& cplSiteName &

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.

    From The Founder
    NFV's promises of automation and virtualization are intriguing, but what really excites service providers is the massive amount of money they could save.
    Flash Poll
    Live Streaming Video
    Charting the CSP's Future
    Six different communications service providers join to debate their visions of the future CSP, following a landmark presentation from AT&T on its massive virtualization efforts and a look back on where the telecom industry has been and where it's going from two industry veterans.
    Women in Comms Introduction Videos
    VMWare VP Brings Women Up With Her

    8|16|17   |   6:49   |   (1) comment


    It's an art and a science to make mentorship, inclusive leadership, diversity and promotion of high-potential women work, says Honore' LaBourdette, vice president of Global Market Development at VMWare.
    LRTV Documentaries
    5G Spectrum Wars – The Recap

    8|15|17   |   2:22   |   (0) comments


    Service provider 3 has filed a lawsuit against Ofcom over 5G spectrum auction in the UK.
    LRTV Custom TV
    Say What? Facebook Unleashes AI Anarchy – The Recap

    8|7|17   |     |   (0) comments


    A recap of the week's talking points on Light Reading's sister site, telecoms.com. Facebook AI programmers had a bit of a brain-fade as they allowed one of its AI applications to invent its ...
    Women in Comms Introduction Videos
    Fujitsu's Women Band Together to Help Girls Do STEM

    8|2|17   |   9:35   |   (1) comment


    Supporting women both inside and outside of Fujitsu is a top priority of the telecom vendor. Yanbing Li, Fujitsu Network Communication's director of System Software Development & Delivery, shares why it's important, but why there's still a long road ahead.
    LRTV Custom TV
    If You're Not First, You're Last – The Recap

    7|31|17   |   08:18   |   (1) comment


    In case you missed it, Amazon's 1% stock increase helped Jeff Bezos dethrone Bill Gates as the richest man in the world. Also, Taiwanese electronics manufacturer
    Women in Comms Introduction Videos
    AT&T's Tech President Preps Workforce for the Future

    7|26|17   |   5:47   |   (10) comments


    AT&T is focused on the software-defined network of the future and is reskilling its workforce to get ready too, according to AT&T's President of Technology Development Melissa Arnoldi.
    Women in Comms Introduction Videos
    Cisco: Mentoring Critical to Attract & Retain Women

    7|19|17   |   6:40   |   (1) comment


    Liz Centoni, senior vice president and general manager of Cisco's Computing System Product Group, shares why mentoring in all its forms is important for women and what Cisco is doing that's made a difference for women in tech.
    LRTV Custom TV
    Gigabit LTE With Snapdragon 835

    7|12|17   |     |   (1) comment


    At an event in Wembley stadium, EE used its live network to demonstrate gigabit LTE using a Sony Xperia XZ Premium smartphone with a Qualcomm Snapdragon 835 chip.
    LRTV Custom TV
    Implementing Machine Intelligence With Guavus

    7|12|17   |     |   (0) comments


    Guavus unites big data and machine intelligence, enabling many of the the largest service providers in the world to save money and drive measureable revenue. Learn how applying Machine Intelligence substantially reduces operational costs and in many cases can eliminate subscriber impact, meaning a better subscriber experience and higher NPS.
    LRTV Custom TV
    Unlocking Customer Experience Insights With Machine Intelligence

    7|12|17   |     |   (0) comments


    When used to analyze operational data and to drive operational decisions, machine intelligence reduces the number of tasks which require human intervention. Guavus invested in Machine Intelligence early. Learn about the difference between Machine Learning and Machine Intelligence.
    Women in Comms Introduction Videos
    Verizon VP Talks Network, Career Planning

    7|12|17   |   4:49   |   (0) comments


    Heidi Hemmer, vice president of Technology, Strategy & Planning at Verizon, shares how bold bets and the future of tech define her career.
    Telecom Innovators Video Showcase
    Masergy's NFV Journey

    7|11|17   |     |   (0) comments


    Ray Watson, vice president of global technology at Masergy, discusses the advantages and challenges in entering the still-maturing NFV market for the past three years.
    Upcoming Live Events
    September 28, 2017, Denver, CO
    October 18, 2017, Colorado Convention Center - Denver, CO
    November 1, 2017, The Royal Garden Hotel
    November 1, 2017, The Montcalm Marble Arch
    November 2, 2017, 8 Northumberland Avenue, London, UK
    November 30, 2017, The Westin Times Square
    All Upcoming Live Events
    Infographics
    With the mobile ecosystem becoming increasingly vulnerable to security threats, AdaptiveMobile has laid out some of the key considerations for the wireless community.
    Hot Topics
    Intel CEO Leaves Trump Biz Advisory Board
    Dan Jones, Mobile Editor, 8/15/2017
    Are Cord-Cutting's Days Numbered?
    Alan Breznick, Cable/Video Practice Leader, Light Reading, 8/14/2017
    Orchestration Startup UBiqube Pivots Away From NFV
    Carol Wilson, Editor-at-large, 8/15/2017
    Verizon Video Woes Pile On
    Mari Silbey, Senior Editor, Cable/Video, 8/14/2017
    WiCipedia: Dolly Babes, Manifesto Backlash & 'Brotastic' Failures
    Eryn Leavens, Special Features & Copy Editor, 8/18/2017
    Like Us on Facebook
    Twitter Feed
    Animals with Phones
    We Know a Tough Day When We See One Click Here
    Live Digital Audio

    Understanding the full experience of women in technology requires starting at the collegiate level (or sooner) and studying the technologies women are involved with, company cultures they're part of and personal experiences of individuals.

    During this WiC radio show, we will talk with Nicole Engelbert, the director of Research & Analysis for Ovum Technology and a 23-year telecom industry veteran, about her experiences and perspectives on women in tech. Engelbert covers infrastructure, applications and industries for Ovum, but she is also involved in the research firm's higher education team and has helped colleges and universities globally leverage technology as a strategy for improving recruitment, retention and graduation performance.

    She will share her unique insight into the collegiate level, where women pursuing engineering and STEM-related degrees is dwindling. Engelbert will also reveal new, original Ovum research on the topics of artificial intelligence, the Internet of Things, security and augmented reality, as well as discuss what each of those technologies might mean for women in our field. As always, we'll also leave plenty of time to answer all your questions live on the air and chat board.