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It would seem as if the popularity of USSD (Unstructured Supplementary Service Data) is on the rise. Business owners are shifting their focus from SMS to USSD Push and Pull messaging as a tool for marketing and client communication. But what does it mean mobile operators? The world of technology is one of sink or swim. New mobile hardware and software are produced on a daily basis and everyone, from the guy who sells phones in his shop to the various network operators and technology-hungry users, have to keep up or lose out. There is no doubt that use of Unstructured Supplementary Service Data is on the rise – just take a look at mobile chatting, prepaid recharge, mobile banking etc. According to a white paper published by Aricent (USSD: a communication technology to potentially oust SMS dependency) modern USSD services are rapidly transforming the “Telecom Cloud” into a “Service Cloud”. “Modern operators see their stature quickly changing from Mobile line providers to Innovation supermarkets, always wanting to provide new and easy network services and applications.” Users are benefitting from this kind of service, but mobile operators can as well. Because it has several advantages as a bearer technology, operators can expect the following benefits: Cost efficiency: USSD uses existing SS7 protocols, thus nothing new is needed to make the service available to users. The interactive menu allows for a self-service much like that of an IVR (Interactive Voice Response) or human consultants, thus eliminating the need for unnecessary employees. Real-time responsiveness: operators can provide services that are quick and easy to use, resulting in more satisfied clientele. Revenue creation: Unstructured Supplementary Service Data are flexible and can easily be modified or adapted. This could help mobile operators to become trend setters and roll their services out faster than their competitors can. This will in turn increase their revenue, because they can easily accommodate impulsive and time-driven clientele. USSD Push and Pull messages are proving beneficial for all parties involved. There is no doubt that mobile operators offering these kinds of services will find themselves at the forefront of wireless communication services. About the author: Thalia Brüssow is a copywriter for the WASP Integrat Mobile Aggregation Services specializing in USSD services in South Africa.
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USSD, Unstructured Supplementary Service Data, Integrat,
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