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It is difficult to pinpoint exactly when it happened, but at some point in 2013, cell phones began to outnumber people in the United States. Sometime late this year, the number of mobile devices around the world is projected to surpass global population. Given this trend, wireless trade association CTIA, the Federal Communications Commission and the Federal Emergency Management Agency initiated a joint effort to develop wireless emergency alerts, a wireless version of emergency notification services. The valuable service was developed to increase public safety by capitalizing on this ubiquitous mode of modern communication.
While wireless carriers carry no legal responsibility for participating in the program, they may face significant business implications for opting out. As more and more WEA messages are broadcasted around the country, customer retention could become a challenge for carriers that choose not to offer the service.
WEA in basic terms
In 2006, Congress passed the Warning, Alert and Response Network (WARN) Act that allocated $106 million for the development of the commercial mobile alert system, now known as WEA, to allow authorized federal, state and local agencies to accept and aggregate three types of messages:
–Presidential alerts;
–imminent threat alerts;
–child abduction emergency/AMBER alerts.
WEA authenticates the alerts, verifies that the sender is authorized and distributes the message to participating wireless carriers. Using the common alert protocol, the wireless carriers push the alert from cell towers to mobile devices in the affected areas. The alerts appear on CMAS-compatible mobile devices and carry a unique audio attention signal and vibration cadence. While the alerts appear like text messages, they utilize a separate CDMA, GSM or UMTS channel in order to ensure delivery despite network congestion, which is a serious concern during times of crisis.
This system is designed to complement the existing emergency assistance system, which is a modernized version of the emergency broadcast system. While the EAS remains functional over traditional media outlets such as television and radio broadcasts, it is not up to date with current technologies that are ubiquitous throughout today’s mobile-device-centric society. WEA has been developed to deliver emergency information in a format that a growing percentage of the population expects and relies upon.
Notification of intent
Participation in WEA is voluntary for wireless carriers, but it is not a decision that can be ignored or delayed. All wireless carriers need to understand that they carry critical responsibilities whether they participate or not.
First, all wireless carriers are required to inform the FCC relative to their intent to participate. They must submit an electronic letter stating a position of participation, partial participation or non-participation. Any service provider that that does not inform the FCC of their participation status, faces the same requirements as non-participating carriers, regardless of their intent.
These requirements may not seem overly significant to most wireless carriers, but there is one additional task that may be problematic for any providers that have chosen to opt out. In addition to the letter filed with the FCC, any service provider that elects non- or partial-participation must provide “clear and conspicuous notice” regarding their participation to all customers. They must also provide the same “clear and conspicuous notice” to all potential new customers at all points-of-sale. It is important to note that all customers have the right to terminate their wireless service contracts without penalty or termination fees with providers that choose not to participate. In the same vein, if any provider chooses to participate then later opts out of the service provision, the same notifications to customers and potential customers are due. In an age when there seems to be a growing awareness of threat, it is rational to assume that a large percentage of wireless subscribers will expect the delivery of any and all information concerning an impending risk, and may seek out a wireless carrier that can deliver that, particularly if there is no penalty for doing so.
Required gateways
As with any new technology service, WEA comes with significant technological requirements. The success of the system is dependent upon particular gateways that allow the emergency alerts to be disseminated by the authorized authorities to the carriers and then to end-users.
Within the WEA architecture, wireless carriers are responsible for developing, testing and deploying the commercial mobile service provider alert gateway and cell broadcast controller based upon the standards provided by the WEA commission. They must also attest that they can support and perform various functions at its gateway relative to:
–Connectivity
–Authentication and validation
–Security
–Geographic targeting
–Message management
–CMS provider profile
Additionally, the carrier is obligated to perform initial testing of the system prior to deployment as well as support the ability to receive a required monthly test initiated by the Federal Alert Gateway Administrator.
A hosted solution
For many tier-two and tier-three carriers, the cost and operational impact of these requirements is a significant obstacle to providing WEA, particularly when the service will not generate any new revenue to counterbalance the investment. However, when calculating the cost of lost customers, most carriers recognize the need to participate in the WEA alert delivery. For these providers, a hosted solution is the perfect answer.
A hosted WEA solution allows wireless carriers to seamlessly receive regular system updates, complete maintenance and 24/7 support with limited capital expenditure. Additionally, wireless carriers with hosted solutions will never be held back by outdated technologies so they can respond quickly to the changing marketplace. By employing a third-party vendor to host, test, maintain and upgrade all necessary gateways, smaller carriers can cost-effectively provide the same level of service their customers expect and that most tier-one carriers are already moving forward with.
However, it is important to keep in mind that not all vendors carry the same qualifications or offer the same services. When choosing a third-party vendor to host WEA functionality, it is important to ask the following questions:
–Will any of my network elements be impacted other than MSC, BSC or RNC?
–Will my SMSC be impacted?
–Will my standard SMS services be impacted by the cell broadcast message?
–Is the vendor capable of supporting multiple 2G and 3G interfaces to multiple switch types?
–Can the CAP messages sent to the Federal Alert Gateway be retrieved?
–Can the vendor provide alternate means to the Federal Alert Gateway for receiving alerts?
–Can at least 12 Federal Alert Gateways be supported?
–How many languages can be supported? (Currently, WEA only requires English.)
–Can the vendor support LTE now or in the near future?
Keeping pace with the competition
The WEA system has been developed to increase public safety through the use of modern technology. Wireless carriers have no legal responsibilities for participating in the program, but they do face significant business implications for opting out. For tier-two and tier-three carriers, this is a serious decision that should be carefully considered. The majority of tier-ine carriers already offer this service to their customers and there is heavy public pressure on those that do not. These providers risk significant loss in their business as customers migrate to providers that can deliver these essential emergency alerts.
It is important to keep in mind that wireless carriers that want to provide WEA do face regulatory requirements and technological upgrades. While many carriers may view these as insurmountable obstacles, a WEA-hosted solution can provide a cost-effective alternative to developing and maintaining the system independently. By contracting with a trusted and experienced third-party vendor, smaller wireless carriers can choose to offer the same lifesaving services as their tier-one competitors and reserve their capital and personnel resources for more mission-critical, revenue-generating initiatives.
