Mobile device management (MDM) is just a beginning for operators to kick off
yet another journey in their new offerings to spruce up QoS.
To bring quality services matching to the global standards, Tata Teleservice
has embraced Mobile Device Management solution, for its GSM network. MDM is for
the next generation mobile management of devices over the entire life cycle of
devices. TTSL will be the first operator in India to introduce MDM for customer
care to create a distinction to earlier legacy deployments that only accounted
for SIM management or provisioning. TTSL has signed up with InnoPath for MDM
solutions.
Globally, some of the leading operators and handset vendors are already using
it. NTT DoCoMo, AT&T, China Telecom, Verizon, and KDDI are few of the examples.
Besides, Nokia, Sony Ericsson, Samsung, and LG are few handset vendors using MDM.
It is worth mentioning that the number of calls coming to the customer care
of operators is growing north. Of the total number of calls coming to customer
care, 30% is related to device related problems. A call made to the customer
care costs Rs 7 per minute to the operator. To counter the problem, global
operators are implementing MDM in the network to effectively fix the problems.
Mobile device management is a technology deployed by more and more operators
globally permitting over the air (OTA) management of phones in their networks.
The technology is for medium and high end phones, on which data applications
could be run.
OTA is one of the main components of mobile device management, supporting the
configuration of mobile phones, software updates and mobile phone locks (when
the mobile phone is lost or stolen, in order to protect the data stored in the
device). OTA is sent as a binary SMS message.
Besides, MDM highly supports enterprise IT departments to manage the mobile
phones that are used in the corporate environment, such as the smartphones and
PDAs. Enterprises using OTA SMS as part of their MDM infrastructure demand high
quality in the sending of OTA messages. This imposes on SMS gateway providers to
offer a high level of quality and reliability.
As per IDC, the worldwide mobile device management and mobile operator and
device manufacturer (MDM–MODM) centric market had license and maintenance
revenue of $76.9 mn in 2006. IDC expects the revenue in this nascent market to
increase at a compound annual growth rate (CAGR) of 34.2% to $334.4 mn by 2011.
Growing standards support and more robust capabilities from standards-based
solutions will drive faster adoption and more rapid acceptance of MDM–MODM.
In India, MDM has just seen light of the day. As the number of subscriber is
growing and data usage is going up, the market for MDM is certain to grow.
Akhilesh Shukla
akhileshs@cybermedia.co.in
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