GoingWiMax.com was granted an interview with Berkeley Varitronics Systems CEO of 10 years, Scott Schober. BVS has provided design and consulting services for the wireless telecommunications industry for over 37 years. Most recently, BVS has introduced a line of WiMax and LTE testing tools and analysis software to meet the demand for network build out and optimization. In this interview, Mr. Schober offers his valuable knowledge and insight on a variety of current trends and topics in the wireless world today.
1) In light of WiMax trends in the past 3 years, in what way has your company been influenced and affected?
Berkeley Varitronics Systems (BVS) has seen significant WiMAX growth over the past three years greatly because of our diverse capability and smaller size. The initial business we appreciated was greenfield testing with our stimulus transmitter “Gator” and the “Coyote”, a modular receiver system. This combination allowed carriers such as Sprint and their respective partners to drive a particular area and plot out what type of coverage and signal propagation they would achieve in the 2.5 GHz 4G band planned for future deployment. This was done in all the major markets throughout the US with this system of test equipment. After the initial studies in 2007/2008 the carriers immediately could begin buildout of the actual network. BVS also provides the growing industry with the YellowFin 802.16e mobile WiMAX analyzer. The YellowFin allows 4G buildout to accurately reflect how WiMAX signals will propagate in real world conditions as opposed to using the traditional 3G propagation equipment and models of the past. Advanced measurements such as (Carrier to Interference Noise Ratio) CINR is measured along with Multipath information that could be problematic to the desired thru-put the carriers are looking to achieve. The fact that our portable test solution is used for in-building and out-door drive studies, coupled with our intuitive (Graphic Users Interface) GUI allows RF engineers around the globe to build out their 4G WiMAX networks rapidly with solid coverage.
2) To what degree do you think the introduction and increasing momentum of LTE will effect WiMax technology?
There are clear opportunities for BVS to grow as both WiMAX and LTE are embraced on a global scale. I continually hear of speculation as to whether WiMAX will survive and be replaced by LTE, but I believe the two competing standards will more likely migrate into an accepted standard that will provide high speed internet access to a wide platform of mobile devices used through different market segments. I feel widespread acceptance will be inevitable as companies such as Intel provide WiMAX imbedded chipsets in their microprocessors. Spending will continue to increase for both WiMAX and LTE networks as more mobile devices become mainstream.
Keys to a successful launch once the technology is mature, is time to market and rapid buildout. We have aligned our design and production efforts to meet these demands in order to capitalize on this business. Many markets are slated to turn-on, in region after region, creating a need for a much larger quantity of comprehensive test equipment. BVS has been working with the carriers and their tier 2 vendors early on that have pioneered 4G deployment. LTE has increased its momentum so it will enjoy a ‘time to market’ advantage that WiMAX currently has. BVS has developed an LTE YellowFin test platform that will provide the measurements that companies such as Verizon Wireless and AT&T require as the buildout for 4G LTE gets underway.
3) What are your 2010 predictions for the future of WiMax technology – in what way(s) will it benefit the wireless world the most?
The recent aggressive cost cutting measures the carriers have implemented was to gain market share, retain customers, and enable them to lure new customers with “need for speed” available in 4G mobile phones. The WiMAX 4G mobile phones will change the users experience streaming a movie in real time on their phone or watch their favorite show. When the technology is as easy to use such as Apples’ iTunes, iPhone or Apple TV, the consumer is willing to shell out a few dollars to get the latest content. WiMAX promises significant data rates that will allow 4G to gain the widespread global acceptance.
4) I am aware that BVS designs, tests, manufactures, and sells all of its own equipment. To what degree do you believe that being in charge of your own engineering is a benefit in technology marketing and sales today?
At the end of the day, for BVS to continue to thrive we must listen carefully to what our customer base is asking for in test equipment and follow the developing standards in anticipation of technical needs. We take great pride in giving our customers much credit for some of our best products. When we listen to them at the onset, we build a relationship where they themselves feel they contributed to a products’ design. When a unique measurement is required and we see the customer has a vested interest in that product, they become our greatest advocate. Marketing and brand awareness are certainly important to maintain and grow business, but often word of mouth from a satisfied customer is all you need to generate the best PR. Many times when a product is well defined up front and we kick off with the first design meeting we discover throughout the process of actively selling the idea that customers will often comment on what would love to see. BVS is vertically integrated so we can control the power of all aspects of the product which is important. We have often ‘stopped the presses’ or redirected the design to consider a significant feature that needs to be added that will greatly aid the RF field engineer.
5) I’m sure you have heard rumors regarding Sprint and Clearwire’s plan to deploy WiMax base stations in Wal-Mart stores across the U.S. Do you think that this is an effective option/possibility for deploying nation-wide WiMax in the U.S.?
This is a somewhat different and novel approach. Walmart is a business that offers some great deals. For Walmart to offer 4G towers at their retail locations will offer additional revenue and further their image as a cutting edge company. In the past, BVS was awarded a large contract for RFID spectrum analyzers that was used to deploy a large number of RFID systems throughout Walmart. At the time, Walmart greatly aided in proving to the world of retail that RFID can provide significant cost savings and ROI when properly used. Many questioned this approach of utilizing RFID throughout the supply chain and criticized Walmart that this would in turn reduce jobs. The converse is true in that Walmart has consistently added job growth, new stores and increased their efficiency to the point where they can often provide the best prices to you and I when we shop. This same forethought to 4G tower sites at Walmart retail locations coupled with Walmarts tremendously large and loyal customer base will inevitably allow the WiMAX footprint to expand rapidly.
{ 1 trackback }