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Ericsson removes barriers for broadband services
The ability to experience any service on any screen, anywhere, is the concept behind full-service broadband. Ericsson is demonstrating its existing solutions to top industry executives at the 2006 Broadband World Forum event and also showing them what is just around the corner in the broadband arena.
October 10, 2006
Hans Höglund, strategic marketing manager at Ericsson, explains that the historic progression of telephony from fixed to mobile will be reflected in the development of broadband. "Where we once had only a fixed-line home telephone, we saw the convenience of cordless handsets followed by the personal mobile phone. I believe, as many others do, that broadband will follow the same progression - starting with traditional fixed broadband in the home, to adding WiFi in the home, followed by personal interactive broadband with full mobility using the lap-top or mobile phone, in addition to broadband at home." he says.
Such portability is the natural progression for broadband. "People want to bring their broadband with them and expect an experience similar to the one they already have with fixed broadband," Höglund says.
The combination and integration of different offerings on any screen of choice - the full-service broadband approach - requires operators to provide the connectivity that allows that experience. The benefit to operators and service providers who meet such demands is customer loyalty, and loyalty reduces churn.
The challenge however for operators in the existing economic climate is to make well-thought-out decisions regarding expansions, new technologies, services and application packages that will guarantee profitability. The Broadband World Forum is designed to help participants recognize the market potential of broadband services and applications.
Höglund explains that the possibilities already exist for operators to take a full-service broadband approach. And it is exactly this fixed and mobile broadband technology and good service experience that Ericsson is demonstrating at the Broadband World Forum. In one demo, Ericsson shows different broadband connectivity solutions and IPTV over high-quality broadband connections to computer, mobile and TV screens.
"We will demonstrate applications over a broadband connection and simulate the user's experience of broadband for both mobile and fixed networks," Höglund says. "The demo will show that the broadband experience does not have to be limited to a certain type of network.
"The industry is in transition and the full-service broadband approach to offering the same services on any screen is the next wave in the broadband industry. And although we don't know what kind of services will be carried over broadband in five years, we do know that broadband networks being built today need to be flexible in order to cater for future devices and services."
Ericsson's broadband vision is to help operators deliver broadband content and applications to any screen: mobile, PC or TV, anywhere. Participation at the Broadband World Forum positions Ericsson as a leader in broadband by offering full-service broadband solutions including a broad range of professional services.
