& cplSiteName &

CBRS LTE Gets Branded as 'OnGo'

Dan Jones
5/8/2018
50%
50%

Citizens Broadband Radio Service-based LTE technology is getting branded as "OnGo" to appeal to businesses that would use the wireless spec for indoor connections, outdoor spaces and machine communications, even as advocates wait for final FCC approval.

The CBRS Alliance, which now numbers more than than 85 members, says it chose the name "OnGo" for its always-on resonance for businesses in sectors such as building management and general industrial. CBRS Alliance director, Chris Stark, says that the group "were leaning a bit techy" for many companies, using the Citizens Broadband Radio Service (CBRS) terminology for the 3.5GHz LTE technology.

The aim is to help promote the tech in much the same way that branding 802.11 WLAN as "Wi-Fi" did in 1999. Stark says the LTE tech can be used for private indoor and outdoor networks, as well as for IoT, and as a supplement to standard LTE networks. (See Perception Is Everything.)


You're invited to attend Light Reading’s Big Communications Event -- the ONE event that delivers fresh perspective on the rapid transformation of the telecom industry and the road ahead. We'll see you May 14-16 in Austin -- communications service providers get in free!


Currently, CBRS/OnGo could provide prospective users with 150MHz of 3.5GHz spectrum -- 70MHz sold off under limited licenses, and 80MHz through shared spectrum -- which would be deployed via 3.5GHz small cells.

Many diverse tech companies -- such as Arris Group Inc. (Nasdaq: ARRS), Google (Nasdaq: GOOG) and Verizon Communications Inc. (NYSE: VZ) -- are already testing CBRS tech. Products are expected by the end of the year. (See US Interest Grows in 3.5GHz Wireless Broadband .)

One problem, however, is that the FCC hasn't yet given final approval for that model of spectrum usage. Last year, meanwhile, T-Mobile US Inc. proposed using the spectrum for 5G instead. (See T-Mobile Calls on FCC to Open 3.5GHz for 5G.)

Stark says that the CBRS Alliance prefers to leve it to member companies to comment on the FCC process. Arris, however, said in late March that it was expecting a final decision in a month or two. (See Arris Hangs Hat on CBRS.)

— Dan Jones, Mobile Editor, Light Reading

(6)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
kq4ym
50%
50%
kq4ym,
User Rank: Light Sabre
5/18/2018 | 11:28:46 AM
Re: Strike up the brand
It does seem a strange name to promote, but there's probably lots of brand testing having gone on before to test the name. Or maybe not? Remains to be seen of course whether it's moot or not if the frequencies don't become available anyway.
mendyk
50%
50%
mendyk,
User Rank: Light Sabre
5/9/2018 | 9:32:25 AM
Re: Strike up the brand
If it all falls through, the LR headline will be the Boingo Gogo OnGo BOGO a NoGo.
t.bogataj
50%
50%
t.bogataj,
User Rank: Light Sabre
5/9/2018 | 1:35:49 AM
Re: Strike up the brand
Hope they do better than Yugo...
Phil Harvey
50%
50%
Phil Harvey,
User Rank: Light Sabre
5/8/2018 | 5:19:56 PM
Re: Strike up the brand
Somehow we'll get Gogo inflight to cooperate as well, and they could have a Buy One, Get One sale. So enjoy the all-new offering -- the Boingo and Gogo OnGo BOGO.

 

 

 
James_B_Crawshaw
50%
50%
James_B_Crawshaw,
User Rank: Blogger
5/8/2018 | 4:31:52 PM
Re: Strike up the brand
That's a big 10-4, Papa Bear. 
mendyk
50%
50%
mendyk,
User Rank: Light Sabre
5/8/2018 | 12:09:24 PM
Strike up the brand
I wonder if Boingo will get involved with OnGo. Seems like a good fit.
Educational Resources
sponsor supplied content
Educational Resources Archive
Featured Video
Flash Poll
From The Founder
After almost two decades at Light Reading, it's time for a different optical adventure.
Upcoming Live Events
September 24-26, 2018, Westin Westminster, Denver
October 9, 2018, The Westin Times Square, New York
October 23, 2018, Georgia World Congress Centre, Atlanta, GA
November 6, 2018, London, United Kingdom
November 7-8, 2018, London, United Kingdom
November 8, 2018, The Montcalm by Marble Arch, London
November 15, 2018, The Westin Times Square, New York
December 4-6, 2018, Lisbon, Portugal
March 12-14, 2019, Denver, Colorado
All Upcoming Live Events
Hot Topics
MWCA Day 2 Recap: '5G' Rolls Out & We Roll On
Phil Harvey, US News Editor, 9/14/2018
Apple: It's the End of the SIM as We Know It
Iain Morris, International Editor, 9/13/2018
MWCA Day 1 Recap: 5G Is Here…?
Phil Harvey, US News Editor, 9/13/2018
So Long, & Good Luck With That
Steve Saunders, Founder, Light Reading, 9/14/2018
DT's Terastream: A Bigger Splash?
Iain Morris, International Editor, 9/13/2018
Animals with Phones
Live Digital Audio

A CSP's digital transformation involves so much more than technology. Crucial – and often most challenging – is the cultural transformation that goes along with it. As Sigma's Chief Technology Officer, Catherine Michel has extensive experience with technology as she leads the company's entire product portfolio and strategy. But she's also no stranger to merging technology and culture, having taken a company — Tribold — from inception to acquisition (by Sigma in 2013), and she continues to advise service providers on how to drive their own transformations. This impressive female leader and vocal advocate for other women in the industry will join Women in Comms for a live radio show to discuss all things digital transformation, including the cultural transformation that goes along with it.

Like Us on Facebook
Partner Perspectives - content from our sponsors
One Size Doesn't Fit All – Another Look at Automation for 5G
By Stawan Kadepurkar, Business Head & EVP, Hi-Tech, L&T Technology Services
Prepare Now for the 5G Monetization Opportunity
By Yathish Nagavalli, Chief Enterprise Architect, Huawei Software
Huawei Mobile Money: Improving Lives and Accelerating Economic Growth
By Ian Martin Ravenscroft, Vice President of BSS Solutions, Huawei
Dealer Agent Cloud – Empower Your Dealer & Agent to Excel
By Natalie Dorothy Scopelitis, Director of Digital Transformation, Huawei Software
All Partner Perspectives