FAQ  
 
ECP Programme  
 
General
Technical
Commercial
ECP Terminology
 
General
1. What is External Content Provider (ECP) Programme?
2. What are products found under ECP Programme?
3. What are the main benefits for a content provider or aggregator going into the ECP programme?
4. Is the ECP Premium SMS service similar to Bulk SMS service?
5. By connecting to Maxis via ECP Programme, will this service be available to other local operators?
6. How does a content provider or aggregator provide their services to the other local operators' customer base such as DIGI and Celcom?
7. Why can't a content provider or aggregator offer their services to other local operators by linking up to Maxis?
8. What is required by a content provider or aggregator to run this service?
9. What type of content can a content provider or aggregator sell via ECP Premium SMS?
10. What is the procedure for an existing content provider or aggregator to request for change of company name in their billing description and settlement report?
11. Do content provider or aggregator need to notify Maxis prior to launch of new services?
12. What does it mean by the transfer of short code policy?
   
Technical
1. What are the platforms that a content provider or aggregator connect to by using the ECP service?
2. What is the protocol used for ECP?
3. What is the mode of connection to ECP platform?
4. How many of testing stages are there?
5. How soon can a content provider or aggregator launch a service?
   
Commercial
1. What is the cost of acquiring a short code?
2. What are the basic commercial terms?
3. What pricing can a content provider or aggregator use to run their services?
4. How does a content provider or aggregator get started?
5. What is maximum duration of service content provider or aggregator is allowed to have with ECP?
6. How does a content provider or aggregator terminate short code(s) or account with Maxis?
7. Can content provider or aggregator request a connection to Maxis WAP Portal to provide a brand link at the "Other Sites" in MyMaxis Mobile Portal? What are the benefit, charges, and the application procedures?
   
ECP Terminology
1. What is a short code?
2. What is a keyword?
3. What is a common short code?
   
 
General
1. What is External Content Provider (ECP) Programme?
 

ECP is a programme that allows a content provider or aggregator to sell content using Maxis as a connection and billing platform.

Content provider or aggregators will have to manage their own content, advertising and promotions (marketing), service delivery and customer service.

Maxis will not host the content for the content provider or aggregator.

   
2. What are products found under ECP Programme?
 

Products found under ECP Programme are:
a) ECP Premium SMS
b) ECP WAP
c) ECP MMS
d) ECP Video Based Service
e) ECP USSD

 
3. What are the main benefits for a content provider or aggregator going into the ECP programme?
  The main benefit for a content provider or aggregator in going with the ECP programme is that it is an easy way for the content provider or aggregator to sell and market their own content.
 
4. Is the ECP Premium SMS service similar to Bulk SMS service?
 

ECP Premium SMS is a service whereby Maxis provides the content provider or aggregator a SMSC and / or WAP gateway connection which is billed on premium value to the end customer that utilizes the service. It offers content providers to send mobile content to Maxis mobile subscribers via SMS with chargeble premium price.

On the other hand, Bulk SMS is a service whereby Maxis provides a SMS Centre (SMSC) connection to enable our client to transmit mass delivery of SMS text message to their own customer base. The client is billed with Bulk SMS rates when utilizes the service. This is useful for services like:
a) SMS notification
b) SMS advertising
c) Vehicle tracking

 
5. By connecting to Maxis via ECP Programme, will this service be available to other local operators ?
  No, by connecting to Maxis, the service will only work for 012 and 017 users.
 
6. How does a content provider or aggregator provide their services to the other local operators customer base such as DIGI and Celcom?
 

The content provider or aggregator will need to create a connection and billing relationship with the other local operators respectively in order to link to the other local operator's customer base.

 
7. Why can't a content provider or aggregator offer their services to other local operators by linking up to Maxis?
 

A content provider or aggregator will need to have a connection and billing relationship with other local operators because:
a) Maxis cannot have a short code configured in the other local operators SMSC.
b) Maxis is not able to bill the other local operator's customer base.

 
8. What is required by a content provider or aggregator to run this service?
 

In order to run this service, the content provider or aggregator will need to own a short code.

 
9. What type of content can a content provider or aggregator sell via ECP Premium SMS?
 

At the moment, a content provider or aggregator can provide:-
a) SMS type services such as mono ringtones, black and white operator logo's, black and white pictures, text based services and so forth.
b) WAP content (or rich content) such as poly ringtones, colour pictures, java games and so forth. These are contents that need to be downloaded from the WAP Gateway

 
10.

What is the procedure for an existing content provider or aggregator to request for change of company name in their billing description and settlement report?

 

Content provider or aggregator is to submit an official letter to Maxis in their existing company letterhead to request for company renaming. Also submit copy of Form 13, as prove for change of existing company to new company name. Upon approval, do note that the back end billing configuration will not affect on content provider or aggregator's services offering.

 
11. Do content provider or aggregator need to notify Maxis prior to launch of new services?
 

Yes, content provider or aggregator is required to email the "New Service Notification Form" to our Maxis Account Manager, 7 working days prior to launch of any new service for approval. This form can be downloaded from the Maxis ECP Portal.

 
12. What does it mean by the transfer of short code policy?
 

Content provider or aggregator is to send out one sms notification to inform their existing subscribers on the termination of services for old short code and it will be made available at a new short code. Customer must re-register for content provider service by sending REG <Service Name> or ON <Service Name> to this new short code. In the meantime, content provider or aggregator is to cease from sending premium sms services to customers unless they re-register.

 
 
 
Technical
1. What are the platforms that a content provider or aggregator connect to by using the ECP service?
 

Currently, Maxis only allows a content provider to connect to the:
a) SMSC for SMS type services. This is done via an intermediary gateway called "ECP".
b) WAP Gateway. This is done via an intermediary gateway called "EWIG".

