Submitted by Mike Grenville on Wed, 26 Sep 2007 14:38

Operators can now be sure that the multimedia content sent to phones will actually work on the specific device with a new solution from Airwide.

Airwide’s device intelligence solution enables operators to deliver device-appropriate content optimized for specific handsets, and improves the performance of MMS and other mobile marketing campaigns via the pre-transcoding of messages.

"Since a large percentage of handsets are sold in retail stores, historically operators have lacked visibility into the devices on their network" said Vince Kadar, CTO of Airwide Solutions, "making it difficult to plan mobile marketing campaigns and predict whether the introduction of new applications and services would be successful". Airwide’s device intelligence lets operators learn exactly which devices are currently in use on the network and by whom, and whether a subscriber’s device has MMS capabilities so they can better target optimized content to the appropriate audience.

The solution also offers demographic trend information including the top 10 device “make and models” used on an operator’s network, the fastest growing device make and models on the network, rate of penetration of new devices and the rate of device turnover.

With this information operators can gauge subscriber readiness to predict which applications the market will adopt, avoiding unnecessary costs of introducing new services on speculation.

The product will be available in Q4 2007 and requires the use of AirGuard EIR.