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The profit potential of cell broadcast technology: exploring an undervalued communication channel for GSM network operators. (GSM).

Article Excerpt
The ability to broadcast messages has been around since the GSM Phase 2 Technology Specification was introduced in 1995. However, only in the last few years have network operators, mainly in Europe, started to deploy cell broadcast-based services.

Why did they take so long? The answer is simple: business managers at wireless operators did not think they could generate a profit with a one-directional, subscriptionless broadcast service. However, it is now clear that cell broadcast is a useful service with profit potential that enables operators to provide broadcast information to specifically targeted subgroups of their subscriber base.

This article will explore cell broadcast technology and ways to turn this GSM network feature into revenues.

The Technology Explained

The basic process of broadcasting a message is quite simple; however, the technology is a bit more complicated. To broadcast a message, you select a certain geographic location, for example, a highway or a mall, then type a message such as "accident at exit 11 northbound, 30-minute delay." The message is broadcast to all handsets in the designated geographic location.

The components required to successfully implement a broadcast service are:

* One or more cell broadcast terminals

* A cell broadcast center

* Base station controller and base transmission station features

* The cell broadcast protocol suite

ONE OR MORE CELL BROADCAST TERMINALS

The cell broadcast terminal allows a content provider, operator, or whoever has access to the cell broadcast network feature to select the areas to which a particular message needs to be broadcast. The cell broadcast terminal can have very basic capabilities to select a number of cells in a GSM network, or it can be more elaborate and hide the actual network details from the message's originator.

Potentially, the terminal can contain a Geographical Information System (GIS) that can utilize a wide variety of data to make selections. For example, the GIS user may select all areas within a region where residential families have an annual income of over $100K. These areas could then be targeted with messages for a specific marketing campaign. How annoying for those folks, you might say...stay tuned and we'll prove otherwise!

Once the broadcast areas have been identified, the message...