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 Reedy
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 Interviews
    The New Wave of IP + Optical Integration

    11|21|14   |   04:29   |   (7) comments


    At the Alcatel-Lucent Technology Symposium, Heavy Reading senior analyst Sterling Perrin talks about how SDN has reshaped the discussion around packet and optical integration.
    LRTV Huawei Video Resource Center
    Huawei Highlights at BBWF 2014

    11|20|14   |   3:40   |   (1) comment


    Broadband World Forum is one of the world's largest telecoms, media and technology events with over 7,800 senior executives from across the globe converging on Amsterdam every year to identify the Next Big Thing. BBWF is an exciting place to meet the entire industry under one roof and identify the latest in network innovation, service optimization and customer ...
    LRTV Huawei Video Resource Center
    How Will BCMS Stimulate Margin for Broadband Operators?

    11|19|14   |   6:52   |   (0) comments


    In BBWF 2014, Liu Shuqing emphasizes the value of FMC 2.0 based full service experience by throwing light on the BCMS solution. The underlying principle of this innovative technique is to create network robustness and driving network from connection oriented to ACE – BAND oriented infrastructure, in which applications, cloud, and user experiences will be an asset ...
    LRTV Huawei Video Resource Center
    SingleFAN3.0: Better Connected Experience

    11|19|14   |   3:06   |   (1) comment


    At the BBWF 2014, David Hu, the VP of Huawei Access Network Product Line, talked about the future of access networks – SingleFAN3.0: faster broadband, wider coverage, and smarter connection.
    LRTV Interviews
    Basil Alwan Interview: The Road to Cloud

    11|19|14   |   09:09   |   (0) comments


    Alcatel-Lucent's head of IP and Transport talks about the migration towards a web-like networking environment, the impact of the cloud, SDN and NFV, and the yet-to-be-announced FP4 chip.
    LRTV Documentaries
    FairPoint Makes a Fair Point About Analytics

    11|19|14   |   1:56   |   (1) comment


    The US-based communication service provider gets to grips with advanced analytics, tackling data and breaking down the silos within its own business.
    LRTV Documentaries
    Analytics Lets C Spire Get to Know Subs

    11|19|14   |   3:01   |   (2) comments


    It's all about the data for US operator C Spire as it uses analytics to personalize its customer service down to individual subscribers.
    LRTV Interviews
    Nuage Branches Out With SDN: CEO Interview

    11|17|14   |   9:32   |   (0) comments


    Sunil Khandekar, CEO of Alcatel-Lucent's SDN-focused unit Nuage Networks, talks about the opportunities and challenges of breaking out of the data center into wide-area networks.
    Light Reedy
    Telecom Analytics Grows Up

    11|14|14   |   1:15   |   (4) comments


    The big data analytics debate has moved on from a year ago, with some experts suggesting it's no longer a technology challenge.
    LRTV Huawei Video Resource Center
    Huawei Compass

    11|14|14   |   3:17   |   (1) comment


    At OpenStack Summit 2014, Shuo Yang, Huawei Principal Cloud Infrastructure Architect introduced Huawei Compass, the software tool for solving customers' problems on the journey of OpenStack Cloud.
    LRTV Huawei Video Resource Center
    Huawei's Cloud Strategy in European Region

    11|14|14   |   2:56   |   (1) comment


    At OpenStack Summit 2014, Dr. Gotz, CTO of Huawei IT in European Region introduced Huawei's cloud strategy in European region.
    LRTV Huawei Video Resource Center
    Huawei's Contribution on OpenStack

    11|14|14   |   5:58   |   (0) comments


    At OpenStack Summit 2014, Dennis Gu, Huawei Chief Architect of Cloud Computing introduced the relationship between OpenStack and cloud computing, and Huawei's contribution on OpenStack.
    Upcoming Live Events
    December 2, 2014, New York City
    December 3, 2014, New York City
    December 8-10, 2014, Reykjavik, Iceland
    February 12, 2015, Atlanta, GA
    April 14, 2015, New York City, NY
    May 6, 2015, McCormick Convention Center, Chicago, IL
    May 13-14, 2015, The Westin Peachtree, Atlanta, GA
    June 9-10, 2015, Chicago, IL
    Infographics
    Irish Telecom outlines the rise of VoIP technology, including its adoption within businesses and their perception of its quality.
    Hot Topics
    Bell Labs Chief Slams 'Toy' Networks
    Robert Clark, 11/19/2014
    $38.3M: Ain't That a Kik in the SMS
    Sarah Reedy, Senior Editor, 11/20/2014
    Do You Have a 2020 Vision?
    Dennis Mendyk, Vice President of Research, Heavy Reading, 11/21/2014
    The New Wave of IP + Optical Integration
    Ray Le Maistre, Editor-in-chief, 11/21/2014
    Google, AT&T, BT Unite on Network Data Models
    Carol Wilson, Editor-at-large, 11/20/2014
    Like Us on Facebook
    Twitter Feed