Internet boosts unified messaging: Wireless carriers turn to Web-based systems

Unified messaging solutions are set to take off, yet wireless carriers are cautious about moving forward. They are weighing the benefits of Web-based systems vs. other integrated platforms and choosing to outsource rather than host unified messaging services. But once the logistics are ironed out, unified messaging will be another way to keep wireless subscribers glued to carriers' sides.

"By offering integrated services with more [personalized] data, it will become a bigger deal to switch carriers," said Greg Heumann, director of carrier marketing with Phone.com.

In-house unified messaging solutions come in several flavors. Operators can implement large integrated systems or opt for Web-based solutions. Web-based options such as those introduced by Phone.com, Software.com and Voice Mobility add functionality not found in other platforms.

Such solutions allow users to send messages to different carriers' subscribers. Today, voice mail mirrors the early days of e-mail, when messages could only be sent to and from people within one networking group, said Mark Taguchi, director of business development and strategic alliances at Software.com. However, that is changing with the Internet.

"IP opened up the entire network for e-mail, and as voice mail moves to an IP transport, consumers will be able to exchange voice mail with anyone," he said. "Unified messaging has been around, but it is taking off because of the Web."

Heumann agrees. "There used to be closed proprietary systems that were not useful for [true] unified messaging, but the Internet has helped to change that," he said.

Software.com's unified messaging solution consists of Unix-based servers and other back-end components, including storage systems for subscriber messages. On the front end are access servers, Web servers and an application server, which connects to the storage systems. A subscriber's request to transport a message via the Internet through wireless or wireline communication is processed on the back end.

Phone.com's unified messaging strategy has evolved since its acquisition of @Motion and Paragon Software and, more recently, Onebox.com. Onebox.com was an application service provider with 2.5 million subscribers using unified e-mail, voice mail, fax and wireless-enabled communication applications. Those applications are based on IP, which will help Phone.com develop an enhanced unified messaging solution that carriers could use to outsource or on a stand-alone basis.

Voice Mobility also offers a Web-based unified messaging solution. Its technology includes one number for the office, home, cellular phone and pager and a find-me/follow-me feature.

"Service providers can benefit by having the ability to leverage a unified messaging platform to offer a one-number solution, which really migrates into a mobile-centric world," said David Grinstead, director of business development for Voice Mobility.

Carriers can host Voice Mobility's service by installing the company's application server, which sits between the public network and the Internet. Calls can be routed to the application server, where all of the end user's specified information resides, via the switch.

For unified messaging to take hold, simplicity will be key, Grinstead said. "The feedback we have gotten from carriers is that the simpler the user interface so consumers can access services, the better the uptake for unified messaging will be."

Operators should implement Web-based unified messaging now, Taguchi said, "because everyone eventually will expect access to everything from the Web." Web-based solutions also allow carriers to buy one mailbox at a time and ramp up as they acquire customers.

Despite the promise of Web-based unified messaging, incumbents might not implement these solutions because they often have legacy equipment that supports standard unified messaging.

Verizon Wireless, for instance, is exploring Web-based and platform-based solutions. Its decision depends on which solution can deliver the most features seamlessly, said a Verizon spokeswoman.