The GSMA has been hard at work with a number of mobile network operators and smartphone manufacturers to develop an innovative new communication service called Enriched Calling that will allow consumers to share content before, during and after calls direct from their smartphones. Enriched Calling makes calls more immersive and detailed with contextual information. Before making a call, consumers can insert a subject message that the receiver will see when the device rings, alerting them that they should pick up, for example, if the call is important. Callers can also send pictures or share their location or even a landmark before the call is even answered. During calls, users can share a whiteboard to sketch drawings and doodle on maps in real time when giving directions to meet. If the call is missed, enhanced call notification functionality makes it possible to leave a voice message.
The Rise of VoLTE
The interactive new service works over Voice over Long Term Evolution (VoLTE) networks and uses integrated Rich Communications Services (RCS) to create an immersive user experience that can bring callers closer together. Super-fast 4G LTE networks are the key to making this happen and the recent surge of global network deployments is helping operators migrate their services from circuit switched to all-IP communications. Indeed, the mass roll-out of 4G LTE networks has enabled operators to evolve their networks towards all-IP communications and enhance their SMS and voice service capabilities. GSMA Intelligence data highlights that over 40 per cent of the world’s mobile network operators have launched an LTE network, with global network coverage now exceeding a quarter of the population. GSMA Intelligence also predicts that there will be 450 standalone VoLTE networks and 300 RCS networks by 2020, providing a solid foundation for delivering IP communications. Although principally a VoLTE service, Enriched Calling is also available to users outside of LTE network coverage and is available natively or to download.
The GSMA’s Network 2020 programme works with operators around the world to reduce complexity and fragmentation and promote scale and interoperability with the aim of delivering better consumer experiences. This includes driving an all-IP communications agenda to accelerate the adoption of IP communication services for voice / conversational video and messaging, ensuring that devices and networks deliver a native, seamless global service.
To find out more about the GSMA’s Network 2020 programme, go to www.gsma.com/network2020.