Light Reading

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        ADD A COMMENT
    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.

    Flash Poll
    From The Founder
    Network architects aiming to upgrade their networks to support agile, open, virtualized services in the 21st century need to consider new criteria when choosing between technology suppliers.
    Live Streaming Video
    BTE 2015 Sponsor Keynote: HP
    Dr. Prodip Sen, CTO, Network Functions Virtualization, HP
    LRTV Documentaries
    IoT in Action

    6|30|15   |   1:39   |   (3) comments


    Two co-workers discuss the benefits of IoT technology.
    LRTV Interviews
    Ericsson Opens Up on OPNFV

    6|30|15   |   14:16   |   (0) comments


    Martin Bäckström, VP and head of industry area Datacom at Ericsson, talks to Light Reading founder and CEO Steve Saunders about the emergence of OPNFV, the importance of standards and Ericsson's OPNFV plans.
    LRTV Custom TV
    NetNumber Founder Discusses NFV/SDN Impact on SP Networks

    6|26|15   |   4:15   |   (0) comments


    NetNumber Founder Doug Ranalli examines why SPs need a new network infrastructure for service agility. While NFV and SDN are the tools, the old ways of thinking about signaling control are inhibitors. Doug provides his recommendations.
    LRTV Custom TV
    Orchestrating NFV vCPE Services Across Multivendor Networks

    6|26|15   |   5:46   |   (0) comments


    Nirav Modi provides an overview of vCPE, the fastest-growing NFV use case, showing how Cyan's Blue Planet orchestrates vCPE services across a multivendor infrastructure to rapidly deliver new managed services for business customers.
    LRTV Custom TV
    ZTE at LTE Summit Amsterdam 2015

    6|26|15   |     |   (0) comments


    As one of the leading global telecommunications providers, ZTE presented its cutting-edge technology at LTE World Summit 2015 in Amsterdam. On display at ZTE's booth were the latest R&D achievements in wireless, 5G development, HetNet, deep convergence of FDD and TDD, and RCS/IMD/iSDN/vCN.
    LRTV Documentaries
    OPNFV Director Opens Up on Women in Tech

    6|25|15   |   3:25   |   (0) comments


    Heather Kirksey, the director of the OPNFV, gets real about the gender disparity in open source and standards and discusses how we can change both the conversation and the gender dynamics.
    LRTV Custom TV
    Symantec's Service Provider Security Strategy

    6|24|15   |   7:06   |   (0) comments


    Didi Dayton explores Symantec's emerging enterprise security strategies for service providers. Highlights include 'killing the password,' self-defense, advanced analytics and adaptive response in a service provider architecture.
    Between the CEOs
    Debating Network Evolution With Cisco's Cedrik Neike

    6|23|15   |   12:54   |   (2) comments


    Cedrik Neike, SVP of Global Service Provider, Service Delivery, at Cisco, talks to Light Reading founder and CEO Steve Saunders about solving service provider customer problems in a virtualized, DevOps world, including multivendor support and the future of network procurement.
    LRTV Documentaries
    Vodafone: What's Good for Moms Is Good for Business

    6|23|15   |   3:04   |   (3) comments


    Megan Doberneck, the general counsel for Vodafone Americas, discusses her company's progressive maternity policy, explains why promoting women in tech is good business and offers some some good advice for any women in the industry.
    LRTV Interviews
    NFV: Ready for Prime Time

    6|23|15   |   05:09   |   (1) comment


    At BTE 2015, Vip mobile CTO Dejan Kastelic talks about how NFV is ready for the real world and how Telekom Austria is introducing centralized resources for its group operations.
    LRTV Documentaries
    Tykes Talk Tech

    6|22|15   |   02:30   |   (9) comments


    What does optical fiber look like? When will 5G arrive? What's the WiFi password at Ikea? Light Reading sat down with three 8-year-olds to answer some of the communications industry's most burning questions...
    LRTV Huawei Video Resource Center
    Huawei Partners With TDC for World's First Early DOCSIS 3.1 Field Test

    6|22|15   |   3:06   |   (0) comments


    In a move to enhance user experience, Denmark's TDC aims to become an early adopter of DOCSIS 3.1. In partnership with Huawei, TDC recently ran the world's first field tests on its coax network that reached speeds nearing 1 Gbit/s.
    Upcoming Live Events
    September 16-17, 2015, The Westin Galleria Dallas, Dallas, TX
    September 29-30, 2015, The Westin Grand Müchen, Munich, Germany
    October 6, 2015, The Westin Peachtree Plaza, Atlanta, GA
    October 6, 2015, Westin Peachtree Plaza, Atlanta, GA
    October 14-15, 2015, New Orleans Ernest N. Morial Convention Center, New Orleans, LA
    All Upcoming Live Events
    Infographics
    Hot Topics
    Staying Productive With My Office-in-a-Bag
    Mitch Wagner, West Coast Bureau Chief, Light Reading, 6/25/2015
    Who's Feeding Fiber to LinkNYC Hotspots?
    Mari Silbey, Senior Editor, Cable/Video, 6/29/2015
    Redknee Snaps Up Troubled BSS Vendor
    Ray Le Maistre, Editor-in-chief, 6/24/2015
    What's in Your Office-in-a-Bag?
    Mitch Wagner, West Coast Bureau Chief, Light Reading, 6/26/2015
    Like Us on Facebook
    Twitter Feed
    Webinar Archive
    BETWEEN THE CEOs - Executive Interviews
    Casa Systems has been going from strength to strength over the last couple of years. In 2013, it became the first vendor to ship an integrated CCAP device -- the ...
    Cedrik Neike, SVP of Global Service Provider, Service Delivery, at Cisco, talks to Light Reading founder and CEO Steve Saunders about solving service provider customer problems in a virtualized, DevOps world, including multivendor support and the future of network procurement.
    Cats with Phones