Mark Donahue Mark Donahue is an associate editor for Telephony magazine. Previously, he worked in The Associated Press’ Chicago bureau, as well as two trade publications. He graduated from...more

Archive by Michele Moore

C-motech Adopts Red Bend to Remotely Manage USB Modems

Red Bend Software, the market leader in Mobile Software Management (MSM), today announced that C-motech Co., Ltd. the world’s number one supplier of wireless data cards and modules, has adopted Red Bend’s vRapid Mobile® for firmware over-the-air (FOTA) updating and vDirect Mobileâ„¢ for device management (DM) in the CMU-300 USB data modem, the world’s first WiMAX/EVDO dual-mode USB modem. Red Bend’s MSM solutions will enable important firmware updates to be delivered over the air and will enable standards-based configuration and management of the CMU-300, which is available in the United States through Sprint as the U300.

The C-motech CMU-300 is currently the first device in the world that supports both EVDO, a 3G standard for high-speed wireless broadband, and WiMAX, a 4G technology for more advanced data transfer speeds that is compatible with HSDPA (High-Speed Downlink Packet Access). C-motech’s customers are more

First OPhone in China Now Shipping with Red Bend’s Mobile Software Management

Red Bend Taking the Lead in Managing Software on Android Devices through Partnership with Borqs

Beijing, September 14, 2009—Red Bend Software, the market leader in Mobile Software Management (MSM), today announced that Borqs, a leading open source mobile application software provider and integrator, is now shipping Red Bend’s MSM software in the HTC A6188 mobile phone featuring the OPhone OS (Open Mobile Phone Operating System) developed by Borqs for China Mobile. In February, Red Bend announced that Borqs adopted Red Bend’s vRapid Mobile® software for firmware over-the-air (FOTA) updating and vDirect Mobileâ„¢ software for device management (DM) for use in its Google Android-based software platform.

The HTC A6188 is available to customers of China Mobile, the world’s largest mobile operator with nearly 500 million subscribers. More devices using the OPhone OS enabled with Red Bend’s MSM software are planned for release this year, including the more

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Red Bend Software Continues Mobile Software Management Momentum

WALTHAM, Mass., August 31, 2009—Red Bend Software, the market leader in Mobile Software Management (MSM), today announced that its firmware over-the-air (FOTA) software now reaches 565 million mobile devices worldwide. As of second quarter 2009, Red Bend’s award-winning FOTA software was available in 413 device models from leading manufacturers including LG, Sharp, Sony Ericsson and ZTE. Market research firm Ovum named Red Bend the market leader in FOTA with 60% share of FOTA-enabled mobile phones. In addition, global demand for standards-based device management (DM) software expanded Red Bend’s licensees to 48.

“The mobile industry has been hit by global economic conditions, and analysts point to a second quarter decline in handset shipments ranging from 6 to 11 percent. Yet despite the overall market, our business continues to grow because we enable our customers to open up new revenue streams in apps and services, build brand loyalty more

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Independence Day is Coming to the Mobile Industry

By Lori Sylvia

EVP, Marketing

Red Bend Software

Independence Day

As we head into the Independence Day weekend, I wanted to share some thoughts on the mobile industry’s own move toward independence. Remember Will Smith’s blockbuster movie from the summer of 1996? Thanks to mobile consumers, our own version of this movie is playing out before our eyes. I’m referring to the independence of software from hardware.

Consumer demand for new applications and services is “opening up” the mobile phone and creating a separation between the software that drives the user experience and the hardware it runs on. Software has become more important than it used to be, driven by consumer interest in downloading applications. But we know that software is much more than just apps. It’s also responsible for the core functions of the phone like browsing and messaging, and for the key enablers that power mobile services like navigation and music.

Consumers are forcing us in the mobile industry to think differently and act differently if we are to meet their needs for a personalized user experience. And software is at the core. For the mobile phone to truly be personalized, the software must become independent of the hardware, so that it can continuously evolve to meet consumer’s changing needs.

In the current model, there are multiple software creators that make up a phone, and the OEM serves as the systems integrator. All too often though, the OEM as systems integrator has the unintended consequence of serving as a bottleneck for new innovation and enhancements that come from the software creators and service providers.

Once the phone has shipped, the OEM uses firmware over-the-air (FOTA) updating to deliver a new version of software. To do this, the OEM must aggregate software updates from all of the software creators that contributed to the phone. Most OEMs will use FOTA to update the phone’s software from 1-3 times during the phone’s lifetime. This usually happens within the first year of launching the phone. After that, the OEM reassigns the engineering team to develop a new device.

Don’t get me wrong—I’m the first to tout the benefits of FOTA. Red Bend is the leader in FOTA with more than half a billion FOTA-enabled devices shipped. FOTA is extremely good at what it was designed to do, and that is to provide a more efficient and cost-effective way of performing software maintenance.

It’s not that FOTA has become less valuable to the mobile industry. It’s that software has become more valuable than it used to be. Therefore, the need to manage the software assets both discretely and dynamically throughout the phone’s lifetime has become critical to meeting consumer demand. The paradigm must change.

Mobile Software Management (MSM) changes the paradigm. With MSM, each player in the mobile industry—OEM, operator and ISV—can independently control its own software assets on the mobile device, and can break the bottleneck of the current model.

The way to achieve this is for the mobile phone to have multiple software owners, not one. The OEM can own the phone’s core functionality, the operator can own the key service enablers and the ISVs can own the applications. So, while the OEM serves as the systems integrator, it can then leverage the other players to be responsible for their software assets after the phone ships. This will result in a phone that is constantly evolving and whose software features, services and applications can be personalized to the consumer’s preferences.

