Airwide Solutions is a rolling out software that will enable operators to detect which devices are being used on their network so they can pass the info on to marketers for more accurate delivery of MMS and other content.

The company says that because most handsets are sold through independent stores, operators often has big holes in their handset database. By filling those gaps, marketing campaign can be planned with greater accuracy.

Vince Kadar, CTO of Airwide Solutions, said: "Through real-time, reliable and specific information about the handsets on their network, mobile operators can unlock their messaging revenue growth potential by providing the right content, in the right format, to the right people."