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Messaging SWAP and re-engineering: A case study by TeleDNA

February 11, 2015
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Established in 2001, TeleDNA is a leading global value added services (VAS) infrastructure products company. The following case study is one of the many testimonies wherein TeleDNA has stood up to client’s challenges and provided timely, cost effective, innovative and superlative customer experience. This is well reverberated and reflected in the TeleDNA way of executing and achieving work programmes.

The client featured in the case study is a leading Indian mobile network operator with a subscriber base of about 70 million and its corporate headquarters in Gurgaon and registered office at Chennai. The operator offers spectrum of services ranging from voice to messaging and data services on possibly all known (prepaid and post-paid) platforms. It offers services pan India with fast track data services on 3G, broadband wireless access (4G) and on EDGE spectrum platforms. The Operator has been pioneering in VAS play and instrumental in driving the democratization of VAS data through its varied data packages.


The Operator was facing challenges around effectively integrating services across multiple vendors offering similar services in their messaging set-up. The Operator needed to achieve high levels of performance by effectively planning and organizing towards strategic and operational goals.

• Operational costs and hardware footprint was a major concern.

• Profit per SMS for the operator, was declining significantly in terms of both revenue and volumes. This required immediate mitigation.

• Further operator’s adherence to the Telecom Regulatory Authority of India (TRAI) guidelines within a stipulated timeframe was a major requirement on their part.

TeleDNA worked with the operator to replace the incumbent systems with the new system from TeleDNA and achieved stupendous growth through excellence and innovation for them. As a corollary to the foregoing, the case study is structured around re-engineering operator’s messaging infrastructure i.e. SMSC and Policy Manager. For ease, this project’s scope has been divided into the following different segments as enunciated below:-

The existing vendors’s SMSC SWAP in North and East.

• Policy Manager Gateway with A2P Bulk SMS TRAI Regulations Support viz. DND, CLI enforcement, Restricted time of communication (Between 0900 hrs to 2100 hrs) with subscribers using any of bearer (SMS, OBD, USSD, WAP etc).

Solution and Value Proposition

TeleDNA successfully managed to enhance the operational and business model efficiency by re-architecting and capacity augmentation of Operators’s messaging network in a span of merely 2 and half months. At the same time TeleDNA delivered outstanding services and providing a consistently higher level of customer service across pan India Circles.

Some of the Salient takeaways are as follows:-

Mark of impeccable success - No business interruption:

Successful SWAP of an Online and concurrently heavily used complex legacy SMSC with no business interruption.

Mandate executed in a record time:

Successfully deployed the entire system in a record two and a half months including implementation of a complex Policy Manager as well replacement of SMSC with augmented capacities.

Superlative resource and financial management:

The entire project executed in the most resource and cost effective manner as there was no new hardware cost. A very meticulous usage of the same was done in SWAP and augmentation as well. Further, TeleDNA swapped the existing vendor’s TPS capacity with floating licenses PAN India and consolidated the messaging licenses to avoid separate upgrade paths for TeleDNA Products. This led to huge financial savings and resources management at the Client’s end.

Fully compliant systems:

Implemented the policy managers which abide to the Regulator’s directives in a record time to save upon punitive damages and/or cancellation of telephony license of the Client. It helped in providing the operator great efficiency in communication to its customers through capacity enhancement and ensuring relevant promotions to focused customers leading to a superlative connect and experience.

New business and revenue opportunities for clients:

With a slower growth witnessed in the messaging business, augmented messaging capacity has offered new vistas to the Client viz. commercial bulk messaging and other new business focus areas.

Flexible licensing models:

Created a complete flexible licensing model across SMSC deployments to convene the explicit business needs of the operator.



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