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Independence Day Is Coming to the Mobile Industry By Lori Sylvia EVP, Marketing Red Bend Software Thanks to mobile consumers, Independence Day is coming to the mobile industry. Remember Will Smith’s blockbuster movie from the summer of 1996? In the mobile industry, our own version of this movie is playing out before our eyes. I’m referring to the independence of software from hardware. Consumer demand for new applications and services is “opening up” the mobile phone and creating a separation between the software that drives the user experience and the hardware it runs on. Software has become more important than it used to be, driven by consumer interest in downloading applications. But we know that software is much more than just apps. It’s also responsible for the core functions of the phone like browsing and messaging, and for the key enablers that power mobile services like navigation and music. Consumers are forcing us in the mobile industry to think differently and act differently if we are to meet their needs for a personalized user experience. And software is at the core. For the mobile phone to truly be personalized, the software must become independent of the hardware, so that it can continuously evolve to meet consumers’ changing needs. In the current model, there are multiple software creators that make up a phone, and the OEM serves as the systems integrator. All too often though, the OEM as systems integrator has the unintended consequence of serving as a bottleneck for new innovation and enhancements that come from the software creators and service providers. Once the phone has shipped, the OEM uses firmware over-the-air (FOTA) updating to deliver a new version of software. To do this, the OEM must aggregate software updates from all of the software creators that contributed to the phone. Most OEMs will use FOTA to update the phone’s software from 1-3 times during the phone’s lifetime. This usually happens within the first year of launching the phone. After that, the OEM reassigns the engineering team to develop a new device. Don’t get me wrong--I’m the first to tout the benefits of FOTA. Red Bend is the leader in FOTA with more than half a billion FOTA-enabled devices shipped. FOTA is extremely good at what it was designed to do, and that is to provide a more efficient and cost-effective way of performing software maintenance. It’s not that FOTA has become less valuable to the mobile industry. It’s that software has become more valuable than it used to be. Therefore, the need to manage the software assets both discretely and dynamically throughout the phone’s lifetime has become critical to meeting consumer demand. The paradigm must change. Mobile Software Management (MSM) changes the paradigm. With MSM, each player in the mobile industry--OEM, operator and ISV--can independently control its own software assets on the mobile device, and can break the bottleneck of the current model. The way to achieve this is for the mobile phone to have multiple software owners, not one. The OEM can own the phone’s core functionality, the operator can own the key service enablers and the ISVs can own the applications. So, while the OEM serves as the systems integrator, it can then leverage the other players to be responsible for their software assets after the phone ships. This will result in a phone that is constantly evolving and whose software features, services and applications can be personalized to the consumer’s preferences. The OEM can even delegate some or all of its responsibility for the phone’s core functionality to the individual software creators. For example, the OEM can enable the web browser provider to update and manage its browser without affecting the other software on the phone. The technology to enable this level of software independence exists today with Red Bend’s vRapid Mobile™ solution for managing software components over the air (SCOTA). Several mobile industry leaders including DOCOMO are already moving to adopt the technology. With a SCOTA-enabled phone, consumers can subscribe to new data services or download the latest applications regardless of the phone’s pre-existing capabilities. The result is that more revenue is generated per subscriber throughout the phone’s lifetime. And at the end of the phone’s lifetime, the consumer has been delighted and grown loyal to the experience she received. There is a legitimate question to be asked: Why would the OEM share or delegate its responsibility for managing the phone? The answer: to stay competitive. OEMs can leverage their supply chain (ISVs) and retail channel (MNOs) to share in the responsibility to keep the consumer satisfied, and ultimately keep their phone actively used and generating new revenues. The current status quo is a losing proposition, where OEMs generate nearly all their revenue once every two years when a new phone is purchased. If the OEM wants to stay relevant as the systems integrator, it should take a dynamic approach to this role, where software creators can update their software during the phone’s lifecycle. If not, OEMs will struggle to keep up with consumer-demanded Internet services and new applications, and will face eroding brand loyalty when the consumer grows dissatisfied and buys a new phone from a competitor. Let’s be truthful: The replacement cycle has not shortened, and in some markets it has even lengthened due to the economy or regulatory changes that have caused consumers to spread their investments over longer periods. Let’s be truthful on another point: Phone hardware doesn’t last that long. And the OEMs will always encourage new purchases with their latest designs. Today it’s the touch screen. Next year it will be something else. Independence Day is coming to the mobile industry. Consumers are driving this change with their increasing demand for software. The technologies are ready to enable a truly personalized mobile phone whose software is continuously enhanced and dynamically personalized. Those players in the mobile industry who embrace this new model will win with loyal consumers and new revenue streams. Labels: firmware, FOTA, OMA-DM, Red Bend, wireless
