End-to-end Solution is Template for Success

The search is over. No longer are network operators subjected to excruciatingly long product-development cycles that generate cookie-cutter solutions. Finally a customized template for success that frees them from proprietary shackles is just a click away.

Canvas iCON and Canvas CSP uniquely blend the performance of telecom with the universal ease of the point-and-click IT world. The result is rapid creation of value-added services that boost average revenue per user deployed in a strategy that cuts expenses as well as time to market.

Service creation in telecom has seized the fast lane aboard the proven application-development model that thrives in the IT world. Here a plethora of original products are continually built based on standardization and open architectures. Developers in one part of the world create applications for a mass audience they may never know, but with whom they are linked via a common communications network.

Telenity employed the same strategy in building its Canvas CSP (Converged Services Platform). Canvas CSP is designed with a graphical interface and open architecture common in the IT environment. This accessible platform allows network operators to develop applications in-house or to partner with third-party developers. With Canvas CSP, such collaboration can quickly snowball and form the basis of a mass-market development community. Instead of serving just one market, network operators can serve a world audience with rapid product proliferation.

“When you look at traditional value-added services in wireless and landline telecom, operators have been able to offer only a small number of new services every year,” explains Okan Azmak , Telenity marketing and business development manager. “In the IT industry, there are new applications coming out every couple of months for a variety of markets, from the enterprise to the consumer. This happens so quickly in the IT world because everything is designed to de facto standards and common operating systems. With Canvas CSP, we have brought the same strategy to telecom by opening networks for service creation. Our platform builds on existing infrastructure investments, but greatly shortens the product-development cycle.”

Another big part of Canvas CSP's appeal is the ease it offers for the integration of new services into the existing network systems, such as core network elements, OSS and customer-care systems. This streamlined functionality greatly reduces capital and operating expenses because once the CSP is deployed in the network, carriers do not have to replicate installation, integration and verification efforts for each new service.”

When Wataniya Telecom opened its Wireless World Application Development Center in Kuwait , it brought to the Middle East the latest technologies and the talent to realize untapped potential.

“Our goal with Wireless World is to bring to life the products and services envisioned by mobile content providers, service-creation developers, governments and private industry,” explains Andrei Torriani, chief product development and technology officer, Wataniya Telecom.  “We deployed the Canvas CSP, Converged Services Platform along with Canvas iCON (Intelligent Content Management Platform) so that the application developers can quickly bring form to the design that they have imagined.  So, although we are designing multimodal products that combine voice, messaging, e-mail and/or video, we can create them all from one platform and do so very quickly. This speed and versatility gives us a decided competitive advantage.”

The universal appeal of the Internet lies in its ease of navigation and the ability for users to simply customize online communications. Canvas iCON is built on the same principles.

Canvas iCON orchestrates all facets of content life-cycle management, from creation of content to publishing and billing, and all steps in between. This end-to-end support greatly simplifies the delivery of new products and services in a wireless format.

“We see a great deal more of personalized content creation,” says Nitin Patel , Telenity's director of marketing. “For example, the end-user can create his own ringback tone using Canvas CoolRings ™ . When a caller dials the CoolRings subscriber, the caller will hear preselected music or a message chosen by the subscriber rather than hearing a ring tone.

“Canvas CSP, iCON and the entire suite of Canvas products offer both revenue generation and cost optimization in the network,” says Azmak. “With Canvas products, operators can deploy a wide variety of revenue-generating, new services quickly, while they minimize their capital and operational expenditures.”