The OEM can even delegate some or all of its responsibility for the phone’s core functionality to the individual software creators. For example, the OEM can enable the web browser provider to update and manage its browser without affecting the other software on the phone.

The technology to enable this level of software independence exists today with Red Bend’s vRapid Mobile solution for managing software components over the air (SCOTA). Several mobile industry leaders including DOCOMO are already moving to adopt the technology. With a SCOTA-enabled phone, consumers can subscribe to new data services or download the latest applications regardless of the phone’s pre-existing capabilities. The result is that more revenue is generated per subscriber throughout the phone’s lifetime. And at the end of the phone’s lifetime, the consumer has been delighted and grown loyal to the experience she received.

There is a legitimate question to be asked: why would the OEM share or delegate its responsibility for managing the phone? The answer: to stay competitive. OEMs can leverage their supply chain (ISVs) and retail channel (MNOs) to share in the responsibility to keep the consumer satisfied, and ultimately keep their phone actively used and generating new revenues. The current status quo is a losing proposition, where OEMs generate nearly all their revenue once every two years when a new phone is purchased. If the OEM wants to stay relevant as the systems integrator, it should take a dynamic approach to this role, where software creators can update their software during the phone’s lifecycle. If not, OEMs will struggle to keep up with consumer-demanded Internet services and new applications, and will face eroding brand loyalty when the consumer grows dissatisfied and buys a new phone from a competitor.

Let’s be truthful: the replacement cycle has not shortened, and in some markets it has even lengthened due to the economy or regulatory changes that have caused consumers to spread their investments over longer periods. Let’s be truthful on another point: phone hardware doesn’t last that long. And the OEMs will always encourage new purchases with their latest designs. Today it’s the touch screen. Next year it will be something else.

Independence Day is coming to the mobile industry. Consumers are driving this change with their increasing demand for software. The technologies are ready to enable a truly personalized mobile phone whose software is continuously enhanced and dynamically personalized. Those players in the mobile industry who embrace this new model will win with loyal consumers and new revenue streams.

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Red Bend Software Enables Device Management of Fujitsu’s WiMAX Chipsets

Tokyo, June 29, 2009—Red Bend Software (Japan headquarters: Chiyoda-ku, Tokyo; President: Kazuhiro Abe), the market leader in Mobile Software Management (MSM), today announced that Fujitsu Microelectronics Limited (Headquarters: Shinjuku-ku, Tokyo; President: Haruki Okada) has licensed Red Bend’s standards-based device management (DM) software for Fujitsu Microelectronics’ WiMAX SoC and WiMAX chipsets. Fujitsu Microelectronics is a world leader in the design and manufacturing of semiconductors for WiMAX devices, such as mobile handsets, PC modems, mobile Internet devices and netbooks.

Under the agreement, Fujitsu Microelectronics has pre-integrated Red Bend’s device management software in its WiMAX SoC and chipset platform, allowing Fujitsu Microelectronics’ customers to quickly and efficiently implement standards-based device management in their WiMAX-enabled products. Red Bend provides the industry’s leading independent DM client that is interoperable with DM servers supporting standards from the Open Mobile Alliance (OMA), including the WiMAX Management Object used by the WiMAX Forum and adopted by leading WiMAX operators worldwide. Fujitsu Microelectronics is a founding member and board member of the WiMAX Forum.

“This agreement with Fujitsu Microelectronics represents the first WiMAX deal for Red Bend in Japan, and continues the rapid adoption of our device management solution by WiMAX chipset vendors, device manufacturers and operators worldwide,” said Kazuhiro Abe, President of Red Bend Software Japan KK. “Fujitsu Microelectronics selected Red Bend for its leadership in mobile software management and built-in support for WiMAX, making it easier and more cost-effective to integrate OMA DM functionality into any WiMAX-enabled device.”

WiMAX service providers face myriad challenges in provisioning millions of new subscribers as well as managing millions of devices that will operate on the network, often temporarily. Red Bend’s device management software has been proven in tens of millions of mobile devices already in the market, and is rapidly being adopted by WiMAX service providers, chipset makers and equipment manufacturers in the United States, Japan and EMEA.

Red Bend’s standards-based OMA DM solution is used to provision new subscribers, configure applications and network settings, manage software and retrieve device information over the air. It has been deployed across multiple platforms, operating systems and memory types on mobile phones, wireless devices and machine-to-machine (M2M) modules.

For more information about Red Bend’s mobile software management solutions, please visit:



About Red Bend Software

Red Bend Software, the leader in Mobile Software Management (MSM), provides software solutions for managing firmware, applications and devices over the air. The company’s award-winning MSM products enable device manufacturers, mobile operators and software developers to increase revenues, reduce support costs and achieve faster time to market by remotely managing their software assets on mobile devices. Red Bend’s software has been deployed in more than 520 million mobile devices by eight of the top 10 handset manufacturers, including Kyocera, LG Electronics, Motorola, Sharp, Sony Ericsson and ZTE, as well as dozens of other leading companies in the mobile, M2M and WiMAX markets. Unlike device management vendors with proprietary end-to-end systems and manufacturers’ internally developed solutions that are platform specific, Red Bend is the only company offering independent client software that is interoperable with any standards-based server and that works with any platform on any type of mobile device. Founded in 1999, Red Bend is a privately held, venture capital-financed company with offices in China, Israel, Japan, Korea, the U.K. and the U.S. To learn how Red Bend is bending rules and breaking boundaries with mobile software management, visit


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