Moving Forward in Advanced FOTA Features With Revertible UpdatesBy Ilana BogomolnySenior Product Manager Red Bend Software Red Bend continues to pioneer new advances in managing mobile software over-the-air (OTA). In my last blog, I discussed background updates. This feature lets manufacturers and operators perform firmware updates while the consumer’s phone is online and fully operational, so that consumers have a working phone--from browsing the Web to making phone calls--a feature that is especially valuable during an emergency. In this blog, I want to discuss another Red Bend feature called revertible updates. This is a feature that enables the use of the same update file for both updating the device to the new version and for reverting to the previous version--without the need to download a “downgrade” file from the server, saving bandwidth and time. Revertible updates enable devices to roll back updates to the previous version of firmware in case the consumer cancels the update while it is in progress or in the event that a defect is detected in the new firmware version. Revertible updates support both uncompressed and compressed images. Part of Red Bend’s vRapid Mobile™ FOTA software solution, the revertible update feature is a must-have capability in several use cases:
Besides handset manufacturers, revertible updates are also valuable for machine-to-machine (M2M) manufacturers and service providers. FOTA is being used to keep the M2M module software up-to-date with changing standards and customer requirements, and to remotely perform software updates in a fast and reliable manner. With M2M modules growing in complexity, FOTA enables manufacturers to perform software improvements over the air, without needing to send a field technician on site. It is also important to mitigate risk if a defect is detected in the new firmware version. With revertible updating, the M2M manufacturer can perform a server-initiated rollback to the previous firmware version on all or select modules. In the case of the defect affecting the cellular stack, the module can initiate a self-update triggered by a watchdog to revert back to the previous version. This revertible update can occur without any contact with the server. Labels: firmware, FOTA, mobile software management, Red Bend
What's Next in Mobile Software ManagementBy Lori Sylvia, EVP, MarketingThis week we took a bold step. We combined our vCurrent® Mobile and vRapid Mobile™ products together into a single solution for mobile software management (MSM). At Red Bend, we are committed to providing you with innovative solutions for managing mobile software over the air, and we continuously invest in developing our products to ensure we meet your current and future needs. From our industry-wide experience, we see a growing need to add and enhance revenue-generating applications and services to the installed customer base. Responding to this need requires a cross-platform, standards-based and flexible solution to manage firmware, applications and software components over the air. Earlier in the week we announced Version 6 of vRapid Mobile -- the industry's first MSM client capable of managing any type of software on any mobile platform or device. It supports the full set of FOTA functionality previously available with vCurrent Mobile, along with the advanced capabilities of managing software components over the air (SCOTA). Combining FOTA and SCOTA together into one MSM client makes it easier for customers to move from updating firmware as one complete image to supporting advanced use cases where embedded software is managed by individual components. In addition, we've added new features to optimize the management of built-in and downloadable applications. With FOTA, manufacturers can reduce support costs and increase consumer satisfaction by remotely updating firmware with software improvements and new functionality. With SCOTA, operators can increase data revenues by deploying branded applications and service enablers in embedded software without requiring a complete maintenance release. Using application management, software developers can speed time to market of new applications and versions, faster than handset replacement cycles. With vRapid Mobile, Red Bend is enabling the industry to unlock the value of mobile software and seize the next wave of opportunities. We are committed to enabling you to manage software in any way that you require -- today and in the future. Labels: device management, DM, firmware, Red Bend
3G Drives China Operators to Adopt DM and FOTABy Danny Wang, Country Manager, Greater ChinaFor the last several years China has been a vibrant center of innovation and activity in the mobile industry. China remains the largest mobile phone market in the world with 657 million subscribers. Greater China is also the manufacturing center for many of the mobile devices shipped worldwide. Earlier this year, China assigned 3G mobile phone licenses to its three largest operators: China Mobile, China Unicom and China Telecom. In preparation for the rollout of 3G services, the operators have begun mandating support for device management (DM) and firmware over the air (FOTA) on all mobile handsets and devices manufactured for their networks. By standardizing on DM and FOTA, the operators in China will be able to more effectively manage and support the data services and Internet applications enabled by 3G. The feature-packed phones that flourish in 3G-enabled networks contain greater amounts of software and sophisticated functionality. With DM and FOTA-capable devices, the operators will be ready to commercialize their update services and provide mobile consumers with the latest software improvements and features to stay competitive. With DM and FOTA rolling out in China, Red Bend has increased its local support in China. Leading mobile companies throughout the region have recognized Red Bend's mobile software management (MSM) solutions for being easy to integrate on any mobile platform and for providing built-in compliance for Open Mobile Alliance (OMA) standards. These features enable