Traditional voice and messaging revenues are steadily declining, with operators on the verge of embracing the fourth wave of consumer requirements—enabling a digital lifestyle. The increasing maturity of the telecom market requires that operators focus on constant service innovation, to maintain growth and counter intense competition. USSD helps operators to provide easy to use, responsive, and fast menu-driven content provision services. This is facilitated by the USSD gateway, which is a platform that enables operators to introduce messaging services with USSD as the bearer, enabling faster response times.
USSD stimulates VAS usage on the network and offers value to end users, operators, and application developers. Offering an easy to use, interactive alternative to IVR channels, USSD allows operators to quickly deploy applications across self-care, e-recharge, provisioning, infotainment, roaming, push-based services, and utilities. FLARES and ACE, two key components of USSD, enable rapid development and deployment of operator-generated applications without third-party intervention, reduce menu creation and testing from days to hours, and drastically reduce time to market.