Open EYELINE Platform

Powerful and efficient tool for the development, promotion and monetization of mobile solutions. Proved in practice.

The Purpose

EYELINE platform is intended for the development and operation of services for mobile devices on all types of platforms, including USSD / SMS / SS7, smart phones (Android, iOS), and the mobile Internet. The platform is based on many years of EYELINE experience in the telecommunication industry and provides efficient development, promotion and monetization of mobile services for almost any business. Using EYELINE platform, we have developed and implemented projects in telecommunications, mobile marketing and advertising, finance, banking, municipal management and mobile payments. Currently, solutions and services based on the platform service tens of millions of mobile users. The platform can significantly reduce costs for our customers in development and operation of mobile solutions for their businesses.

Platform components

EYELINE Service Delivery Platform

Tool for development and delivery of mobile services

A major problem in the implementation and operation of queuing systems using mobile devices is the peak loads that may significantly exceed planned average load. This is due to the wide scope and large user bases, and the uneven distribution of transaction load over time. Standard approaches based on the use of multi-tier architectures and relational databases as an operational data store, lead to unjustified expenses on computing resources, and the license database. Worse, such approaches may simply lead to unpredictability in the provision of services, up to unexpected failures.

Years of EYELINE and our customers experience, led to the need for alternative approaches to the architectural realization of mobile services for queuing systems. One of the new principles – a rejection of the relational database for storage of operational data and instead the use of specialized high-speed database of name/value kind (key/value DBMS).

EYELINE Service Delivery Platform is a platform for aggregators/providers of services and developers. Eyeline SDP can significantly reduce costs for the development and operation of queuing systems through mobile phones and tablets.

Open API platform includes: Stats API, Actors/Personalization API, Configuration API, Rules/Billing API, Transport and Service Adaptation API. USSD/SMS, HTTP/HTTPS are supported as transport.

Case Studies: MTS USSD services(*100#, *111# and others), Alfa Bank, Global USSD, InnomaNet/T-mobile, WATAGO Africa (all major mobile payment systems in Nigeria), the Government of Moscow (parking).


Tool for mobile marketing and advertising

Mass mobile services offer great opportunities for promotion and advertising. The difficulty lies in the fact that peak loads can be extremely high. Contact with the user may happen not only through the Internet, but also through SS7 channels (SMS/USSD). Traditional tools for online advertising can’t be used for promotion through these channels.

To solve such problems we created a platform EYELINE SharpAds. The first major project was the implementation of Unibalance for MTS – display of advertising on the balance inquiry. Balance inquiry in MTS (*100#) generates about 10 billion shows per year. This advertising must be relevant not to annoy users and give him valuable information. Display of advertising together with balance info has to fit into the time frame of one second, including automatic selection of the most suitable advertising banner for the user.

EYELINE Sharp Ads – open platform, which provides an open API to create external systems for advertising campaign management, an API for integration with the advertising and marketing aggregators, API for data analysis and subsystem polls and surveys (Intellectual Profiling System – IPS).

Case Studies: MTS (balance inquiry *100 #, *111# portal, Missed Calls Alert system), Yellow Pages/SMART in the Philippines and a cloud system for customer service Global USSD.


Tool for monetization of mobile services and mobile payments processing.

Today, there are two ways to search for the remote receiving payments from users of mobile devices:

  • Using bank cards with acquiring;
  • Mobile commerce, which allows users to pay through mobile phone account.

For a service provider, the following factors are crucial for success of remote payment acceptance:

  • Safety payment authorization, supported by the possibility of using more than a single factor for user verification;
  • Simple user scenarios to increase sales conversion and reduce overhead costs for operation and support;
  • The ability to withstand peak loads typical of queuing systems in mobile networks.

Internet acquiring using traditional scenarios for the PC is too complex for users of mobile devices: you must enter the card number, name, CVV code. The solution may be the use of recursively transaction card, when the parameters are entered only once. In this case, additional factors are required for verification of the user to reduce the risk associated with fraud. Standard approaches based on one-time SMS passwords don’t meet the requirements for the following reasons:

  • Unexpected delays during delivery of one-time passwords through SMS using standard connections in SMS store-and-forward technique. Thus sending a transactional SMS mode can cost the provider significantly more and may be impossible when connected indirectly to the operator;
  • The prevalence of smartphones based on Android makes this method risky from a security standpoint because Android allows third-party applications to read all incoming SMS. This opens possibilities for mass attacks using botnets. In addition, the traditional Internet acquiring complicated for users of conventional phones.

Using the payment from the account of the phone (m-commerce) provides a simple user scenario. However, there is an issue with the integration of different operators through various proprietary API, which increases the cost of developing and maintaining mobile services.

To find a right a balance between security, ease of payment of custom scripts, scalability and ease of integration with banks and mobile operators, EYELINE developed technology called tiPay (Telephone Interactive Payments). EYELINE tiPay can use USSD/SS7 for user verification during transactions. This automatically provides at least two factor verification: the first – a PIN code requested by the user, the second – IMSI or SIM card number, which must match the one used during registration. USSD has no disadvantages of SMS described above, while it is familiar to most users of mobile networks, due to the prevalence of USSD services among operators. EYELINE tiPay is based on EYELINE Service Delivery Platform to enable the mode of peak loads, and can be easily integrated with EYELINE SharpAds for advertising and interactive marketing.

EYELINE tiPay has an open API for integration with banks, payment systems and mobile operators, as well as an API for developers and service providers.

EYELINE tiPay can serve as a platform for mobile payment systems.

Case Studies: Alpha Bank (USSD portal Alfa-Click), Beeline (direct transfers of money), the Government of Moscow (payments for parking), several projects with Gazprombank, the international payment system CopernicusGold, registered in Singapore.

The Advantages

Why use an open Eyeline platform instead of developing mobile solutions from scratch?

  • Reducing labor costs and time of requirements gathering

    Reducing labor costs on requirements gathering can reach up to 40%, reducing the time up to 45%

  • Reduces labor costs and time to develop the architecture

    Labor costs for development of architectural solutions can be reduced up to 60%, development time – up to 80%

  • Reduces labor costs and time for development of software

    Reducing of labor costs can be up to 80%, reducing the time up to 85%

  • Reduces cost of supporting mobile solutions

    Reducing support costs can reach up to 60%

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EYELINE Platform