our customers to accelerate time to market for new mobile devices. In addition, DM and FOTA solutions from Red Bend empowers operators and OEMs alike to deliver a more enriching experience to mobile users, while minimizing support costs. The push for DM and FOTA in China has enabled Red Bend to sign deals with a number of high-profile companies. Most recently, Borqs International Holding Corp. chose Red Bend’s FOTA updating software and device management software for its Android software platform, called Open Mobile System (OMS). Haier (Qing Dao) Telecom Co., Ltd. also licensed both FOTA and DM for its HG-V70 mobile phone. By adopting Red Bend’s software, these new customers join other leading OEMs in China, including Lenovo Mobile, ZTE and Benny Wave, maker of the K-Touch brand of mobile phones. Red Bend’s expansion in China has also reached the machine-to-machine (M2M) industry. FOTA enables manufacturers to protect their investments by deploying maintenance releases and new software features over the air rather than sending a technician on-site. Recently, SIMCom Wireless Solutions (Shanghai) licensed Red Bend’s FOTA for its M2M product portfolio to increase its competitive advantage by enabling over-the-air software updating. In the last year, the number of Red Bend-Enabled devices in China has grown to more than 20, and is expected to continue to rise, especially as Android-based phones with Red Bend inside hit the market this year. Stay tuned to Red Bend to follow how the mobile software management market develops in China. Labels: device management, DM, firmware, FOTA, Red Bend
Nifty Way to Get an Upgrade By Yair Noam, System Architect Red Bend Software ("Nifty Way to Get an Upgrade" is inspired by the original lyrics and music from Paul Simon's "50 Ways to Leave Your Lover") "The software inside your phone is broke," she said to me The answer is FOTA, you’ll be happy, I Guarantee Please, let me help you in your struggle to fix it That must be, the nifty way to get an upgrade She said "the upgrade takes a very short interlude" Software is sent over the air, believe me it’s all true Don’t worry, it won’t brick your phone, I promise you Cause FOTA is, the nifty way to get an upgrade Nifty way to get an upgrade Don’t take the phone back, Jack Don’t get a new plan, Stan Don't need a decoy, Roy Just set yourself free Don’t throw it under the bus, Gus You don't need to wait too much Don’t use your PC, Lee FOTA will set you free Ooo don’t take the phone back, Jack Don’t get a new plan, Stan Don't need a decoy, Roy Just listen to me Don’t throw it under the bus, Gus You don't need to wait too much Don’t use your PC, Lee FOTA will set you free She said it grieves me so to see you in such pain I’ve got something new for you that’ll make you dial again I said I appreciate that and would you please explain About that nifty way She said FOTA will resolve your software plight No need to cable the phone and pray to the light And after a few minutes, I realized she was right That must be, the nifty way to get an upgrade Nifty way to get an upgrade Don’t take the phone back, Jack Don’t get a new plan, Stan Don't need a decoy, Roy Just set yourself free Don’t throw it under the bus, Gus You don't need to wait too much Don’t use your PC, Lee FOTA will set you free Ooo don’t take the phone back, Jack Don’t get a new plan, Stan Don't need a decoy, Roy Just listen to me Don’t throw it under the bus, Gus You don't need to wait too much Don’t use your PC, Lee FOTA will set you free Labels: firmware, FOTA, mobile, OMA, wireless
Reflecting on Mobile World Congress 2009Below are some highlights from Red Bend Software members who participated in the four-day Mobile World Congress 2009 event in Barcelona.Lori Sylvia, EVP of Marketing, and Morten Grauballe, EVP of MSM Platforms App stores created a lot of noise at Mobile World Congress. Every OEM and platform provider is getting into the app store game. But the pundits are debating the wrong points. It’s not whether app stores should be closed systems from the OEMs or run by operators for the mass market. It’s not which runtime environment should win, in order help developers reduce costs and gain scale. We’ve learned by now that the mobile industry is not one size fits all, not one business model fits all. I think this highly competitive market over the next three years at least will continue to see all of the above: platform-specific app stores, OEM closed systems, operator branded storefronts and myriad development environments. The real issue is how to let ISVs build and deploy applications that can generate new revenue streams for OEMs as well as operators from the nearly 3 billion mobile phones in use. To truly unlock this potential, ISVs need to break the dependency that applications have to be developed for specific devices. By enabling mobile phone software to be customized on demand over the air throughout the handset lifecycle, developers can innovate and consumers can choose handsets, services and applications. Gang Shen, Director of Sales, China Some operators announced plans to take on mobile widgets to help improve app stores. China Mobile, for example, showed a demo of a widget at Mobile World Congress. I expect this kind of service engine will become more popular and welcomed by both operators and customers. Another interesting highlight at Mobile World Congress is that more small brands than I expected showed some amazing phones, which use the Chinese ODM/DH solution. John Pratt, Director of Sales, Europe Control seems to be the big issue on everyone’s mind at Mobile World Congress. As handset manufactures and operators begin to launch app stores to generate incremental revenue from software sales, everyone wants control over this service and to either directly receive revenue or be compensated for their role in the value chain. The race for even cooler handsets packed with more features and capabilities continued, but the real story is who will win the race to control app stores. It appears that handset manufactures and software vendors have an early lead, with the likes of Nokia, Sony Ericsson, Microsoft and Google all promoting their stores, but the sleepy giant who owns the end customer (i.e., operators) might have the last say. Companies are also in a constant battle for control over what platform developers choose to develop their apps on as all the major app store companies have SDKs and are aggressively trying to attract application developers. Developers are no longer seen as someone in the backroom, but rather someone who can create that one app that generates significant interest and eyeballs that will ultimately help generate revenue and promote brand awareness. Mobile World Congress demonstrated that the industry is once again going through quite a transition, and it will be interesting to see who will win the race for control over attracting developers and delivering app stores to maintain and grow brand loyalty. Labels: device management, DM, firmware, FOTA, Google, OMA-DM, Red Bend, standards
