Ericsson Mobile has teamed up with its joint venture partner Sony Ericsson, and sister company Redback, at this year’s GULFCOMMS, allowing visitors to experience a raft of innovations at the same stand.
Among the technology on display is Sony Ericsson’s Experia X1, the first Windows-based smart phone from the handset maker.
“It is a fully integrated smart phone. It has a whole bunch of applications which will be very easy for anyone to use for email and surfing the web, and the form factor is very nice, it’s very slim and I think it will appeal to a wide range of people,” says Jeremy Foster, Ericsson’s marketing manager in the UAE.
Also at the Ericsson stand, visitors can gain an insight into the latest developments in multimedia television. The company is demonstrating its mobile television capability.
“We support a technology called Mobile Broadcast Multimedia Service (MBMS) and that enables the user to not only have content whenever they feel like it, but also allows for personalised advertising, interactive voting and the like,” Foster says.
Ericsson IPTV innovations are of particular interest to sports fans. Indeed, Foster says that with Ericsson’s technology, the user can choose to watch a live football match from various different angles, focus on a certain player and even look at what is happening off pitch.
The technology also allows for targeted advertising. “It is not just that the quality is brilliant but also the advertising around it becomes very personsalised,” Foster says. “The network provider knows what you have been watching and can then tag advertising related to what you’re watching. A group of guys sharing a flat for example would get adverts specific for them. If I turn the television on instead of my wife, I will get different advertising content from her. It’s about the personalisation of television, which is impossible with broadcast television today.”
Redback, a company that Ericsson recently acquired, is exhibiting its latest edge-routing technology.
“Participating at GITEX is part of an annual plan to engage proactively with the Middle East. We hope to meet our customers there as well as their customers. As our business evolves and our customer’s customer evolves we need to keep close to these consumers to understand what they value,” Foster adds.For all the latest tech news from the UAE and Gulf countries, follow us on Twitter and Linkedin, like us on Facebook and subscribe to our YouTube page, which is updated daily.
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