Light Reading
UC company ties together its cloud, OTT, WebRTC and network gateway offers in a bid to market itself as a mobile-centric vendor.

Genband Builds Out Its Mobile Strategy

Sarah Thomas
9/3/2014
50%
50%

Genband is hoping to shed its legacy, fixed-line vendor reputation once and for all, and it's building out its mobile messaging to do so.

The unified communications (UC) company introduced Wednesday what it's calling Simply Mobile, an umbrella term for all its mobile capabilities, including a new wireless gateway.

Simply Mobile is built around five key areas:

  • Mobile apps and cloud: Genband Inc. is publicly launching its Kandy developer platform, which it showed off at its annual conference back in June. Kandy lets developers add WebRTC-powered voice and video chat to any app or website via embeddable APIs, SDKs and quick starts. (See Genband Entices Devs With WebRTC Kandy and Genband Builds a Gateway to WebRTC.)

  • OTT: Genband's over-the-top (OTT) offering centers on fring, which it acquired a year ago, to offer its operator customers a white-labeled chat app. It's already in use at Bouygues Telecom and, Genband announced today, India's Bharti Airtel Ltd. (Mumbai: BHARTIARTL). (See Genband Acquires fring to Help CSPs Go OTT and Bouygues First to Use Genband's fring.)

  • Messaging: This focus is the result of another Genband acquisition, that of uReach in February. With the platform, operators can offer mobile video messaging and improve their voicemail services. (See Genband Extends UC Reach With uReach Buy .)

  • Session Grid: This is Genband's framework for an "IP exchange," enabling communications across networks, apps and devices regardless of protocols and standards. Sanjay Bhatia, Genband's senior director of strategic marketing, says Session Grid takes care of the security, interoperability and compatibility between networks, including WebRTC, VoIP and fixed networks, and is enabled by Genband's presence in the session layer of networks. (See BT Deploys Genband's Diameter Signaling Controller and Top 10 Perspectives From Genband.)

    "We are in a key position with all our assets to bring an environment that interworks different networks in terms of media and protocols," Bhatia says.

  • Network densification: Genband's small cell and WiFi services are the newest bit of its mobile package. The company is launching the QUANTiX wireless access gateway, to connect the mini-basestations' traffic back to the core mobile network. Natasha Tamaskar, Genband's vice president of global solutions strategy, says this launch was spurred in part by the traction behind Hotspot 2.0, which makes authentication seamless, as well as the formation of more roaming agreements between mobile operators and hotspot vendors. (See BT's Wireless Re-Entry Starts With Small Cells.)

    "We also see that once you can offer WiFi for roaming, you then are in a great place to offer over-the-top services as well," Tamaskar says, adding that voice-over-WiFi is one good example of a service driven by improved WiFi. (See Taqua Lets Mobile Users Talk Over WiFi.)


    For more on the mobile market, check out our dedicated mobile content channel here on Light Reading.


    Why this matters
    Genband's Simply Mobile platform essentially amounts to a conglomeration of the services it has acquired and built up over the past year, but it's also important to the company from a market-positioning angle. The one-time hardware maker has had a tough time shaking its image as a legacy voice systems provider. (See Genband Plots Funding of TDM Death March.)

    When asked about its mobile strategy in the past, CEO David Walsh said that it doesn't segment between fixed and mobile, because its priority is unified communications across both networks. It's an explanation that might make sense, but the market is moving increasingly mobile and needs convincing Genband can keep up.

    Genband CMO Brad Bush admits mobility is where the action is today and says the vendor is now focused on making its customers aware of all the mobile-centric services it offers, as it tried to do when it repackaged its enterprise offerings earlier this year. (See Pulling the Strings At Genband and Genband Unifies Its Enterprise UC Story.)

    "This is not just a wrapper of old things, but all of this indicates we are all moving to a mobile world," Bush says. "The things we're offering here from wireline to Kandy and OTT all tie back into the same thing: one, it's all mobile and, two, we're trying to help traditional customers to move up the mobile value chain."

    Related posts:

    — Sarah Reedy, Senior Editor, Light Reading

    (2)  | 
    Comment  | 
    Print  | 
  • Newest First  |  Oldest First  |  Threaded View
    Mitch Wagner
    50%
    50%
    Mitch Wagner,
    User Rank: Lightning
    9/3/2014 | 12:56:33 PM
    Re: Mobile story time

    Seems late in the day for a company to be pivoting away from a landline strategy to mobile. Like a car company announcing it's decided to embrace those newfangled horseless carriages.

    SReedy
    50%
    50%
    SReedy,
    User Rank: Blogger
    9/3/2014 | 11:43:42 AM
    Mobile story time
    Today's announcement reminds me a lot of when Genband bundled together all its enterprise offers to make a comprehensive platform offering. It's important that the market understands what it offers and where it plays, and that's far-reaching on both fronts. It is trying to a bit to be everything to everyone, which isn't always a sound strategy, but we'll see if this is the mobile story investors were looking for.
    Flash Poll
    From The Founder
    It's clear to me that the communications industry is divided into two types of people, and only one is living in the real world.
    LRTV Huawei Video Resource Center
    Dr. Dong Sun Talks About Carriers' Digital Transformation & Huawei’s Telco OS

    1|29|15   |   6:28   |   (0) comments


    Dr. Dong Sun, Chief Architect of Digital Transformation Solutions at Huawei, discusses how telecom operators can become digital ecosystem enablers and deliver optimal user experiences that are in real-time, on-demand, all-online, DIY and social (ROADS).
    LRTV Huawei Video Resource Center
    Huawei's Chief Network Architect Talks about Network Experience & Operators’ Strategies

