The potential of Cell Broadcast technology

The ability to broadcast messages has been around since the GSM Phase 2 Technology Specification was introduced in 1995. However, only in the last few years have network operators, started to deploy cell broadcast-based services.

Why did they take so long? The answer is simple: business managers at wireless operators did not think they could generate a profit with a one-directional, subscriptionless broadcast service. However, it is now clear that cell broadcast is a useful service with profit potential that enables operators to provide broadcast information to specifically targeted subgroups of their subscriber base.

In today's handsets, selecting a channel can be a tedious task. Another helpful GSM feature is "Over the Air programming of the SIM card." Potentially, subscribers could select their preferred channels on the carrier's Web site and have them downloaded onto the SIM card in their handsets via this technology (under full control of the carrier).

Cell broadcast technology is in an early adoption stage in North America. The technology is available, but work needs to be done to package it and offer it as a product to subscribers. For GSM network operators, it is a challenge to define services that will use the cell broadcast capability of their network. Currently a cell broadcast service is also being defined for CDMA. It is a matter of time before the first cell broadcast-based service will be launched in the U.S. This is yet another opportunity for GSM operators to differentiate themselves from PCS competitors.

Abstract article SYS-CON Media Inc.