Thomas Näsström, product owner Multimedia Messaging at Ericsson, argues that messaging is a key offering because of its importance for end users, as well as operators. "Our leading market position in MMS, as well as IP-based messaging, lets us offer our large customer base new and future-proof solutions that are cost-efficient to operate and allow fast deployment of new revenue-generating services."

Ericsson's messaging solutions are completely integrated with its Service Layer offering, with shared components for all aspects, including directory, message storage, provisioning and so on. "This makes us unique when compared with our competitors," Näsström adds.

Ericsson is also one of few suppliers able to offer an end-to-end, carrier-class perspective in its service layer solutions. Näsström says this enables operators to introduce, adapt and withdraw applications quickly and efficiently: "It helps them manage the critical links between customers, applications and content in a multi-partner environment."

Offering attractive and unique messaging services often requires cooperation with a multitude of third-party application and content providers. Ericsson Mobility World has a portfolio of more than 1000 ready-to-launch applications, together with more than 100 partners.

Looking ahead, messaging services are predicted to evolve greatly, driven by new technologies such as IP Multimedia Subsystem (IMS), which enables the convergence of data, speech and network technology over an IP-based infrastructure. Näsström says: "IMS-based services will enable communication in a variety of modes – including voice, text, pictures and video, or any combination of these – in a highly personalized and secure way."

He calls the evolution of messaging into IMS "Ericsson's next-generation messaging" and explains it involves a layered, horizontal approach to messaging, where all aspects will be addressed – from notifications, text, voice, video and e-mail to a complete, converged messaging solution that will offer a highly flexible messaging system. He says: "The flexibility lies in the ability to meet end-user needs, as well as operator demands for differentiation."

Messaging over IP (MoIP) replaces today's legacy messaging systems and opens for the way for evolution to IMS. "Ericsson's MoIP system provides an excellent architecture, which reduces operational costs," Näsström says.

Messaging contributes to operator revenue more than just by direct charging. "Both voice mail and video mail increases call completion, and a good messaging system is able to retain users and promote traffic," Näsström says.

For operators who want to focus their efforts on making the most of their end-user knowledge by marketing attractive new services, Ericsson can run all the messaging operations, either in the form of managed services (in which the operator owns the hardware) or through hosting (where Ericsson uses its own equipment). Näsström says: "Our hosting offering provides operators with all the benefits of Ericsson's products without the hassle of owning and running them. We provide high-quality, reliable services and faster time-to-market of new services while reducing our customer's capital expenditures."

At Scandinavian operator 3, which recently signed a deal with Ericsson for a hosted messaging solution, CEO Shlomo Liran says: "Ericsson's hosted solution supports all our needs for delivering attractive messaging solutions to customers. This is a fast, cost-efficient and easy way to launch premium picture and video messaging services to our customers, allowing us to focus on further developing our business in other areas."