Multimedia technology set to open up previously untapped content distribution channels for 2G and 3G operators
Glenayre Messaging, a division of Glenayre Technologies, Inc. and a global leader in providing next-generation messaging solutions and enhanced services, announced today it will unveil Versera Active Messaging, the world’s first interactive voice and video messaging solution, at the 3GSM World Congress in Barcelona, February 13-16, 2006.
Part of the Versera Intelligent Communications Environment (Versera ICE), Active Messaging transforms the voice and video mailbox into a powerful multimedia content and commerce distribution and fulfillment engine.
Glenayre’s Versera Active Messaging takes voice and video messaging to a previously unavailable level of interactivity. The new, patent-pending technology of Versera Active Messaging enables operators to insert interactive multimedia application logic directly into a voice or video message, creating an active message that the subscriber accesses through their mailbox.
Unlike earlier generations of voice and video messaging solutions, which only allowed subscribers to listen to or view their content, active messaging enables subscribers to immediately purchase, subscribe, download, provide feedback, tell a friend, or request more information while reviewing the multimedia content delivered to their mailbox.
“With consumers in many regions accessing their mailboxes five to 10 times or more per month, the mailbox represents one of the most familiar touch points an operator has,” said Mark Yaphe, Vice President of Product Management for Glenayre Messaging. “Active Messaging unlocks the potential of this touch point by turning it into a new distribution channel: a high-frequency, dynamic channel which drives incremental adoption and purchases of an operator’s content and services.”
“The opportunities are compelling,” Yaphe explains. “Imagine a subscriber who has signed up to a ringtone service. Not only can that subscriber opt-in to receive and listen to a weekly top-ten ringtone in their mailbox, but now with Active Messaging they can order it, order the artist’s CD, preview and purchase a video clip of the song, listen to other ringtones by that artist, or send the ringtone advertisement to friends. All while reviewing the ringtone delivered to their mailbox. Or, consider an invitation to attend a concert or event. The subscriber can not only view a promotional video message of the upcoming event, but now they can immediately purchase tickets to the event, get maps and directions, make travel and hotel arrangements, and find the nearest restaurants. Engaging subscribers in this new channel, with interactive multimedia content, will inevitably drive greater subscriber reach and more purchases.”
Versera Active Messaging will enable operators to launch a large number of highly-targeted and personalized 2G and 3G services and offers without ever having to modify their messaging system, as all of the multimedia application logic is embedded right in the message. This will enable operators to quickly create compelling campaigns using VoiceXML, either in house or with solution partners, without the traditional costs and delays caused when making changes to a messaging system. Active Messaging is another clear example of the innovative solutions made possible by Versera ICE’s VoiceXML powered applications.
The solution will be demonstrated at Glenayre’s stand (C68, Hall 1) for the first time at 3GSM, where visitors will be able to open an active message, view a promotional music video from an artist and make purchasing decisions.