Airwide Solutions, which provides next-generation mobile messaging and mobile Internet infrastructure, applications and solutions, has launched a separately scalable Service Innovation Module designed to help operators launch high quality applications rapidly. The Service Innovation Module also enables operators to enhance existing and upcoming services with unique assets, context and intelligence, says Airwide, while minimizing cost and without disruption to the existing infrastructure. The company says the Service Innovation Module can cut the amount of time necessary to rollout new and enhanced services by up to 75%, yielding  significant cost savings, jumpstarting additional revenue generation, and enabling operators to play a more significant role in mobile data services.
In launching the Module, Airwide notes the strong subscriber interest in mobile applications, with Apples App Store, just one of many examples, now boasting more than 25,000 downloadable applications. Additionally, research from Juniper predicts that Smartphones will account for 23% of all new handsets sold by 2013, driven by the proliferation of online stores selling specialized applications. Instead of competing with app stores for subscriber wallet share, Airwide says its Service Innovation Module lets operators enrich applications with capabilities such as messaging and browsing, location, user profiling, presence, security, charging and others. In the process, it says, operators can secure the appropriate share of untapped revenue opportunities, generate more interactive engagement with subscribers, and regain control of the subscriber experience.
At the current rate of mobile application innovation, operators cant possibly predict what their subscriber base will be demanding and accessing six months from now, says Airwide CMO, Jay Seaton. And with Airwides Service Innovation Module they wont need to. Weve designed the Service Innovation Module with this need for versatility, speed and quality in mind so that operators can enhance virtually any application with contextual information and support as well as quickly rollout the new mobile applications their subscribers demand without risking disruption to the underlying infrastructure.
The Airwide Service Innovation Module has at its core a trio of technologies that enables the exposure and integration of network capabilities into third party applications with easy to use APIs that enable operators to allow third party developers to quickly bring new applications to subscribers.
The Open Connector Framework allows the rapid creation of connectors (protocols/APIs/interfaces) to operator capabilities (messaging infrastructure, billing, subscriber databases, transcoding systems and location), networks (CDMA, GSM, WCDMA, HSPA) and third-party applications, via proprietary or standard interfaces.
The Service Logic technology defines how these operator capabilities (messaging and browsing, subscriber data, transcoding, location information, billing systems) are orchestrated to provide various capabilities to third parties as well as to their own services. The Service Logic also defines how information or capabilities are used and how they are paid for, optimizing the user experience and ensuring accurate billing and revenue recognition.
The Capability Broker brings operators a centralized policy control for multiple channels and network technologies and acts as a hub for the management and sharing of operator capabilities to internal and external services. Additionally, by enabling sophisticated publish-and-subscribe capability for APIs, the Capability Broker enables more dynamic and contextual application, while ensuring that necessary permissions and parameters for the service are met. 
The Service Innovation Module is separated from an operators underlying delivery infrastructure. According to Airwide, this separation yields rapid rollout times, and protects the significant investment operators have made in their messaging infrastructure over the course of many years. By extricating processing-intensive service execution from resource-intensive traffic delivery, the company says, operators can evolve their services independently from the delivery infrastructure, benefiting from rapid time-to-market and reduced risk and cost. The Service Innovation Module can be deployed either with Airwides
Delivery Optimization Module, or in conjunction with another vendors
technology.