Rating: datasquasher has benefits for corporates, MNOs & MVNOs, too
Data compression technology has been applied to the data carried over mobile network for years but the vast majority of such techniques have been deployed on the network side. Not as an app which sits on the handset. Perhaps the only exception here is Opera’s browser but Dan Field, CEO with millenoki, described his company’s product datasquasher as similar but much bigger. datasquasher applies compression to video, still images, audio and text – not just browser data. Consumers will like datasquasher because it improves the experience of streamed data as well as keeping their data usage well under quota. However, mellenoki is at MWC 2013 because it believes that MNOs and MVNOs will appreciate the benefits of white labelling the product.
It even acts as an ad filter so that a MVNO can ensure that only its own adverts get delivered to the handset.
Corporates and IT managers will appreciate the benefits of installing datasquasher on employees handsets as part of a BYOD scheme.
It will run on iOS, Android and Windows Phone devices when launched around April 2013.
The software can provide IT managers with policy control facilities. For example, it can prevent user from watching YouTube or posting on Facebook or Twitter during company hours.
The product can help organisations work out exactly what kind of data is being consumed by their employees so that they can fine tune their systems to optimise data delivery.
If an employee removes or disables the app, the IT manager will know because that particular handset will appear to ‘flatline’ on the control console.
MVNOs will appreciate datasquasher’s ability to decrease data consumption so that their bills to the MNO are reduced.
Employing datasquasher by rolling it out free to subscribers will give MNOs or MVNOs a wealth of information on how subscribers are consuming data.
Not only does it provide figures on users’ application habits but it can also provide information on where (location) and when (time) data is being consumed.
According to millenoki’s commercial director, Tony Blake, datasquasher can be used to combat what he described as, “advertising polution” in the mobile space by offering ad filtering.
The app can be utilised to filterout ads whilst the MVNO or MNO can deliver its own ads to the consumer via the app’s control screen.
Datasquasher works a little like the BlackBerry system where all the data flows through millenoki’s own data centres.
For this reason, for a purely consumer version of the product, millenoki will be forced to levy a small monthly charge – probably about £1, Blake revealed.
Having seen the demos at MWC, GoMobile News strongly believes that millenoki will win operator customers for this product.