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    Airwide announces enhanced MMS functionality to address growing use of rich media messaging applications

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    Airwide Solutions, a provider of mobile messaging and mobile internet infrastructure, applications and solutions, has today announced enhanced MMS functionality for the AirGate MMS messaging gateway. The enhanced MMS Direct Delivery functionality is said to be designed to help operators grow their MMS business by enabling them to support high-value performance intensive MMS applications, participate in mobile marketing and support the convergence of mobile with internet with social networking.   
     
    As a result of increasing demand for A2P and P2A MMS applications like goal alerts and mobile marketing, Airwide says it has enhanced the MMS functionality of its AirGate offering to provide a low-cost way for operators to support this demand while improving performance and QoS for all forms of MMS messaging. 

    The enhancements extend the connectivity and service management facets of the product with A2P MMS delivery, said to provide a cost-effective solution to the growing need for separately scalable A2P MMS capacity. Together with the campaign and reporting capabilities of AirGate, Airwide's messaging gateway is now claimed to enable a variety of new A2P MMS business opportunities ranging from mobile marketing campaigns to content services to social networking and user generated content. 
     
    According to Airwide, the advantages of using AirGate MMS for the direct delivery to handsets of application-oriented MMS messages include reducing costs by avoiding the expensive legacy licensing and hardware costs associated with conventional MMSCs and providing a superior user experience by segregating application traffic from person to person MMS traffic. The enhanced feature set meets customer and industry demand by providing separately scalable components. Enabling the MMS direct-delivery capability of the AirGate gateway is also said to provide an easy and cost-effective way to support application-oriented MMS traffic for operators. AirGate's functionality for VASP management and service delivery, combined with campaign and reporting capabilities, provides a solution for supporting high impact mobile marketing activities.
     
    "With high performance bulk messaging as provided by AirGate MMS, cost per message is reduced, offering an attractive way for operators to provide subscribers with interesting, useful and economical services in difficult financial times," said Chris Lennartz, vice president of product marketing. "Additionally, this component architectural approach extends Airwide's commitment to allowing operators to buy only the capacity they need when they need it. Since A2P traffic is separated from P2P traffic, each can be scaled independently of each other. This, for example, avoids the need to purchase excess P2P capacity in preparation for a spike in A2P traffic, while ensuring that all multimedia messages in a campaign or alert are received in the required time frame and with the required quality of service."