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CellGlide provides mobile traffic shaping solutions for mobile data networks enabling operators to deliver predictable, reliable and billable mobile data services. The company's flagship product, the CellGlide GPRS Mobile Traffic Shaper™ (MTS), is a telco-grade service node that enables mobile operators to successfully and efficiently provide reliable 3G-like and priority access services using existing available GPRS network infrastructure.
The CellGlide solution allocates cell resources in real-time, based on available cell capacity, specific service characteristics and operator service policies. Complementing the functionality of existing network service nodes, this provides operators with unprecedented visibility of service performance over the mobile data network and allows for accurate, cost-efficient network dimensioning decisions.
Liron Langer is President & CEO of Cellglide. Previously CTO and Director of NextGen Product Group of VocalTec (NASDAQ: VOCL) and Senior Project Leader in Amdocs (NYSE: DOX), Liron has more than 12 years' experience in developing and managing large-scale software projects for telecom operators. Prior to his work at Amdocs, Liron served six years at MAMRAM (the IDF Computer Centre) in technology and command positions.
We caught up with Liron to talk about traffic shaping, mobile data and the dynamics of the wireless marketplace.
Q. What is traffic shaping?
Traffic shaping technology minimises the impact of limited bandwidth and latency on users. This is an important consideration for operators wishing to offer 3G-like services over existing 2.5G network infrastructure. Our technology allows network activity to be monitored and for associated traffic profiles to then be adjusted accordingly to optimise performance.
Q. The META Group has forecast increased demand for traffic shaping products like that supplied by Cellglide. Why have they made this prediction?
It's not just the META Group; other analysts such as Gartner have made the same predictions. Data ARPUs are clearly rising and this is reported in detail by investment banks such as CSFB for example, and data is seen as essential to an operators strategy: Vodafone Live being a good example.
Traffic shaping's role in this growth is to leverage existing infrastructure to optimise what is already in place, to generate immediate revenues for the operator and to improve the quality of the user experience.
Q. With regard to mobile data services, what do you see as the key differentiators within the market across the globe?
Asia is the most innovative region. The population is gadget-oriented and will replace a device with more expensive and up-to-date technology. The concept of mobility is clearly understood and now the concept of data services is being accepted.
North America is evolving more slowly and is less wireless data educated as a market. Although the benefits of data services are widely understood, the concept of mobility is one that is being learned.
Europe is generally more advanced than North America and more conservative than Asia.
Q. What do you think the rest of the world can learn from the success of Imode in Asia?
Imode is a platform for the delivery of advanced services such as MMS, and what it has done is create a real willingness to invest in such platforms. Of course, Imode has now penetrated Europe and has been adopted by tier one mobile operators such as KPN, Telefonica and Bouygues.
The commercial success Imode has had, almost from the start in progressive Asian markets, indicates that with the right service mix, appropriate pricing and device offering mobile data services are indeed a major impact on mobile operators' bottom lines. The same is likely to happen in European and other markets with attention given to region-specific pricing, cultural and service-type expectations and sensitivities.
Q. Does Cellglide foresee the primary demand for mobile data services coming from the business or consumer population?
The mass market is undoubtedly the worldwide consumer market. Short-term the primary focus in Europe is the business sector, whilst in Asia the primary focus has always been on the consumer segment.
Q. What are you views with regard to specific applications that might drive the uptake for such services?
In the corporate market it's about being always connected, hence the applications in demand are e-mail and internet access. In the consumer segment we expect gaming and gambling to be increasingly popular.
Q. Cellglide clearly delivers on the mobile data promise today. What value can your products bring to mobile operators when 3G truly arrives?
The same characteristics will apply to 3G networks: resources will still need to be managed efficiently. As more and more applications of increasing sophistication are launched across 3G networks, operators will more than ever require the layer of intelligence that will show them where and when they need to add capacity.
In addition, operators who will lead in mobile data services, though maximising their 2.5G investments and resources, will be in a better position than others when they opt to integrate a further 3G infrastructure investment.
To find out more about CellGlide visit www.cellglide.com. Liron can be contacted at liron@cellglide.com.
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