“Content is the King”

The paradigm shift

“Content is the king”, and rightly so. The way telecom industry is heading towards the paradigm shift of content making and distribution, there has to be a proper method of authentication and view of the content and content aggregators. In this light, I am sharing a few business cases for the paper.

Business Cases

Several business cases are discussed here, keeping in line with the current and future scenarios which are feasible and approachable:

Business Case 1:

The subscriber uses an APP to select content. The APP then allows performance in 3 different approaches:

  1. The user logs in to the content aggregator. The user selects a content type. The user then authenticates his user validity in the content maker’s authentication and works on the content. This is an assumption on the fact that content aggregators have matured in the market. This can be used for both pre-paid and post-paid connections.


  1. The user directly logs in to the content producer’s site. After authentication of the user in the content maker’s web-site, the user uses the content. This is pre-dominant in post-paid connections.



  1. The APP allows automatic authentication of the user when he clicks on the free content. It allows the credentials from the device to be passed to the content eco-system model. This method can is mainly used for safe and daily used content that has been tightly moderated.

This is pre-dominant in pre-paid connections.


Business Case 2:

The subscriber uses an APP to select pre-tuned SMS or MMS for the frequent use of content. This comes into play after the APP runs a mechanism that selects top and most visited content for the month/ year/ a definite period of time, and a single click is needed to authenticate and run the content for many times without using phone or sim-card memory. This is an added feature of an inbuilt APP. The APP is designed in such a manner that the selection screen actually helps in deciding what type of SMS or MMS is actually forwarded from the user to the TSP. This can be used for both pre-paid and post-paid connections.

 Business Case 3:

The subscriber uses a form of USSD to type for the selection of content, the USSD being typed manually. It is useful for GSM devices in India. Each USSD has a definite format of sending crypted messages for authentication. This is applicable where the standards have been developed fully to an extent regarding the format of USSD. This is for all the type of connections.


 Business Case 4:

The subscriber uses the APP using internet or aggregators directly to fetch content from the web, where the contents are stored. In this case, the content aggregators do the task of authentication, either by the authentication of the subscriber via the credentials of the subscriber, or via log-in authentication of the user in the content aggregator. This is for all the type of connections.


Business Case 5:

The subscriber clicks on the link sent to him in targeted mobile advertisements. This is specific to the mobile-ad allowing countries, albeit TRAI has regulated mobile-ads to a greater extent. This is mostly specific for post-paid services, where mobile ads are targeted at some given points of the day, and specific mobile-ads can be targeted towards a specific age group, in a particular geography.

Business Case 6:

The subscriber presses the pre-defined selection menu to get directed to the content gateway. The selections are designed to add and collect all the content aggregators. It uses an APP to select a pre-defined menu form. Mostly applicable in low-end hand held devices, and pre-dominantly in pre-paid connections.

Business Case 7:

The subscriber uses SMS to activate the view of content. This SMS are not pre-defined, and needs to be typed manually using a standard type of a code or norm. The assumption is that there exists a norm in the TRAI that allows protocols for authentication of SMS. Even if the protocol is missing, each content aggregator actually selects some key-words for selection of menu from the SMS. This is usually pre-dominant in pre-paid connections.

So, we see that the business cases are used to find a way towards the suitable use of content viewing and aggregation.

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