Time is Money – Measuring Common Short Code Performance to Optimize User Satisfaction and Revenues

Short Message Service (SMS) is the largest data application in the world. Gartner forecasts 2.3 trillion messages will be sent across major markets worldwide in 2008, a 19.6 percent increase from 2007. Mobile messaging revenue across major markets will grow 15.7 percent in 2008 to $60.2 billion, up from $52 billion in 2007. A very significant share of this revenue is coming from Common Short Codes or CSCs.

The CSC Market

When end users vote for their favorite on American Idol or The Apprentice, or when they receive information about their bank account over their mobile, the four- or five-digit code they dial into their mobile handset is a CSC. There are four categories where CSCs are used today: advertising, commerce, entertainment, and marketing, which are described in the table below.

Revenue Opportunities from Common Short Codes                                                                              CSCA

Because SMS transactions using CSCs are time sensitive, it is critical for content providers to know how their services are performing. For example, if an end user is voting during a broadcast, or if he or she is waiting for a PIN code sent via CSC in order to interact with your bank, delays or lost connections are unacceptable.

The Complex Mobile Ecosystem

Today’s mobile ecosystem requires coordination from a variety of providers. The CSCA oversees the technical and operational aspects of CSC functions and maintains a single database of available, reserved, and registered CSCs, and oversees CSC administration. Four different types of providers work together with the CSC administrator to bring CSCs to wireless subscribers, although in some instances the overseeing organizations may provide multiple technologies. The players are: content providers, application providers, connection aggregators and wireless service providers.

            CSC Infrastructure                                                                              Source: CSCA

Content Providers are typically large and well-known media organizations, advertisers, and consumer product companies that develop or sponsor programming or promotions.

Application Providers provide the application through which a message is addressed to a CSC. Applications may be developed and/or hosted by the content provider. However, a number of Application Providers specialize in software development and hosting for mobile messaging applications.

Connection Aggregators provide connections to multiple wireless networks (although not necessarily all of them). Connection Aggregators are an important part of the ecosystem as they are charged with maintaining the security, technical, and service level requirements of each wireless network they support.

Wireless Service Providers are the companies from which wireless subscribers purchase their mobile phone service. In order for a CSC application to work on a participating wireless service providers’ network, the CSC must be set up and tested to route from the wireless network to the application.

For more information on CSCs in the United States, see: www.usshortcodes.com

Measuring SMS Performance

Given the complexity of the CSC system, it is difficult for an individual content provider to know how its services are being experienced by the end user. At present, the industry lacks an independent third party that can not only measure the performance of independent CSCs but also benchmark the performance of the aggregators who implement them.

Keynote Systems will offer the first CSC measurement study this spring to bring awareness for the need for SMS/CSC monitoring. The benchmarking process will enable applications providers and aggregators to compare their services with one another and put strategies in place to provide the highest level of service to their consumers.

Methodology

The methodology for the study is fairly direct. An SMS message will be sent to a selected list of 25 CSCs with “HELP” in the body of the message. The text “HELP” requires the receiving CSC to provide specific information, a service that allows users to learn more about short code services, as well as make it easier to manage and fine them.

The study will send hourly messages to each CSC via four carriers in two different cities to provide statistically significant information. After 30 days of sampling, the measurements will be aggregated for each CSC and ranked based on performance and availability. A second set of rankings will cover aggregators based on the performance and availability of their implemented CSCs.

More information on the study will be available from Keynote at CTIA April 1-3, and a webcast entitled “SMS Is Your Gateway to Premium Mobile Services and Revenue. Here’s How to Make Sure It’s Working for You” will be aired April 22.

Making Sure Blackberry Users Get Their Fix: A Conversation with Zenprise

Were you caught in the February blackout when the entire RIM network went down? Zenprise identifies the root cause of end user issues using Blackberry and Microsoft Exchange Servers, and recommends detailed steps to resolve the problems. The company recently teamed with Keynote to provide end-to-end visibility for troubleshooting when problems arise. Ahmed Datoo, Zenprise vice president of marketing, talks about how it all fits together.

Live Webcast – The Newsmakers of CTIA Wireless 2008

Attend this live webcast to learn what were the hot topics from CTIA Wireless and what companies and technologies made news at this premier wireless event.

Join Andrew Seybold, President and CEO of Andrew Seybold, Inc., Nisheeth Mohan, Product Manager, Mobile Quality Test & Measurement, Keynote Systems and Jim Orr, Principal Network Architech of Fujitsu as they share their insight on emerging mobile trends and how likely they are to impact your business.

Where to Go to See What’s New in Mobile and Web Performance: April Trade Shows

The following trade shows provide information on the evolving mobile Internet and Web markets. If you choose to come to the show, we hope you will drop by the Keynote booth so we can say hello.

CTIA Wireless
April 1-3, 2008 at the Las Vegas Convention Center.
See Keynote in booth # 5275.

If you are considering expanding into the mobile market, this is the show to see. Whether in broadband convergence, enterprise, advertising, social networking or entertainment, CTIA Wireless will have something for you. Visit the Keynote booth to learn what’s new in the mobile quality test and measurement space.

More on CTIA Wireless

Web 2.0 Expo
April 23-25, 2008 at Moscone Convention Center, West Building, San Francisco.
See Keynote in booth # 300.

Web 2.0 Expo is specifically designed to help teach Web 2.0 techniques and best practices to people directly involved in the design, development, engineering, marketing, and business of second-generation Internet technology. Web 2.0 Expo features in-depth profiles of the business models, development frameworks, Web operations infrastructure, design strategies, and Internet marketing that are changing the world as we know it. Visit the Keynote booth to learn how we can help you with testing and monitoring the performance of your Web 2.0 applications.