MessageCore

MessageCore is a compelling solution that helps telecommunications carriers maximise profitability from mobile phone messaging and mobile content. MessageCore is software that is deployed to telco carriers as key infrastructure.

MessageCore reduces the time and effort for our telco carrier customers to offer content to their end users, so the telco can generate revenue faster. Examples of mobile content are sports results, stock prices, corporate business information, job alerts from recruitment agencies and television voting via SMS.

Traditionally, it is laborious and slow to introduce each new content into the network because of the large number of connections that must be made between the supplier of content (eg sports results) and the telco carrier's systems (eg billing system, prepaid system, fault management system, message switches).

MessageCore provides an open-standards interface for content providers and helps automate the telco carrier's workflow for providing the content, so the content is available to consumers faster and our customers - the carriers - can generate revenue faster.

The role performed by MessageCore is to provide a single point of interface to the network as show in the Figure below:

MessageCore reduces the overhead for our telco carrier customers to provision and maintain content. The high cost of providing, managing access to, and delivering content can erode the revenue received by the telco carrier. MessageCore helps by managing a range of content partners using a flexible user-access model. MessageCore can automatically calculate the most cost effective method to deliver content to a user by implementing business rules against a range of delivery methods.

Our customers can increase the revenue they receive from each mobile phone account by providing a differentiated service to their end users. For example, MessageCore can help our customers differentiate themselves in a market that is typically commodity-driven. Amethon's internationally patent-pending two-way messaging can help out customer's products standout from their competitors.

MessageCore is developed in Sydney, Australia. MessageCore is compliant with the industry-standard Java 2 Enterprise Environment (J2EE) and exhibits scalability and support for our customer's complex telco carrier environment.

Product at a glance
Product type	Major system
Target Industry Sectors	Communications
Fault tolerance	Fault tolerant
Innovation indicators	All indicators flagged Business Advantage Breaking new ground Earth shrinking Expanding horizons New Business New Technology Quality of living Social change
Performance indicators	All indicators flagged Quality system Customer support Standards and codes compliance Fully supported product Professionally executed design Real world design Beta tested User benefits New benchmark
Potential indicators	All indicators flagged Wide agency support Structured for growth Global design Identified potential markets Award recognition Successful track record International collaborators
Contact for more information	James Cleary (02) 9909 0326 or 0418 235 612.

MessageCore is an innovative product from a business and technical view. MessageCore helps telco carriers offer services that have not been previously possible using mobile messaging mediums. It thus helps differentiate the telco carrier's service from their competitors as being innovative and valuable.

Take for example the use of the mobile Short Message Service ("SMS"). It may seem unlikely that an operator can provide a vastly different service with a medium as simple as SMS, but this is indeed the case with MessageCore's unique capabilities.

MessageCore's Intelligent Source Routing technology dramatically enhances the interaction possible using SMS. It supports business uses and consumer applications that are not otherwise possible; all through the unique ability to manage SMS "conversations".

Intelligent Source Routing makes the operator a compelling provider of mobile Instant Messaging, job dispatch services and interactive consumer applications.

Amethon's business model is to provide the service delivery platform and to partner with third-party application developers who provide a range of end-user services that utilise the MessageCore platform. We are therefore able to offer our telco carrier customers an end-end business model rather than simply a technology.

MessageCore has an impressive array of collaborative applications that are ready to deploy with MessageCore. This makes it quick for an operator to sell compelling message services. Applications include plug-ins for email clients, permission-based marketing solutions, and consumer interactive games. Some of these include past-winners of the consensus software award, for example Proware.

Allocating scarce telco carrier resources amongst their mobile customers users is a top priority for our customers. Further, in most cases, MessageCore removes the need for technical interaction by managing a virtual pool of mobile numbers that may be shared between all users. New customers can therefore be connected in a matter of minutes by a customer service representative rather than waiting for weeks for detailed provisioning of the network infrastructure.

Because each service is usually billed to match a different business model, MessageCore tags each content interaction so that it can be correctly matched to the billing model. This gives commercial flexibility for innovative content partner relationships. It is particularly useful for identifying premium content transactions where revenue for the content is shared between multiple parties.

Amethon has invested in R&D to create a highly scalable and reliable architecture for the product. Based around the industry standard Java 2 Enterprise Environment (J2EE), the platform is designed to be scalable across a large number of server machines.

The architecture is scalable and can be tailored to a diverse range of customers, as well as be expandable as demand grows with any one customer. Scalability helps our customers by being able to capture revenue that was not previously possible. For example, one customer is able to capture high-value TV show voting across a whole region - previously almost half of their revenue was lost through overloaded systems.

MessageCore utilises industry-standard interfaces, for example XML, HTTP, Web Services and standard telco carrier network protocols like SMPP and MM7. We support the development of an open environment for content providers to connect into our system using a range of well-documented interfaces.

MessageCore has been in production for a suite of interactive consumer applications with a Tier 1 Australian carrier Telco for over a year with system availability of over 99.99%.

MessageCore was chosen in January 2004 for deployment to a customer in the Middle East. With message throughput rates approaching 1000 messages per second, and the requirement to manage connections to over 15 carriers in the region, this represents one of the largest deployments of its type in the world.

Over 100 corporate customers use MessageCore via a hosted-service model in Australia.

Amethon's main focus is marketing MessageCore in the export market. As an example of the export potential, we are pleased to announce the selection and purchase of MessageCore as the software that a customer will use to interconnect more than 15 telco carrier-networks in the Middle East. MessageCore supports international character sets for content delivery and a locale-based administration interface.

Our target customers are telco carriers and service aggregators in defined geographic regions. Our channel to market for MessageCore is by building relationships with local integration partners in each target region. This method has led to joint opportunities and tenders in Asia Pacific region.

MessageCore was chosen by an Australian Tier 1 telco carrier to provide a suite of consumer interactive applications via SMS, and has been in production with that carrier for over a year.

MessageCore has also been sold in the domestic market for 2 years as a hosted software service. The service currently has attracted more than 100 Australian companies as customers.

As Amethon's flagship product, the market potential for MessageCore has been instrumental for Amethon's progress as a company. Highlights of this include:

James Cleary
Position Director
james.cleary@amethon.com

Amethon Solutions (Asia Pacific) Pty Ltd
("Amethon")
Level 2, 83 Mount Street, North Sydney, NSW

(02) 9909 0326

www.amethon.com

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