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Cellebrite: Decoding mobile data, CSI Style

Zafar Anjum | Nov. 21, 2013
Zafar Anjum spends some time with Dave Golding, GM of Cellebrite APAC to learn about the unique offerings of his company in the cellphone retail and diagnostics areas

It is a very pleasing customer experience in the shop, that they can actually do it. When we moved over to Singapore, for example, my wife bought, obviously, an iPhone. She had an old Nokia, and I took one of the units here, went home, and we transferred in a minute everything she had from an old phone to her new phone. She goes, "Wow, it actually works!"

It sounds all very simple. In effect, in essence, it is quite simple, but there are a lot of times when you have something like a simple service, which is missing. But it is a core service, and we were talking a bit earlier about the maturity of a market. Now, when we talk about maturity of a market, we are not talking about technological maturity. I can say Korea and Japan might be even superior, technologically, to Western Europe and the States, on a technological basis. But what we talk about, when we are talking about maturity of market, is the retail maturity. In retail maturity terms, this part of the world is not as advanced as Western Europe and the States, and that is what we are finding here.

Zafar: When did you start working with Cellebrite?

Dave: I started working in the company just over four years ago, and when I originally started working in the company, I was in charge of Western Europe and the UK, for both forensic and cellular products. Then, about four years ago, in the UK, it was very similar to today, is that they all knew about it and there were different levels. Some companies already wanted it, some people were already researching it, but it was just about starting, and people knew that it was important. Today, when you go to Western Europe, to give you a good example, when I started selling four years ago, in Western Europe, one of the first questions that I was asked was, "What about the ROI? What about the return of investment?"

Today, nobody in the UK asks that question, not because it is not important, because obviously, when you are purchasing something, it costs money. Obviously, budget is important, and there are capex issues and operating issues. It is important, but in Western Europe and North America, they already understand that it is much more than just ROI. We are talking about here customer satisfaction, customer retention, competition, and the whole experience of somebody going into and doing this retail journey. It is that sort of something which is not particularly tangible. You cannot really quantify that and say, "Okay, how much is that worth?"


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