Three words to remember for keeping the customers satisfied: simplify, simplify, simplify. When it comes to accessing data and information over a mobile phone, no one wants to hassle with remembering and entering multiple codes. Accordingly, MobileOne (M1) decided to consolidate its different Interactive Voice Response (IVR) systems over a single code so customers could gain easier access to its family of services.
As one of Singapore’s leading service providers with more than one million customers—its seamless, dual-band GSM 900/1800 MHz network has 100 percent coverage of Singapore—M1 must offer a wide variety of mobile services, in addition to voice, to stay competitive.
“In today’s competitive service climate, a service provider has to provide a labyrinth of products and services within easy and convenient reach of its customers,” explained Patrick Scodeller, chief technology officer, MobileOne.
But this created challenges since M1’s various services were introduced at different times and each was a different make from a string of third-party vendors. To keep things simple for its customers, M1 needed a solution to aggregate the different services by combining the fragmented pieces of its IVR access. This way, subscribers need only dial a single code to gain entry to a whole host of services.
“With growing demand and a more discerning customer base,” Scodeller observed, “we have to constantly update our IT systems so we can continually deliver innovative mobile services to our customers in the shortest possible time and most convenient way.”
HP solution offers easy implementation and future scalability
HP’s offering was chosen because its innovative solution is both easily implemented and yet practical for future scalability.
“HP enables us to quickly integrate, deploy, and push out next-generation voice services in this very competitive business environment where time to market represents the difference between a market leader and a follower,” Scodeller noted.
What won M1 over was the concept behind VoiceXML—a language mature enough for developing voice services. Leveraging VoiceXML, not only was the proposed HP solution able to achieve IVR consolidation, it also enabled the service provider to create new voice applications. To achieve this, HP proposed the HP OpenCall Media Platform on Linux running on HP ProLiant servers in the DL380 and DL360 series. The implementation was done by HP Software Global Business Unit Telecom Services.
Call-bridging technique consolidates different IVR systems
HP OpenCall Media Platform is a voice service platform that enables rapid development and secure deployment of next-generation messaging, portals, and enhanced voice-enabled interactive services—all in a cost-effective manner. Not only can HP OpenCall Media platform integrate with a service provider’s existing network architecture, supporting applications such large-scale interactive voice response applications, unified messaging, virtual call centers, and entertainment services—it is also prepared for next-generation networks.
HP deployed its OpenCall Media Platform to consolidate M1’s different IVR systems using a call-bridging technique in which a bridge is used to connect the voice channels of two call parties within the same session. For example, when an incoming fax signal is detected, the service can redirect this incoming call to a fax machine or a fax server by bridging the call to an outgoing one. This consolidation provides a single access point for the identified existing services as well as new applications.
So successful was the implementation that M1 has used the same platform to further roll out its 4D/TOTO voice services using VoiceXML technology to support an application that was built by its engaged developers.
“M1 has consistently been a strong telco contender due to its ability to leverage technology to enhance its business competitiveness,” offered Tan Yen Yen, managing director of HP Singapore. “The HP OpenCall Media Platform offers an open, highly scalable, carrier-grade media platform for convergent network implementations and future advanced applications—bringing the agility and value of IT to service delivery while meeting the carrier-grade expectations that service providers demand.”
Initial glitches put pressure on the timeline
Although the solution runs smoothly now, there were some glitches during the implementation phase that placed considerable pressure on the committed timeline. For example, because the product was brand new, shipment was slightly delayed in order to further improve the system. Service activation to M1’s network also encountered challenges. Fortunately, HP’s global network of consultants provides a vast pool of shared expertise and knowledge that can address any implementation problems.
“We are very impressed by HP’s commitment to complete this project,” declared Scodeller. “In cases where problems could not be solved immediately, the company flew in foreign experts to assist—which goes to show how far HP is willing to bend over backward to help its clients successfully complete their tasks.”
M1 reaps benefits for today and tomorrow
The most direct benefit of the solution is the successful migration of different applications onto the HP OpenCall Media Platform. A consolidated IVR system makes it much easier for M1’s customers to access its various voice and data services. Also, the ability to create new applications over this open platform means M1 can work with different partners to create unlimited innovative services for its customers, with the 4D/TOTO representing the first of many new offerings to come.
Beyond enabling M1 to expand its service offerings, HP’s OpenCall Media Platform indirectly provides a platform to engage other vendors in the developer community to showcase their applications.
“We are constantly bringing new partners of HP OpenCall Media Platform to M1 so that new ideas and options can be explored and generated,” said Tan. “With the success of this platform, M1 is considering integrating with other IVR systems as well—this means we will have the opportunity to further expand the current infrastructure.”
The benefits if keeping it simple are innumerable.
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