Miss Call Service
Source：DONJIN Date：2016-06-23 Click： Second
I. Background of Donjin Miss Call Service
Miss call (secretary desktop) service refers to the case that when a phone user is unable to receive phone calls due to certain reasons (e.g. No answer, power off of a mobile phone, out of service area or inconvenience to answer a phone call, etc), the system will automatically record the information of an inbound call in the event of such a call and advise the user of such information in a certain way so that the user can acquired the missed information instantaneously. A means applicable to the precise marketing of telecommunication operators, the miss call service can serve as an important measure in the form of value-added service to improve the service quality and enhance the user satisfaction.
1.1 Demands of Telephone Users
Now, basic telecommunication services have become indispensable and important means for people to exchange and communication information with each other and in particular, telephone services have been infiltrated into every corner of daily life to influence the human life, work and entertainment. In correspondence with the fast economic development in our nation, there has been an explosive growth in the information traffic as well. On one side, the surging emergence of a voluminous amount of bad or good information has forced people to filter and sift such information to improve the individual working efficiency, while on the other side, the ephemeral existence of opportunities in the modern society has led to the greater and greater dependence of people on information communication. For people like a busy business person, they tend to have no ideas as to when some critical phone calls will be incoming, and even if one of such critical phone calls is missed, the expense thus incurred would be quite substantial.
Nowadays, incomplete basic telecommunication facilities (e.g. Blind signal points in mobile base stations, etc) and complexities of working and living environment (e.g. on airplanes or in conferences, etc) have largely increased the likelihood of people to miss some inbound calls. Should they be able to learn about their own missed phone calls instantaneously, they would be possible to minimize the risks of missing opportunities.
While making a phone call in the event that the opposite party is in a state of “ power-off" or “ out of service”, people would be often likely to: repeatedly dial up the called party until this party is power on or returns to the service area, thus wasting a great deal of valuable time intangibly; or eventually give up the phone call after a number of dials so that the communication is forcibly interrupted and efficiency is decreased. Therefore, people would also like to know about the most recent status of their own dialed phone calls instantaneously.
In face of possibly missed calls, the Miss Call service can depend on its technical means to transfer the relevant information timely to its users so that they can learn about such likely missed calls.
1.2 Demands of Telecommunication Operators
Recent years have witnessed the unprecedented development of basic telecommunication services and in particular, mobile communication services in our nation. By the end of first quarter, 2006, the number of China Mobile users has amounted up to 400 million, while the number of users owned by China Unicom will be also in excess of 200 million. Despite of such substantial increases in the number of users, however, operators have encountered a severe problem of no increase in their revenues. How to enhance the ARPU (Average revenue per user) of these users and thus take the full advantage of existent network resources to raise revenues would thus be an issue that operators must resolve.
In view of the development in recent two years, value-added services and data service have become critical means for operators to increase the service values, and can therefore, serve as the important paths through which to improve their service quality, attract users and enhance their own competitiveness.
Considering that relevant state agencies remain prudential about the construction of 3G networks, digestion of the currently available networks has become an issue of top priority for operators. Should a user be called in the event of power-off or run-out battery of his/her mobile phone and incomplete network coverage signals, there will be no normal connect-through of such a call. As far as the operators are concerned, such a case would not only produce a waste of their system resources and decrease their call completion rate, but also result in the drainage of their call traffic that gives rise to substantial losses in their service revenues. Therefore, solutions for the issue of Miss Call service would be of great and realistic significance for the revenues of operators.
In correspondence with the burgeoning development of mobile communications, the mobile trend of local phones has been increasingly magnified, and the MOU (Monthly average traffic) of local mobile phones has been continuously increased, whereas the MOU of local fixed telephones has been rapidly decreased. Due to the substantial increase in the number of low-end users and intense market competition, the ARPU (Average revenue per user) of fixed network communications has been sharply declined as well. As there tends to be a slower speed of development of fixed network users, the profit space of this network has become growingly narrower, where the Miss Call processing service just functions as a value-added voice service that can either improve the service quality, or create revenues.
