US : Gemalto announced the launch of a complete package that will enable the dynamic management of on-device services. This innovative solution relies on the new generation of multimedia SIM cards from Gemalto associated with an over the air (OTA) infrastructure. This combination will give mobile operators greater control of the handset user interface (UI) by allowing them to manage the way users access the handset's internal phone features and menus. It will also increase the average revenue per user (ARPU) generated by data services. With this Gemalto-Abaxia package, mobile operators can now proactively manage the user interface and the associated services via OTA, even once the handsets have been deployed.
The Gemalto multimedia SIM cards will carry the handset customization elements like the user interface and the settings for data services, in addition to the new multimedia phonebook and the local operator portal already available from the SIM. The Gemalto new-generation hosted OTA infrastructure will enable remote management of the user interface and the associated operators' services over GPRS or 3G networks.
The new application will allow mobile operators to better meet their subscribers' needs by deploying the handset user interface and the associated services via the SIM. These are tailored to each individual market segment - for example business, teenagers or women. In addition, operators can use the new Gemalto hosted OTA infrastructure to manage all the SIM elements and lengthen the lifecycle of their services.
"This new solution enables mobile operators to manage the entire lifecycle of the on-device services from the SIM card, an element which is totally under their control," said Philippe Vallée, executive vice president, mobile telecommunications and R&D at Gemalto. "Leveraging our new hosted OTA infrastructure for multimedia SIM cards, this combined solution reinforces Gemalto's positioning as a leading global service provider for mobile operators, enabling them to easily perform handset and services customization, as well as content and contacts management."
The Gemalto-Abaxia solution stems from the evolution of Abaxia's operator-customized user interface called Mobile Portal. Mobile Portal is the flagship application of the Abaxia Mobile Desktop product range and has been developed to supersede the classic idle screen with an operator-branded UI, which provides users with one-click access to value-added services and device functions. It also features a unique launching screen. The Abaxia Mobile Desktop software automatically extracts the UI customization elements from the Gemalto multimedia SIM card. The fully generic Mobile Portal agent is embedded in the handset, while customization elements for each operator are provided by the SIM.
"Abaxia Mobile Desktop is a strategic tool that is ideal for mobile operators on mature markets, as they are facing strong competition on the services they offer," commented Cédric Mangaud, Abaxia chief executive officer. "The partnership between Abaxia and Gemalto enables operators to move from merely customizing the handset to complete handset personalization, so the end-user is offered an application which matches its specific needs and is one that will evolve as the user's demand changes."
