Remember the last time you flew? How was the flight? If it was anything like my last flight, it was fine. It got me where I was going, but it was nothing special. But what if the next one could be? Wouldn’t flying be better if there were less waiting in lines, the seats were genuinely comfortable, and the onboard snacks were really tasty?

The same can be said for phone calls. Generally, they’re fine. They get the job done, but there’s so much potential to make them better. And that’s exactly what the IP Multimedia Subsystem (IMS) Data Channel can do, in the process opening up a wealth of new opportunities to add monetization, reduce customer churn, and drive profits.

How IMS Data Channel transforms voice calling

IMS began standardization in 1999 as part of the 3GPP All-IP drive to transform CSP networks. The vision was to not simply move voice onto IP for communications services but, more importantly, to make innovating beyond just voice easy, fast, and lucrative. With the advent of 5G, those capabilities are about to come to full fruition, enabling not just crystal-clear voice calling but also a host of additional functionality to enhance any call.

In modern telecommunication networks, IMS uses LTE and 5G technology to support wireless voice calls. The IMS Data Channel enables simultaneous web applications, including HTML content like onscreen advertisements and JavaScript content like games. IMS Data Channel makes it possible to create interactive content from touchscreen menus to screen sharing — all without leaving the smartphone’s native phone app, all within the voice call. In doing so, the IMS Data Channel opens the door to a wide range of use cases for enterprises and consumers.

What next-level voice calling looks like

With IMS Data Channel, enterprises can enhance their customer service by offering onscreen menus to complement their contact center voice menus, making it faster and easier for customers to narrow in on the service they need. While they wait for an agent, customers can engage with content such as tailored ads and offers, and interactive product catalogs. Once they reach an agent, screen sharing, and augmented reality can make it easier to troubleshoot problems in customer support scenarios.

Enterprises can enable their outbound callers with detailed digital business cards, so customers know exactly who’s calling and why, driving more productive conversations. Companies can even enable customers to access a range of AI-enabled self-service options through the IMS Data Channel, with the ability to seamlessly connect to a live agent if they need help.

IMS DC apps for individual subscribers are also possible.  For example, there can be apps that enable them to edit documents together for work or relax with interactive games that they can play while they talk. They can easily switch from voice-only to video for a face-to-face chat or share their surroundings for a more immersive experience.

While some of the functions enabled by IMS Data Channel are already available through other apps, they typically require all users to have downloaded and registered for the same app, and there may be cumbersome logins required to connect to each other. Some apps may not even be available to all users, as they only work with a specific phone operating system.

That’s the beauty of IMS Data Channel. It has a global reach, so as long as at least one party’s mobile provider offers the app, it works — no matter what combination of devices are involved. No one has to pre-download anything extra, register an account or login.

Drive profitability with innovative new revenue streams

For communication service providers (CSPs), IMS Data Channel not only enables them to engage with customers more meaningfully but can also drive profitability by presenting new monetization opportunities.

CSPs can enhance communications for enterprises. Enterprises that can provide better customer engagement simply through the phone call can vastly optimize and maximize their business outcomes.

SPs can add value to their service by creating their own mini application stores for in-call apps where subscribers can buy additional functionalities they can use during their voice calls. Open application programming interfaces (APIs) mean the options for new in-app capabilities are limitless.

CSPs can sell targeted advertisements at a premium that let advertisers reach an engaged audience and give customers access to unique offers tailored just for them.

And because the IMS Data Channel is closely integrated with the core and radio layers of the network, every app and service come with telecom-grade security and guaranteed quality.

The humble voice call remains one of the foundational pieces of any smartphone plan. Whatever else they add, customers expect their plans to include voice service. But beyond that, they likely don’t think very much about it. IMS Data Channel can change that, making voice service an exciting differentiator for CSPs. A world of capabilities can be at the customers’ fingertips, and all they need is to start by making a basic phone call.

Learn more about how Nokia is innovating with the IMS Data Channel and gain deeper insight into how it works in this demo video.