Introduction
Unstructured Supplementary Service Data (USSD) is a technology unique to GSM. It is a capability built into the GSM standards for the support of transmitting information over the signaling channels of the GSM network. USSD provides session-based communication, enabling a variety of applications.
Technology
USSD is defined within the GSM standards in GSM 02.90 (USSD Stage 1) and GSM 03.90 (USSD Stage 2) document.
Key Attributes:
• USSD is instant session oriented, unlike SMS, which is a store-and-forward, transaction-oriented technology.
• Turnaround response time for interactive applications is shorter for USSD over SMS because of the session-based features of USSD, and because it is NOT a store and forward application.
• Users do not need to access any particular phone menu to access services with USSD - they can enter the Unstructured Supplementary Services Data (USSD) command directly from the initial mobile phone screen.
• USSD commands are routed back to the mobile network's Home Location Register (HLR), allowing for the virtual home environment concept – the ability for services (Based on USSD in this case) to work just as well and in exactly the same way when users are roaming.
• Unstructured Supplementary Services Data (USSD) works on all existing GSM mobile phones.
• Both SIM Application Toolkit and the Wireless Application Protocol support USSD.
USSD in Operation
In operation, USSD is used to send text between the user and some applications. USSD should be thought of as a trigger rather than an application itself. However, it enables other applications such as prepaid. In operation, it is not possible to bill for USSD directly, but instead bill for the application associated with the use of USSD such as circuit switch data, SMS, or prepaid.
Benefits of USSD
The primary benefit of USSD is that it allows for very fast communication between the user and an application. Most of the applications enabled by USSD are menu based and include services such as mobile prepay and chat.
USSD ‘Voucher-less' Prepay top-up
Why ‘Voucher-less'?
Today's voucher prepaid top-up system creates a lot of problems . Fort example:
- Environment – absolutely not environmental friendly. If the top-up cards are made of plastic – PVC. PVC is a toxic material and cannot be decomposed. Even if the top-up cards are made of paper, they attribute to the destruction of forest, etc.
- Cost – physical top-up cards need to be purchased. Besides, Operators need to pay for shipping, customs duty, storage, transportation, administration, etc. ‘High Cost'.
- Lead-time – from the generation of the ‘PIN' <Hidden Random No. – HRN> to the issuance of a purchase order to the factory, shipment, warehouse and distribution to main dealers onto smaller distributors, Operators need to keep ‘huge' stocks and plan very carefully ahead. That is tedious and locks up ‘cash' also.
- Logistics Problem – shipment (International and Local) delays due to weather, traffic conditions or unforeseen accidents could all lead to situations causing top-up cards to run out of stock. That means no revenue or even loss of subscribers.
- Flexibility – Operators cannot provide ‘small amount' top-up (Let's say 50 US Cent) due to the ‘high cost' of the ‘voucher' top-up cards. High top-up cost is one of the barriers preventing Operators to reach out to more low-end subscribers.
Besides, the existing voucher prepaid top-up system do not have some features that Operators would like to have. For example:
- Operators would like to trace where the top-up cards go;
- Know which parts of the country sell more;
- Which dealer is doing well and which not performing;
None of these types of important Market information could be provided by the existing systems.
Benefits of ‘Voucher-less'
- Gets rid of all the disadvantages of the ‘voucher' system – no top-up cards means environmental friendly, no cost, no logistics problem, more flexibility and yet able to provide important feedback to the Operator (Such information are very valuable for broad term planning) .
- Besides, no physical delivery of top-up cards means Operators could deliver top-up services to even the most remote corners of the country (Provided that mobile coverage exists). And, more people could apply to become a dealer (Only requirement is a mobile phone). That means, more ‘salesmen' for the Operators to promote their products and services and this can translate to having more Subscribers.
Also, the Operator can eradicate the headache of planning lead-time from the warehouse to the end-dealers.
Why Khmer Phone Solutions ‘Voucher-less' Prepaid top-up?