II. Introduction of Donjin Miss Call Service
The Donjin Miss Call service is designed and developed by the Shenzhen Donjin Communication Technologies Co., Ltd in particular relevance to the demands of both the telecommunication service users and operators, while this service can provide not only the called party services, but also the calling party services, and can provide services to either the mobile users, or fixed network users, so that a lot of problems in face of users and operators can be ironed out radically.
2.1 Introduction of Use of This Service
2.1.1 Modes of Miss Call Service Notification
Service objects of the called party service of Miss Call service are the called parties, and when a called party can enjoy the Miss Call service, the system will provide 3 modes of Miss Call service notification that are the voice mail mode, SMS mode and outbound call mode respectively.
126.96.36.199 Voice Mail Mode
The voice mail mode refers to the case that a user can dial the voice mail number to enter into the voice mail system, where he/she they can extract the messages ( the system can play the number and time of messages). After he/she listens to the messages, the system can prompt him/her to select to relisten to the messages, delete the messages, listen to the next message and exit, while the called party can base on different cases to select different options. Meanwhile, a user can set up or modify a password for his/her own voice mail to ensure the privacy of his /her personal information. The user can listen to the original password, and after this password is modified, the system will play the contents of new password by way of voice synthesis and the modified password will become valid after the user’s confirmation, where the password will have a length of 4-8 variable digits and will be composed of numbers 0-9. The called party can set up greetings and can record his/her name or greetings to play before the messages.
188.8.131.52 SMS mode
The SMS mode can be applicable to mobile networks (e.g. GSM and PHS), and when a user can use the Miss Call service, the system can timely deliver a SMS notification of Miss Call service message to this user, e.g. “ Number xx has called on you x times before xx minutes xx O’clock on xx (Month), xx (Date), and the owner is looking forward to your callback. Please contact with him.”
184.108.40.206 Outbound Call Mode
The outbound call notification refers to the case that the system platform will use the telephone number as designated by a user to call and send a notification to this user. There are two instances of the outbound call notification mode, one of which refers to the case that there will be an immediate hang-up after an outbound call is sent, while the number and time of Miss Call Service will be prompted in the caller ID display of the user; and another refers to the event that when the Miss Call service is generated for a user, the system platform will periodically send outbound calls to the user designated number until this user picks up the handset. After the user picks up the handset, the system will play a voice notification to this user of relevant Miss Call service information. The user can also set up the voice mail as an outbound notification of messages. After the user sets up this function, the system will call on the user as per the set notification mode in the case of any new message in the voice mail, until the user takes away the message.
2.1.2 Calling Party Operation Mode
In the event that the calling party dials the telephone number of called party that has applied for the Miss Call service and this called party is in the state of “ power off”, “out of service area”, “busy” or “ no answer”, the switch will automatically transfer the phone call to Miss Call service system platform, which will count on the signal exchange with the switch to acquire the calling and called numbers, check the service information of called party, and play the corresponding prompt tone. In the case of a called party that has applied for all the Miss Call service functions, the calling party will hear such a prompt tone as-“The subscriber you dialed can not be connected for the moment. If you need the Miss Call Reminder Service, please press keys to select after the tone. Otherwise, please hang up directly (2 second silence). Tone. Press 1 for leaving a message, press 2 for leaving the number of this telephone, press 3 for leaving other telephone number, and press 4 for operator service.” If the calling party selects to press 1, then this party will hear the system message prompt tone or greetings from the owner, and at this moment, the calling party can leave a voice message. Message time is over, or press any key to stop the recording. The system can prompt to relisten to, rerecord or cancel the message left a moment ago, where the calling party can select different options; If the calling party selects to press 2, he/she can leave the number of his/her own telephone. If selecting to press 3, he/she can leave another number. If selecting to press 4, he/she can be transferred to the operator service. If this user selects to hang up directly, then the result will be as same as if he/she selects to press 2.
In the event that the called party is a mobile network user, the system can also provide service to the calling party, i.e. notifying the calling party of the information that the called party is power-on or enters into the service area, or his/her phone call is over when the latter is power on. In the event that the calling party calls on the called party but the latter is in the state of “ power-off” or “ out of service area”, the calling party will hear a prompt tone from the system and will have such options as: “ The subscriber you dialed can not be connected for the moment. If you need a reminder of his/her power-on, please press 1. Otherwise, please hang up directly.” In the event that the called party is power-on or re-enters into the service area, the calling party will a short message with details as" the subscriber you dialed at XX minutes, XX o’clock, on XX (Month), XX (date) is now power-on. Please contact with him”.
