ASIA Malaysia : Mobile phone users in Malaysia now have a hip, new way to communicate with each other thanks to a partnership between global telecommunications services platform provider NMS Communications and Malaysian mobile services provider, NGC Systems Sdn Bhd.

Malaysia’s largest mobile communications provider, Maxis Communications Bhd (“Maxis”) has launched a new service called Maxis Video Avatar, which allows subscribers to send a VideoSMS to friends and family. The Maxis Video Avatar service is based on a VideoSMS solution developed jointly by NMS and NGC Systems.

VideoSMS is a newly emerging application that is gaining momentum as subscribers around the world search for new ways to personalize their mobile communications. It harnesses a variety of protocols to enable a mobile phone user to either create their own video message or send a message via a chosen avatar, and send the talking video message over both 2.5G and 3G networks. Supported by almost any mobile handset, the Maxis Video Avatar service features one of the innovative mobile solutions offered by global telecommunications services platform provider NMS Communications in partnership with NGC Systems.

Kugan Thirunavakarasu, Maxis Head of Product Development and Infotainment said, “We are seeing a growing number of our customers, especially within the youth segment, personalizing their mobile phones with our add-on services such as ringtones and wallpapers. They see their phones as an extension of their personalities and a way to express their individuality. Maxis Video Avatar is particularly the sort of interactive, personality and character-driven product our customers will enjoy and use to further personalize their phones.”

“The growing demand from customers for personalization features is the driving force for Maxis to continue to pioneer the release of innovative services and products. We now boast the largest mobile personalization catalogue in Malaysia on the Maxis portal,” he added.

A personal ‘note’

With the same convenience of text messages, recipients can open VideoSMS messages at their leisure. When Maxis users open the video message the avatar speaks with the sender’s voice using matching lip-synching or, with 3G enabled handsets, they can view a video recorded message from the sender. They can then respond using their own voice and the avatar of their choice or create their own video based response, depending on the handset. VideoSMS has the added convenience of allowing users to record messages without having to key them in. To view the Maxis Video Avatar service, see http://www.maxis.com.my/3G/3gavatar.asp.

“It is a more personal way to send messages and users have choices about what avatar to use,” said Vice President, Marketing and Business Development of NGC Systems, Terence Chong Wai Meng. “VideoSMS benefits both operators and their customers and will be the next frontier in expanded mobile communications.”

The NMS-NGC Systems VideoSMS solution does not require any software download and can be used in any 2G or 3G phone without configuration, enabling service providers like Maxis to take advantage of the latest messaging technology while ensuring they will have the capacity to meet increased demand.

“VideoSMS presents a huge revenue opportunity for mobile operators because it combines the benefits of personalization and a new technology frontier,” said Steve Gladstone, President of NMS Communications. “Together, NMS and NGC Systems will give operators the platform to appeal to subscribers’ demand for more choices, more cool features, and the chance to be among the first to send talking video messages. We expect that this new application will be quickly adopted in the competitive mobile communications market, especially in Asia Pacific.”