The initial services are being launched to a sub set of Turkcell's total 35.1 million subscriber base in Turkey. However, as a result of the highly-scalable, high-capacity infrastructure of Acision Message Plus, Turkcell can continue to extend its messaging capability to design and launch new, innovative messaging services for its subscribers in the future."Consumer messaging behaviours have changed radically over the last few years, with users messaging more and expecting a richer experience. They want services that provide reach, reliability, can be customised and are easy to use and address their specific needs," said, Russell Grahame, SVP and GM at Acision. "Just as conventional voice and email were enhanced with services such as divert copy, personalised messaging from Acision provides similar functionality extensions to SMS which are suitable for both smartphone and feature phone owners. This enables network operators to differentiate their messaging services beyond price and in doing so generate additional chargeable traffic." Acision Message Plus easily integrates into Turkcell's existing Acision SMSC infrastructure - one of the largest Acision SMSC deployments in Europe. The platform is underpinned by the Acision Management Station (AMS), a simplified, centralised management system which offers superior reporting and analysis tools so Turkcell can monitor service performance and usage enabling them to tailor the services to meet subscribers' needs. Jorgen Nilsson, Chief Executive at Acision, said: "The real opportunity with Acision Message Plus is to provide an enriched customer messaging experience regardless of the device that is being used which enables operators to make their services stand out." * Acision and MTS were jointly honoured for the Global Telecoms Text Messaging Innovation Award 2012, for the deployment of Acision Message Plus (SMS Pro) at the operator. The awards, in their sixth year, are designed to honour innovative projects that involve at least one telecoms operator and vendor.