Third Screen Media’s mMuscle mobile technology platform was originally developed in 2005 and continues to be developed and enhanced as the industry moves and changes. The core platform and associated suite of fully hosted and managed products is amongst the most sophisticated and comprehensive available globally.

The mMuscle platform provides a comprehensive set of services for delivering content to mobile phones. Primarily these break down into Content Management, Presentation, Delivery, and Reporting services.

The mMuscle technology puts Third Screen Media well ahead of the competitors.

mMuscle Engine and SMS and MMS delivery

mMuscle Engine

MMS is a significant evolution in mobile messaging but presents complexities as every mobile handset has different capabilities, for example screen size, audio format, video format and message size limits. Our technology platform (mMuscle) detects the specifications of over 20,000 mobile handset profiles. This information enables Third Screen to customize every piece of content for each mobile handset as it is delivered. So when a consumer receives your message, there is no brand degradation or diminished impact.

Every customer gets something

90% of mobile handsets are MMS capable but far less are MMS enabled. The challenge for successful message delivery is detecting which handsets receive MMS and which handsets require another form of message. With our unique cascading message delivery we ensure every person receives the message as cascade from MMS to WAP to SMS to email, all automatically.

Delivery of MMS, WAP, WAP Push and SMS

Third Screen can deliver to almost any message format and almost any GSM handset leveraging from the largest database of mobile handsets in Australia. Our proven technology ensures reliability and robust mobile campaigns.

Business analytics

Third Screen believe a properly structured and integrated mobile campaign requires analytics and data. We measure handsets used and the time the recipient collected the message and report this information to you. In the mobile marketplace, our analytics engine is second-to-none. mMuscle delivers unparalleled results because it has the largest database of mobile handsets and capabilities. Our technology enables us to produce detailed post campaign analytics, rapid premium content tools and dynamic message conversion.

mMuscle Engine and CMS Platform

Content Management

The Content Management portion of the mMuscle platform includes services for uploading content into pools, attributing pools to suppliers, and maintaining thumbnails for content. Content can also be uploaded in bulk with a CSV file and accompanying zip file of source files. Subscriptions can also be created that use a variety of scheduling and content allocation options to send out content to subscribers.

The following content types are supported:

  • Wallpapers
  • Personalised Wallpapers (image with overlaid text)
  • TrueTones/Realtones (mp3, aac, and amr formats)
  • Monophonic ringtones
  • Polyphonic ringtones
  • Java games
  • Animated Gifs
  • Video (3gp and mp4 formats)
  • Text

Presentation

The Presentation facilities allow content to be assigned to “Sites” singularly or in bulk via association with Categories within that site. Sites can, in turn be associated with Premium numbers (shortcodes). The Presentation system also allows association of keywords to subscriptions and content items to allow users to more easily order desired content. Content items also have default codes created to allow ordering without creation of a specific keyword. The Presentation system also has a series of facilities including skinning, account, online payment processing and FAQ facilities to allow for automatic generation of public facing web sites to allow customers to browse and purchase content.

Delivery

The Delivery facilities of the platform automatically responds to incoming requests, determines the desired content and promptly sends a response message to the requesting phone via the appropriate line and containing, or with the information to obtain the desired content. Whenever content is delivered to a handset the handset is identified from its User Agent string or from some fuzzy logic based on that string and the content is rendered or selected appropriately to suit that handset. This allows wallpapers to be provided in the best dimensions, compatible ringtone and video dimensions, file sizes and formats to be delivered and so on. Where delivery is not possible failover messages are used to inform the user of the problem where possible. The same rules are applied to delivery of Subscription content.

The Delivery facilities also allow the integration of additional features and extensions by redirecting unidentified incoming requests to a series of appropriate alternate request handlers, identified by pattern matching with the request and a priority system. This allows implementation of different campaigns and games quite readily that can be integrated directly into the system.