2.1.3 Service Registration and Cancellation There are 4 modes of registration and cancellation of this service, which are the IVR mode, Web mode, SMS mode and operator mode respectively.
2.1.3 Other service functions
In addition to rendering the basic missed call service, the Donjin Miss Call Service would supply the following functional services as well:
? Live agent service: a kind of humanized interaction between users and system, which can provide more complex services for users.
? Secretary functions: Alert service, appointment service, operator service.
? Blacklist: The called party can set up a blacklist and no service will be provided to the users listed therein.
? Information inquiry: Providing multiple ways of information inquiry, such as SMS, Web, WAP and IVR
? Owner’s message: The called party can set up the Owner’s message function, where the system will play the voice message of called party in the event of ringing timeout.
? Privacy protection: Protecting the status information of your own telephone under specified conditions.
? Priority of calling party: When this service is activated for both the calling and called parties, the service characteristic will be set up as priority processing of calls from either the calling party or called party.
? Operation support functions: functions such as billing, call ticket statistics, call ticket inquiry and management.
? Service management: Supporting such functions as system management and customer service while flexibly defining the management rights.
2.1.5 Service management of users
Users can manage their own services in the following 3 ways:
IVR mode: A user can directly dial the service access number(s) and follow the voice prompts to carry out related operations such as the activation or cancellation of this service, setup of password(s), setup of owner’s message(s),management of remote telephone(s), setup of blacklist(s) and white list(s) and extraction of voice message(s), etc.
Web mode: Users can log onto the web site of Miss Call Service via computer terminals to not only inquire about relevant information, but also listen directly to messages, so that it will be convenient for users to manage their own information. Users can also log onto the system to complete the operations of service management via any WAP supporting mobile phone.
Operator mode: users can complete any operation associated with their services via the seated customer service staff so that the utilization of their services can be even more simplex.
2.2 Introduction of Service Charges
The Donjin Miss Call Service can provide flexible means of billing.
2.2.1 Billing on the calling party
After the call of calling party is accessed, there will be no billing in the event of a direct hang-up but the billing will start after the tone ( It can be also designed that there is no billing for the call(s) of calling party), so that any user complaint can be avoided. While there will be no billing in the event that a user’s call is accessed and directly hanged up (or no billing for inbound call), the huge number of users of this service would lead to a vast number of calling party callbacks as well that would increase the call completion rate instead and would create better economic benefits to the operators as a result.
2.2.2. Billing on the called party
Donjin Miss Call Service can base on the different service reminder modes to carry out the separate billing or combined billing.
For a called party with the voice mail, it is possible to charge a voice mail use fee usually in the range of 5-20 yuan per month. In the event of SMS reminder mode, it is allowable to base on actual situations to adopt either the flat monthly fee or a charge as per the number of messages. For the IVR mode, a basic communication fee will be charged, and for the voice mail mode, it is allowable to either charge a fee independently, or charge the expense for this mode in combination with the SMS mode. Anyway, flexible charging modes can be helpful to the promotion and operation of this service.
III. Realization of Donjin Miss Call Service
3.1 Bearer Platform of Donjin Miss Call Service
The Donjin Miss Call Service is based on the Donjin Miss Call Service Platform to provide the value-added services.
The Donjin Miss Call Service Platform can provide for Miss Call Service such functions as signaling connection, voice play, voice recording, voice-on-demand, SMS, outbound call, IVR navigation, seat, user management, platform maintenance and so on.
Web 服务器-Web server
帐务系统- Accounting system
东进秘书台业务平台- Donjin Miss Call Service Platform
The Donjin Miss Call Service Platform adopts a telecommunication-level basic platform of large capacity and high stability, where a single platform can be accessed with a maximum number of 64 E1s. Such platform employs the core signal acquisition, voice media processing and switching technologies of Donjin Tech, provides the whole process of Chinese No.7 signaling, and supports the ISUP signaling, thus featuring fairly stable signaling reliability and connection speed. The platform adopts the solutions connected to the SMS gateway to support such two types of connection as SMC and SMG.
