Multimedia and premium content messaging is on the rise, led by users downloading content to personalise their phones, such as pictures, ring tones and screen savers.

Premium P2A and A2P content, delivered via SMS and MMS, has become the secondary source of non-voice related revenues for mobile operators after SMS and MMS P2P services, as well as being an invaluable tool for operators to extend their branding and reach.

This growth in traffic and applications mean that operators need SMSCs and MMSCs capable of hosting a large number of applications that create traffic spikes on and off the network.

By placing ContentMax between the SMSC/MMSC and third-party ASPs, operators can remove content providers from their core VAS network, simplifying their network management. Network efficiency is improved, by protecting the P2P core messaging infrastructure from high peaks of ASPS and content providers.

As well as providing content controls and increased network security, ContentMax represents an opportunity to generate additional revenue and win new subscribers.