Reflections on 2008; Anticipation of “the Day After”Yoram SalingerCEO Red Bend Software Reflecting on 2008, unquestionably the state of the world economy had a significant impact on the mobile ecosystem. As such, mobile technology companies, especially handset manufacturers, are changing the way they conduct business. They will be cautious in the first half of 2009, reducing spending, controlling operations, and preparing to react as the economic crisis continues. They will cut the expectations of phone shipments to the market, as they did in 2008. Consumers are also changing their behavior. As a result, the replacement cycle of the phones will change; consumers will not be purchasing new mobile phone models or upgrading as often as they have. In 2008, we saw this occur in Japan when the operators abandoned their subsidies. As a result, there was about a 40 percent decline in new mobile phone purchases. Japanese operators are now faced with severe competition to retain customers and acquire new ones. In 2009, they will need to offer new services to boost their revenues and look overseas to grow their customer base. Despite the slowing pace of replacements, mobile phones are perceived to be essential parts of our lives, no longer a matter of convenience. For some consumers, their mobile phone is their only communication device. For others, it is has become a platform for commerce and socialization. While some OEMs were especially hit hard by the economy, others flourished. Take Apple and its iPhone. Apple has stayed on top despite the financial crisis. They have done this because they cultivated a great experience. And core to this great user experience is the additional applications that Apple offered. During the summer of 2008, Apple announced it had generated $30 million in one month by selling 100 million downloads from its Apple App Store for its iPhone and iPod Touch devices. The proliferation of other mobile application storefronts like Google’s Android Market, Microsoft’s Skymarket, Nokia’s Mosh and the Ovi initiative is allowing consumers to freely customize their phones with new applications and services. The expected result for these companies is noteworthy. For example, the App Store alone is expected to be a $1.2 billion business by the end of 2009, states investment firm Piper Jaffray. Even though Apple evolved as a significant player with an end-to-end proprietary system, it has several obstacles to confront. How will the iPhone reach Nokia’s level of mass market shipments? How will Apple evolve long term in the industry? Apple was not the only disruptive force in the mobile industry in 2008. Open source software changed the economics of the mobile platform in 2008. There was the Google Android launch and the birth of the Symbian Foundation. Because OEMs will build more phones on Android and Symbian, these platforms will become more community driven. But the big question is: Will the manufacturers release the code back to the industry, further driving collaboration and innovation while decreasing costs, or will they leverage it to their advantage? For 2009, both consumers and mobile companies will be careful with their money. But when consumers are ready to make that purchase, they’ll find more compelling options than ever before, specifically increasingly affordable smartphones and new kinds of innovative wireless devices to surf the Internet or read an electronic book. According to ARCchart, by 2013 non-handset devices—everything from data cards to game consoles to ebooks and M2M applications—will account for $93 billion in service revenue generated by operators. This is an exciting area of growth for our industry. Mobile software management will provide device manufacturers, mobile operators and ISVs greater flexibility and control over managing a device’s software throughout its lifecycle. They will be able to create new revenue opportunities and improve customer satisfaction through personalization. Features can be offered for a one-time fee or through a subscription service. Further on the bright side, we will see some recovery in 2009 because at the end of the day, the mobile phone is a lifestyle product. By 2010, there will be 4 billion mobile phone subscribers. Their mobile phones have become sophisticated computing devices—equipped with powerful software, enabling rich user interfaces and advanced features and applications, from streaming video to location-based services to music players. And these rich capabilities only serve to further integrate the mobile phone into our daily lives. Have you ever left the house without your phone, and not gone back to retrieve it? While there is certainly a level of fear, uncertainty and doubt, companies that prepare for “the day after” during this economic downturn will be the visionaries. The first to react will be the thought leaders because they will be able to identify opportunities through partnerships, mergers or acquisitions. These are the companies that will be proactive with feeding the market with new platforms, devices, features and services. And Red Bend Software will be one of those companies. Labels: Apple, device management, Google, mobile, mobile software management, Red Bend
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