The new sicap solution works by tagging an advertisement into the “USSD tail” or the number of free characters left after a USSD message body. A specially designed sicap server intelligently inserts advertising messages according to subscriber profile, message history and assigned priority of advertisements.
Mobile operators can exploit the USSD tail of a multitude of existing, widely used services, capitalising on both volume and scope.
“The popularity of USSD messaging services opens up tremendous potential for advertising. Considering that our solution can be scaled to meet 5 000 USSD requests per second, the USSD tail solution constitutes an extremely attractive revenue stream,” said Mr. Lorenz Ruosch, Technical Shared Services Director of sicap.
Subscribers have a choice of over 2 000 USSD menu items, with the very popular free-of-charge balance checks and subscription-
For the operator, the financial gains are not offset by any technical challenges or network capacity strain. When subscribers request information from their handset menu, the USSD tail simply fills up the otherwise wasted space, without causing additional load on the network.
Sicap, innovator and pioneer of USSD-based services has already deployed its USSD Menu Browser (UMB) in more than 20 networks Worldwide.