Application server: adopting an industrial server installed with core processing program, service application program, billing program and charge processing program to take care of the billing for various service modes.
Web server: adopting an industrial server, which is designed to receive and respond to service requests from the Internet on one hand, and to run the SMS processing program ( supporting the SGIP protocol) to submit short messages to the SMS gateway on the other hand.
Database server: adopting an industrial server, which is designed to undertake the storage of various data required for the service, record the user data and various analyzed data and service-related information, and support such mainstream database management systems as Access,SQL Server,Sybase,Oracle and so forth.
3.2 Development and Deployment of Donjin Miss Call Service
3.2.1 Determination of Number of Access Trunks
Number of trunks initially accessed into the Miss Call Service is tantamount to the number of E1s accessed into the Miss Call Service platform and serves as one of the main reference indexes to determine the capacity of Miss Call Service platform system. It is very critical to determine the number of trunks where the Miss Call Service is newly launched. An excessive number of trunks in design will result in a waste of line resource and bring along the unnecessary operation costs, whereas an insufficient number of trunks in design will not meet with the capacity requirements of Miss Call Service. Therefore, it is necessary to work out a reasonable and scientific design of number of initially accessed trunks, so as to design a number of trunks that can either satisfy the needs of users, or avoid any waste of line resource.
The number of trunks initially accessed into the Miss Call Service can be determined as per the following equations:
Number of PHS (Personal Handy-phone System, i.e. Xiaolingtong) users× average times for every user to act as the called party every day+ Number of fixed telephone users × average times for every user to act as the called party every day × Proportion of calls transferred to the voice mail＝Total number of calls processed by the system.
Total number of calls processed by the system × average time length for each call=Time length of calls processed by the system every day.
Time length of calls processed by the system every day× coefficient of concentration ÷processing capacity of a single E1while busy＝Theoretical E1 number.
Theoretical E1 number÷ IRL value (75% as recommended)＝The actually needed number of E1s.
3.2.2 Cross-regional deployment of this service
The Donjin Miss Call Service based on the Donjin Miss Call Service platform can provide the miss call (secretary desktop) service to the whole province, while this platform adopts a structure of local access in different areas and centralized service processing in the provincial center. Each area will be responsible for local voice trunk access and localized IVR service, while the provincial center will undertake the processing of core services, realization of peripheral interfaces and processing of charges, etc and will be in charge of building the marketing and customer service center. The provincial center will construct a marketing and customer service center, where the remote operator console mode will be adopted for the switch connected to the core service network through data dedicated lines.
3.2.3 Service Development
The Donjin Miss Call Service Platform can provide a whole set of service development interfaces, while this commercial application platform can incorporate multiple service modes of telecommunication operators and enterprises. In the open, standard system architecture, this platform integrates the unified service use environment, unified service application server(s), unified data service(s), unified service openness interface(s) and unified secondary development platform(s), while it can utilize the Donjin application function interface, database interface and flow editor both for the secondary development and for the easy and fast addition of new services. In this way, the system can follow the service and customer-oriented business management modes to satisfy the abundant and colorful and fast changing needs for corporate commercial applications.
3.3 Management and Maintenance of Donjin Miss Call Service
The Donjin Miss Call Service can provide the following service management and maintenance tools.
? Configuration management: providing the configuration interface on which to realize the edition and configurations of voice channels.
? Log management: managing such operations as the formation of logs of daily service status in the database, and automatic backup or manual deletion of logs.
? Alarm/fault management: Overseeing the transmission alarms, communication faults and fault notification, providing the visual alarm indication and forming alarm/fault database (logs).
? Data backup management: providing the backup function.
IV. Operation and Promotion of Donjin Miss Call Service
4.1 Design of Service and Its Charges
This Miss Call Service can be similar to a certain degree to the super paging and secretary desktop services of mobile operators, where the Donjin Miss Call Service can either be integrated with the existing super paging and secretary desktop services, or take place of the latter completely.
According to the division of its functions, the Donjin Miss Call Service can be further designed into several sub services, where each of these sub services can be either operated independently, or combined with others to operate.
