Sybase 365 Launches Global MMS Hub

If a wireless customer wants to send a text message to a user in another country, the infrastructure is in place for that to occur seamlessly. But if that same user wants to send a multimedia message, it will most likely get lost, or not send at all.

With this is in mind, Sybase 365 launched Wednesday a global exchange hub for multimedia messages that it said offers carriers true worldwide interoperability for MMS. The service, named MMX 365, uses a geographically diverse, multi-nodal ecosystem for the messaging exchange.

"Businesses operate as part of a global economy -- so providing our customers with seamless mobile services regardless of geographical location is paramount," said Marty Beard, president of Sybase 365. "With the launch of MMX 365, the company expands its North American leadership in MMS into the global ecosystem."

Prior to MMX 365, Beard told Informationweek that the infrastructure had not been in place for proper MMS exchange, as it involves a complex mix of IP networks, networks, operators, and handsets.

But Beard said the company's June acquisition of Cable and Wireless' international MMS Hubbing service paved the way for this global MMS exchange service.

The service enables wireless carriers to further market MMS to its customers, potentially increasing the average revenue per user. Additionally, the service can automatically scan in-bound MMS messages for known mobile viruses.

Sybase has been a message interoperability provider since 2006, when it purchased Mobile 365 and renamed it Sybase 365. The division delivers about 100 billion text and multimedia messages a year between wireless networks, and the company's reach extends to almost 500 mobile operators.