Alcatel-Lucent (News - Alert) has introduced today the 5130 Geographic Messaging Services Platform (GMSP). This next-generation, location-driven services platform is designed to support the delivery of finely targeted “push” messaging, advertising and social networking services to mobile users based on their location.

This latest platform leverages Bell Labs innovations to dramatically increase the accuracy of timeliness of location-based services. By relying on sophisticated techniques, this platform reduces the capacity demands on mobile networks and the consumption of battery life in mobile devices.

By leveraging new patent-pending technology, the 5130 GMSP delivers the most advanced geofencing engine available in the industry today. As such, it ensures that messages, promotions and ads can reach subscribers at the most appropriate time and place.

Geofencing establishes a virtual “fence” around a particular location or individual. If a mobile user crosses a given fence, it triggers the delivery of an SMS text message or multimedia message that is relevant to that individual and that location. 

Bell Labs-developed algorithms make this platform ideal for the introduction of next-generation mobile applications including “proximity” marketing and social networking, “kid tracker: and other opt-in mobile applications that are developed by service providers, content suppliers and other third parties.

"Location-based services have long been seen as an important potential source of revenue for service providers, advertisers and retailers alike, but to date the technology simply hasn't been available to make these services truly compelling -- as a result uptake has been slow," said Gani Nayak, vice president of Alcatel-Lucent's Messaging activities, in a Wednesday statement.

"The 5130 GMSP brings location-based services to an entirely new level, enabling the delivery of multimedia content that is personalized, timely and relevant, enriching the mobile Web 2.0 experience."

The 5130 GMSP Platform and application suite includes: Geofencing Engine; Geopepper Mobile Marketing Application; and Geopepper Social Networking Application.

The solution is right now in trial with mobile network operators and enterprises, one being the Indianapolis Colts. The NFL team is relying on the Geopepper social networking application as a way to extend the MyColts.net social networking community.

"There are 11 million Colts fans in the U.S., 67 percent of those fans live outside the state of Indiana," said Pat Coyle, executive director of digital business for the Indianapolis Colts, in Wednesday’s statement.

"We are looking for ways to engage this distributed fan base, and mobile is one channel we must use strategically. We think Alcatel-Lucent's Geopepper application will add a lot of depth to our social network, www.mycolts.net, and give fans additional ways to do what they really want to do, which is to connect with each other and feel closer to the team."

"With the 5130 GMSP platform and application suite, Alcatel-Lucent is addressing a key challenge faced by carriers when deploying mobile location-driven messaging," stated Phil Marshall, Senior Research Fellow, Yankee Group (News - Alert), in the Wednesday statement.

"Delivering targeted information to receptive 'opt-in' end users based on location is key element in successful mobile marketing. Additionally, Alcatel-Lucent has tackled difficult technical issues to enhance device battery life and address network load balancing challenges."

Social networking and the increase demand for relevant information both at home and one the go are driving the delivery of applications around the world. Alcatel-Lucent has done well to recognize this trend and the direction that it is taking in the future.

By delivering the 5130 GMSP, the company is not only providing users with the information and functionality they demand, it is also providing companies with more targeted avenues for getting their messages to the intended audience – a win/win for all.