| Alatto:
Pick of the 3G Consultancies
Ireland is home to a plethora of new companies focused on
the international 3G market. Alatto is the pick of the bunch!
Working
out how networks and commercial enterprises can make money
out of the new technology is the job of consultancy firm Alatto.
"Our role is to take the myth and hype out of the wireless
market and show where the profitability is" explains
Alatto co-founder Neil Flanagan, who formerly worked with
Dresdner Bank, Siemens and the Enba Banking group. "We
work with a number of 3G operators in Europe and the UK, building
applications, revenue stream models and products for clients
looking to harness the wireless domain". Alatto partner
David Lehrer spells it out. Adult content and gambling have
historically been the most successful sectors for new technology
- and WAP too has a successful sector in gambling and x-rated
content - thanks to the advantages of privacy as using an
office system can leave a trail. For the under 18 market its
currently possible to gamble and not just for non cash prizes.
Not very charitable but with so much invested many operators
are looking at these offerings."
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Ireland
seems refreshingly immune to the 3G hype, perhaps explaining
the success of companies exporting practical, worthwhile services
abroad. Flanagan says: "Much of the international press
is encouraging excessive expectation with 3G, which will cause
later dissatisfaction.There is too much focus on the gee-whiz
factors and not enough on the realities and business factors
such as billing structures. We don't dissuade our clients from
pursuing highly inspirational avenues however, because innovation
can create a monoploy which commands monopoly rents, but we
do suggest a backup strategy - that way you aren't betting a
product (or company!) on one technology."
Formed
at the end of 2000, Alatto employs only 30 partners and associates
but is kept busy educating and working with enterprises who
are aware of the possibilites of wireless but who are unsure
how to make the most of it.
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