Airwide Solutions, which provides next-generation mobile messaging infrastructure and applications, has announced a device-intelligence solution that it says will help operators improve service quality and user experience, and open up additional revenue opportunities, through more refined subscriber content targeting. 
The solution enables operators to deliver device-appropriate content optimised for specific handsets, and improves the performance of MMS and other mobile marketing campaigns via the pre-transcoding of messages. In addition to increasing MMS service revenues by encouraging widespread service uptake, says Airwide, the solution will enable mobile marketers and content providers to easily tailor content specifically for their target audience, thus improving campaign effectiveness. 
Since a large percentage of handsets are sold in retail stores, operators have historically lacked visibility into the devices on their network, making it difficult to plan mobile marketing campaigns and predict whether the introduction of new applications and services would be successful. Airwides device intelligence lets operators learn exactly which devices are currently in use on the network and by whom, and whether a subscribers device has MMS capabilities, so they can better target optimised content to the appropriate audience. The solution also offers valuable demographic trend information, including the top 10 device make and models used on an operators network; the fastest growing device make and models on the network; the rate of penetration of new devices; and the rate of device turnover. 
Airwides device intelligence relies on the device detection and identification capabilities provided by the companys AirGuard EIR (Equipment Identity Register) to provide insight into the devices in use on an operators network. Aggregate trend information and specific individualized data are available through two distinct packages: Data Mining and Device Register.
The Data Mining package enables operators to access pre-defined reports about the demographic trends relating to device use on the network. The trend information available through these reports can help operators anticipate changes in the business landscape and adjust their services and network to match changes in the market and subscriber preferences.
Through the Device Register package, operators can identify exactly which device a subscriber is using, providing real-time information that can help them more accurately target which applications to roll out, when, and to whom.  This will help operators avoid rolling out applications that the subscriber base is not ready for or neglect a service that has the potential to generate millions of dollars of revenue.      
With unprecedented visibility into their subscriber base, operators will be able to stay ahead of the competition, grow messaging revenues and increase subscriber satisfaction and loyalty to the brand, says Airwide CTO, Vince Kadar. Through real-time, reliable and specific information about the handsets on their network, mobile operators can unlock their messaging revenue growth potential by providing the right content, in the right format, to the right people.
Advanced content and functionality like MMS, email, music and video distribution are already generating billions of dollars in revenue for operators and offer vast potential for further growth, Airwide notes. Airwides real-time device intelligence gives operators the information they need to decide what particular services are right for their network and subscribers, how to implement those services, whom to target, and the advance information required to optimize the quality and user experience of those services. This enables more accurate revenue estimates, minimizes risk and can help uncover previously hidden revenue opportunities within the subscriber base.
By leveraging demographic trend information in mobile marketing campaigns and the rollout of new products and services (like mobile social networking and mobile video), operators can gauge subscriber readiness to accurately predict which applications the market will adopt, avoiding unnecessary costs of introducing new services on speculation. In addition, by knowing in advance the specific devices used by each person, operators and content providers can properly adapt content to increase the viability of marketing campaigns and improve user experience for MMS and other feature-rich applications. Ultimately, by better targeting content to the right subscribers and by ensuring that all demographics on their network are adequately served, operators have a powerful solution for maximizing data service revenue and encouraging brand loyalty.
Device intelligence will be available in Q4 2007 and requires the use of AirGuard EIR.