Note: ECP is a prerequisite to proceed to EWIG. A content provider or aggregator will need to pass all testing for ECP before allowed to be scheduled for EWIG.

   
2. What is the protocol used for ECP?
  The ECP platform uses XML with Soap over HTTP.
   
3. What is the mode of connection to ECP platform?
 

A content provider or aggregator can connect to Maxis via
a) Lease line
b) IP

 
4. How many of testing stages are there?
 

There are 6 testing stages in total.

The 6 levels will be explained in detail in the ECP technical specs.

   
5. How soon can a content provider or aggregator launch a service?
 

A content provider or aggregator will need to pass all 6 levels of testing.

Before launch of any new services, the content provider or aggregator will has to fill up the "New Service Notification Form" and submit to Maxis Account Manager for review and approval (7) days prior to launch

 
 
 
Commercial
1. What is the cost of acquiring a short code?
 

ECP will require the content provider or aggregator to acquire a short code. The cost to obtain a short code are:
a) One time registration set up fee RM20,000 (non refundable)
b) One time connectivity fee:-
  i)SMS Connectivity - RM2,000
  ii)WAP Connectivity - RM2,000
  iii)MMS Connectivity - RM2,000
  iv)USSD Connectivity - RM5,000
c)Monthly shortcode rental - RM1,000 per shortcode/connectivity/month
  except for USSD Shortcode is RM2,000 per shortcode/month

   
2. What are the basic commercial terms?
 

The end customer will send a keyword to the content provider or aggregators short code in order to purchase a service. This request is called the (Message Originator (MO). Maxis will retain the 15 cents.

The content provider or aggregator will then reply to that message. This is called Mobile Terminator (MT) Message. There will be a share on the MT. Maxis will take 42% and the ECP will get 58%.

As an example, if the content provider or aggregators charges RM1.00 for a mono ring tone, the:
end customer will pay RM1.15 (MO of RM0.15 plus the MT cost of RM1.00).
Maxis will get 57 cents (RM0.15 from the MO plus 42% of the MT) from it
and the content provider or aggregators will get 58 cents (58% of the MT).

   
3. What pricing can a content provider or aggregator use to run their services?
 

The pricing for premium services will have to be between RM0.30 to RM10.00.

A new short code will come with pre-assigned 11 prices as below (in sens);

30, 50, 100, 150, 200, 250, 300, 350, 400, 450, 500

Content provider or aggregator can request via online later stage, for additional pricing configuration on existing short code, after their company and services offered has been established.

However, they are only allowed 9 additional pricing other than the ones pre-assigned, as stated above.

The additional prices request range (in sens): 20, 550, 600, 650, 700, 750, 800, 850, 900, 950, 1000

All additional pricing requests are subject for approval from Maxis, which taking into consideration the request justification submitted by content provider or aggregator.

Pricing will need to be pre configured before the content provider or aggregator is allowed to test.

   
4. How does a content provider or aggregator get started?
 

The content provider or aggregator will need to submit an online application form, download the "Checklist" for application supporting documents requirement, Non Disclosure Agreement (NDA), and standard agreement. Then, content provider or aggregator is compile and submit to Maxis all the required supporting documents as per "Checklist" for application approval.

Once Maxis received the online application and all the required supporting documents, we will proceed to process the application, e.g. send for pre-credit check. Upon application approval, content provider or aggregator will receive an email notification which contains their username and password.

With this username and password, content provider or aggregator will be able to access the restricted information at ECP portal, e.g. to download the ECP and EWIG technical specification document, and to apply for short code.

 
5. What is maximum duration of service content provider or aggregator is allowed to have with ECP?
  There is no maximum duration for a service. This is subjected to the content provider or aggregator interest in continuing with ECP programme.
   
6. How does a content provider or aggregator terminate short code(s) or account with Maxis?
 

A content provider or aggregator will need to submit to Maxis an official letter in their existing company letterhead to request for short code(s) or account termination & indicate brief justification. It is compulsory for content provider or aggregator to ensure that Maxis has acknowledged the receipt of this termination letter. Maxis will then quarantine the terminated short code for 1 month in "recycle bin" before release it back to common pool for new content provider or aggregator application request. However, existing content provider or aggregator will still be billed for the following month short code(s) fee from the point of termination due to this 1 month quarantine period policy.

 
7. Can content provider or aggregator request a connection to Maxis WAP Portal to provide a brand link at the "Other Sites" in MyMaxis Mobile Portal? What are the benefit, charges, and the application procedures?
  Yes, they can with condition that they already have a short code & Maxis WAP Gateway connection. The main benefit is for advertising purpose. The charges is RM2,000 for one time set up fee and monthly fee of RM500/link for maintaining the connection in Maxis WAP Portal.
Application procedures:
  • Step 1: Furnish following info;
    1. WAP Site URL
    2. Brand Name
  • Step 2:
    1. Email application to Maxis Account Manager
 
 
 
ECP Terminology
1. What is a short code?
 

A short code is a unique 5 digit code assigned to a content provider or aggregator to deliver their service. For example, 32000.

End customers will send their keywords to a short code in order to use content provider or aggregator's service.

A short code can have many services such as contest, quiz, downloads and so forth by using different keyword.

   
2. What is a keyword?
  A keyword is the command sent in by the end user, recognizable by the content provider or aggregator in providing the correct service.
   
3. What is a common short code?
 

A common short code works the following way. Each Telco has a range of short codes in which they can assign to a content provider or aggregator. The range are:

Maxis - 32000 to 32999, 37000 to 37999
TM Touch - 33000 to 33999
Celcom - 39000 to 39999
Digi - 36000 to 36999

Once allocated a short code by a particular Telco, the content provider or aggregator will be able to use that same short code with the other local operators provided that a connection and billing relationship is established with the other local operators.