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Thursday, January 18, 2007
Known for its innovation in wireless and broadband, Motorola is quietly making inroads and strengthening its leadership position. With 2 mn plus mobile devices sold every day-it is far more than PCs, TVs, gaming devices, iPods, or PDAs sold-the company is focussing more attention on wireless infrastructure and handsets.
Motorola is fine-tuning its technologies and strategies to suit the requirement of a large number of unconnected population. On handset, the company displayed Motofone set to redefine mobile phone marketplace for the emerging market. On infrastructure front, the focus was on local manufacturing, alternate energy source, and services whereas on technology it was WiMax.
Motorola's vision of connecting the unconnected started with ULCH (ultra low cost handset) strategy of GSMA (GSM Association) to make affordable mobile communications a reality in emerging markets. The company was twice awarded by GSMA to supply for the emerging markets.
 In ITU Telecom World 2006, it breaks the mould of tradational entry level devices by incorporating key design elements including a flat keypad, multiple colors, innovative materials and finishes. "Based on Motorola's evolutionary new SCPL design platform, Motofone is the first of a new breed of handsets designed to disrupt today's communications landscape by cutting across price tiers, product segments, and international markets. Not only Motofone, but the focus is also on shared SIM based solution that turns a standard Motorola handset into a GSM payphone" says Thomas Quirke, director of marketing, GSM and HSxPA Network Solutions, Motorola Networks & Enterprise.
Motorola also announced a new commercial and production strategy aiming to reduce the initial network rollout costs by having elements of its Reach GSM portfolio manufactured locally.
The Reach Strongbox, a DC Outdoor enclosure for Motorola's Horizon II macro BTS, will be the first product delivered under this strategy. Phased deployments of over 1,300 units have started in India to serve major cellular operators. This localized strategy helps in cost brings saving due to lowering of duties and taxes. Motorola will also roll out this strategy to other markets including China and Africa.
"This strategy to produce portions of the Reach GSM equipment locally demonstrates our commitment and investment to providing low cost solutions for rural and urban cellsite deployments," said Mohammad Akhtar, VP, global product management GSM/UMTS, Motorola Sales and Services.
Also on the services part, the focus is on lowering the cost by tying up with partners. Recently, the company has tied up with Wipro and Tech Mahindra to enhance its services portfolio. Partnership helps in faster time to market and access to skilled resources at a reasonable cost says Navin Mehta, VP, Application Practice, Network Services and Application Management, Motorola. And all this is passed on to the operators with the market becoming more and more competitive in developing economies.
On alternate energy source, the focus was on powering base station site through wind and solar power which is ideal for both developed and emerging markets as operators always have a challenge because of the high cost of diesel or difficulty of provisioning of electrical power. Using eco-powered, BTS will result in lowering of operating costs, critical for operators in the emerging markets and is presently under trials in EMEA and Asia Pacific region.
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Entertainment Plus Business
Motorola announced the launch of its new flagship entertainment PDA-Motorokr E6 during ITU Telecom World 2006. E6 is an elegantly designed entertainment handset that is a productivity enhancer as well-a device created to enhance the lifestyles of professionals on the go.
It provides a winning balance both on portable entertainment as well as business efficiency. The new handset offers a superior multimedia experience that helps one create, share, and enjoy music, videos, photos, and games. Dedicated music keys, expandable memory, movie watching, and movie making capabilities, plus all of the essential tools helps in providing an ultimate multimedia experience.
E6 provides you to capture special moments on camera, listen to music, play games or movies or even check you e-mail. In terms of sleekness, E6 measures a mere 14.5 mm and has a stylish exterior with a super sized 2.4" 240*320 TFT Touch Window screen. With additional external features such as a high resolution 2 mega-pixel camera, 3.5 mm stereo handphone jack, dedicated music keys, and a removable SD card memory slot, Motorokr E6 evokes a true multimedia style. When you want to hear something new, Motorokr E6 has a built-in FM radio.
The handset comes with business card reader software making it handy for creating and sharing information. Its handwriting recognition software is the fastest way to enter text
Key Features
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2.0 mega pixel camera with 8x digital zoom
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CIF and QVGA video capture for upto 5 hours; full screen video playback
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Integrated MP3 player with dedicated music keys and built-in FM radio
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PDA with business car reader, POP3 e-mail, and document viewer
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Connectivity includes integrated stereo Bluetooth wireless, HTML browser, Hi-Speed USB
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Removable SD memory card slot, upto 2GB SD card support
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In order to provide alternate power for base stations, Motorola has successfully completed wind and solar power trial for remote GSM BTS. The trial concluded that a combination of solar cells and wind turbines can generate 1,200 watts in a continual cycle; enough to drive a mid-sized BTS and support a microwave backhaul installation.
Motorola conducted this trial in collaboration with Bristol, Bath and Surrey Universities. The trial was conducted for a year at Motorola's GSM facility in Swindon, UK.
WiMax is not only about rich media applications but it is also good for emerging market demands for broadband. On WiMax, the company announced commercial deployment with Agni Systems, an ISP in Bangladesh for phased WiMax deployment to provide wireless broadband access in Dhaka, and then gradually to other cities. Commercial services are expected to start in January 2007 whereas complete deployment is expected to be over by mid-2008. Phase one will have fixed outdoor solution using Motorola's Access Point (AP) 100 Series System whereas phase two will extend Agni's system to an 802.16-2005 mobile WiMax system using Motorola's WiMax Access Point (WAP) 400 series system with MIMO techniques. So, in toto the company has around 20 802.16e mobile WiMax trials around the world.
Speaking about future of WiMax, Dr Ray Owen, director, Wireless Broadband, Networks & Enterprise, Asia Pacific, Motorola said, "Next year there will be large scale deployment in WiMax as certification is expected beginning of next year." And certification and standards are precursor for cutting down CPE and infrastructure cost, added Dr Owen.
Motorola also showcased three experience zones-home zone, airport zone, and Internet café. In home zone, Motorola demonstrated a canopy subscriber unit providing a low cost, fixed broadband connection to the home. In the airport zone, Motorola demonstrated our WAP 400 series WiMax access point with MIMO, showcasing broadband Internet access and rich media streaming as well as video telephony enabled by an IMS empowered IP converged core. In Internet Café, the company provides access to voice, data and streaming media using cost effective, highly integrated, OFDM based systems.
It is expected that 2007 will see seamless mobility trials followed by actual deployment in 2008. And Motorola is moving towards it from all sides-infrastructure, services, and handsets. Success of seamless mobility will open new revenue streams for Motorola
Pravin Prashant in Hong Kong
pravinp@cybermedia.co.in
in Hong Kong
Source: Voice&Data
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