东进秘书台业务-Donjin Miss Call Service
来电提醒-Inbound call reminder
被叫付费-To be paid by the called party
开机提醒-Reminder at the time of power-on
主叫付费-To be paid by the calling party
移动网和固网络都适合. 按条收费(0.3元/条)-Applicable to both the mobile network and fixed telephone network. To charged per message (0.3 yuan per message)
适合固网. 按月收取功能使用费 (5元/月)- Applicable to fixed telephone nework. A function use fee will be charged per month ( 5 yuan/month)
语音信箱留言通知-Voice mail message notification
移动网和固网络都适合. 按信息条数收费(0.2元/条)- Applicable to both the mobile network and fixed telephone network. To be charged as per the number of messages (0.2 yuan per message).
移动网和固网络都适合. 作为客户服务项目, 可免费- Applicable to both the mobile network and fixed telephone network. As one of customer service items, this service can be offered at no charge.
开机保密-Confidentiality at the time of power-on
移动网和固网络都适合. 作为客户服务项目, 可免费- Applicable to both the mobile network and fixed telephone network. As one of customer service items, this service can be offered at no charge.
通知主叫-Notification to the calling party
短信通知. 按条收费(0.3元/条)- A SMS notification. To be charged per message (0.3 yuan per message)
短信通知. 按条收费(0.3元/条)- A SMS notification. To be charged per message (0.3 yuan per message)
4.3 Promotion of Service
An extension and replenishment of the existing basic telecommunication services, the Miss Call Service is a functional value-added service built on top of these basic telecommunication services. In the promotion of this service, it is requisite to base on different phases of its development to apply different marketing means and measures in the introduction, growth, development and declination periods of this service respectively, as shown in the figure below:
叠加新产品-Overlap of new products
4.2.1 Introduction Period During the period of introduction, users would have a certain level of repulsion to this new service. Therefore, it is possible to debase the psychological threshold of users towards this new service by means of experiential marketing, and achieve the continuous intensification of user experience to enable them to learn about the applicability of this service during this period, thus transforming the potential consumption into the realistic consumption.
220.127.116.11 Free Trial
At the outset of service promotion, it is possible to advise the users by different forms of advertisement, of the free trial of this new service in a certain period, thereby curtailing the psychological threshold of users to access into this service and intensifying this service to further enhance the user experience in the same time. It is appropriate to set up a period of free trial for one or two months, and after this trial period is over, about 20% of the users will apply for this new service.
18.104.22.168 Hang-up SMS notification and voice reminder
In the case of Miss Call Service generated for any unregistered target user, the platform can send a short message to this user after he /she is power-on or re-enters into the service area, with details as “ You have 1 missed incoming call. For more details, please edit a short message as x to xxxx, or dial xxxx for inquiry within 24 hours ( x yuan per short message for inquiry). This short message is free-of-charge. ” After the called party returns a short message or dials the number for inquiry, the system will send the information of the missed call to this party, while implementing the promotion of this service. According to statistics, an existing client will bring about 2.4 new customers.
22.214.171.124 Promotion of Customer Service
In the case of all inbound calls dialed to the customer service sector, this new service will be recommended to clients after the completion of service, where the customer service sector will be rewarded for every client it develops successfully.
4.2.2 Growth Period
When this service enters into its growth period, the number of users starts to increase. At this moment, it is possible to combine various services and different functions to further consolidate the old customers and attract new customers by means of fee prix fixe to retain the excellent momentum of increase.
4.2.3 Maturity Period This service will then enter into a period of maturity, while there will be a stable number of clients which may gradually decline as time goes by. At this time, it is necessary to carry out the analysis of users in order to intensify the viscosity of these users. In the analysis of users, they can be differentiated in terms of the user categories, number of calls per month, call time length, times of Miss Call Service used and time of occurrence of Miss Call Service, thus finding out the Miss Call Service laws of users and determining the new target user groups and their service requirements. By way of the pertinent message delivery, channel cooperation and utilization of operator resources, it is possible to start from the perspective of user demands to fulfill the precise/meticulous marketing and realize an increase in the already stable number of users.
4.2.4 Declination Period
For any functional service, it maturity period can be maintained for a very long period, which is estimated to be usually around 3-4 years. At the end of such maturity period, it is possible to gradually substitute the previous service with new service or new products by way of service creation and functional creation, so that a longer time duration of service can be achieved to realize the service values maximally.
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