SerCoNet delivers a robust and cost-efficient home networking solution -- without requiring additional wiring. Household-wide network connectivity is achieved over existing telephone wires through the simple replacement of existing telephone outlets with SerCoNet's smart electronic outlets.

Owning the Customer

Mr. Moshe Shapira | SerCoNet Ltd.

Owning the Customer: Single-source, Broadband Networking into the Home
The differentiating edge of an end-to-end network solution
by Mr. Moshe Shapira
Director - Marketing & Strategic Planning, SerCoNet Ltd.

SerCoNet delivers a robust and cost-efficient home networking solution -- without requiring additional wiring. Household-wide network connectivity is achieved over existing telephone wires through the simple replacement of existing telephone outlets with SerCoNet's smart electronic outlets.

Changing Lifestyles - Changing Needs

Households with multiple PC's, home offices, telecommuting from home. Innovations in technology are changing our lifestyles, changing the way we work, changing our needs. Using the Internet as a resource for schoolwork or for planning family vacations, playing interactive games, and subscribing to data streaming services such as stock reports - these activities are becoming an integral part of home life. Working from the home, using PC's, printers and networking equipment and web-enabled applications, is already a sizeable market and is on the rise. These trends in the residential market have driven a multi-billion dollar home networking and SoHo (small office home office) industry, with customers demanding high-speed bandwidth to support voice, data (Internet), video, and heavy graphic files simultaneously.

TAF (Technically Advanced Family) customers were the first to buy broadband services. But in order to enjoy broadband services in their homes, these savvy users have had to deal with a serious division of provision responsibility while building their own "home-grown" solution. They were forced to interface with multiple suppliers for the various resources, including content providers, Internet service providers, access providers and home networking integrators.

With the advancements of broadband technology, more and more residential customers are able to take advantage of high-speed communication brought to their homes through various methods, including XDSL, cable or satellite transmission. This growing broadband availability is fuelling the home networking market. However, unlike TAF customers, notice home networking customers are not willing to suffer the inconvenience of interfacing with multiple suppliers. Rather than having to deal with individual products and services, these customers are now demanding a complete solution tailored to their needs and homes from a single provider.

Owning the Customer

In light of the growth of this home networking market and its demand for a complete solution with a single contact, more and more service providers are entering the field to capture a new segment and increase their existing subscriber base. As competition among them intensifies, they must find new ways to attract new customers, strengthen customer loyalty and expand "ownership" of their customers.

Many service providers are promoting single point-of-contact communication solutions - not only to customers within multiple dwelling/tenant units (MDU/MTU), but also to individual houses. Still, this is not enough. These providers bring their broadband networking solutions to the customers' doorsteps, but not into their homes. By bringing end-to-end home networking solutions to customers' desktops, and enabling broadband sharing capabilities for simultaneous applications, providers will be able to differentiate their services, and attract and retain more customers.

Home networks, as an extension of their communication services, give providers the edge they need in order to succeed in this highly competitive market.

To date, home consumers and small offices interested in networking without rewiring their homes, have been able to choose from wired or wireless solutions:

Wired Wireless
Power line
Home PNA
 IEEE 802.11

However, these solutions suffer from severe limitations:

  • They exhibit inconsistent reliability and performance as a result of buildings' structure and noise accumulation.
  • They have restricted bandwidth that is insufficient for bandwidth-intensive applications such as video and multimedia.
  • New wiring is required for bandwidths exceeding 10 Mbps.

PLC (power line communication), which utilizes existing power wiring in the home, supports low bandwidths and is highly susceptible to noise.

Home PNA (phone line networking), which utilizes existing phone wiring in the home, cannot guarantee the consistent bandwidth required for heavy applications such as multimedia, video streaming and interactive games. In addition, longer distances between equipment result in degradation of the bandwidth.

Wireless networks are more expensive, and have serious limitations of range and interference. HomeRF's greatest weakness is its speed, and Bluetooth technology is limited for ranges of up to a few feet. Both are susceptible to noise and signal attenuation. House construction characteristics often affect the reliability of the signal.

With any of the current options, needs of most home and small office networking will require a new wiring system in the near future in order to support robust bandwidths over 10 Mbps.

The Complete Solution by SerCoNet

SerCoNet answers the need for hassle-free, high-speed home networks. SerCoNet delivers a robust and cost-efficient home networking solution -- without requiring additional wiring. Household-wide network connectivity is achieved over existing telephone wires through the simple replacement of existing telephone outlets with SerCoNet's smart electronic outlets.

SerCoNet's solution employs a distributed rather than continuous model, where telephone wiring is separated at each outlet, creating several independent point-to-point communication segments. Each SerCoNet outlet serves as a mini-repeater, which terminates and regenerates network data, and then transfers the data to the next outlet. The result is guaranteed constant, high data rates - 10-500 Mb/s in every topology. As distances between adjacent outlets rarely exceed 300 feet, range is practically unlimited, and Fast Ethernet (100 Mbps) can be easily employed.

The bandwidth is split between the two services within the outlet. Telephone signals are isolated in the low spectrum, providing full telephone service via standard, integrated RJ-11 ports. Integrating SerCoNet's patent-pending technology, these same outlets transmit 10BaseT and 100BaseT communications in the higher spectrum via a standard, full-duplex RJ-45 Ethernet port. Integrated LEDs indicate network connectivity status.

SerCoNet's solution provides superior immunity to external noises and prevents bandwidth attenuation as these short, independent point-to-point communication segments ensure reliable, consistent high-speed data in every house topology.

SerCoNet Expands Providers Basket of Differentiated Services

Most alternative solutions require the residential and small office customers to seek networking solutions on their own. They must purchase the necessary equipment for deploying a home network and install it themselves. These current options require that customers be technologically savvy - impeding the expansion of the customer base. Telco's broadband infrastructure only reaches the individual homes and multiple dwelling units, and is not extended throughout the house. Telcos that want to capture this market and offer high-speed broadband services must move their infrastructure past the doorstep and into the house.

SerCoNet's innovative solution gives residential and SoHo customers a simple and complete home networking solution immediately, thereby stimulating growth of the market. Simultaneously, it enables service providers to differentiate themselves and extend their permanent infrastructure. In practical terms, service providers "own" SerCoNet's outlets, and install them in customers' homes. In doing this, they take their communication services from the doorstep into the home, to the "desktop." Their broadband services are now complemented with easy access to high-bandwidth connectivity throughout the household or small office. This "push" strategy will increase charges for service usage and bandwidth utilization as the home network capabilities expand. In addition, service providers will have a better understanding of the way their services are being used, for future applications and services.

Similar to providing the handset as part of the telephone line package, the unique SerCoNet outlets now become part of the service provider's "home networking package." This means the SerCoNet outlets become a part of the operator's infrastructure in the home - in practical terms, reducing subscriber turnover. In addition, SerCoNet's solution can extend providers' control over substitution aspects as well. For example, a SerCoNet based home network may be offered to customers free of charge should they choose to subscribe with the service provider for a certain period of time.

SerCoNet Presents Full "Customer Ownership"

While broadband service providers have so far been able to deliver a one-stop-solution up to customers' doorsteps, they fall short of full customer ownership, due to the lack of complete home networking solutions.

SerCoNet enables them to enter the homes and SoHo's and provide customers with complete communication solutions by creating a cost-effective and reliable in-house bandwidth distribution that extends their permanent infrastructure. These customers will have one point-of-contact for all their communication needs. This single-interfacing capability will significantly increase the customer base, and subscriber satisfaction, translating into long-term loyalty and higher profits.

Tel: 972-9-7411833 ex. 103

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