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APAC ONE EVENT : Video Calling

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VoicenData Bureau
New Update

The APAC One event in Malaysia this year was more like a party for the

twenty-eight Dialogic employees and 128 customers, who got together to

deliberate on mobile applications and solutions.

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The three-day conference begun with a keynote by Dialogic CEO Nick Jensen,

who said playing with forms of video applications can help companies find a new

way to drive communications market.

The newer forms of mobile video are likely to become popular with Gen-next.

Video versions ranging from ring-back tones, videos SMS, user-generated content,

to mobile TV are some of the forms that have added more value to mobile

applications.

Latest entrants video SMS solution, video ring-back tones, video micro-blogging,

and video surveillance (home monitoring), are being projected as the hot new

services.

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According to IDC it is too early to give a verdict on the success of

video-based applications, but what is certain is that video ring back tones and

video SMS will help companies reap high profits against traditional ring tones

and SMSes. Video also gives a personal touch, which was a key factor in making

audio ring-back tones a hit too.

Jim Machi, senior marketing VP, Dialogic said, “Value-added services is a

touch world, it requires continuous development and innovation. It may not

essentially be developing a new service each time, but can simply be adding a

feature to existing ones. Adding video to existing services like SMS is just

that.”

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One basic element working in favor of video value-add, according to Dialogic,

is that it doesn't depend on 3G-level bandwidths to work, which implies a much

wider potential customer base, especially in non-3G markets like China and

India.

Yankee Group analyst XJ Wang said service providers are under greater

pressure than ever to find new value-added services to increase their ARPUs.

“The biggest challenge for operators is that both voice and SMS are becoming a

commodity, which means more price squeezing,” Wang said.

“Video could prove to be a key element of value-adding strategies going

forward, but only if it does not turn out to be very expensive,” he added.

Heena Jhingan



heenaj@cybermedia.co.in

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