Overview
Eyeline Service Delivery Platform (ESDP) brings to life the idea of far-reaching and effective provision of mobile services. This means that ESDP boasts some distinctive capabilities.
First, it flawlessly integrates with virtually all existing billing and payment systems, including CAMEL based pre-paid billing systems and web based electronic payment brokers.
Second, it comprises the means to accumulate the information about users and their activities, systematize it, and store it in the form of user profiles and personal history, thus supporting personal relationship between a user and a service provider, creating positive user experience, and allowing for individual approach to services offering.
Third, ESDP is designed to give service providers so effective instruments to build services, that this task becomes feasible for out-and-out technology irrelevant companies.
System Architecture
The system architecture is illustrated in the picture below.
ESDP is made up of four big functional blocks:
Core
Core block performs switching, transitional storage, and control of data and message traffic between users and service providers. The following mobile technologies are supported: SMS, EMS, USSD, HTTP(S), Java, iOS and Android apps. A wide set of interactive scenario-based services with complex logic and deep menu structures are run simultaneously under the control of Rule Engine.
Charging
Charging block assembles all functionalities related to pricing and charging. The heart of the Charging block is Tariff Matrix where all content is categorized into Media Types (text, audio, video, app etc.) and Premium Classes. Each cell of Tariff Matrix is associated with a particular price. Flexible charging is done simply by shifting content ID from cell to cell according to the rule pre-defined by the administrator. For instance, the same ringtone can cost $1 in the day hours, but $0.5 in the night hours.
The charging data is then transferred to an MNO's billing system using CAMEL (in the case of pre-paid billing), or as CDR (in the case of post-paid billing).
Operation
Operation block comprises a range of functions related to service design, control, monitoring and logging.
Marketing
Marketing block offers a set of instruments to boost sales of mobile services. Personalization module collects all available data related to users and what they do. Sharp Ads makes it possible to insert short advertisements into messages on their way from service providers to users.
Core
Rule Engine
The very core of ESDP is Rule Engine. This subsystem performs all cross-connections of traffic (Aggregation Gateway) and maintains Rule-based service provision mechanism (Rule Enforcer). Support of Rules is a specific attribute of ESDP. Rule-based approach allows for construction of sophisticated service algorithms. It is an advanced system compared to primitive request-response systems currently employed by many mobile operators.
Rules are specified using a special XML syntax language. Rules can interrupt and modify data units going through Aggregation Gateway, create session and local variables, initiate charging transactions.
Service Adaptation
Service Adaptation subsystem is also known as Eyeline Mobilizer or SADS. This module provides easy means for creating and connecting services. It is specially designed to be used by organizations whose expertise does not encompass mobile telecom with all its technologies, interfaces and protocols.
Services with a rigid menu structure and minimum of internal logic can be created using a WordPress blog engine based Eyeline Mobilizer toolkit. Thus, the service is created as if it is a blog, where blog categories become the service menu tree, and blog entries represent the tree leafs containing information.
More complicated services are created as XML based web pages with additional functionality programmed in any convenient server side programming language. The second option is used in the cases when the service needs to access databases, perform calculations, make choices depending on user data, etc.
Even more complicated services can require special rules to be created and deployed in Rule Engine.
Services are connected to ESDP by HTTP protocol. Service Adaptation subsystem converts it to Rule Engine specific protocols.
Charging
Charging block incorporates all functionalities related to pricing of services and charging users.
Tariff Matrix
ESDP's charging ideology is based on Tariff Matrix, a three-dimensional matrix where the first dimension is Media Type (e.g. ringtone, picture, text, video clip, MP3 audio, app, etc.); the second dimension is Premium Class raising from Class 0 to Class N; and the third dimension is a mobile operator, category of users, or other entity to which the first two dimensions are applicable. In the cells of the Matrix information essential for charging, billing, and accounting is stored.
The structure of Tariff Matrix is visualized in the picture below.
Each plain of the cube matrix represents a mobile operator or a big bunch of users that can be grouped on a basis that ESDP can recognise (like the MSISDN country code). M1 (Singapore), Celcom (Malaysia), T-Mobile (Austria), and all operators in Hungary are taken as an example. Charging related information is located in the cell where a particular Media Type and a Premium Class intersect.
Price and Currency are used to define the cost of a particular piece of media. For example, in M1 network a Premium Class 2 video clip costs 3.5 Singapore Dollars.
Charging Mechanism
As per the arrangement with the operator, charging can be performed by generating a CDR record, communicating with the operator's IN platform through CAMEL, or sending an SMS message to the user. To charge the mentioned video clip using MT SMS method, a SMS short code 10402 should be set as the sender address of the SMS message.
Alternatively, E-Wallet charging mechanism can be used. In the latter case mobile operator does not take part in the charging.
Operation
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| Price | : | 33.5 USD |
| Stock Code | : | 123123123 |
| Shipping Time | : | 2 days |
Marketing
Nulla ultricies ornare erat, a rutrum lacus varius nec. Pellentesque vehicula lobortis dignissim. Ut scelerisque auctor eros sed porttitor. Nullam pulvinar ultrices malesuada. Quisque lobortis bibendum nisi et condimentum. Mauris quis erat vel dui lobortis dignissim.
| Price | : | 33.5 USD |
| Stock Code | : | 123123123 |
| Shipping Time | : | 2 days |
