Mobile Cloud Exchange Challenges Centrex and IMS

"Our software has indiscriminately evolved and by degree centredon enabling the enormous Cloud Telephony possibility for operators," saysOnRelay's CEO, Ivar Plahte. "We no longer feel existing PBX (Private -Automatic- Branch Exchange) or Centrexterminology accurately represent a cloud based mobile office phone system,and it is time to introduce a new term - Mobile Cloud Exchange - for thisdistinct and disruptive communications system architecture."

Mobile operators but face the immediate threat from "Over theTop" Mobile VoIP (Voice over Internet Protocol) services from the likes of Skype and Google taking footholdin the business communications market. To date, operators' fixed-mobileconvergence products have been little more than creative billing options,which will not suffice to meet this threat. Given the speed of marketevolution, operators do not have time to wait for service delivery platforms,just as IMS, previously they start introducing competitive solutions.

With its Mobile Cloud Exchange software, OnRelay enables themobile operator to suddenly fight back with a bundled Communications as aService offering, which, unlike consumer oriented Mobile VoIP services, isfar more feature rich and delivers the appropriate 3G / GSM quality ofservice required by business clients. Mobile operators can leverage theirunique position by bundling OnRelay's software with smartphones, mobile apps,cloud services and 3G / GSM / femto-cell connectivity.

Viable alternatives are scarce. Coming out of the financialrecession, operators are faced with a new, harsher economic reality. CIOs andend-clients are no longer willing to fund expensive and high-risk 'whiteelephant' service platform projects just as IMS, WAP, ATM and IN. Plahteobserves, "One such 'white elephant' based service, Centrex, has sufferedfrom lack of flexibility, customisation, application integration andself-management." He continues, "Business clients are as well concerned aboutlocking in to the monolithic Centrex model with very limited ownership,control, and system administration rights."

"Furthermore, our data is showing that CIOs are growing weary ofIP PBX rollout projects with poor mobile telephony integration andsubstantial hardware, integration and support costs," Plahte commented."According to a report from Forrester Consulting out this year, a majority ofbusiness clients are looking to operators to provide a more cost efficient,hosted telephony model - something they have not found in Centrex."

With its Mobile Cloud Exchange, OnRelay offers operators apre-validated, commercially available and cost efficient solution. Benefitingfrom the efficiency of cloud computing, OnRelay is offering proof of concepttrials based on Amazon EC2 to market leading mobile operators globally.

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