·		Mobileway launched the first MMS Marketing Campaign, pushing a pictorial Christmas Greeting to all Carphone Warehouse MMS subscribers
·		Mobileway teamed up with an online marketing specialist to launch the initial marketing campaign for Vodafone Live! in the UK, Mobileway handled the delivery of the photo messages to Vodafone MMS subscribers
·		Mobileway launched the first premium and the first cross-network MMS content for Rivals Digital Media, running a 'football look-alikes' service over MMS for Vodafone and O2 subscribers in the UK.

2. MOBILEWAY MMS SOLUTION
Mobileway offer a comprehensive MMS solution including:
- Mobile terminated (MT) and mobile originated (M0) MMS connectivity
- Premium MMS billing
- MMS content hosting, management and download
- A range of off-the-shelf applications & content ready for deployment


- Mobile terminated (MT) and mobile originated (MO) MMS connectivity and MMS Premium Billing.
Mobileway's unrivalled network reach through to operators across the globe ensures that Mobileway can offer you the most comprehensive worldwide MMS coverage (Europe, USA, AsiaPac).

- MMS content hosting and management
The Mobileway Content Manager offers content providers a turnkey solution for the management of their own content including SMS, MMS, WAP, screen backgrounds, polyphonic ring tones and Javaä applications. This solution comprises an MMS Composer for both BtoB and BtoC, with an easy to use web-based interface accessible by an individual login and password. The interface is so simple to use that no prior technical knowledge is required and users can create or upload new content, compose the text to accompany the various media as well as test and send the MMS messages themselves. This tool gives you complete control over your MMS content.

- Off-the-shelf MMS content ready for deployment
Mobileway has selected and aggregated white-label content and applications specially designed for MMS. These applications are ready for rebranding and tested for immediate deployment.

In addition to this white-labelled stock, Mobileway works with a number of large media brands to provide branded content and applications.


3. MMS PRICING & BUSINESS MODEL
The Mobileway MMS pricing model comprises three elements:

- A set up fee, this covers:
· The creation of Mobileway customer accounts and set-up of the routing chain
· Full pre-test process
· Technical support for client integration and client testing phase
· Debug support if necessary (e.g. for wrong numbers, wrong format etc)
· Client acceptance tests in a live environment

- A monthly fee supported by a Service Level Agreement, this covers the following services:
· Constant operation and regular testing of operator connections
· Access to customer care and technical support 24x7x365 for premium SLA holders
· Access to extranet for statistics
· Itemized monthly billing
· Automatic message filtering

- A routing fee, this covers the cost of routing the MMS message.

In the case of revenue-sharing projects, Mobileway will take a pre-determined share of the monies collected from the operator.


4. PREMIUM MMS AND REVENUE SHARING
Premium MMS Services or Revenue Sharing allow service providers to create additional revenues for mobile or web-based value added services. It works in a similar way to premium voice business models (IVR) or the successful DoCoMo I-Mode business model.

Premium MMS is still in early stages of development across the vast majority of operators, until this capability can be offered Mobileway can use existing SMS-based revenue sharing network and agreements already in place. As operators start to introduce true premium MMS payment solutions Mobileway will migrate its charging mechanisms accordingly.

As with existing premium SMS services, mobile users are charged a premium price for the transmission of the MMS content. Wherever possible this is achieved via premium MMS otherwise billing is done through an accompanying premium SMS. Mobile operators transfer a percentage of the revenue generated to the service/content providers; this amount is variable dependent upon the tariff levels and traffic volumes.

On the surface revenue sharing is a very attractive and simple business model. Digging deeper however, the logistics behind managing the delivery of the MMS, the accompanying premium MMS/SMS messages, the billing and settlement of the funds is far from simple. Business models offered by mobile operators are highly complex and vary from country to country. Even within a country, business models may differ in terms of:

- The end-user tariffs available
- The percentage of revenues the operator agrees to share
- The minimum traffic level
- The policy regarding short code pricing and set up or monthly fees.

