Lesson 5: Advantages and Disadvantages of USSD Applications

Advantages of USSD applications

  1. They have an interactive menu, and therefore easier to use. A user is asked to respond to a series of menus
  2. They are possible both in feature and smart phones; in fact all phones. Their control is by the GSM network
  3. The responses are automated. The user needs to reply and wait.
  4. USSD applications allow roaming. USSD applications can still work while a user is away from home network
  5. Because the menu does not reside in the hand set or SIM-card, menu update is easier. The service provider needs to update menu from the web server that has the menu.

Disadvantages of USSD applications

  1. They are session oriented and can waste a user's time due to session timeouts. 
  2. USSD codes are not as memorable as short codes. However, with global USSD, long numbers that can be stored in phone are provided to eliminate the burden of a user memorizing a USSD code.
  3. USSD menus messages cannot be stored in a phone. Just imagine viewing your exam results on a USSD messages, which will disappear due to session time-out!This is why USSD works well with SMS.
  4. USSD aesthetics is poor. The menus are sent by the network and its interface or look cannot be changed. For example in non-colored screen feature phones, the appearance is poor. 




 A bit of industry observation 

It is worthy noting that when a USSD code is chosen, it will work  across all companies' cellular networks. For example in Kenya, if a dating application chooses to use 123 a USSD services code to allow mobile users to receive dating tips, his code will have to be used for all the TELECOMS (Safaricom, Airtel and Orange). This means that this code cannot be used for a different service. This is of course being solved by upcoming companies that are offering global USSD (We will see late). Sometimes, some TELECOMS lower their prices to attract customers, consequently attracting contents sellers or providers to offer value added services through their networks. They believe in low ARPU from many users.

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