    1|29|15   |   3:39   |   (0) comments


    In the digital age, network experience has become the primary productivity especially for telecom operators. In this video, Wenshuan Dang, Huawei’s Chief Network Architect, discusses how carriers can tackle the challenge of infrastructure complexity in order to enhance business agility and improve user experience.
    LRTV Documentaries
    The Rise of Virtual CPE

    1|27|15   |   01:38   |   (3) comments


    As NFV strategies evolve from tests and trials to production telco networks, expect to hear a lot about virtual CPE (customer premises equipment) rollouts during 2015.
    LRTV Documentaries
    Optical Is Hot in 2015

    1|23|15   |   01:56   |   (2) comments


    Optical comms technology underpins the whole communications sector and there are some really hot trends set for 2015.
    LRTV Custom TV
    Policy Control in the Fast Lane

    1|22|15   |   2:57   |   (0) comments


    What's making policy control strategic in 2015 and beyond? Amdocs talks with Heavy Reading's Graham Finnie about the key factors driving change in the data services landscape. Find out what his policy management research reveals about the road ahead for policy control – and sign up for
    LRTV Documentaries
    Highlights From the 2020 Vision Executive Summit

    1|21|15   |   4:33   |   (2) comments


    In December 2014, Light Reading brought together telecom executives in Reykjavik, Iceland to discuss their vision for high-capacity networks through the end of the decade. The intimate, interactive meeting was set against the backdrop of Iceland's spectacular natural beauty. As one of the event's founding sponsors, Cisco's Doug Webster shared his company's ...
    LRTV Huawei Video Resource Center
    Huawei Pay-TV Partner Harmonic, Helping Carriers Accelerate 4K Video Deployment with Huawei

    1|20|15   |   5:42   |   (1) comment


    At IBC, Peter Alexander, Senior Vice President & CMO at Harmonic, speaks about the growing interest in pay-TV service and its branching into multiple devices.
    LRTV Huawei Video Resource Center
    Sony Marketing Director Olivier Bovis Discusses the Outlook for 4K and Cooperation With Huawei at IBC 2014

    1|20|15   |   6:50   |   (0) comments


    At IBC, Olivier Bovis, Marketing Director of Sony, speaks about the coming of the 4K era.
    LRTV Huawei Video Resource Center
    Huawei Pay-TV Partner Envivio, Helping Carriers Accelerate 4K Video Deployment

    1|20|15   |   2:57   |   (0) comments


    At IBC, Olivier Bovis, Marketing Director of Sony, speaks about the coming of the 4K era.
    LRTV Huawei Video Resource Center
    Pay-TV's Networked Future

    1|20|15   |   6:29   |   (0) comments


    At IBC, Jeff Heynen, Principal Analyst at Infonetics, speaks about the future of the pay-TV industry and its transition.
    LRTV Huawei Video Resource Center
    Jeff Heynen: Distributed Access Will Help MSOs Compete in the Future

    1|20|15   |   2:26   |   (0) comments


    At IBC, Jeff Heynen, Principal Analyst at Infonetics, speaks about moving to distributed access and the future trend of cable business.
    LRTV Interviews
    Cisco Talks Transformation

    1|20|15   |   13:02   |   (0) comments


    In December 2014, Steve Saunders sat down with Cisco VP of Products & Solutions Marketing Doug Webster at Light Reading's 2020 Vision executive summit in Reykjavik, Iceland. They spoke about Cisco's approach to network virtualization as well as how service providers can begin to monetize high-capacity networks through the end of the decade.
    Upcoming Live Events
    February 5, 2015, Washington, DC
    February 19, 2015, The Fairmont San Jose, San Jose, CA
    March 17, 2015, The Cable Center, Denver, CO
    April 14, 2015, The Westin Times Square, New York City, NY
    May 12, 2015, Grand Hyatt, Denver, CO
    May 13-14, 2015, The Westin Peachtree, Atlanta, GA
    June 8, 2015, Chicago, IL
    June 9-10, 2015, Chicago, IL
    June 9, 2015, Chicago, IL
    September 9-10, 2015, The Westin Galleria Dallas, Dallas, TX
    September 29-30, 2015, The Westin Grand Müchen, Munich, Germany
    November 11-12, 2015, The Westin Peachtree Plaza, Atlanta, GA
    December 1, 2015, The Westin Times Square, New York City
    December 2-3, 2015, The Westin Times Square, New York City
    Infographics
    Hot Topics
    Google Continues Gigabit Expansion
    Jason Meyers, Senior Editor, Gigabit Cities/IoT, 1/27/2015
    BlackBerry Wants Net Neutrality Protection – That's Just Sad
    Mitch Wagner, West Coast Bureau Chief, Light Reading, 1/22/2015
    Cablevision's New WiFi Try – Freewheeling Enough?
    Mari Silbey, Independent Technology Editor, 1/26/2015
    Overture Builds on NFV Foundation
    Mitch Wagner, West Coast Bureau Chief, Light Reading, 1/27/2015
    LightSpeed Looks to Plug the Gigabit Gap
    Jason Meyers, Senior Editor, Gigabit Cities/IoT, 1/23/2015
    Like Us on Facebook
    Twitter Feed
    Webinar Archive
    BETWEEN THE CEOs - Weekly Executive Interview
    Join us live for Light Reading's interview with Jay Samit, the newly appointed CEO of publicly traded SeaChange International Inc. With a resume that includes Sony, EMI, Universal, Intel and Microsoft, Samit brings a reputation as an entrepreneur and a disruptor to his new role at the video solutions company. Hear what he has to say about the opportunities in video, as well as the outlook for cable, telco, OTT and mobile service providers.