Mobileway takes away this complexity by providing:
· Cross-operator connectivity for MMS and billing capability via Premium rate SMS - or Premium rate MMS when available
· A portfolio of off-the-shelf MMS applications and content (including support and customisation)
· Management of provisioning and the running of wireless service or campaign
· Cross-network-operator clearing and settlement facilities


5. SHORT AND LONG NUMBERS
Mobileway offers two types of service number, these are necessary to initiate a campaign and are the numbers that are published when advertising the service.

- Long Number: a single nationwide number that can be used as the service number by all mobile users within a particular country

- Short Number or Short Code: a 4-6 digit number assigned on a per operator or per country basis, often used in association with retail promotions or marketing campaigns as they are easier for users to remember.


6. MOBILEWAY MMS TECHNICAL ENVIRONMENT
Mobileway's MMS infrastructure comprises an MMS hub connected to Mobile Operators' MMS centers. Mobileway also operates its own MMS-C and PPG (Push Proxy Gateway). This combination ensures that Mobileway can offer you the most comprehensive worldwide MMS coverage.

Mobileway has chosen the standard MM7 interface to access its MMS Hub.





7. MMS FEATURES

	Feature		Description
	Supported Content Format		Pictures (jpeg, gif, animated gif type GIF87a and GIF89a, wbmp)Audio (amr, midi, wav)Text (all characters sets in binary format including Greek, Chinese, Arabic)SMIL presentation
	Legacy phone support		When the destination handset does not support MMS, the MMS-Center will send to the user a text message including a URL, login and password to retrieve from a web browser the MMS content.
	WAP Delivery		If a mobile user is not reachable through MMS, Mobileway is able to deliver the content using WAP as a presentation interface. The content of the MMS will be translated accordingly.
	Sender address		Support for Sender ID modifications such as inserting an alphanumeric string as the sender of the message - increases the branding opportunities
	Handset Delivery		Notification Support for handset acknowledgement for receipt of a message on a mobile phone

8. APPLICATIONS OF MMS
MMS builds on the successful model of SMS, but giving users the freedom to enhance the simple text messages with pictures, sounds and even animations increases the potential of MMS in both person-to-person messaging and in commercial and marketing applications. Including content in the message adds even more value to users than SMS, and so a user's willingness to pay is increased. Here follows a snapshot of MMS applications that can be billed based upon the Revenue Sharing model:

Mobile Information - MMS enables the sending of video clips, photos, audio clips and colour maps for use by people on the move e.g. news alerts, weather reports, driving directions, local maps

Mobile Communication - chat services over SMS are a very popular application, adding multimedia capability enhances the attraction of this service to companies particularly in the adult services industry, with the ability to include photos and animations to accompany the messages.

Mobile Entertainment - with MMS users can take photos and send them to friends, they can compose their own sounds or simply purchase polyphonic tones, colour graphics, backgrounds and cartoons to truly personalize their mobile phone.

Mobile Marketing - With MMS companies can include multimedia elements such as running MMS campaigns with video clips or pictures that entertain consumers. This can be a powerful viral marketing channel and also enable marketers to offer MMS downloads as part as of a launch of a film or a new product.


9. OPERATIONS AND SUPPORT
Mobileway's Global Network is operated 24 x 7 x 365 on behalf of Mobileway's customers through a range of Service Levels Agreements suitable for different types of applications. Mobileway operates multiple hubs for redundancy and regional optimization purposes. The hubs are monitored and maintained by staffed, fully redundant, battery backed-up Network Operating Centers (NOCs), and incorporate the highest level of security features including full fire protection.

Mobileway currently has three operational NOCs in France, Singapore, and the United States.

Mobileway provides customer support via Hotline or/and email 24 x 7 x 365 - according to SLA.

Mobileway provides several added value services such as an extranet service where its customers can monitor their services and access statistics such as:
· Number of MMS messages submitted
· Number of MMS notifications delivered by Mobileway
· Number of MMS not delivered grouped by error causes