• The need for an advanced gateway for content providers who are reluctant to develop complex interfaces to platforms like SMSCs and MMSCs.
• The need for efficient content management.
• The need for advanced content adaptation for mobile devices.

CallUp MMP is an ideal add-on to any 2.5G or 3G mobile network and shortens the time needed to establish new services.

The CallUp Mobile Marketing Platform runs over the CallUp Delivery Platform. The Delivery Platform has been specifically designed to manage Application to Person (A2P) Services such as MMS, WAP-Push, e-Mail and SMS ─ in a wireless network.

Bandwidth Management
At the core of CallUp Mobile Marketing Platform is a real-time traffic controller that allocates and manages the bandwidth of the managed services. Prior to the implementation of Callup's MMP, Multimedia Services were subject to delivery bottlenecks and uncertain quality of service (QoS). CallUp MMP provides better control of the allocated MMS and WAP bandwidth and increases overall throughput. MMP performs backward and forward traffic throttling.

Time-Sensitive Load Management

• Organizes and processes bulk messages in an allotted time and throughput
• Senses the load on SMSC, MMSC and WAP-Gateway to optimize network traffic 

CallUp Multimedia Accelerator (MMX) and Bulk-MMSC
CallUp MMX and Bulk-MMSC components of the MMP offload A2P traffic from the current infrastructure and address the following needs:

• The need to bypass current WAP Gateway and MMSC bottlenecks.
• The need to measure and allocate, in real-time, the bandwidth utilized by P2P transactions vs. A2P transactions.
• The need for inexpensive high capacity WAP Gateways and MMS-Centers to accommodate dedicated MMS traffic originated by value added service providers.

Multimedia Content Adaptation and Transcoding
VASPs can optimize content delivery by pre-transcoding it prior to delivery and previewing for selected types of mobile terminals. MMP places the ready-to-deliver results in cache.

Transcoding is done on a per device or per device group basis. If a piece of content is transcoded it is also cached and will not need to be transcoded again unless the retrieving device is of a different type. The transcoder supports all standard multimedia formats.

VASP Management
CallUp MMP integrates seamlessly into an operator’s network as a standalone or full intergraded component. The MMP provides the ability to define and manage network load and ensures pull and push (bulk) content delivery at any band-width constraint. The MMP insures that the Operator, the VASPs and the subscribers obtain the maximum level of service at all times.

Operators have full control of the load produced by content providers:

• Access authorization, communication encryption
• Validating IP addresses of connecting VASP
• Validate type of network resources and delivery services that can be used
• Enforce maximum content and message size
• Ensure maximum transactions per second
• Control private or global subscription lists
• Check for maximum messages in queue (for delayed delivery)
• Enable / Disable image processing functionalities such as pre-transcoding, and logo embedding

Download CallUp Mobile Marketing Platform Brochure