Recently, a few of us attended the IMS World Forum in Amsterdam. This was the first time Hiya has attended this show. We learned quite a bit, but more importantly, we confirmed that Hiya has a lot to offer the global IMS ecosystem. Network-based caller ID and spam detection is still a nascent market.
There were many takeaways from the show regarding the status of IMS deployments at various mobile operators around the world. Broadly speaking, there is a wide spectrum: some are “bleeding edge” innovative, others are focusing on optimizing the virtualization process, and still others are just entering into planning stage. This cut across mobile operator size and region.
However, one unifying theme did emerge across all operators: for the past 3-5 years, the overall focus of their IMS strategy has been about reducing costs. This is completely understandable because migrating to an IMS platform is not trivial. It is also “core” network. The complexities and associated risk are very large.
The “bleeding edge” operators appear to be deploying or considering the deployment of next-generation IMS services. For example, we saw one case study where Vodafone UK successfully deployed wifi calling. Others are deploying or looking at deploying Video over LTE (ViLTE) in the near future.
But this is just the head of the snake. The vast majority of operators are just now beginning to think about which innovative IMS services to deploy. It appears that the cost-reduction phase might be bleeding into a new, forward-thinking phase.
This is where Hiya can help.
Deploying caller ID and spam protection via the Telephony Application Server (TAS) enables a mobile operator to offer ubiquitous protection across all devices on the network, regardless of operating system (Android, iOS) or device (phones, tablets, cars, appliances).
At Hiya, we work with all industry-leading TAS servers and can deploy our services via a hybrid server/client model. We can even help the mobile operator build and deploy apps to help crystalize the value for their subscribers.
The backdrop to this are two related trends:
- The cost of perpetrating mass spam and fraud continues to go down. Consequently, more and more bad actors are spamming. It’s a truly global problem that client-only solutions are increasingly struggling to address.
- Regulators are beginning to respond. In the U.S., regulators have recently enabled U.S. mobile operators to block spam. Legislation in Congress is calling for even stricter measures. Similar trends are happening within the E.U.
At Hiya, we encourage all mobile operators to start addressing the growing spam problem sooner rather than later. We believe that network-based spam detection, anchored in industry-leading solutions like the ones we offer, would be a prudent first service to prioritize in this new IMS-enabled world. It would also go a long way towards building subscriber trust to reduce churn and maximize future monetization strategies.