Page 9 - DECT Today - Issue 3 - May 2015

DECT WORLD 2015
DECT-based phones? There are some very innovative DECT phones on the market that build on changes in the way we use phones including DECT phones combined with Wi-Fi, Bluetooth and IP telephony capability from brand name manufacturers. In my opinion, consumers are not broadly aware of the advantages they offer. I can’t comment on commercial market awareness.
Lack of awareness of benefits offered is not an uncommon challenge for technologies underlying the products or services end users rely on. Intel is an overused example of a company building a marketing campaign on what’s inside the PC... ”Intel Inside”. But nevertheless, there is proof that building awareness of the underlying technology can build marketing clout. This brings up the biggest challenge facing DECT... raising the budget to fund such a campaign.
2. In which direction should DECT products develop in future years, to be successful?
BA: Again, focusing on the consumer market, DECT already is built into some of the residential CPE installed by service providers and product developers need to continue this thrust. Service providers are seeking new revenue sources to replace declining or at best flat growth of revenues in traditional services. DECT offers numerous benefits over Wi-Fi and Bluetooth, which are the technologies most widely embedded in smartphones. Why not embed DECT in a smartphone to leverage its capabilities. Maybe this is what Gigaset is up to.
3. How can DECT/ULE define and secure its place in the Internet of Things movement?
BA: A stable of manufacturers with world class marketing clout needs to get behind ULE. It’s not rocket science: it’s actually harder. Building an ecosystem around ULE with its numerous competitors is a daunting task, but the ULE Alliance is making progress. We profiled 15 radio/protocol technologies and their variants recently. ULE has significant competition, but the Alliance also has members with a lot of financial clout: Deutsche Telkom, Lantiq (Intel), Panasonic and others. The task for the Alliance is to convince these members to invest in ULE to reap the financial returns possible from IoT. Panasonic for one has introduced a smart home offering in the US which is a major step in moving ULE as a contender in the market.
4. What are you most looking forward to at DECT WORLD in Barcelona this year?
BA: I’m looking forward to the networking with people involved in really innovative projects and product development activities. I expect the kick-off keynote by Christian Majgaard, former LEGO executive to be enlightening; it will address some of the questions raised earlier. The ULE Sensor Elevator Pitch promises to be one of the highlights I’ll take away. I’m also expecting the panel on ULE in the IoT market to be stimulating and am looking forward to how Jean Kiessling sees how ULE can best monetize the Smart Home Market.
5. Finally – Do you have a cordless phone at home, and why?
BA: You betcha – a couple of them on different lines. Why? Better reception. My wireless phone service doesn’t provide good coverage where I live (12 miles from the Columbus Circle, the centre of NYC) if you can believe that. And convenience! One, I can walk around while talking, I find it hard to sit still – and second, I can take the phone with me around the house if I’m expecting a call I don’t want to miss.
Matthias Hickl, GfK Retail and Technology
Matthias Hickl is a Key Account Manager Telecoms at GfK Retail and Technology. We are very pleased that
Matthias will be joining us as a speaker at DECT World 2015 to address the retail perspective. Matthias has shared with us a few details on DECT and retail related topics ahead of the event.
1. What are the key trends for ITCE retailers in Europe in 2015?
MH: When we look back in Western Europe, concentration in the retail landscape is obvious. The independent “mamas and papas” stores are almost history, overall retail has lost around 15,000 bricks-and-mortar outlets within the last 15 years. We see non-retail organisations like manufacturers opening their own flagship stores, or carriers/MVNOs acquiring retail chains. B2C Internet sales have grown significantly to around 20% of technical consumer goods according to GfK's
Consumer Choices research. Hence, in some tech product sectors, online channel growth slows down, in particular for the markets where online has been popular over the last years. Retail is changing, but as relevant as ever.
2. In your presentation [at DECT World], you will be mentioning the sales and distribution for DECT-related products today and in the past – could you give us a little bit of insight into the trends in this space?
MH: We all know that the market for DECT Cordless phones is under pressure from several sides. Smartphones fascinate people as only a few products ever did before and the smartphone industry is rich. New topics like wearables or action cameras seem to promise high revenue potential. In fact the number of points of sale offering cordless phones is eroding. It's not dramatic, but creeping. New content need to be found quickly to secure retailers' attention and shelf space.
3. In which direction should DECT products develop in future years, to be successful?
MH: Innovation needs to find its way again. The PSTN networks do not allow much innovation though. That has been the dilemma. The transformation of fixed line networks to IP offers opportunities here: most access lines in Europe are on PSTN, and the transformation into IP means opportunities for hardware vendors. There are already promising initiatives.
4. What are you most looking forward to at DECT WORLD in Barcelona?
MH: Inspiring presentations and networking and to see the DECT award winner!
5. Finally – Do you have a cordless phone at home, and why?
MH: Of course – one with superb HD audio quality. It's my anchor in a digital world, always charged and operational while my smartphones need charging after intense usage away from home.
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