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The Day the Old Telephony Died

By Naseem Javed
Dec 22, 2004 5:00 AM PT

Every now and then, our society is placed at a crossroads, a kind of a juxtaposition where a leading current technology gets run over by a bulldozer.

The Day the Old Telephony Died

Simply put, voice over Internet protocols (VoIP) might have found the missing link that would eventually replace the existing telephony.

VoIP has made a lot of telephone companies go into a state of total shock. Some are mesmerized while others paralyzed. Most are dazed and confused. The telcos and cable companies are both trying to figure out a way to cope with the issue of delivering voice over the Internet and to be able to connect all other gadgets, gizmos and devices. This enables them to provide the end-user with a Technicolor branding experience of a lifetime. It's do-or-die out there.

Just Found the Missing Link

To date, the issue of coming up with customers and various devices simultaneously has been extremely prohibitive, due to the inability to duplicate the current comprehensive telephony management infrastructure.

However, as the curtain rises, here enters a new lone ranger. Rajeev Bhargava, a soft-spoken boy wonder with a split personality, half a Silicon Valley wizard and the other a spiritual monk.

"For every single event there is a single cause," he says softly, and continues: "We have a clear philosophy. It is based on this fundamental axiom: chains of causes and events create information patterns. This is called 'causality.' We believe in and live by causality."

Based on this philosophy, he has defined and developed a proprietary software technology platform. "We extract information from causality, which gives you predictable patterns allowing for the creation of highly dynamic and profitable environments."

There is a twinkle in his eyes. This scaleable platform is a distributed cause and effect architecture and enables simultaneous event monitoring delivering a predictable pattern from this extraordinary technology.

New Playground

Rajeev founded http://www.profitronix.com, a Toronto technology company, recognized by Gartner Research as a leading pioneer in "complex event processing." An offshoot of Rapide language from Stanford University, his version now is all java enabled. Armed with a 15-year background in building telcos and integrated network management systems, Rajeev wants to create and lead a new grassroots VoIP revolution.

The demo of this voice-over IP management services clearly proves that the low traffic and low cost with high Telco grade reliability will make this a new playground. All phone calls will become local.

Home devices and other systems can all migrate computing into IP. The convergence of all media into one device is now a reality.

His "out of the box" solution will manage IP infrastructure and services at the client level, device level, regional level and central level, which is currently not possible. Now VoIP becomes highly profitable, offering management for US$1 per device per year. This turnkey solution, with IP mediation services for consumer billing, can be implemented right away.

But wait a minute. Does this mean that one will be able to receive everything from faxes to movies directly on their cell phone? Does this really mean that cell phones will become micro-terminals? Does this mean that the old telephony will no longer be viable? Will all long-distance calls become free?

Is it really a revolution? Is it really a shock? It is.

Branding a New Revolution

Every now and then, our society is placed at a crossroads, a kind of a juxtaposition where a leading current technology gets taken over by a bulldozer. If any of the above were to come into play, this would be the single most dramatic shift in BtoC communication, almost like the invention of the Web browser.

Three rules of cyber branding new revolutionary ideas:

  • Educate, in a self-replicating mode. Utilize the latest technologies to broadcast your message using Web conferencing and content streaming. Avoid the old fashioned branding by blowing millions on billboards and TV ads. Select and reach your potential customers at fast speed via global cyber-branding right away. Make speed a benchmark.
  • Make the message very simple. Work with fewer words, throw away the thick binders and deal with simplicity. We are all tired of exhaustive research projects to prove that we were all wrong all along. Start with a clean page and move forward. Make the future simple.
  • Brand the real things. Disney once said: "You need branding when you do not have any real thing to sell." Right on. Most branding exercises are just smoke and mirrors to cover up faults and mistakes. Isn't this the reason why there are great full-page ads and continuous TV commercials just before a corporation is about to be hauled in for securities investigation or filing for Chapter 11 bankruptcy? Find the real thing, go for the real customers, build a solid corporate image and a truly global name identity and the rest will take care of itself. Including branding.

Summary

If simultaneous business event monitoring is going to be the next revolution, then it will certainly provide a crystal clear view to management to be able to predict and make better decisions. Now this sounds like a justifiable cause, and all we need is an event to take place. Let's e-mail this article.


Naseem Javed, author Naming for Power and also Domain Wars, is recognized as a world authority on global name identities and domain issues. Javed founded ABC Namebank, a consultancy he established a quarter century ago, and conducts executive workshops on image and name identity issues. Contact him at njabc@njabc.com.


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