MO SMS 3. AC, Continue A-Party B-Party 3

4. SMS Flow-MO-App Terminated Normal GSM NW App Router SMSC 6. MT-FSM 7 MSC-A 4. FSM IN 5. ACR 2. IDP 1 3. AC, Continue A-Party Application B-Party 4

5. SMS Flow-App Originated-MT Normal GSM NW App Router SMSC 2. FSM 1 MSC-B 5. MT- FSM 6 B-Party Application A-Party HLR 4. SRI-Resp 3.SRI 5

6. Mobile Arts Bulk SMSC  Specifically designed to cater SMS based Marketing/Advertisement needs of a Telecom Operator  Advantages: Complete offload of Legacy SMSC for advertisement traffic Very user friendly interface for campaign management Distribution List Management No Connection/Capacity Utilization of Legacy SMSC SMPP based connections to 3 rd Party Advertisers 6

7. 7 SMSC Solution B-SMSC Solution SMSC MEWS Bulk Messaging Web Clients 3 rd Party CP / Advertisers

8. 8 Bulk Messaging Web Client HLR GERAN/UTRAN mobile Reporting/ Monitoring Distribution List Handling Bulk Messaging Web Server (MEWS) Bulk Messaging Web Server (MEWS) SMS Delivery Engine SMS Delivery Engine Campaign Management SMPP Server OAM SMPP Client MSC SS7 SMPP web main components  Salient Features: MEWS: Message Enabler Web Server SMPP: Short Message Peer to Peer OAM: Operation and Maintenance Distribution List Handling Campaign Management Report/Monitoring Solution Overview

9. Features  Distribution List Management for SMS This includes distribution lists of the following types: 1. DL_Type = MSISDN_only (default): exactly the same message will be sent to all MSISDNs 2. DL_Type = MSISDN_and_message: the entire message text is explicitly defined for each MSISDN (non-text content is identical for all MSISDNs) 3. DL_Type = MSISDN_and_fields: a common text template (common for all MSISDNs) is defined for the DL and the template can include 1 or several fields that shall be explicitly defined for each MSISDN. Thus, the text string(s) to be inserted in the field(s) of the template are defined explicitly for each MSISDN in the DL (non-text content is identical for all MSISDNs)

10. Features  Campaign Management for SMS This includes: Naming of campaign Scheduling of Campaign (time-based and campaign-based scheduling) Manual start of campaign Manual cancel of campaign Manual Suspend and Resume of campaign Automatic Suspend during defined time intervals (e.g. nightly)  Overall Report for all SMS Campaigns This includes the following statistics: Number of campaigns in state “Initiated” Number of campaigns in state “Ready” Number of campaigns in state “Cancelled before ready” Number of campaigns in state “Validity_period expired” Number of campaigns in state “Cancelled before validity_period expired” The Overall Report for all Campaigns can be retrieved at any time.

11. Features  Campaign-Specific Summary Report for B-SMS The Campaign-specific Summary Report can be retrieved in any state of a Campaign The campaign-specific summary report shall contain the following information: Campaign Name Message id List name Message content Start date End date Number of customers (number of unique MSISDNs in the list) Number of successful SMS deliveries Number of unsuccessful SMS deliveries Campaign state (initiated, ready, cancelled before ready, validity period expired, cancelled before validity period expired) The Campaign-specific Summary Report can only be deleted when a Campaign has ended

12. Features  Campaign-Specific Detailed Report for B-SMS The local MEWS user can request Delivery Receipt for any campaign The Campaign-specific Detailed Report contains six lists: List of MSISDNs to whom the SMS was delivered successfully List of MSISDNs to whom the SMS was delivered unsuccessfully, with reason

13. MEWS Interface (Distribution List Management) 13

14. MEWS Interface (Send Bulk) 1/2 14

15. MEWS Interface (Send Bulk) 2/2 15

16. MEWS Interface (General Overview) 16

17. MEWS Interface (Campaign Scheduling) 1/2 17

18. MEWS Interface (Campaign Scheduling) 2/2 18

19. Complete Campaign Flow (Operator Initiated)  Step 1: Marketing decides to start promoting a new service  Step 2: Marketing requests Business Intelligence to provide list of MSISDN (Distribution List) for specific ARPU segment of subscriber base  Step 3: Marketing decides on the exact text to be sent to subscriber  Step 4: Marketing using the MEWS interface uploads the new Distribution list to the system  Step 5: Marketing using the MEWS interface submits the campaign to Bulk SMSC  Step 6: Marketing can extract periodic campaign status any time Complete report available after completion of Campaign. 19