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The day the old telephony died

Voice over Internet Protocol, or VoIP, may have found the missing link that would eventually replace existing telephony. VoIP has made a lot of telephone companies go into a state of total shock. Some are mesmerized while others are paralyzed.

The telcos and cable companies are both trying to figure out a way to cope with the issue of delivering voice over the Internet and to be able to connect all other gadgets, gizmos, and devices. This enables them to provide the end-user with a Technicolor branding experience of a lifetime. It’s do or die out there.

To date, the issue of implementing the customers and various devices simultaneously has been extremely prohibitive, due to the inability to duplicate the current comprehensive telephony management infrastructure’s five nines.

But as the curtain rises, here enters a new lone ranger. Rajeev Bhargava, a soft-spoken boy wonder with a completely split personality, half a Silicon Valley wizard, and the other a spiritual monk.

“For every single event there is a single cause”, he says softly and continues: “We have a clear philosophy.  It is based on this fundamental axiom – chains of causes and events create information patterns. This is called ‘causality.’ We believe in and live by causality.”
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Based on this philosophy, he has defined and developed a proprietary software technology platform.

“We extract information from causality, which gives you predictable patterns allowing for the creation of highly dynamic and profitable environments,” he says.

There is a twinkle in his eyes. This scaleable platform is a distributed cause-and-effect architecture and enables simultaneous event monitoring delivering a predictable pattern from this extraordinary technology.

Rajeev founded Profitronix, a Toronto technology company, recognized by Gartner Research as a leading pioneer in “complex event processing”. An offshoot of the Rapide language from Stanford University, his version is all Java enabled. Armed with a fifteen-year background in building telcos and integrated network management systems, Rajeev wants to create and lead a new grass root VoIP revolution.

The demo of this voice-over IP management services clearly proves that the low traffic and low cost with high telco-grade reliability will make this a new playground. All phone calls will become local.

Home devices and others systems can all migrate computing into IP. The convergence of all media into one device is now a reality.

His “out of the box” solution will manage IP infrastructure and services at the client level, device level, regional level and central level, which is currently not possible. Now VoIP becomes highly profitable using management for a $1 per device per year. This turnkey solution, with IP mediation services for consumer billing can be implemented right away.

But wait a minute. Does this mean that one will be able to receive faxes to movies directly to their cell phone? Does this really mean that the cell phones will become micro-terminals? Does this mean that the old telephony will no longer be viable? Will all long-distance calls become free?

Is it really a revolution? Is it really a shock? It is.

Every now and then, our society is placed at a crossroads, a kind of a juxtaposition where a leading current technology gets taken over by a bulldozer. If any of the above were to come into play, this would be the single most dramatic shift in business-to-consumer communication, almost like the invention of the Web browser.

Three rules of branding new, revolutionary ideas


Educate, in a self-replicating mode. Utilize the latest technologies to broadcast your message using web conferencing and content streaming. Avoid the old fashioned branding by blowing millions on billboards and TV ads. Select and reach your potential customers at fast speed via global cyber-branding right away. Make speed a benchmark.

Make the message very simple. Work with fewer words, throw away the thick binders and deal with simplicity. We are all tired of exhaustive research projects to prove that we were all wrong all along. Start with a clean page and move forward. Make future simple.

Brand the real things. Disney once said: “you need branding when you do not have any real thing to sell”.

Right on. Most branding exercises are just smoke and mirrors to cover up faults and mistakes. Isn’t this the reason why there are great full-page ads and continuous TV commercials just before a corporation is about to be hauled for securities investigation or filing for chapter 11? Find the real thing, go for the real customers, build a solid corporate image and a truly global name identity and the rest will take care of itself. Including branding.

Naseem Javed, author of Naming for Power and Domain Wars, is recognized as a world authority on global name identities and domain issues. Javed founded ABC Namebank International, a consultancy he established a quarter century ago, and conducts executive workshops on image and name identity issues. For comments reach Naseem at njabc@njabc.com.

The opinions expressed herein or statements made in the above column are solely those of the author, & do not necessarily reflect the views of Wisconsin Technology Network, LLC. (WTN). WTN, LLC accepts no legal liability or responsibility for any claims made or opinions expressed herein.

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