Our solution minimizes complications involved in such a change . We simply replace the ‘voucher' to our ‘voucher-less' (USSD) system without affecting the Operators existing administrative systems.
Operators simply generate the ‘PIN' and stores in the Database servers own by the dealers. <The dealers need to buy the ‘PIN', like buying the ‘top-up cards' to conduct their business.>
Khmer Phone Solutions will provide an USSD enable SIM Application Toolkit (STK) Menu to facilitate the process.
No administrative staff or system will be ‘troubled' (Except for those handling the physical ‘storage', ‘delivery'…of the top-up cards). No, dealers will be kicked away.
Simple Procedure
When a Subscriber approaches a dealer to ask for a prepaid top-up, the Subscriber places a USD10.00 note on the table and asks for a USD10.00 top-up.
The dealer, making use the USSD, enables a STK menu in his mobile phone (SIM Card) to make a request to the USSD and Database Server on the Operators' premise.
The request – an USSD command *100*0110100# <means to top-up 10 USD for 011 services> will be sent to the Server. The Server will process the request – to deduct from the balance in that particular dealer's account by USD10.00 and send a ‘PIN' to the dealer through the USSD.
The dealer will receive the ‘PIN' display on his/her mobile phone in less than a second;
The dealer collects the payment from the Subscriber and informs him/her of the PIN
The Subscriber then keys in the ‘PIN' and tops up on his/her mobile account.
More Benefit(s):
• This system could also be extended to all other Operators within the country; they can engage the Operator's system to provide top-ups on their respective prepaid services. Dealers will be happy to have more options with more prepaid options from the various Operators to do business with. Subscribers of different companies will be happy to have more convenient services. The Operator can collect a services/transaction fee for providing such a service and perhaps negotiate ‘credit' terms from the different prepaid service providers to enjoy interest-free cash-flow and even earn ‘interest' on the cash received.
• Operator with more than one type of service in their portfolio will benefit even more; in that all the different types of services can utilize the same systems to provide top-up.
Critical Observations
All the complaints and customer-service type of problems that the Operators are facing today are not going to be totally eliminated after engaging this ‘voucher-less' system. Here is a quick glance at the scenarios….
• If the USSD or Database Server is down. Same problem happens when the physical ‘voucher' could not be delivered to the POS. Ran out of stocks for whatsoever reason. The chance of the server being down is less likely than the likelihood of the physical cards not reaching the POS. Besides, it takes shorter time for the server to be fixed than for the physical cards to reach the POS in some areas.
• If a dealer keys the Wrong Command. A Subscriber had asked for USD10 but the dealer key an extra digit - USD100. The dealer should keep the ‘PIN' for future use and request for a fresh PIN. Similar situation as one when a dealer scratches a ‘WRONG' voucher.
• ‘PIN' not working – ‘PIN' could be duplicated or not working due to various reasons (Mainly human error - e.g., download the same batch of ‘PIN' to two different dealers in the database server). The dealer can keep the ‘PIN' number and call the pre-assigned ‘Customer Service' number to lodge a report. Operators can ‘refund' to the dealer to adding credit to his/her account.
Adaptation
• Like all new things/applications, there is a need to get adapted for it to become a habit.
• All the dealers need to be registered with the Operators (Register his/her mobile phone number for authentication). That is a definite advantage since Operators will be able to monitor and obtain important data.
What is Needed to Enable this Service?
USSD Server – to enable the process of USSD Command sent by the Dealers.
OTA Server – to enable the dynamic change of the USSD enabled STK Menu in the SIM Card.
Database Server – to store the ‘PIN' and transaction record to the Dealers.
System Integrations – to connect the above mentioned ‘Servers' to the system.
Success Stories
Globe and Smart Telecom in the Philippines .
We are committed to offer good solutions and support to enable our clients to be more competitive in their respective market place. Should you require further information, please drop us an email to info@Khmerphonesolutions.com |
