Introduction to Bulk SMSC

IBA, Karachi2012-03-24

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

SMS Flow-MO – MT

Normal GSM Network

MSC-BSMSC

HLR

8. MT-FSM

7. SRI-Resp 6. SRI

9 MT-SMSMSC-A

4. FSM

IN

5. ACR 2. IDP

1- MO SMS

3. AC, Continue

A-PartyB-Party

3

SMS Flow-MO-App Terminated

Normal GSM NW

App Router

SMSC6. MT-FSM

7MSC-A

4. FSM

IN

5. ACR

2. IDP

1

3. AC, Continue

A-Party

Application

B-Party

4

SMS Flow-App Originated-MT

Normal GSM NW

App Router

SMSC2. 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 3rd Party Advertisers

7

SMSC Solution

B-SMSC Solution

SMSC

MEWS

Bulk MessagingWeb Clients

3rd Party CP / Advertisers

8

Bulk MessagingWeb Client

HLR

GERAN/UTRAN

mobile

Reporting/Monitoring

DistributionList Handling

Bulk MessagingWeb Server (MEWS)

SMSDelivery Engine

CampaignManagement

SMPP Server

OAM

SMPP Client

MSC

SS7 SS7

SMPPweb

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

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)

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.

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

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)

14

MEWS Interface(Send Bulk) 1/2

15

MEWS Interface(Send Bulk) 2/2

16

MEWS Interface(General Overview)

17

MEWS Interface(Campaign Scheduling) 1/2

18

MEWS Interface(Campaign Scheduling) 2/2

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.