SMS, MMS, voicemail, email and instant messaging – they are all applications we use daily, but in different ways and via different interfaces. Would life be simpler for consumers and operators alike if we could just use one common intuitive interface for everything?

Recent experience has shown, that contrary to first belief, different varieties of messaging applications such as SMS, MMS, email and IM do not actually compete with each other, nor do they in fact cannibalise each other’s traffic. In fact, each individual messaging technology serves a different propose, tailored to meet a specific communication need.

However there are still barriers to wider consumer adoption. Why? – Quite simply, each messaging interface is different and requires complex learning in order to operate successfully. This scenario, combined with the ongoing operator challenge of marketing and supporting all of the individual messaging technologies at the same time, has resulted in the launch of many new innovative applications and services being untargeted or even held back.

But it doesn’t have to be this way. The tools are already available to unite our use of messaging technologies through an intuitive messaging experience. Integrated Messaging holds the key to offering operators a valuable opportunity to drive increased usage of enhanced messaging services as we embark on the IP revolution.

What does it all mean? A simple and intuitive way to communicate

Imagine this…. Patrick sends an SMS message to Anna from his mobile, Anna is currently at her PC and sees this message on her IM profile – Patrick is completely unaware of this. Anna continues to chat to her friend from her computer IM system…Patrick sees these messages as text messages on his phone… The integration of the communication means is completely transparent to the users.

The integrated world of messaging is available now – ready and waiting for operators to harness the new revenue and usage power and for consumers to seamlessly communicate with each other – from PC to mobile and visa versa – email to MMS, SMS to MMS, IM to SMS – all combinations and many communication opportunities.

For the users, the entire communications experience will be enriched and become even more familiar and convenient then ever. They can be completely unaware of the technology re-directing and technically translating their messages to the format preferred or being used by their conversation partners – all they see is their messages displayed in one single in-box and all their addresses in one simple address book.

In addition, in a world where community-based usage platforms are becoming increasingly popular and the immediacy of the internet is paramount, integrated messaging offers real-time presence based communication not dependent on device or location.

Experience the benefits of the converged IP messaging world

Industry analysts agree that Integrated Messaging is set to drive the global uptake of next generation messaging applications, by improving the complete messaging experience with enhanced interworking across various services, networks and terminals.

Operators are already becoming excited at the prospect of Fixed Mobile Convergence (FMC) and the advent of IP technologies which promise to increase communication diversity and open the doors to new revenue opportunities.

Integrated Messaging solutions can enable operators to commence convergence and maximise on the revenue opportunities available – bridging the gap to the IP revolution they will ensure that messages are delivered by the optimal delivery method in accordance with recipients’ device and network capabilities, presence status, and pre-defined preferences while ensuring future-proof migration to next-generation integrated IMS networks.

Next generation messaging platforms will leverage the power of IMS to integrate fixed and mobile communities and integrate diverse messaging platforms, but operators must also consider how to protect considerable investments in today’s messaging solutions.

Making the most of existing services and infrastructure

Operators should look to an Integrated Messaging portfolio that fully integrates with existing networks and services. By doing so they can immediately deploy new integrated services such as voicemail to MMS, email to MMS and instant messaging to SMS – and take full advantage of the additional potential revenue opportunities available now. Comverse’s approach enables operators to leverage their existing messaging infrastructure investment while providing a bridge to IMS messaging.

The future is integrated

Operators should look to trusted partners and vendors in order to enable them to achieve their ultimate goal of joining the IP revolution. By integrating messaging solutions now, operators can not only maximise the revenue of existing technologies, but also maintain and reinforce customer loyalty, so when more IP related services are available they have an eager subscriber base ready to purchase them. Most importantly Integrated Messaging solutions bridge the gap to fully IP converged communications where IMS standards are the norm – making convergence a reality now and not a fictional vision for the future.

Eitan Achlow is president, Comverse Asia Pacific