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LongBoard Hops Video Roaming Wave

Light Reading
News Analysis
Light Reading
7/17/2006
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LongBoard Inc. will soon debut a new IP multimedia subsystem (IMS) application server -- a software package that allows carriers to serve up video sessions in a converged wireline and wireless network, Light Reading has learned.

The product is in carrier trials now and may be generally available as soon as the third quarter of this year.

The new product, called "MediaRoam," allows a video stream to start on a wired network and hand over to a wireless network without interupting the content. The company has already been selling something similar, its OnePhone software product, for dualmode voice applications. (See LongBoard Pushes IMS.)

But in the video world, the stakes are higher. A subscriber using services running across MediaRoam will, LongBoard says, be able to begin watching the news at home and continue watching the broadcast as he gets in his car and drives across town. [Ed. not: Great idea. Thanks.] The video signal is served from a home WiFi network until the subscriber is out of range; the stream then commences being served from the wireless network. The user is unaware of the transition.

LongBoard says MediaRoam enables delivery of video across GSM, GPRS, CDMA, UMTS, and WiFi (802.11) access networks.

In addition to providing a slick mobile video service, LongBoard COO Paul Murphy says, the new product has other benefits. “It’s also a way of managing the network resources for that particular session, and it’s a way to make sure that those resources are optimized for whatever device you happen to be using and whatever network you happen to be on,” he says.

MediaRoam adapts video streams in real time according to the network type that is delivering it. For example, MediaRoam might adapt a streaming video to a higher quality form of video compression (codec) when a subscriber moves from a GSM network to a WiFi network, Murphy says. (See IMS: Simplify First, Add Apps Later.)

Murphy adds that MediaRoam contains a policy server element that allows carriers to offer various service tiers based on access to optimal network resources.

“We manage the roaming to the best available network resources in terms of bandwidth, in terms of signal strength, and in terms of congestion.” The video sessions of subscribers with “platinum” level service have the most flexibility to find the best network and the highest amount of bandwidth.

The company says its video session management server will also be useful in more advanced IMS-based services like video sharing.

LongBoard marketing VP Rob Fuggetta says his company is now engaged with a Tier 1 carrier in Europe that plans to trial MediaRoam starting in the third quarter of this year. The carrier will also trial LongBoard's dualmode telephony service, Fuggetta says.

Dualmode phone service is seen by some as the first "killer application" made possible by the adoption of IMS networks. But the appeal of the dualmode idea applied to video may not be realized in some markets for quite some time. (See Lucent Having Dualmode Difficulty?.)

Murphy says that while the U.S. has not yet warmed to the idea of mobile video, European and Asia/Pacific subscribers are already getting used to the service. Carriers in those markets, he says, will gradually invest in IMS products that make video service more flexible and reliable.

LongBoard is a privately held company, backed by Enterprise Partners Venture Capital , Storm Ventures , InterWest Partners , and CrossBridge Venture Partners . The company was founded in 1999.

— Mark Sullivan, Reporter, Light Reading

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materialgirl
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materialgirl,
User Rank: Light Beer
12/5/2012 | 3:48:25 AM
re: LongBoard Hops Video Roaming Wave
This sounds like those big "IMS wins" LU got at SBC last October. How does this software understand how to do all this real-time complex provisioning over any network? It sounds like ths sort of thing a CSCO would have to do, so they could guarantee their "end to end" serive over bare metal.
milliman
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milliman,
User Rank: Light Beer
12/5/2012 | 3:48:24 AM
re: LongBoard Hops Video Roaming Wave
Just when 90% of the drivers on the road now are distracted by talking on the phone, they can have a new distraction: watching TV in the car! This capability is THE new "killer app." IMS is the new industry buzz word when we are still trying to successfully implement VoIP. Is is just me or does anyone else realize that the current implementations are too complex and costly with a weak revenue projection behind it? Some serious thought needs to be put into re-engineering and marketing IMS so it is simple to implement with a definite business case behind it.

Is CMP affecting the brains of the Light Reading reporters? Mark missed a perfect opportunity to twist the V.P. of Marketing's name, Rob Fuggettaboutit. CMP must have given Larry a distemper shot.

Mark
mmilliman.blogspot.com



Mark Sullivan
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Mark Sullivan,
User Rank: Light Beer
12/5/2012 | 3:48:23 AM
re: LongBoard Hops Video Roaming Wave
You may be right about video roaming being the "killer app" if the people using it are behind the wheel. Might be better for people who use public transportation.

And yes, CMP legal counsel is now auditing all LR copy.

Just kidding. -M
fmc_man
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fmc_man,
User Rank: Light Beer
12/5/2012 | 3:48:16 AM
re: LongBoard Hops Video Roaming Wave
Oh no, it's voice call continuity...and people can't seem to get THAT right yet. (and probably won't ever) When will the marketing overhang stop? Carriers want to 1st deliver voice effectively with FMC. UMA is a great start, but what is after (and compliments) UMA but commercially deployable before the "IMS vision"? Whoever cracks that code will be positioned well. Beam me up Scotty.
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