Increasing Customer Loyalty With Enhanced Video Services

by : ICOnlineServices



Part 1 of 3

Contents:
Strengthening Loyalty with New Services
From Still Photos to Interactive Video
Flexibility Is Key
The OmniVox3D® Application Server Solution
Seamless Environment for Speedy Service Delivery
Modular Design for Varied Network Deployment
The Quest for Interoperability
Benefits of Dialogic® Host Media Processing Software
Long-Term Relationship Adds Value
Design Delivers Service Reliability and Performance
Distributed Architecture and Web Technologies
SIP Session Management
Working Together to Benefit Customers
References
Appendix
Acronyms

APEX Voice Communications is a member in the Dialogic® Partner Program.

Executive Summary
To win in today's volatile wireless services market, service providers need to design, develop, and deploy new enhanced video services and be prepared to ramp them quickly when they become popular. The OmniVox3D® Application Server from APEX Voice Communications represents a unique and successful approach to this business challenge, seamlessly combining a powerful, open application server with a flexible application creation environment and a robust management interface. OmniVox3D benefits by using Dialogic® Host Media Processing Software to deliver media processing on standard servers rather than specialized hardware.

Strengthening Loyalty with New Services
Today's wireless users are increasingly demanding, as they continue to expect more new services at a lower cost, and they have little tolerance for missing out on the latest applications. At the same time, emerging technologies, together with new regulatory and business models, which include number portability, low-cost roaming, and open handsets, are giving consumers more flexibility than ever in choosing a service provider.

Customer fickleness and a hunger for innovation have become service provider focus areas. In a recently published study of mobile operators, Infonetics Research, a leading international market research and consulting firm specializing in data networking and telecommunications, asked service providers to identify their biggest business challenge. The survey participants rated customer retention and competition as their major concerns while a focus on profitability alone rated only seventh [Infonetics].

The technology that service providers seem most excited about, as they seek to maximize the spending of current customers and strengthen the loyalty of free-spending, cutting-edge users, is video.

From Still Photos to Interactive Video

The excitement generated by video technology began with the advent of camera-equipped handsets capable of capturing digital images and sharing them over the network. This service became extremely popular, and video clips soon followed. Today, the trend is interactive multimedia.

Video IVR is an interesting example. Conceptually Video IVR is similar to traditional IVR but with video added to enhance the experience. The user interacts with a real-time video stream by pressing DTMF buttons at the endpoint (typically a mobile handset), or by speaking when speech recognition is in use. Typically Video IVR is delivered over 3G video calls but could be delivered over any medium able to carry voice, video, and DTMF signals between the endpoint and the Video IVR server.

One of the advantages of Video IVR is that it places all the application logic on the server, which requires that the endpoint act only as a thin client. From a compatibility standpoint, a Video IVR application needs to be developed only once for it to run on all 3G handsets. Delivering applications as Java applets, in contrast, can require hundreds of different builds to cater to the different 3G handsets available today.

Many popular voice applications can move naturally to video:

&bull Voice mail to video mail
&bull Voice conferencing to video conferencing
&bull IVR with a video response
&bull Chat to video chat
&bull Ring tones to video ring tones
&bull Call center to video-enhanced call center

Flexibility Is Key

After witnessing the explosive popularity of enhanced services such as color ring back tones, service providers have learned that they must be nimble in providing new enhanced services. They must be able to react more quickly than their competition to monetize emerging opportunities by moving from concept to deployment quickly.

A successful tactic that is rapidly gaining popularity is the deployment of multi-service application servers with integrated service-creation environments, based on industry standards. Such an application server increases productivity while simultaneously reducing time-to-market, at an affordable cost. A practical, proven model for this type of approach to rapid service creation and delivery is the SIP-based OmniVox3D® Application Server from APEX Voice Communications, which uses Dialogic® Host Media Processing Software for delivering media.

The OmniVox3D® Application Server Solution

The APEX OmniVox3D Application Server provides the power to design, develop, and deploy customized enhanced services and value-added IP multimedia services on a flexible, open architecture. Applications developed in OmniVox3D can run on both IP and TDM/SS7 networks, making it an excellent choice for today's hybrid environments that include both existing and next-generation services.

Because its design is modular, OmniVox3D can provide outstanding results on today's networks, including those running VXML gateways or IMS softswitches. Its architecture makes the underlying network interfaces and protocols transparent to the application, providing the ability to create or import an application once and run it in a variety of environments, including wireline and wireless intelligent networks.

END Part 1 of 3