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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

But the people within the mobile operators, they know how much that is worth. They know to distinguish themselves, to differentiate themselves. That way, you can say that the Western Europe and North America are already there. What I have found in varying degrees, Singapore is certainly up there with Western Europe. They are very similarly advanced, but other countries like maybe Thailand, Korea - funnily enough, which is a very advanced country, but not in retail terms. Taiwan, again, not in retail terms. Japan is only just now starting, which is surprising because of Japanese technology.

I mean, I would say it is at least one to two years ahead of the States, but not so much on the retail side. It is very interesting, when you go around the globe and you are seeing these different trends and the different maturity levels, and also within Western Europe, you will have very big operators. For example, we will say, "Listen, I want my customers to spend as least time as possible in the shop." You have another customer, like the Vodafone group, who will say, "No, no, no, we want our customers to be in the shop because then, apart from getting the service, they are also then able to buy accessories and they will have more identification with the brand."

That is what they are looking for, but you have somebody who is just as big as Vodafone, or almost as big as Vodafone, who will say, "No, our concept is different." There is not one strategy across the globe. It is very much per country, and maybe per organization, whether it is a Vodafone or an Orange or a T-Mobile. Everyone is slightly different. To go back to the cellular, the raison d'etre of what we are doing and why, it is very much all to do with customer experience, enhancing customer experience at the point of sale. We are doing other things.

The Diagnostics Side: The Phone Doctors

One of the things that we are doing - which I hope you will find interesting - is what we call diagnostics. This is really - we started doing diagnostics because of the smart phones. We do not do this on legacy phones, but on smart phones, the idea is these smart phones, which we are now buying with a lot of money, are very sophisticated pieces of machinery. Basically, they are mini PCs. Now, what we say, sort of rather sarcastically, is the phones are getting more sophisticated, but our users are not. If I go back to my wife again, in an Android, you have something like eight or nine different volume settings.


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