Design And Practice Of MMS Marketing Platform For Guangdong Foshan Mobile Co.

With the rapid development of modern mobile communication technologies, Mobile value-added service (VAS) is increasingly becoming one of the mainstreams in mobile communication, for example, the Short Message Service (SMS) and the Multi-media Message Service (MMS). These value-added services have brought the telecommunication business to a new world.In the entire mobile value-added service market, the services run by the telecommunication operators themselves have become the dominant force and occupied a large part of the market share. It benefits the maintenance of the discipline for the Service Providers and so that, the telecommunication operators could also give the Service Providers the guideline of the market trend. However, the existing MMS product sales & marketing platforms in the operator have some problems. For example, the life period of the product is too short, there are too many product lines and too many products in a product line, the management cost of the products is high, the development cycle of a product is too long, and the platform itself is not that stable. If these problems remain, the value-added services market has no way to become bigger and stronger. And the problems would even become the obstacles that would stop the mobile communications industry moving forward.This paper presents the solution of building a MMS product sales & marketing platform to support the operation of the self-own MMS service in a telecommunication operator. It illustrates the problems encountered by the operator and the service providers in the development of the product and the business model of its running. Furthermore, this paper provides an in-depth analysis on RUP and its main features. By investigating its two-dimensional structure, and comparing with other methods, an overall solution is proposed based on the requirement and the characteristics of the platform. We used RUP as our project implementation methodology with slight modification to fit our applications. And we achieved a satisfactory result after several iterations. From this project, we built a system with improvement in stability, flexibility, scalability, accessibility. The efficiency of product development is also significantly improved. And, the cost of management and maintenance is cut down a lot.