Red Bend to Unveil New Mobile Software Management Capabilities for Consumers and Service Providers at Mobile World Congress

Red Bend Software will unveil new product capabilities for Mobile Software Management (MSM) at GSMA’s 2010 Mobile World Congress. In collaboration with customers and partners, Red Bend will demonstrate how service providers can independently manage software and applications on smartphones and how they can deliver new services and features over the air to increase revenues and improve the mobile user experience.

Red Bend’s MSM solutions have been deployed in more than 620 million mobile devices and are used by eight of the top 10 handset manufacturers, tier-one operators such as NTT DOCOMO and China Mobile, and dozens of other leading companies in mobile, M2M and WiMAX. More than 450 mobile devices are Red Bend-Enabled™, including smartphones, feature phones, netbooks, mobile Internet devices (MIDs), machine-to-machine (M2M) modules, point-of-sale (POS) terminals, USB modems, PC cards and WiMAX modems.

Red Bend will conduct industry-first live demonstrations of its expanded MSM products—vRapid Mobile® for Software Management and Firmware Updating and vDirect Mobile™ for Device Management—on a variety of cutting-edge mobile devices and platforms, including ACCESS Linux Platform™, Android, OPhone from Borqs and Qualcomm’s Brew® Mobile Platform.

  • Independent Management of Smartphones – Service providers can get real-time software inventory of user-downloaded, side-loaded and managed applications to understand consumer preferences, and then deploy targeted services like social networking to existing smartphones without waiting for handset replacement cycles.
  • Branding Unlocked Handsets – Service providers can deploy branded application packs to unlocked vanilla handsets, bringing a consistent user experience to all consumers on the network while generating revenue from higher-value applications.
  • On-Demand Subscription to Operator Services – With partner IBM, Red Bend will show how operators can increase ARPU from existing subscribers by enabling consumers to self-enroll in the latest mobile services, without needing to change handsets.
  • Extending the Value of M2M Devices – With customer Motorola, Red Bend will add a camera application over the air to Motorola’s G24 M2M module to enhance the functionality of M2M devices throughout their long lifespan.
  • Ultimate Consumer Personalisation – Device manufacturers and operators can enable consumers to completely personalise their mobile services, features and applications from a single software management application, regardless of the firmware that came with their handset.
  • Improving the Mobile User Experience – Red Bend will demonstrate how updating firmware over the air (FOTA), managing software components over the air (SCOTA) and standards-based device management (OMA DM) can continuously delight consumers with new features and applications. Red Bend-Enabled devices will include an Android-based OPhone from Dell, the first Else™ mobile device using the ACCESS Linux Platform, a handset running Qualcomm’s Brew Mobile Platform as well as mobile phones based on LiMo, Symbian and Windows.

 Red Bend Software’s Business Hospitality Suite 4.3HS50 will be located at Hall 4, Level 3, Suite 50 of Mobile World Congress 2010, Barcelona, Spain, February 15-18, 2010.

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