mChoice Soltura, You may have heard about this before, it is a user friendly and highly customizable mobile based software application platform which can create your own mobile applications without getting anyone’s help. Your application can be a mobile SMS voting application or just a SMS quiz application or else… now it is easy to create with mChoice Soltura, without knowing any computer programming language.

mChoice Soltura for Application Owners

mChoice Soltura has four separate valuable service protocols such as SMPP, WAP, USSD and MM7. Your application can use one service protocol among them. It can be chosen while you create the application.


Let’s say when you create your voting application, initial forms will prompt you to select the service type for your application. After you create the application you can do further changes using the application control panel. The application control panel will be shown once you logged-in. There you can manage most of the settings of your application.
mChoice Soltura now allows you to change your privacy settings such as listing the subscribers of your application. You can keep black listed users and white listed users in two separate lists. When you need to change the list you can login to the application control panel and change the list as you want. After you create your application, it will appear in mChoice Soltura’s App Store which is called mChoice Vishma (Which is free and open source software). Your subscribers can rate your application and write review comments in app store. They can recommend and share details of your application in any community web site and you also can embed the application details in your blog or web site.
Once your application is rated as a good content providing application and once it could collect more subscribers, you can earn more money. All sending / receiving messages and share amount of each message can be seen in the reports of mChoice Soltura. You can take subscriber detail reports daily, weekly, monthly and yearly and can analyze the application usage details graphically.

mChoice Soltura for Telecommunication Operators
mChoice Soltura has allocated a considerable throttling size for sending and receiving messages of each type. According to the allocated size you can broadcast your information throughout your subscriber base. To broadcast messages mobile phone subscribers should already be registered with a particular broadcasting application.
Telecommunication operators can configure the charging mechanisms according to their own plans. Charging can be applied either to MT (Mobile Terminating messages) or to MO (Mobile Originating messages). All the messages which had gone through the mChoice Soltura can be seen using the Soltura reports.  

Telco value chain analysis is important for both Telco and other stakeholders to line up business for the future. Most importantly, we innovate ideas to improve the effectiveness of the existing items to reduce the total cost and ultimately it reduces charge from the customer or improves the Profit margin.

When analysing a value chain it is important to consider about the value sources and the cost sources. The interesting thing is even though the Telco provides mainly Voice Calls; we can see the Profit gain from this source is getting lesser and lesser due to the competition between Telcos.



With the above analysis, it is clear that Traditional Messaging market has been threatened. In this letter I am going to more analyse the messaging market and how we can improve it for better profit.

We can divide the messaging market in to two sections.

1. Texting between handset,

2. Corporate level messaging for marketing or other VAS services.

To improve the Texting between Handset, it is clear that we need to promote the subscribers. But if we take the corporate level messaging, there are lots we can think of.

Telco 2.0 emerges to provide Network Capability Services (NCS) to outside corporations to provide better solutions for the consumers. We call this intermediate layer developed to provide NCS to outside as Traditional SDP.

With the SDP, Telco could reach for large market of Corporate Level Value Added Service Providers (VASP) and increase the messaging traffic.

With SDP there are lot of advantages for both Telco and other corporates. Still to attract the Corporate Level customer, Telco should do the marketing. Also those corporations want to reach to the market segment they are expecting for their product, which may not cover the entire market of Telco. , Nevertheless which may not bring new revenue for Telco other than new messages send out through existing connections.

On the other hand, what VASP provides, may not be the thing that customer wants. They may have some other needs or the time for the thing that they were expecting is not needed in the moment.

If we can bring Telco network to subscriber level and if we can let them to generate what they want. This could be a new market as well as it can be used to impress the subscribers and ultimately a large number of consumer applications to cover complete Telco market. This will be a new source for Telco value chain.

Complete analysis with this new addition will be done by the next blogging.

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An interesting move by operators on Day 1 of GSMA Mobile world Congress yesterday. Twenty Four mobile operators are forming a Whole Sale Applications Community to avoid fragmenting the appstore market and all. I am hoping GSM Association will come up with detailed specifications to produce an industry wide de-facto standard on AppStore.

Many might call it "butterfly effect"! Incidentally our team at hSenid Mobile is already marching towards this direction. mChoice Vishma which is an open source AppStore project kick starting tomorrow with our innaugural Face to Face meeting. It is really nice to see the move from those operators and hope we could really complement each other on this roadmap.

But they are still missing a point and be reactive to Apple like IT houses' initiatives. Otherwise as I blogged in my earlier post, they should have considered the importance of having the store for VAS in addition to the "AppStore" which mainly consists the mobile phone applications but not services.

The reason why I am really interested in mChoice Vishma is its unique feature of maintaining a store for VAS applications. Indeed it provides room for traditional AppStore systems too, but the WOW factor is on how Vishma enables VAS to be published in this store.

Those who are really interested to know more on this, join us tomorrow at our first F2F meeting on Vishma ...

mChoince Vishma F2F Meet Up

17th of February 2010 at GMT 1.00 PM to 2.00 PM.
Barcelona Time - 2.00 PM to 3.00 PM
Singapore and Malaysian Time - 9.00 PM to 10.00 PM
Sri Lankan and Indian Time - 6.30 PM to 7.30 PM

Those who wants to join us through webinar, please drop an email to Vishma F2F

Cool !

