Macalla signs OEM deal for mobile video delivery


16 Sep 2003

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Dublin-based mobile software solutions firm Macalla Software has signed a major original equipment manufacturer (OEM) agreement to license its proprietary software to Israeli wireless solutions firm Emblaze Systems, which will see Macalla’s Push Platform for video be incorporated into future mobile networks.

The Macalla Push Platform is a carrier grade solution for notification and delivery of personalised, time critical content to mobile subscribers. Emblaze will use it for the creation, management and delivery of video and audio services over mobile networks.

The technology will enable wireless operators to launch rich media services with real-time notification capabilities. A possible example would be a multimedia message containing a clip of the winning goal in a football match.

Israel-based Emblaze Systems’ technology runs on all mobile networks ranging from GSM, GPRS and CDMA networks to 3G networks such as UMTS and EDGE and enables audio and video messages to be deployed to handsets on the MPEG4, RealPlayer and Windows Media platforms.

“The Mobile Video Service will allow subscribers to view (stream or download) anything from David Beckham’s first goal for Real Madrid to clips from a U2 concert,” explained Peter Sherry, chief operations officer, Macalla Software.

“The Macalla Push Platform underpins the mobile video solution’s user subscription services, providing real-time and scheduled notification options. Once triggered, the platform appropriately notifies participating subscribers in real time, presenting them with single click access to download or stream the video/audio clip at their convenience.”

Emblaze Systems’ vice-president of marketing, Itay Gissin, said the technology would act as a catalyst for increased revenues for mobile operators.

Gissin said: “Operators worldwide are seeking to increase revenues by encouraging the consumption of new, innovative, data services by their subscribers. According to Gartner Research Group, the mobile terminals market is becoming characterised by what it describes as “device diversity” as mobile terminal manufacturers launch a wide range of new handsets with features such as gaming, music and video.”

By John Kennedy