Ericsson partner Personeta, founded in 2000 and based in Israel, is a supplier of converged communication solutions for service providers, targeting both businesses and the consumer segment.

Personeta’s founder and CEO Bibi Rosenbach says the company’s flagship, TappS™ NSC, is a standards-based service creation and execution platform that enables service providers to rapidly and cost-effectively implement converged communication. He says it is currently deployed by a number of leading service providers worldwide.

Bibi Rosenbach

“Our customers are fixed-line and mobile operators with a need for converged fixed-mobile services, or advanced Intelligent Network (IN) type of services,” Rosenbach says.

“Although we are moving in the direction of providing hosted solutions, we support different service paradigms mixing hosting with supply of systems and platforms to match customer needs,” he says. “And we are currently improving our hosting offering to give the operators the possibility to enjoy our services without paying for a full system.”

Rosenbach and his colleagues decided to go for IMS early on, in 2004, he says, as they realized that IMS was becoming a common denominator for mobile and fixed telecom infrastructure.

”We saw IMS as a straightforward standard that everybody would eventually adopt and the only way to go for the industry,” he says. “And by embracing IMS, we also accelerated our partnership with Ericsson, which started at the same time through a common deal with Telefónica Spain where we provided an application platform and Ericsson provided the IMS core.”

Starting with a minimum of IMS compliance, Personeta has since gradually added IMS support to its portfolio, in accordance with customer requirements.

Rosenbach says the company is currently engaged in several initiatives to evolve its offerings, one of which is further integration of network solutions with services involving customer-premises equipment (CPE).

“For example, when selling services to business customers, you need to provide a solution that integrates the two environments,” he says. “Our solution enables you to answer a call on your regular mobile phone and, once in the office, to seamlessly continue on your office extension.”

Rosenbach encourages developers to continue investing in innovative IMS-based applications and use development tools, such as those provided by Ericsson, which make IMS functionality easily available through high-level APIs.

“Developers should take it into consideration that IMS will ultimately deliver the possibility to integrate all types of networks in a single domain,” he says.

Rolf Carlsson, head of Operations at Ericsson Developer Connection, says: “Personeta provides interesting applications using their TappS platform as a basis for IMS. Based on their experience, they also create solutions during the migration phrase between technologies.”

By Benny Ritzén

Personeta
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