Interview with Morten Brogger, chief sales officer, Syniverse

“Our focus is to get more money from enterprises than carriers”


Morten Brogger, chief sales officer, Syniverse

Morten Brogger joined Syniverse recently as chief sales officer and is responsible for company’s global sales. Prior to joining Syniverse, Brogger was CEO, MACH for two years before it was acquired by Syniverse. Brogger has held executive positions at Sunrise Communications, TDC and Merkantildata. On his India visit, Morten Brogger spoke to TeleAnalysis on his ambition, focus areas, USP, enterprise strategy, 3G & LTE roaming and Wi-Fi roaming. Excerpts of the interview:  

What is the purpose of your India visit?
The purpose of my India visit was to participate in the yearly event in Gurgaon where we share international experiences related to network messaging and roaming challenges with respect to large and small operators. Focus is also on where the industry is heading in terms of technology and understanding the issues of operators and solving them through innovative solutions. We have also invented enterprise interaction whereby operators and enterprise focus on OTT and it helps both sides. In Bangalore and Hyderabad, the focus was on meeting employees and briefing them about acquisition, integration and future roadmap.

What is your ambition?
Our ambition is to grow the company and provide a better roadmap to be innovative and to sell more. The focus is on enterprise mobility as it helps in building a bridge between enterprises and mobile operators. Our focus is to get more money from enterprises than carriers. In 4-5 months, we plan to increase global sales force by 20 percent. So, the focus is on building teams, building G2M strategy and doing localization to meet regulatory requirements.

What are the key focus areas for Syniverse?    
The three focus areas are: Real Time Intelligence, Network Infrastructure IPX LTE and enterprise mobility. In case of Real Time Intelligence, the focus is on how to provide increased customer experience which helps in monetizing future services. In this case, the user experience is tailor made for the user so that he opts for the service and there is no bill shock. On the other hand, Syniverse manages the policy. We are doing a pilot test with one of the 3G operators in the country and the solution can also be LTE enabled. With respect to IPX LTE, we will launch LTE solution with a North American operator in Q4, 2013. We are banking a lot on enterprise mobility.

How do you plan to increase your revenue?
We have managed to grow our market share in Asia and we are opting for LTE routing with Asian and North American operators. We are a software application house and we embed them with IPX in the connectivity. The time to market and the cost of deployment is different from most of the carrier. We have made significant amount of investment and we are few years ahead of our closest competitor.

How is Syniverse different from carriers and how are you planning to make inroads into enterprises?
Our differentiation is we have 500 software engineers and 600 customer support people in different time zones and who speak different languages across the world who manages our network and datacentre. In enterprise mobility we have 500 enterprise customers. 1,500 large enterprise do integrate with mobile operators to help them build the solutions. In India, the initial focus for enterprise will be banks, hotels, OTT and retail. We help enterprise verticals build the solution and the mobile ecosystem, and enterprise is the fastest growing business for Syniverse. For enterprise, we will white label through operators or partner with operators as the traffic need to go through us as we are cloud based managed service provider.

What’s happening on Location Based Services (LBS)?
For LBS, we need to handle privacy but it also brings lot of value to enterprise. LBS in different verticals can provide lot of revenue to mobile operators as real time intelligence can be effectively utilized.

What’s happening on 3G roaming and LTE roaming?
3G roaming transaction is growing at around 70 percent year on year. LTE is picking up speed big time. Coverage and market share is picking up both in North America and Asia. LTE roaming is difficult because of handset and spectrum bands. LTE roaming is picking up worldwide. It is picking up in North America and Asia whereas in Europe the pick up is slow.

We would love to do India China LTE roaming and we are working with all the operators. There are issues around LTE roaming which will be sorted as things move forward.

Are you investing in Wi-Fi roaming?  
Wi-Fi roaming has not taken off as a business. We have not invested in Wi-Fi but invested in LTE backhaul which is easier to manage. We are strengthening to see how big that business is and we are waiting to see what happens in Wi-Fi roaming.

Pravin Prashant  


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