Mobile Personalization

Multiple access technologies are on fire, and mobile operators are keen on cashing in by making investments that will lead to maximum customer satisfaction.

 

To keep with telecom trends, Mobily, one of the premium mobile operators in the world, forged a partnership with Bridgewater Systems (News - Alert), a mobile personalization services provider, to manage its smart networks, applications and subscriber policies across the Middle East.

 

On implementation, the solution will enable the company securely authenticate and authorize subscribers and provide critical accounting functions.

 

Mobily is the largest provider of mobile broadband in Saudi Arabia. The company has chosen the Bridgewater Service Controller and Policy Controller to manage mobile data growth across its WiMAX, and Wi-Fi networks. Samsung (News - Alert), Mobily's infrastructure partner is going to help the company in implementing the solutions.

 

“Mobily operates the largest and busiest mobile broadband network in the Middle East,” said ,” Abdulaziz Al-Tamami, COO, Mobily said in the press conference at Barcelona. “We selected Bridgewater due to their unique ability to provide a highly scalable control plane solution that enables us to manage mobile data traffic growth and deliver new services across our HSPA, WiMAX (News - Alert) and Wi-Fi networks.”

 

Mobily, as one of the fastest growing mobile operators in the world currently enjoys a customer base of over 18 million subscribers and more than 1 million active HSPA subscribers. The company – which had previously been deploying the solutions in its WiMAX and WiFi (News - Alert) networks with plans to integrate with the HSPA, has selected Bridgewater's subscriber, service, and policy control solutions to manage mobile data growth across multiple access technologies.

 

Bridgewater’s solution is going to benefit the Middle East’s mobile operator giant in a number of ways.

 

Besides helping the mobile operator implement smart subscriber services, it will provide a better grip over policy controls to manage the complexities of exponential mobile data traffic growth, as well as millions of subscribers, devices and applications.

The solution will also help Mobily establish a centralized control and policies across multiple access networks. This will help it optimize and seamlessly offload mobile data traffic across different networks, as well as enable service portability.

 

It will also help the mobile operator deliver innovative pre-paid services including metering based on bandwidth (Gb/month) or time (minutes of use), and casual usage such as a roaming or application day pass.

 

With the help of Bridgewater’s solutions, the mobile operator giant plans to rapidly launch services through over-the-air provisioning of subscribers and devices without having to visit a store or call customer service.

 

David Sharpley (News - Alert), senior vice president, Bridgewater Systems, said he is confident that Bridgewater’s solutions are going to make significant value additions to the range of services offered by Mobily.

 

“Mobily's multi-access approach to delivering mobile broadband services is truly innovative and provides subscribers with a superior and seamless mobile data experience,” Sharpley said. “Subscribers benefit from new mobile data services and Mobily can have confidence that their network will scale to meet the challenges of huge data growth. Bridgewater is delighted to be partnering with Mobily as they expand their network and service offerings.”