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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

You go to the doctor today and you have a blood check and then a printout saying, "Okay, this is a normal cholesterol level and this is you, in red." This is the same. It will give you a print-out onscreen, or we can print it, and you can actually educate the customer, because it could be customer misuse, misconfiguring, playing around with applications. It is very easy to turn applications on. It is a little more complicated to turn them off, and then - this always reminds me of the story of a friend of mine who bought a smart phone for his eight year old kid, because all eight year olds need their smart phones.

He rang up his father and he said, "Dad, there is something wrong with the phone." He said, "Well, what is wrong with the phone?" He said, "Listen, I have been playing with it for nine hours and the battery is dead." This is, again, all about perception and expectations. People do not know, so it is very important that, in the retail shop - and what we cannot do, and we have no intention of doing, is we are not trying to change the sales reps into gurus, into technical experts. That is not our job, but just using our machine, they can almost become experts, because the machine does everything for them.

What basically happens is that if, for example, there are issues, configuration issues, it will be shown on the Touch and will be automatically restored to the right level, if we are talking about volume levels or something like that. If there are software issues - in other words, there has to be an installation of new firmware - you can do this on the Touch. But the beauty is that you back up everything, before you do it. Everything is backed up. We then do a flash or a restore to factory settings. The phone is wiped clean, but then we restore everything, and after twenty minutes, the customer walks out and everything is working.

Now, from the customers who have already bought diagnostics from us, we already know - and officially, I also sort of claim that we can solve fifteen percent of all issues. Fifteen percent is huge, by the way, because when you think about the logistics costs of taking a phone of your customers, sending it off to the repair center or the manufacturer, and bringing it back, possibly - for example, in the States - they have to give a substitute phone. All these things are huge-costing, but the most important cost is the customer cost, the satisfaction or dissatisfaction of the customer. Here, for example, there is a very tangible ROI.


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