JK: Hai Maitee ... How u doing ? ... What you folks working on these days ? 


Saya : Hi Dude.....I am doing Great...We've working on a new product called mChoice Soltura

JK : Err... Soltura .. that's catchy? What does it mean ?

Saya :  Its a Spanish word meaning either Goodness or Freedom, in this case we mean the Mobile Freedom!

JK: Well . that sounds interesting .. So .. what you guys coming up with this new product Err... Sol.. tura ?

Saya: Its a Value Added Services platform, in short we call it a VAS platform. Anyhow most importantly its not a traditional VAS platform. Soltura will open up an uncontested market space for the operator.

JK: Okey ... Let me try to recall what Value Added Service is first.... Its a kind of application or rather service which runs behind the teleco networks and offer various enterprise services to Mobile Users ?

Saya : You are right JK, currently VAS services are enterprise services running on the telco back end. Most importantly we need to note that when we refer to something as VAS, we are not refering to the client applications running on the mobile handsets. You know, One of the most popular VAS application Type is the Voting Application. Thats the application which came into play when you actually voted for Susan Boyle in Britains Got Talent...JK I think you voted for her isnt it...

JK: Ha ha .. Yeah I did, She was awesome, wasn't she ? .. I think the concept of VAS is not something new.. We did involve in many of such VAS system designs and developments .. What I am little vary of is ... How does this Soltura bring a value to this conventional VAS models .. I think I am still missing the point .. yeah ?

Saya : The conventional VAS applications of today are developed and deployed by the corporates, like IT houses and Media Moguls...With Soltura we break these barriers and provide a solution, which allows any expert subscriber to become a VAS provider.

JK: Wait a Sec ... I understand an IT house develops a VAS application, hosts it and commissions it live .. But I cannot understand how a subscriber can do these all ... Developing a VAS service, hosting and maintaining it throughout the life cycle is not something a joke right? It does need hell lot of effort, skill and ofcourse money, doesn't it ?



JK: Erhh .. I am still not sure on certain things .. Lemme take an example, last year in our University, we had our "Who is our next princess?" competition .. We wanted to have an 'American Idol' like voting model for this, where students can SMS their vote to their preferred girl ! .. But when we checked out, we found it very costly to build or even buy such voting service. So we eventually gave up the idea and went on with just ballot papers? Do you think the presence of a system like Soltura would have made any difference ?



JK: Wow .. I am really stunned .... So u don't need any technical expertise, development efforts, maintanance nightmares, time to market or rather value and .... what more? ... Not even any capital investment .. What you need instead is to visit the hosted Soltura website, create your service .. in our case its "Who is our next princess" voting service, enter the nominees details and other stuff .. Click .. The system is live and running .. That's amazing .. Kudos to you folks

JK: Hang on a sec .... I just realised that we don't even have to pay for this ! .. Jeeez Will I get paid for what I do in Soltura ? Well that's really cool ... So all what I have to do is use the Soltura to create the service ... More I get users .. More I get money Yeah ? 

Saya: You ve hit the nail on the head JK - If you create an interesting application with a large following - you could actually be making some good money! So Its up to the subscribers to bring in the innovation! 

JK: Yeah I get it ... So how about the operators ? What's their business cases here? 

Saya: Operators did not have the required technology and processes which can utilize these niche markets. So now with soltura they get an opportunity to unlock this uncontested VAS market space. So its entirely a new source of revenue.


JK: That's two very important business cases which all the operators should be considering I guess.. So Soltura is introducing a new market place which had never been exposed to telcos although it was around the corner. .. plus it helps in a big way retaining the subscriber base by building these closely knit mobile communities ... I think this is serious business .. isnt it ?

JK its still not over yet. Soltura will open up an opportunity for the small and medium scale business enterprises to provide VAS services to their customers. So if you observe it closely, Soltura brings an Enterprise level feature within the reach of SMEs and the individuals.

JK: Oh my goodness .. Its getting bigger and bigger now, earlier it was the common subscriber and this time it's small and medium scale enterprises ... Let me guess a business case ... my corner DVD shop owner can actually create an Alert service in Soltura to notify on the new arrivals to the customers. If I can explore little more, I can even make an order of .. say "Avator" DVD by sending a SMS ... None of these need any CAPEX and OPEX to that shop owner ... I think this is where it really becoming BIG ... Sheer ground for businesses .. Right ?

Saya: Yes JK Very true, thats a very good example of how soltura can help an SME. Actually we are going to open up these services for innovations and believe me people out there are really smart, they will come up with use cases which we never imagined! Thats the sole purpose of building this platform. 

JK:  Impressed .. I am really really impressed ..... Thank god, I managed to squeeze you on this ... This is really an exciting product I guess ...How can I find more information on Soltura .. u guyes having any references or ... ?

Saya: Yes JK we have an entire blog on this...check out soltura.hsenidmobile.com  

JK: Excellent ... thats wonderfull job folks .. good luck .. Thanks for sharing the information maite .. have a good time .. Byeeeeeeee

Saya : Nice talking to you JK, Have a good Day! Bye

In mid-2008, M1 began its search for a next generation service delivery platform (NG SDP) to provide a framework for traditional telecommunication services, next generation of value-added services, and enabling it to remove its old IN ...
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